How an Engineering Association Reversed 10 Years of Stagnant Growth

The Ontario Society of Professional Engineers (OSPE), an organization with nearly 10,000 engineers, engineering graduates, and engineering students in its membership, experienced stagnant growth for almost a decade until 2022. To turn things around, OSPE took a disciplined approach of delving deeper into the insights that resonate with its members.

The first step was to conduct an independent audit of OSPE’s value proposition, which involved a comprehensive review of features, benefits, pricing, membership data, member experience, creative presentation, and communication strategies. This process challenged the organization to critically evaluate the value it offered to its members.

OSPE recognized the need to invest time and resources in understanding the root cause of the problem rather than hastily attempting to solve it. Through commitment from executive leadership and the board, they sought to uncover valuable insights that would guide their strategy.

To gain meaningful insights, OSPE embarked on a robust research process involving internal staff, board members, and external organizations, qualitative interviews with members, and quantitative research with current, past, and prospective members. These efforts aimed to distinguish true insights from mere data and research, ensuring their relevance in a rapidly changing world.

A crucial turning point for OSPE was finding the right partner, a champion for the true voice of the member. External consultants helped the organization avoid internal biases and assumptions by providing an objective perspective based on members’ wants and needs. They transformed the members’ voices into actionable insights grounded in unbiased data.

By following this process, OSPE gained a clear understanding of its organization through the eyes of its members. They discovered that the driving force behind their members’ engagement was their inspiring passion for their work, communities, and society.

As a result, OSPE experienced a positive transformation in its membership. Overall engagement and satisfaction increased, leading to a more diverse and balanced membership base in terms of age, career stage, gender, and ethnicity.

OSPE’s success serves as a lesson to over-invest in research, going beyond simple surveys to gain a deeper understanding of members’ needs and aspirations. By slowing down and digging deeper, organizations can unlock valuable insights that drive meaningful growth and success.