Knowing Your Members: Unlocking the Power of Research and Data


While most associations recognize the importance of using data for strategic decision making, few are leveraging the full scope of insight available to them about their members and stakeholders. In this session, we’ll explore three sources of valuable data – all the data already laying around your organization, primary data that you can collect, and secondary data available through various sources – as well as the primary considerations for each. By the time you get back to your office you’ll be ready to unleash your inner data nerd and start turning insight into action immediately!

Learning Objectives

  1. Understand the primary sources of insight about your members and the community you serve
  2. Become aware of the main considerations for each data source in order to avoid common mistakes and pitfalls
  3. Recognize the role that non-researchers can play in making evidence-based decisions

Chelsea Killam, CSM, IOM, CAE

Chelsea stumbled into research and associations over a decade ago and made it her business to become an expert in both. She rose through the ranks of ASAE’s research department, where she departed as the Director of Research before joining PMI as a Senior Researcher.

Chelsea has contributed to several publications including The Informed Association: A Practical Guide to Using Research for Results, and has presented at Association and Statistical conferences.

When she’s not pestering you to answer surveys, Chelsea is exploring every inch of her new city, Philadelphia OR she’s getting away from the city to explore the outdoors.