Advocacy

Fix the Gaps: Strengthen Engagement, Retention & Revenue

By Ben Hopper • April 9, 2025

Associations thrive on connection, engagement, and value, yet many struggle to communicate their impact effectively. If members don’t clearly see the value, retention drops, engagement stalls, and revenue opportunities go untapped.

A Gap Analysis identifies where messaging falls short and provides a roadmap to strengthen member engagement, retention, and non-dues revenue (NDR). By addressing these gaps, associations can reinforce member value, build stronger relationships, and create new revenue streams.

What is a Communication Gap Analysis?

A Gap Analysis is a structured approach that assesses communication strategies, benchmarks them against best practices, and identifies areas for improvement. It helps bridge the disconnect between what associations think they’re communicating and what members actually perceive.

A robust Gap Analysis focuses on four key areas:

  • Member Needs & Value Alignment – Are communications reinforcing why members join and stay?
  • Non-Dues Revenue (NDR) Growth – Are revenue-generating opportunities fully leveraged?
  • Retention & Engagement Strategies – Is messaging personalized and data-driven?
  • Advocacy & Thought Leadership – Are advocacy efforts clearly connected to member impact?

  1. Aligning Communication with Member Needs and Value

Many associations describe features instead of benefits, leaving members unsure why their membership matters.

Common Mistake:
✔ Listing networking events, publications, and webinars without tying them to outcomes.

Stronger Approach:
✔ Build career-changing connections, gain exclusive industry insights, and stay ahead with expert-led webinars.

A Gap Analysis helps associations:

  • Map benefits to real member needs.
  • Personalize messaging based on engagement and demographics.
  • Use success stories to showcase real-world impact.

  1. Unlocking Non-Dues Revenue (NDR) Through Smarter Communication

Many associations fail to fully integrate sponsorships, advertising, and paid content into their communications.

A Gap Analysis uncovers:

  • Where sponsorship and advertising opportunities are underutilized.
  • How to better position premium content, research, and events.
  • Missed revenue potential in webinars, white papers, and certifications.

Example:
Instead of a generic newsletter footer saying, “Interested in sponsorships? Contact us,” embed sponsored content relevant to members’ industries.

By aligning NDR messaging with high-engagement touchpoints, associations can increase revenue without overwhelming members with sales pitches.

  1. Strengthening Retention with Data-Driven Communication

Retention isn’t just about benefits—it’s about reinforcing value throughout the member lifecycle.

A Gap Analysis identifies:

  • Where members disengage before renewal.
  • Underutilized opportunities for proactive communication.
  • Gaps in onboarding that fail to set the stage for long-term retention.

Example:
A new member receives a welcome email but no follow-up, leading to disengagement.

A better approach includes:

  • A personalized onboarding sequence with milestone check-ins.
  • Quarterly updates showcasing how other members are benefiting.
  • Automated engagement triggers for members who haven’t interacted in 60+ days.

  1. Communicating Advocacy Wins More Effectively

Advocacy is a critical value driver, but if members don’t see the direct impact, they may overlook its significance.

Common Pitfalls in Advocacy Messaging:
✔ Using technical, policy-heavy language.
✔ Failing to connect advocacy efforts to specific member concerns.
✔ Only communicating advocacy wins at year-end or in reports.

Stronger Approach:
Instead of: “We advocated for new regulations,”
Try: “Our efforts successfully blocked costly new compliance fees, saving businesses an average of $5,000 per year.”

A Gap Analysis helps associations:

  • Identify which advocacy topics resonate most with members.
  • Improve how policy updates are framed for impact.
  • Ensure advocacy efforts are visible across newsletters, social media, and member communications.

Taking Action: Conducting a Communication Gap Analysis

Fixing communication gaps starts with a structured approach to assessment and improvement.

Step 1: Audit Communication Channels

  • Review emails, website content, and social media.
  • Assess message consistency and effectiveness.

Step 2: Gather and Analyze Data

  • Track engagement metrics (email open rates, renewals, page visits).
  • Conduct member surveys to assess perceived value.

Step 3: Pinpoint Key Gaps

  • Identify misaligned messaging, inconsistencies, and missed opportunities.
  • Evaluate whether engagement and revenue strategies are fully integrated.

Step 4: Develop an Improvement Plan

  • Refine messaging to highlight clearer member benefits.
  • Optimize communication channels for greater engagement.
  • Personalize outreach using member data and behavior insights.

Close the Gaps with Naylor Insights

A Gap Analysis is just the first step—leveraging data-driven insights is where real transformation happens.

Naylor Insights helps associations refine messaging, maximize engagement, and create new revenue opportunities. Learn more at Naylor.com.

About The Author

Ben Hopper is a Senior Director of Account Management at Naylor Association Solutions. Reach him at [email protected].