{"id":10871,"date":"2020-11-20T05:09:01","date_gmt":"2020-11-20T05:09:01","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=10871"},"modified":"2020-12-11T20:41:06","modified_gmt":"2020-12-11T20:41:06","slug":"prevent-member-communication-fatigue","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/prevent-member-communication-fatigue\/","title":{"rendered":"Prevent Member Communication Fatigue"},"content":{"rendered":"

Associations have n<\/span>ever\u00a0<\/span>before<\/span>\u00a0had more ways to communicate with members<\/span>. There\u2019<\/span>s print, online, video, email<\/span>, podcasts, events (yes, in person\u00a0<\/span>and<\/span><\/i>\u00a0virtual)<\/span>\u00a0and social media<\/span>.<\/span>\u00a0<\/span>T<\/span>he opportunities can feel endless\u00a0<\/span>(and intimidating)\u00a0<\/span>with new platforms and channels being\u00a0<\/span>introduced and\u00a0<\/span>embraced all the time<\/span>, in addition to existing\u00a0<\/span>media<\/span>\u00a0that remain highly valued<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

According to\u00a0<\/span>Association Adviser\u2019s\u00a0<\/span>2020 Association Communications Benchmarking Report<\/a><\/strong>, associations are taking advantage of many of the\u00a0<\/span>tools<\/span>\u00a0available to them to get out their message.\u00a0<\/span>On average, associations communicate with members an estimated 31 times per month; that’s a slight increase\u00a0<\/span>from<\/span>\u00a02018 and 2019.<\/span>\u00a0<\/span><\/p>\n

\"2020
Source: 2020 Association Communications Benchmarking Study<\/em><\/figcaption><\/figure>\n

 <\/p>\n

Yet, d<\/span>espite the high frequency of member communication touches over<\/span>all, many associations say they\u00a0<\/span>struggle to articulate\u00a0<\/span>their membership value proposition<\/span>,<\/span>\u00a0and\u00a0<\/span>they admit that\u00a0<\/span>breaking through\u00a0<\/span>in an environment where\u00a0<\/span>information overload\u00a0<\/span>abounds is<\/span>\u00a0still, after nine years of survey data,<\/span>\u00a0their top challenge<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\"2020
Source: 2020 Association Communications Benchmarking Study<\/em><\/figcaption><\/figure>\n

\u00a0<\/span><\/p>\n

Members <\/span>\u2013<\/span>\u00a0in a year when they\u2019ve faced a global pandemic, a transition to remote work<\/span>\u00a0in many industries<\/span>, economic uncertainty,\u00a0<\/span>calls for diversity and inclusion in our systems,\u00a0<\/span>and a divisive<\/span>\u00a0election \u2013<\/span>\u00a0feel<\/span>\u00a0<\/span>overwhelmed<\/span>.<\/span>\u00a0<\/span>Th<\/span>e<\/span>\u00a0constant stream of<\/span>\u00a0information<\/span>\u00a0<\/span>is leading many<\/span>\u00a0to<\/span>\u00a0<\/span>experience<\/span>\u00a0communication fatigue<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Therefore, a<\/span>ssociations must set a high bar for their\u00a0<\/span>member\u00a0<\/span>communications<\/span>.<\/span>\u00a0They need to communicate with members with clear and concise messaging through effective and impactful forms of media.<\/span>\u00a0Anything less will have members tuning out.<\/span>\u00a0<\/span><\/p>\n

Here are\u00a0<\/span>four<\/span>\u00a0things your association can do today to make sure your\u00a0<\/span>member\u00a0<\/span>communications rise above the clutter and\u00a0<\/span>shine through<\/span>\u00a0to<\/span>\u00a0members.<\/span>\u00a0<\/span><\/p>\n

    \n
  1. \n

    Focus on <\/span><\/b>relevant content.<\/span><\/b>\u00a0<\/span><\/h2>\n<\/li>\n<\/ol>\n

    More than half of our benchmarking survey respondents this year said they must do a better job of understanding why certain conten<\/span>t \u201cresonates with members.\u201d<\/span>\u00a0<\/span>It\u2019s vital for your association to understand your members\u2019 content needs and preferences so they find value in your communications. Look for ways to strategically deliver content in the right platform and at the right time that answers questions, solves problems and tells a story.<\/span>\u00a0<\/span><\/p>\n

    Your members can find nearly anything they want to know on the internet<\/span>\u2013 resource<\/span>s<\/span>\u00a0<\/span>and information are plentiful<\/span>. B<\/span>ut you want them to seek out that content from\u00a0<\/span>you<\/span><\/i>\u00a0as a trusted source and the voic<\/span>e of your industry. T<\/span>he way to do that is through<\/span>\u00a0high<\/span>\u00a0quality, timely content that is engaging and\u00a0<\/span>relevant every time.<\/span>\u00a0<\/span><\/p>\n

    \"2020
    Source: 2020 Association Communications Benchmarking Study<\/em><\/figcaption><\/figure>\n

    2. Customize on a deeper level.<\/h2>\n

    While it\u2019s tempting to lump members into age groups<\/span>\u00a0or by job title<\/span>\u00a0<\/span>and call it a day\u00a0<\/span>in terms of message customization\u00a0<\/span>\u2013 and\u00a0<\/span>we certainly won\u2019t fault you if you\u2019re just getting started customizing content for members\u00a0<\/span>\u2013 keep in mind that no two members are exactly alike<\/span>.<\/span>\u00a0<\/span>Creating a more engaging membership experience, and thus a more loyal membership, is worth the work of researching what different types of members need from your association<\/span>\u00a0so you can deliver a more personalized experience.<\/span>\u00a0<\/span><\/p>\n

    \"4
    Source: 2020 Association Communications Benchmarking Study<\/em><\/figcaption><\/figure>\n

     <\/p>\n

    Use the technology you have available<\/a><\/strong>\u00a0<\/strong>to gather information\u00a0<\/span>about your members<\/span>\u2019<\/span>\u00a0habits \u2013 events and webinars they attend, resources they download, and how they engage on social media or within your online community.<\/span>\u00a0<\/span>You can\u00a0<\/span>use your association management software (AMS)<\/a><\/strong>\u00a0or member data platform to find this kind of information.\u00a0<\/span>Compare that with<\/span>\u00a0survey<\/span>\u00a0results<\/span>\u00a0and<\/span>\u00a0<\/span>have\u00a0conversations\u00a0to probe further<\/a><\/strong>\u00a0<\/strong>into what the data is telling you about their\u00a0<\/span>preferences and whi<\/span>ch of your association\u2019s benefits and services might resonate most at different stages throughout their member journey<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

    3. Stick to a <\/span><\/b>s<\/span><\/b>chedule<\/span><\/b>.<\/span><\/b>\u00a0<\/span><\/h2>\n

    Most associations go into\u00a0<\/span>each month with\u00a0<\/span>a\u00a0<\/span>strategically, thoughtfully prepared<\/span>\u00a0content calendar that\u00a0<\/span>sets limits on how many times you\u2019ll reach out to members so as not to overload their inboxes. B<\/span>ut b<\/span>efore you know it, you\u2019ve added a handful more emails, a dozen more\u00a0<\/span>social media posts, plus that new blog you\u2019ve wanted to start<\/span>.<\/span>\u00a0While it\u2019s well intentioned,\u00a0<\/span>set boundaries around what can be added to your content calendar that wasn\u2019t\u00a0<\/span>planned<\/span>.\u00a0<\/span>If your plan is to send a weekly newsletter on Tuesday mornings with\u00a0<\/span>all<\/span>\u00a0your member updates for the week, send the newsletter on Tuesday mornings. Don\u2019t move it to Wednesday, and don\u2019t add an extra issue<\/span>\u00a0on Thursdays<\/span>. Consistency is key and something your members will appreciate.<\/span>\u00a0<\/span><\/p>\n

    Plus<\/span>, requiring<\/span>\u00a0your team to plan and add<\/span>\u00a0<\/span>communications<\/span>\u00a0<\/span>to your calendar in advance gets the whole team\u00a0<\/span>looking<\/span>\u00a0ahead. Having a confirmed and solid plan in place with the time to produce quality\u00a0<\/span>content<\/span>\u00a0can also help prevent your staff from becoming burned out, since nearly half of the associations we survey<\/span>ed<\/span>\u00a0said their communications teams\u00a0<\/span>are<\/span>\u00a0<\/span>understaffed.<\/span>\u00a0<\/span><\/p>\n

    \"Communication
    Source: 2020 Association Communications Benchmarking Study<\/em><\/figcaption><\/figure>\n

    4. Keep your members front and center.<\/h2>\n

    While one of the recommendations\u00a0<\/span>we<\/span>\u00a0<\/span>ma<\/span>ke<\/span>\u00a0<\/span>based in this year\u2019s\u00a0<\/span>benchmarking report<\/span>\u00a0<\/span>is<\/span>\u00a0<\/span>to make data-dr<\/span>iven decisions \u2013 and we stick by that<\/span>\u00a0recommendation<\/span>\u00a0\u2013<\/span>\u00a0don\u2019t forget that your members are people<\/span>, not numbers.<\/span>\u00a0Your messaging should strike the right tone for the subject matter at hand<\/span>. At<\/span>\u00a0times<\/span>,<\/span>\u00a0that\u00a0<\/span>tone\u00a0<\/span>will be serious and with an urgent call to action, but there will also be times when a more conversational approach and a healthy dose of humor is\u00a0<\/span>needed.\u00a0<\/span>\u00a0<\/span><\/p>\n

    Membership, after all, is a relationship.\u00a0<\/span>And that relationship grows stronger<\/span>\u00a0through listening to each other, learning from each other, and showing each other mutual respect when we engage and communicate<\/span>.<\/span>\u00a0<\/span><\/p>\n

    <\/i>\n\t\t\tIn an effort to help associations understand how others in their community are navigating communications in the COVID-19 climate,\u00a0<\/span>Association Adviser<\/span><\/i>\u00a0added questions specific to the pandemic\u00a0<\/span>to the\u00a0<\/strong><\/span>2020 Association Communications Benchmarking Report<\/a><\/strong>. With the results now in, it’s clear no event in the nine-year history of the survey has had a greater impact on the association world than the COVID-19 pandemic \u2013 and the economic fallout that it triggered.<\/span>\u00a0<\/span>Download the\u00a0<\/span>report today for an\u00a0<\/span>in-depth look at what communication challenges associations currently face<\/span>,<\/span>\u00a0as well as improvements and progress made<\/span>\u00a0throughout the years<\/span>.<\/span>\u00a0<\/span>\n\t\t\t<\/div><\/div>\n
    <\/div>
    \"\"<\/div>

    About The Author<\/h3>\n\t\t\tSarah Sain, CAE, is director of content, member communications for Naylor Association Solutions. She can be reached at ssain@naylor.com<\/strong><\/a>.\n\t\t\t<\/div><\/div><\/div>\n

    \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Your association’s messaging must strike the right tone and frequency. Here’s how to keep members interested while avoiding member communication fatigue.<\/p>\n","protected":false},"author":66,"featured_media":10875,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1589,31,12],"tags":[1653,116],"class_list":["post-10871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-benchmarking","category-features","category-marketing-communications","tag-association-communications-benchmarking-report","tag-member-communications"],"acf":[],"yoast_head":"\nPrevent Member Communication Fatigue - Association Adviser<\/title>\n<meta name=\"description\" content=\"Your association's messaging must strike the right tone and frequency. 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