{"id":7342,"date":"2017-10-25T11:51:02","date_gmt":"2017-10-25T15:51:02","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=7342"},"modified":"2018-01-08T20:39:09","modified_gmt":"2018-01-08T20:39:09","slug":"new-communication-challenge","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/new-communication-challenge\/","title":{"rendered":"The New Communication Challenge"},"content":{"rendered":"<p>For the first time in the six-year history of our Association Communications Benchmarking Study, association executives reported that communicating member benefits effectively is more often a challenge than combatting information overload.<a href=\"http:\/\/product.naylor.com\/2017-comm-benchmark-download\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-7344\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2017\/10\/2017-Benchmarking-Top-5-Communication-Challenges-1.jpg\" alt=\"Top 5 Communication Challenges\" width=\"600\" height=\"231\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2017\/10\/2017-Benchmarking-Top-5-Communication-Challenges-1.jpg 910w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2017\/10\/2017-Benchmarking-Top-5-Communication-Challenges-1-300x116.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2017\/10\/2017-Benchmarking-Top-5-Communication-Challenges-1-768x296.jpg 768w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Associations are communicating with members more frequently, but more association professionals feel like they\u2019re not doing a satisfactory job promoting those communications as a member benefit \u2013 in part because members are telling them they are too busy to pay attention to their association\u2019s messages.<\/p>\n<p>In looking at answers to other survey questions, however, the survey uncovered that communicating member benefits <em>effectively <\/em>has more to do with how associations define and demonstrate member value.<\/p>\n<p>Consider these changing facets of the membership experience:<\/p>\n<ul>\n<li>Almost twice as many associations reported considering virtual events as \u201cvery\/extremely valuable\u201d this year (34 percent) compared to 2016 (19 percent).<\/li>\n<li>Respondents ranked career\/professional development and peer networking as the two most important topics to their members, pushing how-to\/best practice items out of the No. 1 spot it held the previous two years.<\/li>\n<li>Print is making a strong comeback: Printed member magazines are now considered the second-most-valuable member communication channel, behind only live events.<\/li>\n<\/ul>\n<p>These changes really aren\u2019t surprising, considering the life of a busy association member and the workload of a busy association staff. \u00a0We can expect the definition of \u201cperceived member value\u201d to change as different communication tools become more adaptable and accepted. We also should anticipate more communication revolution as new generations grow into the workforce majority and bring their preferences with them. Associations will need to evolve member value as the professional skills needed to maintain an edge in a 21st-century workforce change.<\/p>\n<p>During the next six months we will parse the results of our <a href=\"http:\/\/product.naylor.com\/2017-comm-benchmark-download?source=AAwebsite\"><strong>2017 Association Communications Benchmarking Study<\/strong><\/a> into a series that examines how close associations stand to the intersection of recommendations and reality in the world of member communications. We\u2019ll look at what tools associations are using to communicate, how they use member data to customize communications, and which member segments they need to engage more.<\/p>\n<p>Throughout the series, we encourage you and your fellow association professionals to keep the following question in mind: \u201cWhat is your member value proposition?\u201d The answer to this question is in flux for many of our respondents, and is likely changing at your association as well.<\/p>\n<div class=\"box shadow aligncenter\"><div class=\"box-inner-block\"><i class=\"tieicon-boxicon\"><\/i>\n\t\t\tDuring the next six months, we\u2019ll examine the many ways of answering the question, \u201cWhat is your member value proposition?\u201d\n\t\t\t<\/div><\/div>\n<p>Our examination of how associations are communicating and what can be done better isn\u2019t meant to train a spotlight on what associations are doing wrong, but rather to act as a lightbox from which we can more clearly see what is working well for communication staffs, what previously dark or hidden areas need attention, and what map associations can make for themselves so that responses to the 2018 survey are even more optimistic.<\/p>\n<p>If you can\u2019t wait to learn more results from our survey and start mapping your association\u2019s desired improvements, <a href=\"https:\/\/product.naylor.com\/2017-benchmarking-web-archives-lp\/\" target=\"_blank\" rel=\"noopener\"><strong>watch the recording<\/strong><\/a> of our one-hour webinar about challenges and recommendations from this year\u2019s survey.<\/p>\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2017\/10\/Jill-Andreu-preferred-headshot.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<em>Jill Andreu is the Vice President of Content Strategy and Development at Naylor Association Solutions.<\/em> \n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Associations are communicating with members more frequently, but feel like they\u2019re not doing a satisfactory job promoting those communications as a member benefit.<\/p>\n","protected":false},"author":61,"featured_media":7367,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[495,596,116],"class_list":["post-7342","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-association-communications","tag-benchmarking","tag-member-communications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - 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