How QRCA Transformed Member Data Into a Data-Driven Growth Strategy with Quillit®

The volunteer-led QRCA board needed to understand how current, prospective, and former members (plus in-house corporate researchers and young professionals) perceived the organization in order to set strategy before the 2026 annual meeting. Because board members balance volunteer duties with full-time jobs, manually reviewing, transcribing, coding and synthesizing qualitative feedback from an asynchronous online bulletin board and follow-up IDIs would have taken weeks — too slow to inform a timely strategic rollout.

Civicom combined its CyberFacility® platform to host and record the follow-up in-depth interviews with Quillit®, its AI-powered qualitative analysis platform. Quillit processed the online bulletin board content and interview transcripts, automating transcription, sorting and coding so the volunteer board could quickly filter insights by constituency (for example, corporate researchers vs. young professionals) and run rapid segment analysis without weeks of manual work.

Using CyberFacility and Quillit, QRCA met its fast deadline and converted qualitative feedback into an immediate, four-part growth strategy presented at the San Antonio conference. The board implemented:

1) Streamlined Marketing — merged member and non-member communications into a single monthly update (“The Q”);

2) Revamped Onboarding — Membership Committee to structure new-member comms and launch monthly Welcome Coffee Chats led by industry veterans;

3) New Member Touchpoint Automation — a first-year email drip at 3-, 6- and 9-month milestones; and

4) Targeted Win-Back Campaigns — a data-backed retention initiative for lapsed members. Quillit bridged the gap between rich qualitative input and an actionable business plan so QRCA could execute its 2026 objectives on schedule.