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.
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.
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.