{"id":15903,"date":"2026-09-16T07:00:06","date_gmt":"2026-09-16T11:00:06","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=15903"},"modified":"2026-09-14T18:35:51","modified_gmt":"2026-09-14T22:35:51","slug":"how-to-make-association-communications-pay-off-turning-words-into-wins-article","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/how-to-make-association-communications-pay-off-turning-words-into-wins-article\/","title":{"rendered":"How to Make Association Communications Pay Off: Turning Words Into Wins"},"content":{"rendered":"\t\t
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In the age of information overload, an association’s owned channels should be more valuable than ever, and to most members, they are. But budget conversations run on numbers, and a stat like “this enewsletter generated 19% of our digital revenue” carries a lot more weight in the boardroom than “members find this useful.”<\/span>\u00a0<\/span><\/p>

That’s the shift we want to help you make: strong association communications are an asset you can monetize, so treat them that way instead of re-justifying them in every budget cycle. Getting there means looking harder at what you already publish and asking who would pay to be part of it, not lowering your editorial standards to make a sale or adding five new channels you don\u2019t really need.<\/span>\u00a0<\/span><\/p>

Where the Money Gets Stuck<\/span><\/b>\u00a0<\/span><\/h3>

When associations tell us they’re leaving revenue on the table, the reason is rarely a lack of effort. According to the 2026 Association Benchmarking Report, more than a quarter of associations point to fragmented sponsorship and advertising opportunities (27.4%) and a limited ability to prove sponsor ROI (27.2%) as real obstacles. Another 22% flag under-monetized member communications specifically, and it now ranks among the top 10 barriers associations report to growing non-dues revenue.<\/span>\u00a0<\/span><\/p>

Taken together, it’s a packaging and measurement problem\u2014and your communications assets can help.\u00a0<\/span>\u00a0<\/span><\/p>

You Probably Already Have What You Need<\/span><\/b>\u00a0<\/span><\/h3>

Before you add anything, look at what you’re already running. The 2026 Association Benchmarking Report asked association professionals to rate their most valuable member engagement tools, and the results should look familiar: email tops the list at 83.4% rated very or extremely valuable, followed by the association website (80.6%), the enewsletter (80.2%), and webinars (79.1%). Social media is close behind at 74.9%.<\/span>\u00a0<\/span><\/p>

None of that is exotic. If your association has been operating for more than a couple of years, you almost certainly have every one of these. The instinct when someone says “we need to make our communications work harder financially” is often to add a new channel, a new format, or a presence on whatever platform is trending this quarter. The better first move is usually to restructure what you’re already sitting on\u2014the mix of content, the sponsorship positioning, and how a piece of content is packaged for a sponsor to buy into.<\/span>\u00a0<\/span><\/p>

Video deserves a specific mention here. It rates as valuable to members (67.1%), but it’s also become one of the more commercially flexible formats associations have, generating revenue through sponsorship, advertising, and in some cases paywalled access, while still functioning as a communications tool first.<\/span>\u00a0<\/span><\/p>

Quality Is What Makes This Work<\/span><\/b>\u00a0<\/span><\/h3>

Won’t bringing sponsors into your content make you look like you’re selling access, and won’t that cost you the trust that makes your communications worth anything in the first place? It’s the objection we hear most often, and it’s a fair one.<\/span>\u00a0<\/span><\/p>

The answer is that trust doesn’t erode because a sponsor is present. It erodes when quality drops or when the sponsor relationship isn’t relevant or, worse, isn\u2019t disclosed. Members generally understand that running an association costs money. What they don’t forgive is a newsletter that stops being useful because it\u2019s catering to the highest bidder. Keep the editorial bar high, keep the disclosure honest, and members will extend you the same trust they always have\u2014sponsor or no sponsor.<\/span>\u00a0<\/span><\/p>

That’s also, not incidentally, why sponsors want in. A sponsor doesn’t want to compete with 10 other logos for two seconds of attention. They want the credibility that comes from being inside content your members already trust enough to open. Protecting your editorial integrity is the reason anyone will pay for your content in the first place.<\/span>\u00a0<\/span><\/p>

Three Ways to Turn Existing Content Into Revenue<\/span><\/b>\u00a0<\/span><\/h3>

We’ve watched this play out with real associations across substantially different industries. Here are three approaches, each built around content that already existed before anyone thought to monetize it.<\/span>\u00a0<\/span><\/p>

One sponsor, the whole inbox.<\/span><\/b> A specialized professional society with a flagship print publication\u2014the kind of title members have joined the organization specifically to receive\u2014took that brand equity and extended it into a low-cost digital product, a dedicated industry e-blast with exactly one sponsor per issue. No competing ads, no banner clutter. The sponsor gets full attention and a clear call to action, often a gated resource that also functions as a lead-generation tool for them.\u00a0<\/span>\u00a0<\/span><\/p>

The catch is that every issue goes through legitimate editorial review before it goes out\u2014the content must be educational, a true industry resource. That rigor is what keeps subscribers opening it. The association moved this product from monthly to weekly with no meaningful unsubscribe increase, and it now accounts for roughly 19% of the association’s digital revenue and 6% of total organizational revenue on a product that requires no original content creation from staff.<\/span>\u00a0<\/span><\/p>

Let sponsor content compete on merit.<\/span><\/b> An industrial trade association built a content hub\u2014video, podcasts, an annual industry report produced as video rather than a static PDF, and live panel discussions\u2014that deliberately mixes association-produced and sponsor-produced material, clearly labeled either way. The interesting part: some of the best-performing content on the platform is sponsor-made. Members don’t filter by source; they filter by whether something is useful.\u00a0<\/span>\u00a0<\/span><\/p>

That hub grew revenue at a compound annual rate of 20.9% over four years, more than doubling in total, and it paid for its own development costs by year two. The money it generates now funds the association’s own podcast, video, and reporting work\u2014flipping the product from a cost center into the thing that underwrites everything else.<\/span>\u00a0<\/span><\/p>

Give sponsors a byline, not just a badge.<\/span><\/b> A professional society whose industry runs on a tight three-way relationship between producers, underwriters, and vendor partners built a sponsored supplement that ships inside its flagship quarterly magazine, in both print and digital form. The mechanism matters here: the association writes the questions. Sponsors pay for the opportunity to answer a set number of them, within a word limit, with their name, photo, and company logo attached. It reads like an industry forecast, not an ad unit, because the association keeps editorial control over what’s asked. Readers engage with it rather than skipping past it to the rest of the issue.\u00a0<\/span>\u00a0<\/span><\/p>

Since it launched seven years ago, the supplement\u2019s revenue has outgrown that of the core magazine it rides inside: it now accounts for 64% of the combined revenue growth between the two.<\/span>\u00a0<\/span><\/p>

None of these required a new content type\u2014just rethinking who might pay to be part of something that already worked.<\/span>\u00a0<\/span><\/p>

Try This With One Piece of Content<\/span><\/b>\u00a0<\/span><\/h3>

Before you plan next year’s content calendar, pick one thing your association already produces\u2014a newsletter segment, a webinar series, a podcast, a page on your site that gets steady traffic. Then ask three questions:<\/span>\u00a0<\/span><\/p>

Who’s already consuming it, and would a sponsor value reaching exactly that group? Could a sponsor be added without changing what makes it useful to members? And if you kept your current editorial standards non-negotiable, what value would a sponsor be paying for?<\/span>\u00a0<\/span><\/p>

If you can answer all three, you likely have a monetizable product sitting in your existing content mix right now\u2014look at what you have with different eyes before you build something new.<\/span>\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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About the Authors<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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KiKi L’Italien is Vice President of Marketing at Naylor Association Solutions. Tamara Perry-Lunardo is Vice President of Content Services at Naylor Association Solutions and Editor-in-Chief of Association Adviser.<\/i><\/p>

Photo courtesy of 3rdtimeluckystudio\/Shutterstock.com.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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