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METHODOLOGY
In order to measure member satisfaction, in late 2003, the Board of Directors hired a research firm, PMZ3 Research, to conduct a member survey. Questions were on a range of topics from thoughts on the economy to satisfaction with the food served at the monthly luncheons. The purpose of the survey was to get a better understanding of the opinions of the membership. The information gathered from the survey would then be used as a benchmark for the Board to provide leadership in improving the organization.
During the months of December 2003 and January 2004, PMZ3 Research conducted an anonymous telephone survey of the 305 BOMA members. PMZ3, using the member directory, asked a series of questions that were co-developed by the BOMA Board of Directors. All interviews were conducted during normal business hours. 162 surveys were completed.
The margin of error for the total sample of 162 respondents is ±3.5% at a 95% level of confidence. That is, if this survey were to be repeated exactly as it was originally conducted, then 95 times out of 100 the responses from the sample (expressed as proportions) would be within 3.5% of the actual population proportions.
In some instances, tables and charts are used to illustrate the data. The data presented in these tables and charts are based on the total sample of 162 respondents, unless otherwise specified. In tables and charts using proportions, those proportions may not add to 100% due to rounding or because multiple responses were permitted.
FINDINGS
General
On average, individuals that have joined BOMA have been members for 6.35 years. The two most important legislative issues facing Associate and Principal Members are Workmen’s Comp and Capital Gains tax. Both groups agreed that BOMA should be advocating on behalf of its members for Workman’s Comp reform.
Survey participants were asked what they thought the number one trend affecting Silicon Valley commercial real estate was. Although Associates and Principals gave slightly different responses overall, both agreed that a slow economy was a significant concern. 32% of Associate Members ranked a slow economy as important while 40% of Principals ranked it as important. Empty office space was another top concern for both groups. More Associate Members ranked office vacancy as a higher concern (35%) than did Principal Members (22%). Since both issues are the top concerns for both membership groups, it could be concluded that vacancy rates and economy were seen as interchangeable in the minds of the survey participants.
Luncheons
Survey participants were asked a series of questions about the monthly luncheons. They were asked if they had attended a luncheon within the past six months and to rank additional questions on a scale of 1 thru 5, with 5 being excellent. Two-thirds of the survey participants said they had attended a luncheon within the past 6 months.
Throughout the survey, a number of items were identified by the membership as areas needing improvement. The item that stood out most for needing improvement was the monthly luncheons. On average, a majority of members feel that the food quality is low. Generally speaking, Associate Members had a less favorable rating of the food quality 42% said the food was of low or poor quality, while only 28% of Principal Members had a less favorable rating. In both cases, only 5% of the survey participants ranked the food as being excellent.
Half of Associates do not believe the speaker topics are relevant to their business interests while only 15% of Principals believe the same. Survey results suggested that more general interest topics would be of more interest to Associate Members. Most members believed the cost of the luncheon was fairly priced.
Based on survey responses, a paradox has become clear: Associate Members attend luncheons to network with decision making Principal Members. Decisions making Principal Members are less likely to attend luncheons because they believe there are too many vendors. As a result of fewer Principal Members in attendance, there are fewer Associate Members in attendance. In combination with the quality of food concerns, the paradox described above, and some luncheons being held on the same day that other professional organizations hold their luncheons, BOMA-SV lunch attendance appears to be decreasing.
According to some survey responses, the competing luncheons appear to be luring away some members. BOMA should research this issue further to determine what course of action should be taken to make BOMA luncheons meet the needs of its membership.
Media
When asked in which media outlet members recently noticed BOMA mentioned, 46.4% of Principal Members remembered seeing BOMA mentioned in the Business Journal while 56.8% of Associates Members remembered seeing BOMA mentioned in the Business Journal. 27.2% of Principal and 18.1% of Associate don’t remember the publication where BOMA was mentioned.
One can conclude that the Business Journal has been somewhat effective in getting BOMA’s name into the public eye. However, a large portion of the membership does not remember seeing BOMA mentioned in print.
When asked if members had read the newsletter within the past 3 months, 96% of both Associate and Principal Members that they had read the newsletter. The newsletter clearly is the primary medium in which members receive information. This presents BOMA with an opportunity to provide an in depth, comprehensive communication tool.
Website
Functionality of the BOMA website was not a primary focus on this survey; however participants were asked if they had searched the online job bank within the past three months. The overwhelmingly response was that members do not use the online job bank. In fact, 90% of both Associate and Principal Members have not used that function recently. The survey was not designed to flesh out more information concerning this response. However, based on some individual comments, it could be inferred that the job bank is not as useful as members would like. Also, most Principal Members use personal networking to find potential employees.
Education
Members were asked if they had attended a BOMA institute course or seminar within the past 12 months, the following responses were given:
Events
Both Associate and Principal Members were asked if they had attended a networking event within the past three months. A majority of Associate Members did not attend an event while a majority of Principal Members had. There appears to be a disconnect between Associate and Principal Members. The Associate Members indicated that Principal Member decision makers rarely attended the events while some Principal Members indicated that vendors were too assertive in trying to sell them goods and services. In general, Principals view networking events as an opportunity to converse with colleagues in a relaxed atmosphere while Associates view it as an opportunity to market their company.
CONCLUSIONS & RECOMMENDATIONS
A number of items were identified by the membership, as areas the Board will focus on improving. The item that stands out most is the monthly luncheons. A majority of members feel that the food quality was low. However, most members believed the cost of the luncheon was fairly priced. A significant percentage, 50% also believe that the luncheon speaker topics are of little interest. Survey comments suggest that more general interest topics be presented to reflect the diverse group of companies that make up BOMA Silicon Valley. Many of the Associate members expressed concern that the speakers are not discussing issues relevant to their industry. Lastly, BOMA-SV should review the timing of the luncheons and determine what other professional organizations are holding luncheons on the same day. There appears to be some competition among organizations for luncheon participants and currently a number of BOMA members are choosing to attend the other organization’s luncheons. The Board of Directors will continue researching this issue further to determine what course of action should be taken to make the BOMA luncheons meet the needs of the membership.
Update to Membership: Since the time of the survey, the location of the monthly luncheons has changed and held primarily at the Techmart building in Santa Clara. The overall consensus is that the location better fits the needs of the membership. Additionally, the monthly speaker selection is now tied with the Education Committee so that they are better paired with the morning educational seminars.
Based on the survey question asking if members had searched the online job bank, 90% of both member groups had not. Additional follow-up questions were not asked in this survey, but one could conclude that members; 1) are not aware of the job bank. 2) Do not find the job bank to be useful due to lack of maintenance/timely information. Additional research into the root cause should be investigated.
Update to Membership: Since the time of the survey, the Job Bank is now free to all Members and is updated on a continual basis.
When asked if members read the newsletter within the past 3 months, 96% of both Associate and Principal Members responded that they had read the newsletter. Based on this high percentage response, the newsletter appears to be the primary medium in which members receive information. This presents BOMA with an opportunity to provide an in depth, comprehensive communication tool. BOMA should consider expanding the newsletter coverage to feature more articles on building industry related items and other items to spotlight certain issues and individuals. This will eventually provide BOMA with an opportunity to solicit additional advertisement revenue. Informing potential advertisers that 96% of the membership reads the newsletter can have a very positive effect on securing new advertisers and event sponsors.
Update to Membership: Since the time of the survey, a Newsletter Committee has been formed and the newsletter has received a beautiful facelift, among additional articles by our Members. We are continuing to improve this publication.
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