I think anything has to begin with a survey of non-members, and separately, former members.
Yes, knowing what framers want and expect is very important, and surveys may be very helpful in that regard. A few questions:
1. How would the former members and never-members be identified, located and contacted? Perhaps an ad in PFM would be a good start?
2. What data would the surveys be expected to provide? Do you have a list of specific questions or survey topics?
3. How would the surveys, which may cost
tens of thousands of dollars, be funded? Where would that money come from?
However, my plan would be for PPFA to declare that it is an organization that represents exclusively, the interests of the independent businesses, and individual framers, of this industry. Everything else, in terms of marketing and advocacy springs from that. If PPFA wants the other 90% to become members, it needs to prove to them that PPFA is in their corner. And only their corner.
Can you name one PPFA benefit that might appeal to a craft store?
Since PPFA has never appealed to framing businesses other than small independent retailers and a few of the suppliers who serve them, why should it be necessary to declare the existing facts? Are you suggesting that membership includes other segments of the industry? If so, who are they and why are they not listed in the PPFA Directory?
To my knowledge, the wealthiest businesses in the retail framing industry are the craft stores. Each of them follows a carefully designed business formula, including their own in-house training and well-financed marketing/advertising programs; these companies do not need or want PPFA's influence in any way. PPFA is and always has been designed to help small independent framers, and the craft stores you want to exclude have no interest in PPFA. But if one of them decided to join PPFA (which is highly unlikely), their dues would certainly exceed the dues of a few dozen small independent frame shops, and would add significantly to PPFA's revenue. That income would be spent on benefits the craft stores do not need or want, but would help small independent framers. If a craft store were dumb enough to fund PPFA's benefits for small independent framers, why preclude that possibility by excluding them?
IMO, this BS about serving the entire industry is delusional, and a roadblock to growth.
PPFA really does serve the entire industry, since many non-members take advantage of PPFA classes and publications, and all framers have access to those PPFA resources. Since PPFA began several decades ago, framing in the USA has evolved more positively than at any time in the industry's history. Today, American framing stands as the best in the world in terms of quality and value, and that is largely attributable to PPFA's contributions to the wealth of educational books and classes for American framers. While it is true that PFM now dominates framing education in classrooms, PPFA started it, and continues as the best source of instructional publications. JFK said it best: "A rising tide lifts all boats". PPFA began the rising tide about 40 years ago, and it is still rising.
Perhaps PPFA's proven benefit to the entire industry actually has been a roadblock to growth of the association, since membership is not necessary in order to access some of the benefits. If you are implying that PPFA should served only its members, how would you propose to prohibit non-members from attending PPFA classes or reading PPFA instructional publications?