For the sake of argument let’s say I work with a client, a client whose name and identity I wish to keep confidential. Let’s also say, hypothetically, that it is a membership organization that is interested in re-branding themselves. Further, in this effort, the marketing committee of the organization undertook a considerable amount of time to prepare a survey, distribute the survey to their members, to crunch the results and report findings back to the committee. Findings that maintain the confidentiality of those who participated and, for the most part, are positive.

So, with the first major step in the re-branding process under our collective belts I recommended that the committee determine ways to share the results with the membership. The committee agreed and planned several firm communication actions to take place.


Let’s imagine, however, that since the committee meeting the Executive Director begins to feel uncomfortable with sharing the survey results in totality. Perhaps he is concerned that some of the comments would be taken out of context or that the few comments that are critical would provide cannon fodder for any would-be detractors.

As a consultant I don’t get to make the ultimate decision, but I do have to feel comfortable with my recommendation. So, what should I do? Suggest editing the comments? What about only sharing a summary or highlights? Perhaps we should just keep quiet and maybe no one will ever ask about the results of the survey.

If you know me, being a Strange Bird and all, I wouldn’t feel comfortable with any of those options. My recommendation: share the results with an appropriate introduction on how to read the results and sincerely thank all participants for their time and input. What else could I do?

I think it is occasionally overlooked that part of the motivation for a participant to complete a survey is their interest in learning the results. Further, by sharing those results with the participants and those who, for whatever reason, didn’t complete the survey an organization demonstrates a few important character traits. Specifically:

  • the organization operates in a transparent manner
  • it values feedback that is both supportive as well as feedback that identifies opportunities for improvement
  • publicly sharing opportunities for improvement identified by its members [or customers] displays a commitment to customer satisfaction as a prime organizational goal

Moreover, this Strange Bird also believes that sharing the positive and not-so-positive results brings members closer to the organization and helps them form a more meaningful relationship with it; and after all, that is what the whole branding effort is about – forging those deeper relationships with members. Comments at both ends of the spectrum provide opportunities for dialog, opportunities to build understanding and delve into the areas where people ultimately find common ground.

Some people tell me that I see the world through rose colored glasses. I am the first to admit I am a ‘glass half-full’ kind of guy.  They tell me that I should not have so much faith in my fellow man and that, at my age, I should be more jaded than I appear to be. You see, I believe in open processes. I trust that, when given the opportunity a reasonable person will always choose a reasonable course; and really, that is who these members are…reasonable people, business people.

If we were dealing with inmates of a psychiatric ward we probably wouldn’t be doing a survey in the first place. So, I ask you – what would you recommend? Aside from being a Strange Bird am I just daft? This blog IS and open forum. You are free to comment and they’ll be posted here for all to see. Go for it. I trust you!

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