‘Fake Surveys Suck!’
Make your rationale for conducting the survey clear and legitimate, make the questions germane to your organization’s area(s) of work, and avoid topics that require a lot of explanation. Don’t ask your survey to do a letter’s work in making the case. Test the optimum number of questions and the format. And most definitely, always remove any potential impediment to quickly completing the survey and securing the gift — because all surveys aren’t fake, and they surely don’t all have to suck.
Kimberly Seville is a creative strategist and freelance copywriter. She welcomes feedback about your experience with surveys. Reach her at firstname.lastname@example.org.