In a recent blog post that shared the top priorities for REALTOR association executives in Canada, improving membership morale was at the top of the list.  We can speculate specific reasons why this was #1 and/or we can give you a process in order to raise it.

Improving Image of Association

Wikipedia defines morale as “the capacity of a group’s members to maintain belief in an institution or goal, particularly in the face of opposition or hardship.”  Past negative actions of a leader, policies to demonstrate bureaucracy, or poor choices in association decision making result in negative consequences that can damage membership morale.

So how are you going to improve morale?

Once the membership can trust the leadership to more positive prescriptive norms then you are well on your way to demonstrating value, providing value, and commanding more influence.

Use questions that determine whether the member is using a prescriptive or proscriptive norm to decide how they will participate in the future using the chart.

Prescriptive and Prospective Norms

Don’t send out another communication survey.

Instead, send out a trust survey

Use some of the questions to rank whether you are where you think you currently and once you take action based on dealing with the top priorities you can show progress six months from now.


Organizations bring in Doug Devitre when they want to dramatically improve marketing, productivity, and sales performance with the latest technology. He is changing the way consultants consult, coaches coach, and trainers train professionals with his creative approach to using technology focused on business outcomes. The University of Missouri-Columbia Business School Entrepreneur of the Year, National Association of Realtors Business Specialties Hall of Fame Educator, and Certified Speaking Professional of the National Speakers Association brings a power-packed, innovative punch to managing organizational change outlined in his latest book Screen to Screen Selling™ : How to Increase Sales, Productivity, and the Customer Experience With the Latest Technology. Now Doug is focused on creating thought leadership on how businesses can use the Amazon Alexa platform to reduce operational costs and improve workplace productivity.

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