The 2018 Association Communications Benchmarking Study results show the needs for a balanced approach to technology and tradition as association communicators strive to keep members’ attention. Only 1 in 5 associations say they have a good understanding of reader, member and advertiser needs, and associations are experimenting with bringing back traditional communication channels such as printed newsletters while investing more resources and effort in newer platforms like podcasts and apps.
“Combating information overload and cutting through information clutter” retook the top spot for communication challenges associations confront when trying to reach their members. “Communicating member benefits effectively” fell back to the second most frequently cited communication challenge. The number of association professionals claiming this as a challenge has more than doubled since Naylor first conducted this survey in 2011.