Like many folks, you probably do a lot when it comes to gathering stakeholder feedback: You see and make a point of talking to members at association events. Perhaps you make it a habit to pick up the phone or drop in on members periodically to talk to them one-on-one. Maybe you even survey or poll them internally on their satisfaction with events, programs or new issues coming down the pipe.
These are all very important tools to keep your association connected to members on an ongoing basis...but what about when it comes to your planning activities? Typically, member feedback is used as a peripheral driver of the process, if it's used at all.