{"id":406,"date":"2012-11-05T09:33:49","date_gmt":"2012-11-05T09:33:49","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter25001_406\/"},"modified":"2012-11-05T09:33:49","modified_gmt":"2012-11-05T09:33:49","slug":"newsletter25001_406","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/newsletter25001_406\/","title":{"rendered":"Fire, Ready, Aim!"},"content":{"rendered":"<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"width: 107px; margin-bottom: 10px; height: 104px; margin-right: 10px; gin-right: 10px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/hank%20berkowitz%20resized.jpg\" alt=\"\" align=\"left\" \/><\/span> <span style=\"font-size: 10pt;\"><strong>Top line results from the 2011 Association Communications Benchmarking Survey<\/strong><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic;\">By Hank Berkowitz<\/span><br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">When it comes to delivering timely and relevant information to their members in the most convenient format possible, association leaders give themselves high marks. But, as our latest research study shows, many associations lack the staffing, resources and processes to accomplish their ambitious communications goals, let alone know what\u2019s working. <\/span><\/p>\n<p>According to our just-completed <span style=\"font-style: italic;\">2011 Association Communications Benchmarking Survey<\/span>, associations are communicating with members much more frequently than they used to, but less than half (45.8 percent) of the 674 respondents believe members would say they\u2019re communicating more effectively.<\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\"><img decoding=\"async\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/takeaways.png\" alt=\"\" \/><br \/>\n<\/span><\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Associations are communicating with members much more frequently\u2014and in more ways\u2014than ever before.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Nearly 60 percent of association leaders rate their communication vehicles &#8220;above average&#8221; or &#8220;best in class,&#8221; but admit there is plenty of room for improvement.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Survey respondents think their members read less than half of their print and online publications on a regular basis.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Associations need to improve their measurement capabilities across all channels.<\/span><\/li>\n<li><span style=\"font-size: 10pt;\">Associations need to align resources more closely with what members value\u2014not with what they think will be perceived as cutting edge. <\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Our members are very busy, so our biggest challenge is to present our information as concisely as possible for those who have very little time to read it,&#8221; related the communications director for a mid-size association for educators. Our data seems to support this assessment. For instance, 62 percent of respondents believe their members read less than half of the publications they send them on a regular basis. Respondents lament the fact that members don\u2019t seem fully aware of all the benefits their dues entitle them to, and they no longer believe members automatically consider their association\u2019s publications and online media offerings as the No.1 source of information for their industry. What\u2019s more, only half (55.6 percent) of respondents check in regularly with advertisers, sponsors and exhibitors to make sure they\u2019re getting their money\u2019s worth, and more than one-third (35.4 percent) of respondents said they don\u2019t bother to measure their online and social media offerings.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><img decoding=\"async\" style=\"width: 581px; height: 279px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenews.feb2011.g1.jpg\" alt=\"\" \/><br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Yet, despite these shortcomings, nearly three in four respondents (73.6 percent) feel their staffs can &#8220;clearly articulate&#8221; the distinct purpose of each member communication vehicle they produce, and nearly 60 percent of respondents rate their communications vehicles &#8220;above average&#8221; or &#8220;best-in-class&#8221; in comparison to their peers. But, as my uncle likes to say at large family gatherings:<span style=\"font-style: italic;\"> it\u2019s all relative<\/span>. <\/span><\/p>\n<p>Despite their strong self-assessment of communication effectiveness, fewer than half (45.8 percent) of survey respondents believe their members would say their communication efforts have &#8220;significantly improved&#8221; during the past three years. More than half (53.6 percent) of association leaders say &#8220;combating information overload&#8221; is their organization\u2019s biggest communication challenge, far ahead of &#8220;communicating member benefits more effectively&#8221; (32.1 percent), or maintaining their position as their industry\u2019s No.1 source of information (28.4 percent), or customizing communication to appeal to their SIGs and sub-communities (23.1 percent). Customization not only pertains to members with disparate professional interests, but to members of different ages and media consumption habits. &#8220;Engaging members in \u2018new media\u2019 is a challenge,&#8221; said the communications director of a small regional association in the Southeast. &#8220;We still have lots of members in the \u2018fax\u2019 generation.&#8221;<\/p>\n<p><img decoding=\"async\" style=\"width: 602px; height: 346px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenews.feb2011.g2.jpg\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">So how much are your peers touching their members these days?<\/span> <\/span><\/p>\n<p>Our data finds associations are hitting their members, on average, 8.3 times per month with their print and online publications combined, and nearly one-fourth (22 percent) touch members at least 11 times per month. That\u2019s on top of their social media engagement (e.g. Tweets, Facebook posts, LinkedIn updates) which occurs at least weekly, according to 49 percent of respondents or daily, according to 12 percent.<span style=\"font-size: 10pt;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Next month we\u2019ll look at how the frequency of member communication varies by an association\u2019s size, budget and staffing, and the results may surprise you. Suffice it to say, associations as a group have significantly amped up the pace and volume of their member communication efforts without commensurate processes in place to staff, maintain and measure those efforts.<\/span><\/p>\n<p>As my marathon-runner colleague, Charles Popper, likes to say, &#8220;It\u2019s a lot easier to start things than to keep them going for the long haul,&#8221; (read <a title=\"More Isn\u2019t Necessarily Better When It Comes to Member Communication\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/newsletter25001_405\/\" target=\"_blank\"><span style=\"text-decoration: underline;\">related story<\/span><\/a> in today\u2019s issue). So, while associations of all sizes are touching members more frequently with more types of vehicles than ever before, they haven\u2019t increased their staffing commensurately. More than 90 percent of responding organizations say they have no more than five employees dedicated to their publishing\/communication teams and more than half (51.5 percent) have only one. While two-thirds of respondents now have a dedicated employee or team responsible for their online presence, nearly half told us that function is assigned to the administration, IT or other non-member-facing department. It\u2019s generally not being handled by an editorial or communication professional.<\/p>\n<p><img decoding=\"async\" style=\"width: 590px; height: 306px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenews.feb2011.g3.jpg\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: 10pt;\"><br \/>\n<span style=\"font-weight: bold;\">Alignment of resources<\/span><\/span><span style=\"font-size: 10pt;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">The survey data also uncovered some inconsistencies in the association world\u2019s allocation of communication resources. For instance, nearly half (48.1 percent) of your peers told us they plan to allocate more resources to social media, particularly to Facebook, Twitter, LinkedIn and video, even though just 34 percent felt their members would rate social media &#8220;very&#8221; or &#8220;extremely valuable.&#8221; And nearly one-third of respondents (32.1 percent) are increasing their investment in mobile media, despite believing that fewer than 14 percent of members currently consider mobile &#8220;very&#8221; or &#8220;extremely valuable.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 10pt;\">By contrast, less than 16 percent of respondents are investing more resources in print media, even though 55 percent think members still find print media &#8220;very&#8221; or &#8220;extremely valuable.&#8221; Similarly, only 35.3 percent of associations plan to juice their budgets for live events, even though 70 percent of respondents think their members still rate their events &#8220;very valuable&#8221; or &#8220;extremely valuable.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">&#8220;Two years ago we discontinued print publication of our quarterly newsletter to reduce costs,&#8221; related a West Coast membership director. &#8220;This has been a failure, and feedback from members and vendor members has been overwhelmingly in favor of bringing back a print publication. The problem is still finding a way to pay for it as advertising is down significantly throughout our industry.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">Addressing information overload<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Because information overload is such a pressing concern for many association members, we found that more than half (51.5 percent) of respondents currently have, or soon plan to have, policies in place to govern how frequently they can touch members. But are those rules being enforced? Generally not. Nearly 30 percent of respondents admit their organizations don\u2019t strictly enforce the rules they\u2019ve established or they cut back &#8220;only when the board or members complain.&#8221; Another 44 percent of respondents say they have no policy at all for monitoring the frequency of communication to members. <\/span><\/p>\n<p><span style=\"font-weight: bold;\">Encouraging developments<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">On a more positive note, we found that nearly three in five associations allow members to opt in or opt out of specific communications they wish to receive and 29 percent are now customizing their communications for individual SIGs or other sub-segments of their membership. We also learned that 70 percent of respondents make their member magazine content available online or in e-zine form; 58 percent are developing online-only premium content for members; 57 percent are offering, or planning to offer, virtual attendance options for their live events and the majority of associations (66.3 percent) will be using their websites, webinars and social media more frequently to listen to members and gain meaningful feedback from them.<br \/>\n<\/span><\/p>\n<p><img decoding=\"async\" style=\"width: 623px; height: 379px;\" src=\"http:\/\/www.naylornetwork.com\/NAY-ADVISER\/assets\/aaenews%20feb2011%20g4.jpg\" alt=\"\" \/><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\">About the survey<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\">Our 54-question survey was sent via e-mail to more than 5,000 North American association leaders in December 2010 and January 2011. Nearly 80 percent of respondents who started the detailed survey completed it. Other than offering a $5 Starbucks gift card, no cash incentives or sweepstakes were used to incent respondents to complete the survey. More than 70 percent of the 674 survey respondents classified themselves as senior management, including 55 percent who held the title of executive director, president or CEO. Surveys were sent to a mix of small, medium and large trade associations and professional societies representing 90 industries and professions across North America. The majority of respondents worked for associations that had fewer than 25 employees, fewer than 5,000 members and annual operating budgets of less than $5 million.<\/span><\/p>\n<p><span style=\"font-size: 10pt; font-weight: bold;\">The $50,000 question<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">When asked how they\u2019d spend an extra $50,000 if it unexpectedly appeared in their budgets, more than half (51.5 percent) said they\u2019d upgrade their publishing tools and technologies and 44.9 percent said they would improve the quality of their existing products. These quality-driven responses encouraged us as they exceeded &#8220;hiring more staff&#8221; (33.3 percent) and &#8220;launching new products&#8221; (31.5 percent).<br \/>\n<\/span><\/p>\n<p><span style=\"font-size: 10pt;\">We hope this survey overview\u2014and related commentary from my colleagues in today\u2019s issue\u2014will further your understanding of association communication benchmarks and best practices during these rapidly changing times. Stay tuned for more analysis of this groundbreaking research and send us a <a href=\"mailto:associationadviser@naylor.com?subject=Membership communication success story\" target=\"_blank\"><span style=\"text-decoration: underline;\">note<\/span><\/a> if you have a membership communication success story that you\u2019d like to share with our readers and online community members.<\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><a href=\"mailto:hberkowitz@naylor.com?subject=Association Adviser eNews February 2011\" target=\"_blank\"><span style=\"font-style: italic;\">Hank Berkowitz<\/span><\/a><span style=\"font-style: italic;\"> is the moderator-in-chief of <\/span>Association Adviser eNews<span style=\"font-style: italic;\">.<\/span><\/span><\/p>\n<p><span style=\"font-size: 10pt;\"><span style=\"font-style: italic;\"><br \/>\n<\/span><\/span><\/p>\n<p><span style=\"font-style: italic; font-size: 10pt;\">\u00a0<\/span><\/p>\n<div>\n<p>&nbsp;<\/p>\n<table style=\"background-color: #dcdcdc; margin: 5px; width: 100%; border-collapse: collapse; border: black 1px solid;\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid;\">\n<div>\n<div style=\"text-align: center;\"><span style=\"font-size: 10pt;\"><span style=\"font-weight: bold;\"><span style=\"font-style: italic;\">Rate this article 5 (Excellent) to 1 (Poor). Send ratings and comments <\/span><\/span><a href=\"mailto:associationadviser@naylor.com?subject=Communication%20benchmarking%20results\" target=\"_blank\"><span style=\"font-weight: bold;\"><span style=\"font-style: italic;\">here.<\/span><\/span><\/a><\/span><\/div>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><strong><em>Results from 2011 Communications Benchmarking Survey<\/strong><\/em><br \/>\nLatest research shows associations aggressively experimenting with new communication strategies and platforms, despite small staffs and minimal success metrics.<br \/>\n<em>By Hank Berkowitz<\/em><\/p>\n","protected":false},"author":24,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-406","post","type-post","status-publish","format-standard","hentry","category-features"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fire, Ready, Aim! - Association Adviser<\/title>\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\/newsletter25001_406\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fire, Ready, Aim! - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Results from 2011 Communications Benchmarking Survey Latest research shows associations aggressively experimenting with new communication strategies and platforms, despite small staffs and minimal success metrics. 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