The 2019 Association Communications Benchmarking Report uncovers staffing and member data wins, but finds many associations still facing customization and frequency challenges.
McLean, VA — The days of associations creating a long-term, one-size-fits-all communications strategy and setting it on autopilot are gone, according to the results of Naylor/Association Adviser’s 2019 Association Communications Benchmarking Report. Instead, associations today know they must deliver an integrated communications program that speaks to members on an individual level and positions themselves as the go-to source for industry information. However, many of this year’s survey respondents admitted they struggle to deliver on those expectations in the face of members’ changing preferences for a broad range of communication channels and competition from other information sources.
“Information overload/communication clutter” remains the most frequently cited communication challenge in 2019, followed by “inability to communicate member benefits effectively” and “customizing for different member segments.” Moreover, the number of respondents who said they find these topics a challenge increased compared to 2018: 70 percent for combating information overload and 67 percent for communicating member benefits effectively, compared to 68 and 62 percent, respectively, in 2018.
