How to Maximize Survey Response Rates - Composing an Effective Email
Joseph Bates • April 7, 2025
By Joseph Bates, IFANR Founder and President
The Institute for Association and Nonprofit Research (IFANR) has dozens of years of experience sending survey email invitations. We have perfected our methodology for achieving the best response rates possible. Below are the steps you should follow when creating a survey email invitation.
HINT: Do everything you can to make the survey email invitation look as if it is coming from a real person.
1) NEVER use html.
2) ALWAYS have the email invitation appear to come from someone respondents recognize at your organization. Don't use your generic marketing email template or account.
3) Use the sender’s actual email signature block. Again, you need to make this appear to come from someone real.
4) Keep the email SHORT. The FIRST sentence should explain that you are conducting a survey and need the individual to respond.
5) Always personalize the email greeting, such as "Hi Joe"...don't say "Dear Joe" if that is not how the person from whom the email is coming would normally start an email. NEVER say "Dear Member"...as that is too generic.
6) The only link that should be in the email is the link to the survey, and, of course, the opt-out link at the VERY bottom of the email.
7) Send no more than two follow-up reminders that are targeted ONLY to those who haven't completed the survey.
8) Keep the survey in the field for about 7 business days and stagger the reminder emails about two or three days apart. PUT THE DEADLINE IN THE LAST EMAIL INVITE ONLY.
9) Most importantly, make sure to include the following in your subject line: "Please Respond" or "Participation Requested" along with the title of your survey. You need this call to action.
At some point, nearly every association finds itself staring at the same uncomfortable question: “Are our dues right?” It usually doesn’t come up at a convenient time. Maybe revenue is tight. Maybe leadership is hesitant to raise prices. Maybe someone on the board asks how your dues compare to “everyone else,” and no one has a clear answer. Whatever the trigger, it often leaves organizations feeling stuck and feeling caught between the risk of changing dues and the risk of doing nothing at all. That uncertainty is exactly why a structured dues review can be so valuable. It helps replace guesswork with clarity by answering questions like: Are our dues aligned with the value members actually perceive? How do we compare to similar organizations in our space? Are we pricing appropriately across different member segments? What would happen if we increased (or restructured) dues? Where are we potentially leaving revenue (or members) on the table? A good dues analysis doesn’t just produce a number; it provides context, options, and confidence. It blends market benchmarking with member research, so you’re not just looking outward at competitors, but inward at what your members truly value. It also allows you to model different scenarios, helping leadership understand trade-offs before decisions are made. And importantly, it sets the stage for better communication, so that when changes are made, they feel intentional and justified rather than reactive or abrupt. At IFANR, we work with associations that are in exactly this position: uncertain, cautious, and looking for a path forward. Our approach is designed to bring structure to what often feels like an ambiguous challenge, combining data, member insight, and strategic perspective. Whether you’re considering a small adjustment or a broader rethink of your dues model, we help ensure you’re making decisions with clarity and confidence.
By Joseph Bates, IFANR Founder and President
By Matt Kerr , IFANR Research Director
By Joseph Bates, IFANR Founder and President
By Matt Kerr , IFANR Research Director
By Joseph Bates, IFANR Founder and President
By Matt Kerr IFANR Research Director
By Joseph Bates, I FANR Founder and President
When Joe Bates, president of IFANR, was vice president of research and strategic initiatives at the Global Business Travel Association, he helped grow the sponsored research program from $100,000 in revenue in 2010 to $1.5 million in 2015. This huge increase in revenue allowed the association to do the following: 1) Published research reports that benefited all members, 2) Generated thought leadership for the association, 3) Earned massive media attention for the industry, 4) Funded other strategic research projects for the organization itself, and most importantly 5) Generated non-dues revenue for the association. The Institute for Association and Nonprofit Research (IFANR) can help your association create a sponsored research program to generate non-dues revenue as well as realize other benefits. Here’s a short “How To” list to get your sponsored research program started: 1. All research sponsors receive recognition on an association “Research Donor Wall” at the appropriate level (Silver, Gold, Platinum, Diamond). The Donor Wall is listed in various places, such as the association’s website, on-site at various conferences, in email blasts, etc. 2. Research sponsors are invited to contribute ideas and questions to studies, however, the association has the final say over all questions to ensure third-party objectivity and credibility. 3. Organizations receive prominent attribution as the research sponsor in the final report. 4. At the completion of each research study, the association issues a press release to the media announcing the report’s key findings. The research sponsor receives attribution in the press release and the opportunity to provide a quote. 5. The research reports are available to all members on the website. Some research reports may require purchase by members who do not chose to participate in the research project. Most research reports are available for purchase by non-members, although some research may be available to members only. 6. Sponsors may be allowed to send the report to their customers and post the report on their website as long as it resides behind a firewall that only customers are allowed to access. 7. Certain research studies may be provided to anyone free of charge and can be posted on the sponsor website for lead-generation and/or other marketing purposes. 8. At the completion of the research study, the association schedules a webinar for members and non-members to present the key findings of the study. The research sponsor receives attribution at the beginning and end of the webinar. In addition, at the beginning of the webinar, the research sponsor is allowed a two-minute “thank you” spot. The sponsor MUST NOT engage in any selling. Typically, sponsors receive the email list of participants for follow-up marketing efforts. 9. For major sponsors, the association presents the results of the research at a conference. The research sponsor introduces the presentation (two-minutes) and receives attribution as the research sponsor. Again, the sponsor MUST NOT engage in selling at this time. 10. Depending upon the level of sponsorship, the association may wish to grant the sponsor exclusive rights to create derivative materials based on the research.
There is an art to conducting a good interview. Regardless of the purpose, be that gaining insight on a new app or collecting feedback for a strategic planning meeting, an interviewer usually has about 30 minutes to make a participant feel comfortable, trusting, and open to sharing their personal thoughts and opinions. This can be a challenging environment for the interviewer to create, so here are the top 3 tips that the IFANR team recommends when conducing qualitative interviews! Begin the interview with a brief introductory conversation so that you and the participant can learn a little bit about each other. While the participant is introducing themselves, listen for any commonalities that the two of you share. The interviewer should be prepared to share a little bit about themselves as well. This brief conversation builds trust between the interviewer and the participant, especially if you happen to have something in common! Remember to ask follow-up questions that allow the participant room to expand on their answer, such as “Can you tell me more about that?” or “Tell me a little more about why you feel that way?” Asking these follow up questions might elicit a more complete and detailed answer than your original question! After reading many books and articles on how to effectively conduct interviews (and after conducting hundreds of interviews ourselves!) we remember this…a strong interviewer knows that we are there to bear witness to the participant’s story, to care about what they have to say, to suspend judgement, and to hold surfacing emotions with respect (Atkinson, 1998). Happy interviewing! References Atkinson, R. (1998). The life story interview. Sage.