Yes! One of the Board’s many ongoing responsibilities is to ensure that our organization continues to align with members’ needs and goals, and continues to add value to members via services, events, publications, resources, and other offerings. We examine this through all kinds of research and feedback mechanisms, including lots of survey research, regional chapter calls, conference sessions, and online discussion boards. One of these efforts included a brand assessment conducted four years ago by an outside firm, hired to provide the Board with a third party perspective of our organization and offer guidance on our plans for the future.
One significant recommendation that came out of this assessment was to consider a name change to better reflect our current member’s work activities and potentially attract new members. The assessment recommendations were evaluated and validated over the last few years via a member value survey, a salary survey, and a variety of discussions at conferences and online with current members, former board members, and former and current chapter leads.
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