NNLA MEMBERSHIP SURVEY
In March, NNLA members were asked to take a short survey to assist the board in identifying the needs of association members. Nearly sixty members responded to the survey, and the results were reviewed by the board members during a recent meeting. Responses will be utilized to identify current needs, possible solutions, training and education topics and much more. Those who participated in the survey were entered into a drawing for a $50 Visa gift card. The winner of the gift card was Scott Johns with Aesthetics, Inc. in Denton. The following is a brief summary of the survey results.
Membership Demographics
Category of businesses
Of the responses, the top categories in order were:
- Landscape maintenance, design and contractor - Nursery
- Grower
- Hardscape
- Other (education, grounds department, retired, mulch, seeding, retail garden center, government, distributer and unemployed)
Region of business
Length of Membership
62% have been members for 10 or more years; 13% have been members for 5-10 years; 15% have been members for 3-5 years; and 15% have been members for two years or less. To encourage more companies to join the association, the board will evaluate current membership benefits, how to increase membership value, and how to reach out to non-member companies. Current members are encouraged to recruit new members and are rewarded for their efforts through the Membership Referral Program. For every new member recruited, the current member receives $25 in “membership dollars” that can be used for any NNLA-sponsored event. For more information, visit the NNLA website.
Age of Members
Nearly 50% of participants indicated they were 46 and older while less than 25% were between the ages of 18-35. This statistic is typical in many associations. The association will need to identify new ways to reach out to the younger generations and get them involved in the association.
Satisfaction with Membership
Over 60% of participants indicated satisfaction with their membership in the association. While this statistic is encouraging, the board wants to improve association benefits and increase this percentage. The next statistic may be the primary focus for the board’s short-term goals.
Top Three Association Benefits
The top association benefit by a large margin is the Nebraska GREAT PLAINS Conference. The following four were very close:
1. Field Day(s)
2. Workshops
3. Newsletter
4. NCN Program
The board is always looking for members to serve on various planning committees. If you are willing to serve, please contact a board member or the NNLA office. If you have speaker/presentation ideas, forward those as well. Members are also asked to share items for the newsletter and Facebook page. The board wants to hear about events, awards, community service, etc.
What can the association do to bring additional value to members?
There was a lot of great feedback provided by participants. Most of the comments centralized on the following:
1. Education: This included growing the winter conference, providing more workshops/small education events throughout the year (and providing them in different locations across the state), hosting networking events across the state utilizing member locations, sending more emails about relevant topics and providing/promoting webinars.
2. Promotion of members and NCNs: This would include creating ads that encourage the public to utilize an NNLA member/NCN for their next project, educating the public on the value of quality products, design, etc., advertising on Facebook, creating presentations that members can personalize and present to their local Chamber of Commerce, etc., and improve relevancy and maintain high standards for NCN program.
3. Other: Improve website functions, allow online registrations/renewals. This is something the management company is working on for all clients.
Top concerns when it comes to business operations
1. Labor: The top concern was labor. Many businesses struggle not only to find employees, but find employees who are knowledgeable/trainable. Retaining employees is also a struggle along with rising costs of insurance and other expenses. Encouraging the younger generations to consider a career in horticulture is key to addressing this issue.
2. Value: Customers do not always perceive the value of paying for quality design or products. Box stores and internet sales are huge competitors. Promoting members and educating consumers will be a top concern for the association.
3. Other: Weather, government regulation, financing, rising insurance costs and finding new clients were other concerns.
The board would like to thank those who participated in the survey. If you would like to discuss any of these items further, please reach out to a board member. All members are encouraged to provide additional feedback, concerns and possible solutions. Thank you for your commitment to the association. Watch for future updates from the board.