{"id":3243,"date":"2014-10-06T11:18:58","date_gmt":"2014-10-06T15:18:58","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3243"},"modified":"2018-03-27T20:19:43","modified_gmt":"2018-03-27T20:19:43","slug":"associations-still-trying-get-one-size-fits-messaging","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/associations-still-trying-get-one-size-fits-messaging\/","title":{"rendered":"Associations Still Trying to Get By With One-Size-Fits-All Messaging"},"content":{"rendered":"<p style=\"color: #444444;\">Job growth and other economic indicators are improving every quarter, but have association membership levels followed suit? According to our recent unscientific poll of\u00a0<span style=\"font-style: italic;\">Association Adviser\u00a0<\/span>readers, most associations (83 percent) are within 10 percent of their pre-recession membership levels. Not bad, but many wonder if they\u2019ll fully return to the flush days before the global financial crisis. In fact, one in six respondents (17 percent) told us &#8220;we\u2019re never going back to those days.&#8221;<\/p>\n<p style=\"color: #444444;\">As Sharon Kneebone explains in today\u2019s\u00a0Corner Office profile, many companies are no longer paying their employees\u2019 association dues. And with staffing levels still well below pre-2008 levels, many employees are simply too busy to &#8220;engage&#8221; with an association in the traditional sense, said Kneebone the membership director for the\u00a0<a href=\"http:\/\/www.ift.org\/\" target=\"_blank\" rel=\"noopener\">Institute of Food Technologists (IFT)<\/a>.<\/p>\n<p>What\u2019s more, most associations still aren\u2019t communicating their member benefits very effectively and they\u2019re not tailoring their messages to appeal to different member subgroups. As our\u00a0<a href=\"http:\/\/www.naylor.com\/benchmarking\" target=\"_blank\" rel=\"noopener\">annual association communication benchmarking study<\/a>\u00a0revealed, less than half (46.1 percent) of the 1,031 respondents said they produce customized communications for new members. Even fewer respondents said they\u2019re sending customized communications to other subgroups, such as student members (28.1percent), young professionals (29.3 percent) and other member segments (41.4 percent).<\/p>\n<p style=\"color: #444444;\"><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/09\/Did-You-Know-Sept.-2014-graph.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-3244\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/09\/Did-You-Know-Sept.-2014-graph.jpg\" alt=\"Print\" width=\"495\" height=\"355\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/09\/Did-You-Know-Sept.-2014-graph.jpg 495w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/09\/Did-You-Know-Sept.-2014-graph-300x215.jpg 300w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/a><\/p>\n<p style=\"color: #444444;\">Greg Melia, CAE, chief membership and volunteer relations officer at\u00a0<a href=\"http:\/\/asaecenter.org\/\" target=\"_blank\" rel=\"noopener\">ASAE: The Center for Association Leadership<\/a>, told us that the one-size-fits-all membership model is outdated. &#8220;Newer members might not be aware of all of the benefits that they are entitled to and may have been attracted to one specific benefit that they only had a temporary need for. Customized communications can ensurethat your members are aware of services to which they are entitled, which may compel them to stay with your association when it becomes time to renew their dues.&#8221;<\/p>\n<p style=\"color: #444444;\">As one respondent to our annual communication benchmarking report told us: &#8220;Everyone assumes the next-generation member is going to be completely tech savvy and mobile, but the old phone call technique still hits home with them.&#8221; Another respondent suggested spending the time to find out how each member subgroup wants to be communicated with. &#8220;Make sure you use personal contact and face-to-face when available. It always helps to put a face with an association. Looking like you care will never go out of style.&#8221;<\/p>\n<p style=\"color: #444444;\">Tamara Groom has more 2014 benchmarking research findings in her article\u00a0<a href=\"https:\/\/www.naylor.com\/associationadviser\/5-recommendations-winning-communications-strategy\/\" target=\"_blank\" rel=\"noopener\">Five Recommendations for a Winning Communications Strategy<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Job growth and other economic indicators are improving every quarter, but have association membership levels followed suit? According to our recent unscientific poll of Association Adviser readers, most associations (83 percent) are within 10 percent of their pre-recession membership levels. <\/p>\n","protected":false},"author":26,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63],"tags":[150,559],"class_list":["post-3243","post","type-post","status-publish","format-standard","hentry","category-did-you-know","tag-association-membership","tag-membership-levels"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Associations Still Trying to Get By With One-Size-Fits-All Messaging - Association Adviser<\/title>\n<meta name=\"description\" content=\"Job growth and other economic indicators are improving every quarter, but have association membership levels followed suit? According to our recent unscientific poll of Association Adviser readers, most associations (83 percent) are within 10 percent of their pre-recession membership levels.\" \/>\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\/associations-still-trying-get-one-size-fits-messaging\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Associations Still Trying to Get By With One-Size-Fits-All Messaging - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Job growth and other economic indicators are improving every quarter, but have association membership levels followed suit? 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