Member Communications That Move the Needle
The goal of member communications isn’t just outreach—it’s to build trust, deliver insights, and strengthen member engagement over time. According to the latest Association Benchmarking Report, associations engage with their members an average of 28 times per month across print, digital, social media, and video platforms. That’s 28 opportunities to inform, educate, and connect. But volume alone doesn’t translate to impact—relevance, consistency, and strategic intent are what move the needle.
Communications as a Core Member Strategy
When communications are planned and executed with purpose, they strengthen trust, loyalty, and member satisfaction. Members feel connected—not just to the content, but to the broader mission of the association.
This kind of connection supports retention, deepens participation, and invites two-way interaction. And yet, many associations struggle to make their communications programs work harder due to barriers such as these:
- Limited time or staff capacity
- Fragmented content strategies
- Low engagement on certain platforms
Strong communication doesn’t always require more resources. It requires better alignment of strategy, execution, and member expectations.
Content as a Bridge Between Value and Revenue
The associations seeing the greatest impact from their communications are those that treat content as a strategic asset, not a checklist. They understand that engagement leads to revenue—but only when the member experience comes first.
Content that resonates with members naturally attracts advertisers. High-quality publications and digital channels become vehicles for non-dues revenue—without sacrificing member value.
The key is intentional content planning across multiple platforms, paired with the ability to measure what’s working and adapt quickly.
Four Strategies to Strengthen Member Communications
- Map the Member Journey
Identify the moments where communication matters most—renewals, onboarding, advocacy efforts—and tailor your messages to those points of need. - Deliver Less Noise, More Value
Focus on quality over quantity. Curate content by role, industry niche, or engagement level to increase relevance and reduce email fatigue. - Design for Digital First
Make sure every piece of content works on mobile devices. Include visual elements that break up text and create more immersive reading experiences. - Build Feedback Loops into Every Channel
Use simple feedback tools—quick polls, open-text questions, analytics reviews—to continuously refine your strategy and respond to member preferences.
Build with Purpose: The Naylor Model
At Naylor, member communications are never one-size-fits-all. We bring together award-winning editorial, market-specific strategists, skilled designers, and a professional advertising sales team to create content ecosystems that move the needle on engagement and revenue.
Here’s what sets us apart:
- Content Expertise with Industry Focus
Our content strategists specialize in specific association markets, so your messaging speaks directly to the needs of your members and industry.
- We’re an Extension of Your Team
More than 25% of our communications staff have been with Naylor for over 10 years, providing continuity, strategic insight, and experience built around association needs.
- Communications That Pay for Themselves
Many associations fully fund their communications programs through integrated advertising sales, creating sustainable models that support both mission and margin.
- Platform-Agnostic Distribution
We ensure your content is accessible and effective—whether members prefer print, mobile, email, video, audio, or web. Your message meets them where they are.
Ready to Move the Needle?
If your current communications strategy feels disconnected, underperforming, or too resource-heavy, it’s time to rethink your approach.
Let’s talk about how your member communications can evolve into a strategic asset—one that builds engagement, boosts revenue, and reinforces your association’s leadership in the industry. Request a meeting with our team here!
