THE WISDOM:

Counting on gut reactions and "just knowing" how a group feels could lead to missed opportunities and even disasters. Often times, leaders of an organization bring their own biases to key decisions.

HOW WE GOT THERE:

Association leaders believed members would resist a key policy change currently under debate in state and national policy arenas. A survey of the membership told a different story. Members were ready for change and willing for the organization to take a leadership position in challenging long-standing and emotionally charged policy positions.

ACTION STEPS:

Our study not only revealed the opportunity to match the organization's official positions with member sentiments, it also provided insight into how to use language that will create the most support as the association leadership moves to the forefront in advocating the issue.