{"id":673,"date":"2013-01-04T14:20:04","date_gmt":"2013-01-04T14:20:04","guid":{"rendered":"http:\/\/staging.naylornet.com\/associationadvisor\/?p=673"},"modified":"2021-10-27T19:29:04","modified_gmt":"2021-10-27T19:29:04","slug":"research-confirms-associations-communicating-more-often-but-less-effectively","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/research-confirms-associations-communicating-more-often-but-less-effectively\/","title":{"rendered":"Research Confirms Associations Communicating More Often But Less Effectively"},"content":{"rendered":"<p>What do Arctic explorers and association communication professionals have in common? More than you might think. Sure, they both keep large stockpiles of chocolate on hand to keep them going when the sledding gets tough, but they also spend a lot of time navigating across a constantly changing landscape and often without a road map to follow.<\/p>\n<p>I recently attended a presentation by John Huston and Toby Thorleifsson, two professional adventurers who will attempt to walk and ski their way 630 miles from the Canadian Arctic to the North Pole in March 2013. If their trek is not daunting enough, they\u2019re going without a support crew and relying on old-fashioned wooden skis and wool clothing that was favored 110 years ago by their hero, the\u00a0<a href=\"http:\/\/explorenorth.com\/explorers\/sverdrup.html\" target=\"_blank\" rel=\"noopener noreferrer\">Norwegian explorer Otto Sverdrup<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<table style=\"background-color: #dcdcdc;margin: 5px;width: 95%;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>75 percent of associations believe members ignore half of what they send them\u2014up from 62 percent in 2011.<\/li>\n<\/ul>\n<ul>\n<li>80 percent of associations suffer from communication clutter and more than 70 percent struggle to communicate membership benefits effectively.<\/li>\n<\/ul>\n<ul>\n<li>Devise a communication strategy that\u2019s customized, relevant, and reaches members when they\u2019re good and ready to listen.<\/li>\n<\/ul>\n<ul>\n<li>When a member reaches out to you in times of need, you better be ready to deliver.<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>While most of us don\u2019t have to worry about dodging polar bears or staying warm in minus 50-degree weather, we do have to be resourceful without large support crews and we need to learn to adapt to constantly changing conditions.<\/p>\n<p>And what do you think the explorers said was the No.1 key to surviving in the Arctic? Communication.<\/p>\n<p>Like association professionals, Arctic explorers need to communicate constantly with each team member to make sure everyone\u2019s roles are clear\u2014they\u2019re pulling their weight, they&#8217;re not duplicating efforts and they\u2019re not dragging down the rest of the team. They also need to be sure that everyone\u2019s in sync about the route, the equipment and the team\u2019s goals for the day, the week and the month ahead.<\/p>\n<p>We all know association members are getting younger, more mobile, more independent and less likely to join communities that can\u2019t show them a clear ROI for belonging. But, there\u2019s no one-size-fits-all solution for Generation &#8220;C,&#8221; the always connected, always collaborating group of members who will be driving your organization in the future.<\/p>\n<p>And maybe that\u2019s the trouble. We\u2019re all looking for a quick fix to a challenge that\u2019s constantly evolving\u2014like shifting Arctic sea ice that can cause explorers to wake up five miles away from where they thought they put their tents down for the night.<\/p>\n<p>Beth Brooks, president of the\u00a0<a href=\"http:\/\/www.tsae.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Texas Society of Association Executives (TSAE)<\/a>, said association leaders should pay close attention to the technological and demographic changes that are altering the association landscape. If not, you won\u2019t have an association much longer, she warns. See more of Beth Brooks\u2019 observations in today\u2019s\u00a0<a href=\"http:\/\/staging.naylornet.com\/associationadvisor\/?p=725\" target=\"_blank\" rel=\"noopener noreferrer\">Corner Office<\/a>\u00a0profile.<\/p>\n<p>Unfortunately, as the results of our annual communication benchmarking study roll in, it looks like many associations are trying to navigate the communications landscape without a compass.<\/p>\n<p>Here are some of the things we\u2019ve learned from the 400 association leaders across 90 industries who took part in this year\u2019s study. Information overload (which includes communication clutter) continues to be the No. 1 communication challenge, bar none. In fact, the number of associations that cited this challenge rose dramatically to 81 percent in 2012 from 54 percent in 2011.<\/p>\n<p>&nbsp;<\/p>\n<div><\/div>\n<p>Carol Fuchs, senior director of marketing for the 14,000-member\u00a0<a href=\"http:\/\/www.apic.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">Association for Professionals in Infection Control and Epidemiology<\/a>, said association members are so inundated with communication that they can\u2019t possibly pay attention to everything you feel you need to send them. The key is to be there at that &#8220;specific point in time&#8221; when they\u2019re good and ready to listen and they have a need you can fill.<\/p>\n<p>&#8220;It\u2019s a bit of a crapshoot with all of our channels, but we\u2019re constantly adjusting our communication frequency, calendar, and tools to find the best mix,&#8221; Fuchs related.<\/p>\n<p>&nbsp;<\/p>\n<p>Our communication benchmarking study also revealed that trouble communicating member benefits really spiked. Nearly three in four associations (72 percent) cited this challenge in 2012, up from 32 percent in 2011. &#8220;We\u2019re cutting through the clutter, but not always getting through,&#8221; agreed Christine Shaefer, executive vice president of the <a href=\"http:\/\/www.vhba.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Valley Home Builders Association<\/a>\u00a0in Appleton, Wisc., who has cut back the frequency of e-bulletins and increased her investment in direct mail postcards and printed newsletters. Why? In order to bypass members\u2019 overfilled inboxes, even though she acknowledges that it\u2019s a slower and more expensive way to reach them.<\/p>\n<p>&#8220;You can keep telling your dues-payers all about your great member benefits, but until a member really needs something, they\u2019re not going to be aware of it,&#8221; Shaeffer lamented.<\/p>\n<p>As Shaefer explained, a lot of her members are skilled craftsmen, but not great business people. &#8220;It\u2019s only when they come to us with a contract full of holes in it that they realize we have lots of resources and RFP templates that can make their jobs a lot easier. You just have to help them out once when they really need a hand, then all of a sudden, they\u2019re your best friend in the world.&#8221;<\/p>\n<p>So it shouldn\u2019t surprise you that 75 percent of associations now think members ignore half of what they send them, up from 62 percent in 2011. Maybe\u00a0there are just too many choices. Social networking and videos are gaining traction at many associations, particularly with younger members and others in Generation C. But, as our latest\u00a0<a title=\"Survey Confirms Traditional Media Still Has Legs\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/survey-confirms-traditional-media-still-has-legs\/\" target=\"_blank\" rel=\"noopener noreferrer\">reader survey showed<\/a>, many associations still find their members want print or at least the convenience of having both print and digital.<\/p>\n<p>Then there\u2019s mobile. It\u2019s not only a technology; it\u2019s an adjective to describe a membership base that\u2019s increasingly working away from their desks. They expect all their communities to be accessible 24\/7 when they\u2019re away from their desks\u2014especially communities that charge them a fee to belong.<\/p>\n<p>Like many experts, Jeff De Cagna, chief strategist for\u00a0<a href=\"http:\/\/www.principledinnovation.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Principled Innovation<\/a>, said associations have to go &#8220;all in&#8221; on digital because mobile is the &#8220;new paradigm&#8221; for connecting with on-the-go members and it\u2019s what future stakeholders expect.<\/p>\n<p>&#8220;I don\u2019t mean you have to home grow everything from scratch, but the mobile device is THE connection point for social, video, audio, and learning where your members or potential members are spending their time,&#8221; De Cagna said.<\/p>\n<p>Charles Popper, Naylor\u2019s vice president of association relations, said organizations are obsessing about how they\u2019re going to cut through the clutter, but no one\u2019s clear about the strategy for doing so.<\/p>\n<p>&#8220;People keep coming up with content and ideas within the walls of their associations, but they\u2019re not out there asking the people who pay the bills what\u2019s working\u2014their members and advertisers,&#8221; he said. &#8220;If clutter is your biggest concern, you have to know what they\u2019re expecting. And the only way you can really know is by asking them directly either on the phone or face-to-face.&#8221;<\/p>\n<table style=\"background-color: #dcdcdc;margin: 5px;width: 95%;border-collapse: collapse;border: black 1px solid\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: black 1px solid\"><strong>Four Keys to an Effective Communication Platform<\/strong><\/p>\n<ol>\n<li>Know what\u2019s expected of you by those who pay the bills\u2014your members and advertisers.<\/li>\n<li>Integrate all of your communications efforts so you\u2019re not redundant and not having people in silos speaking to your members.<\/li>\n<li>Measure your results frequently and consistently.<\/li>\n<li>Commit to ongoing improvement.<\/li>\n<\/ol>\n<p><em>Source: Naylor, LLC 2012<\/em><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Every good communication platform is built on a foundation of knowing what\u2019s expected of you by members and your other stakeholders, added Popper. &#8220;Forget about using member satisfaction surveys to determine what your content should be. If you\u2019ve got a communication problem in one of your media properties that\u2019s supported by non-dues revenue, then you have to go right to the advertisers and sponsors and ask them what they\u2019d like to see.&#8221;<\/p>\n<p>Breanna Vanstrom of the\u00a0<a href=\"http:\/\/www.msae.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Midwest Society of Association Executives<\/a>\u00a0agrees with the power of asking.\u00a0See her\u00a0<a title=\"Three Little Words Members Use to Describe You\" href=\"http:\/\/staging.naylornet.com\/associationadvisor\/index.php\/three-little-words-members-use-to-describe-you\/\" target=\"_blank\" rel=\"noopener noreferrer\">guest column<\/a>\u00a0in today\u2019s issue for the importance of including qualitative questions in member surveys.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>If nothing else, 2012 taught us there\u2019s no single\u00a0killer app, per se; there\u2019s simply more choice for association communicators. Whichever tool you use, you need to keep asking members and sponsors if those tools are working. Just because it\u2019s new, doesn\u2019t mean it\u2019s better.<\/p>\n<p>Explorers Huston and Thorleifsson said they chose the old-fashioned wooden skis to make a statement, but they were amazed by how well the old equipment was made and how well it performed under extremely harsh conditions. If your social, mobile, and video offerings are not well crafted, well thought, and well-integrated into the rest of your communication strategy, then they might freeze up under the demands of a 24\/7\/365 membership. And no one wants to leave members and potential members out in the cold.<\/p>\n<p>Rest up. Enjoy the Holidays. We\u2019ve got lots of work to do in 2013.<\/p>\n<p><em><a href=\"mailto:hankberk@optonline.net?subject=November%20Association%20Adviser%20lead%20story\">Hank Berkowitz<\/a>\u00a0is the moderator-in-chief of\u00a0Association Adviser\u00a0enews.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>But catching members when they&#8217;re ready to listen is a step in the right direction.<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":[1589,31,12],"tags":[495,1446,452,135,108],"class_list":["post-673","post","type-post","status-publish","format-standard","hentry","category-benchmarking","category-features","category-marketing-communications","tag-association-communications","tag-association-strategy","tag-benchmarking-report","tag-communications","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cutting Through Clutter for Effective Association Communications<\/title>\n<meta name=\"description\" content=\"75 percent of associations now think members ignore half of what they send them, up from 62 percent in 2011. 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