In a recent blog post that shared the top priorities for REALTOR association executives in Canada, improving membership morale was at the top of the list.  We can speculate specific reasons why this was #1 and/or we can give you a process in order to raise it.

Improving Image of Association

Wikipedia defines morale as “the capacity of a group’s members to maintain belief in an institution or goal, particularly in the face of opposition or hardship.”  Past negative actions of a leader, policies to demonstrate bureaucracy, or poor choices in association decision making result in negative consequences that can damage membership morale.

So how are you going to improve morale?

Once the membership can trust the leadership to more positive prescriptive norms then you are well on your way to demonstrating value, providing value, and commanding more influence.

Use questions that determine whether the member is using a prescriptive or proscriptive norm to decide how they will participate in the future using the chart.

Prescriptive and Prospective Norms

Don’t send out another communication survey.

Instead, send out a trust survey

Use some of the questions to rank whether you are where you think you currently and once you take action based on dealing with the top priorities you can show progress six months from now.


Organizations bring in Doug Devitre from St. Louis, Missouri USA when they want to dramatically increase operational performance, create breakthrough value propositions, and serve customers beyond geographical constraints on a minimal budget. For more than a decade he has been setting trends with how organizations engage customers with social media, video marketing, and custom-built software applications. Doug’s book Screen to Screen Selling published by McGraw Hill pioneered the way sales professionals sold homes without being physically present before the COVID-19 pandemic. He is one of a select few who have earned the Certified Speaking Professional Designation from the National Speakers Association and has experience as a REALTOR.

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