Association Communications Benchmarking Series

Q&A: ‘The Future is Now’ Webinar Highlights Findings from 2024 Association Benchmarking Report

By Sarah Sain, CAE • October 30, 2024

On October 23, Naylor and Association Adviser hosted “The Future is Now” What the State of Associations Today Reveals About Tomorrow.” In the hour-long webinar, co-hosts Sarah Sain, CAE and Chris Garner, CEM, took a deep dive into results from the 2024 Association Benchmarking Report and how this year’s findings bring into focus the past lessons, current innovations, and future trends that are redefining the association landscape.

Below are several questions we received from our webinar audience. Because we didn’t have enough time to answer every question, we’re answering those questions here. (Didn’t get a chance to attend? Download the 2024 Association Benchmarking Report and webinar recording today.)

What are examples of AI tools or resources specific to associations’ needs?

There are plenty of AI tools can help associations streamline content creation, data analysis, and member engagement – three of the biggest areas where associations may be looking for this type of digital assistance. ChatGPT and Jasper assist in writing blog posts and social media content, while DALL-E and Canva’s AI features support image and graphic creation. For video, Opus Clip is a video editing tool that can convert long-form video to short snippets ideal for social media. For data analysis, Tableau and Power BI integrate AI for membership data insights, while HubSpot and Higher Logic offer AI features that assist with behavior analysis and engagement tracking. Finally, many of the tools associations use every day also have AI capabilities that help users optimize and build efficiencies into their daily tasks, including Microsoft’s CoPilot, Google Gemini and Zoom’s AI Companion.

When it comes to AI platforms, are the paid versions or add-ons worth that investment or is it OK to just keep using open-source resources?

Paid AI platforms can be worth the investment, especially if data security, ease of use, and advanced features are priorities. Paid options often provide an extra level of security measures and compliance support that open-source tools may lack, which is crucial for protecting member data. Additionally, they offer advanced analytics and automation capabilities, helping associations gain actionable insights into member behavior and streamline workflows effectively.

Is there data around how associations should tailor our messaging to different social media platforms (for example, showcasing member benefits on LinkedIn or promoting events on Instagram)?

It can be worthwhile to customize social media posts by platform. Doing so can help you resonate with your audience by delivering more of the type of content users are looking for on each platform, and it can also help you level each platform’s strengths. Even if the messaging and content types are customized for each platform, it’s still important to create a cohesive brand identify across all platforms. This article goes into more detail about the kind of content that performs strongly across many of the most popular platforms today.

What are your recommendations for webinar pricing structures that drive non-dues revenue? We currently provide all webinars for free to members, but is there a better way that could drive revenue without upsetting our members?

Transitioning from free webinars to a revenue-generating model is achievable, but it requires careful consideration for your members’ expectations, a thorough assessment of the value provided, and an understanding of how it will enhance this important membership benefit. There are a few ways to go about moving to a fee model, including:

  • Tiered access that keeps some webinars free while charging for premium content or access.
  • A webinar subscription or season pass could be an option for members who want unlimited access for a period of time or for a dedicated series.
  • Bundle packages that combine webinars on a specific topic with other related content and resources could be a way to add value and justify cost.
  • Member only discounts or periodic free access to webinars could allow you to position them as a membership perk.
  • If certification or continuing education credits are tied to your webinars, members may be willing to pay for those where credits are available.

Whichever option you go with, transitioning to a paid model should be gradual and accompanied by clear communication. Explain the value behind each pricing change and emphasize how additional revenue supports improved programs and benefits. Collecting member feedback on these changes can also help ensure the pricing model aligns well with member expectations.

Is texting a good communication option or would that still be considered too intrusive by members?

Texting can definitely be an effective communication tool for associations when used strategically and sparingly, but it requires careful consideration of members’ preferences and privacy concerns. Many members now expect timely and relevant information in formats that suit their busy schedules and cut through the noise, and texting can be a highly convenient option for brief updates, reminders, or urgent messages. However, this type of messaging should be opt-in and limited to critical, high-value communications only.

Is there a “best practice” for frequency of member emails?

Like most things, the optimal frequency for emails will depend on your members’ preferences. A 2023 report from Higher Logic emphasizes the importance of balancing frequency with content relevance to maintain member engagement. Ultimately, gathering feedback from members and regularly reviewing email analytics for trends allows your association to refine your approach and strike a balance between keeping members informed and avoiding email fatigue.

When planning your email strategy here are a few other ideas to consider increasing engagement:

  • Segment members and target emails with content that is relevant to those groups based on their interest or professional needs.
  • Allow members to set their own email preferences and tailor their inbox experience.
  • Look beyond the basic metrics of opens and click-through rates to see what content links members are engaging with, what time of day they open emails, and how many unsubscribes and bounces you receive.
  • Be willing to adjust your frequency seasonally or during time-sensitive periods when timely communications are important, like around a large event or during the legislative season.

If you’re trying to expand the number of “engaged” members, how do you do that without annoying them or increasing the likelihood that they unsubscribe because of repetitive messaging?

The “Marketing Rule of 7” is said to have been originated by the movie industry in the 1930s when studios recognized that moviegoers needed to be exposed to advertising at least seven times before buying a ticket. The adage has stuck around in the age of social media and email marketing, and it’s as true for associations as it is for any other company. Members are rarely ready to engage – whether that’s purchasing a product or service, reading a research paper or magazine, or registering for an event – the first time they hear from you.

Your aim should be messaging that allows you to remain visible and relevant. To do that, focus on delivering consistent, high-quality content in different formats and on different delivery platforms. This type of strategic approach builds familiarity and trust over time. Each touchpoint should feel like a step forward, offering something fresh or insightful.

About The Author

Sarah Sain, CAE, is responsible for the strategy and leadership of Naylor’s content and design teams, and she develops innovative products and services that give associations the tools to elevate their communications, increase their member engagement, and grow non-dues revenue. Reach her at [email protected].