At this month's roundtable, we explored how two different associations have embraced Net Promoter Score (NPS) as a strategic tool to better understand member satisfaction—and how they’re using that feedback to drive action.
The session began with a refresher on the power of NPS, a simple yet widely adopted tool that asks one key question—“How likely are you to recommend our organization?”—followed by a chance for members to share why. Within Novi, this feedback is collected and displayed in a dynamic dashboard, helping associations track trends and trigger meaningful follow-ups.
Why NPS Matters
The inspiration to integrate NPS into Novi came from a member engagement keynote by Amanda Lea Kaiser, emphasizing that engagement isn’t just about what members do—it’s about how they feel. Using NPS allows associations to uncover satisfaction drivers that aren’t always visible in behavior alone.
>> We invited Amanda to present her keynote at Novi Summit 2024. Watch the recording here. (Note: You must be a logged in Novi AMS customer to view the recording.)
Watch the Roundtable Recording
AAGLA's Approach
Matthew Farghum, AAGLA
Approach: Launch first, systematize later
Timeline: Launched NPS 3 months ago (February 2025)
Team Size: Medium, with defined roles (11 Staff)
Follow Up Style: Selective, automated, marketing-focused
Process Approach: Data-driven, trend-focused
Matthew and the Apartment Association of Greater Los Angeles took a bold “just turn it on” approach—activating NPS live during Novi Summit. With 8,300 contacts surveyed and a 15% response rate, the team prioritized volume and transparency.
Their strategy focuses on trend tracking and meaningful written feedback. Using AI tools like ChatGPT and Grok, they synthesize responses to identify themes. Respondants receive automated follow-ups via Mailchimp, and promoters are encouraged to leave public reviews and serve as testimonial sources. Matthew emphasized that even negative feedback is “gold,” using it to adjust event marketing, clarify member benefits, and fuel future initiatives.
His guiding philosophy: “The loudest boos come from the cheapest seats”(quote by Babe Ruth)—a reminder to balance candor with perspective.
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MAASE's Approach
Lindsey Zeller, MAASE
Approach: Plan first, then launch
Timeline: Live for 1+ year (March 2024)
Team Size: Small but mighty (5 staff now, 3 at the time of NPS launch)
Follow Up Style: Manual, personalized for all with feedback
Process Approach: Member-centric, emotionally attuned
Lindsey approached NPS more cautiously, concerned about how a small team could manage feedback. Before launching, she developed playbooks and follow-up frameworks, including a tracker shared with their executive committee for personalized outreach.
Their association celebrates small wins—like changing up the dessert after a comment about repetitive event food—and makes sure members know they’ve been heard. All NPS comments with written feedback receive a response, reinforcing a culture of two-way communication. MAASE also uses NPS data to inform board reporting, track improvement over time, and segment follow-up by region or issue severity.
Her takeaway: “You don’t have to be perfect to start. Just start.”
*You must be logged in to Novi HQ to download these resources.
Wrap Up
Whether you’re ready to launch today or still in planning mode, the biggest takeaway is this: there’s no one-size-fits-all approach to NPS. Choose the path that fits your team and members best—and iterate from there.
Want help launching NPS or reviewing your setup? Reach out—we’re here to support you every step of the way.
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Getting Started with Net Promoter Score