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.
Posts Categorized: Association Adviser
Showing the importance of balancing traditional and innovative mediums, USAE news notes associations are experimenting with bringing back channels such as printed newsletters while investing more resources and effort in newer platforms like podcasts and apps. “The biggest takeaway from my perspective is that only one in five associations indicate they have a good handle on reader, member and advertiser needs,” Dave Bornmann, chief marketing officer, Naylor Association Solutions, told USAE. “Without a strong understanding of those needs, it is nearly impossible to develop relevant, compelling content.”
The 2018 Association Communications Benchmarking Study shows the need for a balanced approach to technology & tradition as association communicators strive to keep members’ attention. Only 1 in 5 associations have a good understanding of member needs, & associations are bringing back traditional communication channels.
Association Adviser’s 2017 Benchmarking Study Reveals Associations Understand Effective Member Communications, But Are Stalled on Implementation
MCLEAN, Va. – Despite modest improvements to member communications and a reasonable awareness of lingering shortcomings, results of the 2017 Association Communications Benchmarking Survey indicate that many trade and professional associations are having a hard time implementing changes, and continue to struggle with how to become better communicators. A strong majority (84 percent) of the… Read more »
Four in five associations think at least half their member communications are ignored, but 86 percent think they are good at creating relevant content. Only 28 percent of associations think they are using member data wisely enough to deliver a customized member experience, but more than half are conducting member communications surveys at least once every two years. These are just a few contrasts found in the 2016 Association Communications Benchmarking Study, an annual survey of the state of association communications conducted by Association Adviser and Naylor Association Solutions.
Social Media Usage and Content Relevance Concerns on the Rise Among Association Communication Professionals
The 2015 Association Communications Benchmarking Study includes top recommendations for improving communication programs while new online platform enables respondents to instantly see how they compare to other respondents.