{"id":13056,"date":"2025-04-16T07:00:15","date_gmt":"2025-04-16T07:00:15","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13056"},"modified":"2025-06-24T16:57:26","modified_gmt":"2025-06-24T16:57:26","slug":"member-communications-that-move-the-needle","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/","title":{"rendered":"Member Communications That Move the Needle"},"content":{"rendered":"<p><span data-contrast=\"auto\">The goal of member communications isn\u2019t just outreach\u2014it\u2019s to build trust, deliver insights, and strengthen member engagement over time. According to the latest <strong><a href=\"https:\/\/content.naylor.com\/BenchmarkingReport24.html?utm_source=associationadviser&amp;utm_medium=article&amp;utm_campaign=AAarticle041625_BMReport24\">Association Benchmarking Report<\/a><\/strong>, associations engage with their members an average of 28 times per month across print, digital, social media, and video platforms. That\u2019s 28 opportunities to inform, educate, and connect. But volume alone doesn\u2019t translate to impact\u2014relevance, consistency, and strategic intent are what move the needle.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Communications as a Core Member Strategy<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">When communications are planned and executed with purpose, they strengthen trust, loyalty, and member satisfaction. Members feel connected\u2014not just to the content, but to the broader mission of the association.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">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:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Limited time or staff capacity<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Fragmented content strategies<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"5\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Low engagement on certain platforms<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Strong communication doesn\u2019t always require more resources. It requires <\/span><b><span data-contrast=\"auto\">better alignment<\/span><\/b><span data-contrast=\"auto\"> of strategy, execution, and member expectations.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Content as a Bridge Between Value and Revenue<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">The associations seeing the greatest impact from their communications are those that <\/span><b><span data-contrast=\"auto\">treat content as a strategic asset<\/span><\/b><span data-contrast=\"auto\">, not a checklist. They understand that engagement leads to revenue\u2014but only when the member experience comes first.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Content that resonates with members naturally attracts advertisers. High-quality publications and digital channels become vehicles for non-dues revenue\u2014without sacrificing member value.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The key is <\/span><b><span data-contrast=\"auto\">intentional content planning<\/span><\/b><span data-contrast=\"auto\"> across multiple platforms, paired with the ability to measure what\u2019s working and adapt quickly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Four Strategies to Strengthen Member Communications<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<ol>\n<li><b><span data-contrast=\"auto\"> Map the Member Journey<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Identify the moments where communication matters most\u2014renewals, onboarding, advocacy efforts\u2014and tailor your messages to those points of need.<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Deliver Less Noise, More Value<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Focus on quality over quantity. Curate content by role, industry niche, or engagement level to increase relevance and reduce email fatigue.<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Design for Digital First<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Make sure every piece of content works on mobile devices. Include visual elements that break up text and create more immersive reading experiences.<\/span><\/li>\n<li><b><span data-contrast=\"auto\"> Build Feedback Loops into Every Channel<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Use simple feedback tools\u2014quick polls, open-text questions, analytics reviews\u2014to continuously refine your strategy and respond to member preferences.<\/span><\/li>\n<\/ol>\n<h2><b><span data-contrast=\"auto\">Build with Purpose: The Naylor Model<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">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 <\/span><b><span data-contrast=\"auto\">content ecosystems that move the needle on engagement and revenue.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Here\u2019s what sets us apart:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Content Expertise with Industry Focus<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Our content strategists specialize in specific association markets, so your messaging speaks directly to the needs of your members and industry.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">We\u2019re an Extension of Your Team<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">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.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Communications That Pay for Themselves<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Many associations fully fund their communications programs through integrated advertising sales, creating sustainable models that support both mission and margin.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><b><span data-contrast=\"auto\">Platform-Agnostic Distribution<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">We ensure your content is accessible and effective\u2014whether members prefer print, mobile, email, video, audio, or web. Your message meets them where they are.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Ready to Move the Needle?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">If your current communications strategy feels disconnected, underperforming, or too resource-heavy, it\u2019s time to rethink your approach.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Let\u2019s talk about how your member communications can evolve into a strategic asset\u2014one that builds engagement, boosts revenue, and reinforces your association\u2019s leadership in the industry. Request a meeting with our team <\/span><a href=\"https:\/\/www.naylor.com\/request-a-meeting\/?utm_source=associationadviser&amp;utm_medium=article&amp;utm_campaign=AAarticle041625_requestameeting\"><b><span data-contrast=\"none\">here<\/span><\/b><\/a><span data-contrast=\"auto\">!<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/03\/Tamara_Approved-Leadership-Background-Working-Files-768x512-1.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<strong>Tamara Perry-Lunardo<\/strong><strong>\u00a0<\/strong>is the Vice President of Content Services with Naylor Association Solutions. Reach her at <a href=\"mailto:tplunardo@naylor.com\">tplunardo@naylor.com<\/a>.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>The goal of member communications isn\u2019t just outreach\u2014it\u2019s 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\u2019s 28 opportunities to inform, educate, and connect. But [&hellip;]<\/p>\n","protected":false},"author":308,"featured_media":13055,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,4,1461,3],"tags":[882,585,116,1844,32],"class_list":["post-13056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","category-membership","category-most-viewed-articles","category-revenue","tag-associtaion-communications","tag-communications-revenue","tag-member-communications","tag-member-strategy","tag-revenue-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Member Communications That Move the Needle - Association Adviser<\/title>\n<meta name=\"description\" content=\"The goal of member communications isn\u2019t just outreach\u2014it\u2019s to build trust, deliver insights, and strengthen member engagement over time.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Member Communications That Move the Needle - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"The goal of member communications isn\u2019t just outreach\u2014it\u2019s to build trust, deliver insights, and strengthen member engagement over time.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-16T07:00:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-24T16:57:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/04\/shutterstock_2100424204-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1396\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Tamara Perry-Lunardo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tamara Perry-Lunardo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/\",\"name\":\"Member Communications That Move the Needle - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\"},\"datePublished\":\"2025-04-16T07:00:15+00:00\",\"dateModified\":\"2025-06-24T16:57:26+00:00\",\"author\":{\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/871410a86af22ba562f22bcf9d8465f6\"},\"description\":\"The goal of member communications isn\u2019t just outreach\u2014it\u2019s to build trust, deliver insights, and strengthen member engagement over time.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.naylor.com\/associationadviser\/member-communications-that-move-the-needle\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.naylor.com\/associationadviser\/#website\",\"url\":\"https:\/\/www.naylor.com\/associationadviser\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies &amp; 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