{"id":13122,"date":"2025-07-30T12:54:58","date_gmt":"2025-07-30T12:54:58","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13122"},"modified":"2026-03-19T21:04:49","modified_gmt":"2026-03-19T21:04:49","slug":"the-cost-of-generic-messaging-why-one-size-fits-all-communications-fail-in-2025","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/the-cost-of-generic-messaging-why-one-size-fits-all-communications-fail-in-2025\/","title":{"rendered":"The Cost of Generic Messaging: Why One-Size-Fits-All Communications Fail"},"content":{"rendered":"<p><span data-contrast=\"auto\">Relevance is everything. Associations are up against ever-increasing competition for member attention\u2014one of the top three challenges associations reported facing in this year\u2019s Association Adviser Benchmarking Survey (<a href=\"https:\/\/content.naylor.com\/BenchmarkingReport25.html?utm_source=AA&amp;utm_medium=article073025&amp;utm_campaign=BMReport25_marketoLP\">report available here for download<\/a>) was combating information overload or cutting through the clutter. Associations understand that to resonate with a diverse membership, they need to segment their communications, but our survey found that nearly 46% aren\u2019t doing this as well as they think they should. Despite knowing better, generic, one-size-fits-all messaging still dominates a lot of what associations send out.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Let me be clear: <\/span><b><span data-contrast=\"auto\">broad messaging isn\u2019t always bad<\/span><\/b><span data-contrast=\"auto\">. Sometimes you need it. Announcing your annual conference to everyone in your database? That\u2019s a broad message with a broad purpose\u2014awareness. But if that\u2019s <\/span><i><span data-contrast=\"auto\">all<\/span><\/i><span data-contrast=\"auto\"> you do, you\u2019re missing the opportunity to guide the right people along the right path based on their needs and yours.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">So, what does truly relevant messaging look like today? To me, it&#8217;s this:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">It matters to the audience.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">It\u2019s culturally and contextually aware.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">And it makes sense coming from the source who\u2019s sending it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Relevance is more than good writing or smart design. It\u2019s about <\/span><i><span data-contrast=\"auto\">fit<\/span><\/i><span data-contrast=\"auto\">. A message might be brilliantly crafted, but if it doesn\u2019t feel like it applies to your audience or if it feels like it <\/span><span data-contrast=\"auto\">shouldn\u2019t <\/span><span data-contrast=\"auto\">be coming from you, it\u2019s going to miss.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">What\u2019s the Cost of Staying Generic?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">When you stick to generic communications, you run two big risks:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\">Your members don\u2019t feel understood, connected, or represented.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">That disconnect drives lower engagement, fewer renewals, and missed revenue.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">Members who don\u2019t see themselves in your messaging are less likely to open your emails, show up to your events, or renew their membership. And that emotional distance becomes a financial one pretty quickly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Why Are Associations Still Sending Generic Messages?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">We know one-size-fits-all communications aren\u2019t as effective as thoughtfully targeted messaging. So why do we keep using them?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">It&#8217;s all about the bandwidth.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Most associations aren\u2019t ignoring best practices\u2014they simply don\u2019t have the staff resources to tailor communications across every segment. In fact, a majority of this year\u2019s survey respondents reported feeling understaffed association wide.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And I get it. When you feel like you\u2019re trying to do more with less, creating several different versions of one message sounds like a heavy lift. But the good news is <\/span><b><span data-contrast=\"auto\">you don\u2019t need to start from scratch each time, and you don\u2019t have to do it all to make a difference.<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">One solid piece of content can go a long way. You can repurpose it in multiple formats and tailor it to various audiences with some strategic effort and, if you need it, a little help.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Where Do You Start?<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">If you\u2019re thinking, \u201cWe\u2019d love to tailor our messaging, but we just don\u2019t have the tools or team,\u201d here\u2019s a practical way to begin:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ol>\n<li><b><span data-contrast=\"auto\">Identify the primary goal.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Strong content strategy needs to have a clearly defined purpose; otherwise, it\u2019s just adding to the noise. What is the primary goal you\u2019re using the content in service of (e.g., increased event attendance)?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Create one high-quality, broad communication.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Make it strong and comprehensive\u2014something that can stand on its own but also be expanded or truncated and adapted (e.g., messaging that promotes your event to all members).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Pick meaningful member segments.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Focus on the top few segments you most need to reach in order to move the needle toward your goal. Choose just one for a test run (e.g., early-career members), then iterate with the others.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Use AI to help repurpose.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">There are several advanced editorial AI tools out there that can do the heavy lifting, but even if your budget is slim to none, free general-purpose AI tools can help create some efficiency. Feed your content into a tool like ChatGPT, Gemini, or Copilot, and prompt it with (non-confidential) details about your audience. Ask it to rewrite the content in a way that speaks directly to that segment (e.g., \u201ctailor this message to young professionals who are interested in socializing and professional networking, entry-level career development, and earning their first credentials).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Review and revise.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">This step is crucial. Don\u2019t skip the human edit! Make sure the tailored message aligns with your brand voice and gets the facts right. <\/span><span data-contrast=\"auto\">AI can make repurposing content more efficient, but human insight is what elevates it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li><b><span data-contrast=\"auto\">Test, track, and tweak.<\/span><\/b><br \/>\n<span data-contrast=\"auto\">Send the message to your segment and analyze how it performs. You\u2019ll quickly see whether it landed, and then you can adjust your next communication accordingly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ol>\n<h2><b><span data-contrast=\"auto\">Closing Note<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span><\/h2>\n<p><span data-contrast=\"auto\">Association members are in a daily battle with information overload. If content feels generic or off-base, they\u2019ll scroll past. But they also notice when something <\/span><span data-contrast=\"auto\">feels like it was made just for them, and that\u2019s where engagement grows.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You don\u2019t need a huge team to get there. You just need a strong starting point, a smart repurposing strategy, and a willingness to try. And if you need an extra boost, let\u2019s chat\u2014our team of content and marketing pros are happy to help.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Because relevance is a must for cutting through the clutter. And the more tailored your communications, the more trust, loyalty, and engagement you\u2019ll earn in return.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Looking for a turnkey solution to help you deliver timely, personalized member outreach? <\/span><a href=\"https:\/\/www.naylor.com\/memberreach\/?utm_source=associationadviser&amp;utm_medium=article&amp;utm_campaign=memberreach_AAarticle073025\"><span data-contrast=\"none\">Explore MemberReach today<\/span><\/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>Relevance is everything. Associations are up against ever-increasing competition for member attention\u2014one of the top three challenges associations reported facing in this year\u2019s Association Adviser Benchmarking Survey (report available here for download) was combating information overload or cutting through the clutter. Associations understand that to resonate with a diverse membership, they need to segment their [&hellip;]<\/p>\n","protected":false},"author":308,"featured_media":13123,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,4,1461],"tags":[546,135,116,1850],"class_list":["post-13122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","category-membership","category-most-viewed-articles","tag-association-communication","tag-communications","tag-member-communications","tag-messaging"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Cost of Generic Messaging: Why One-Size-Fits-All Communications Fail - Association Adviser<\/title>\n<meta name=\"description\" content=\"Relevance is everything. 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