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Communication Challenges Facing Today’s Association
1995
1998
2000
2008
.COM Arrived
2013
Balance Restored
Image Building
Migration of Ad Spending
to Digital
The New Normal
New Competition is Born
2013
2010
WHAT ARE MY PEERS DOING?
ASSOCIATIONS CONTINUALLY ASKED
US:
WHAT COMMUNICATION BEST PRACTICES
SHOULD I FOLLOW?
HOW DO I TELL MY BOARD THAT IT’S TIME
TO CHANGE?
OBJECTIVE DATA ABOUT THE STATE OF THEIR COMMUNICATIONS TODAY.
BENCHMARKING DATA RELATED TO STAFF SIZE, MEMBERSHIP SIZE AND OPERATING BUDGET.
THINGS ASSOCIATIONS CAN DO TODAY FOR BETTER IMPACT TOMORROW.
2013 ASSOCIATION COMMUNICATIONS BENCHMARKING SURVEY
TOP 3 CHALLENGES
IF ENGAGEMENT IS ADDRESSED, EVERYTHING ELSE TAKES CARE OF ITSELF
THE TYPICAL ASSOCIATION REPORTED HAVING 2.3 FULL-TIME STAFF MEMBERS ASSIGNED TO ITS
PUBLISHING/ CONTENT CREATION TEAM
ASK THE RIGHT PEOPLE, THE RIGHT QUESTIONS
• MORE COMMUNICATION GOING TO MEMBERS
•DON’T KNOW READER/ADVERTISER NEEDS
CHALLENGES FACING TODAY’S ASSOCIATIONS
• #1 - COMBATTING INFORMATION OVERLOAD
CUTTING THROUGH THE CLUTTER
MEET THE NEEDS OF READERS, ADVERTISERS, AND
ASSOCIATION
GAP ANALYSIS
INTEGRATION
MEASUREMENT
COMMIT TO CONTINUAL
IMPROVEMENT
HOW DO YOU GET THERE?
Do you KNOW how your members feel about the
communications you provide, or do you just THINK you know?
ASSOCIATION GOALS AND OBJECTIVES
GAP ANALYSIS: HELPS CLARIFY GOALS, OBJECTIVES AND DESIRED OUTCOME FOR COMMUNICATIONS , AND THEN MEASURE AND WEIGH THOSE AGAINST READERS’ AND ADVERTISERS’ PERCEPTIONS AND EXPECTATIONS.
ASSOCIATION GOALS &
OBJECTIVES
Non-dues revenue
Mem
ber
enga
gem
ent
Member recruitment
#1 Source of Info
EXPECTATIONS OF READERS
& ADVERTISERS
Great , Relevant
content
Delivered
how/when/where
I want it
Helps me
do my job /
Advance my
career
HERE’S WHAT WORKS:HEAD OF A PROMINENT NATIONAL ASSOCIATION WANTED HELP
WANTED TO BE THE #1 SOURCE OF
INFORMATION FOR ITS INDUSTRY
NOT AFRAID TO ASK THE TOUGH QUESTIONS. FOUND OUT THAT THEY
WERE NOT MEETING READERS EXPECTATIONS IN CERTAIN AREAS
CONDUCTED A GAP ANALYSIS
ON THE SURFACE, MEMBERS HAD A HIGH DEGREE OF
SATISFACTION
71.4% READ MORE THAN ½ OF THE COMMUNICATIONS SENT TO THEM
EXEC DIR STAFF MEMBERS
ASSOCIATION’S GOAL:
TO BE THE #1 SOURCE OF INFORMATION FOR
ITS INDUSTRY
SURVEY SAYS!
NOW IT’S TIME TO INTEGRATE
NOW IT’S TIME TO INTEGRATE
Constructor MagazinePrint and Digital
Constructor Marketplace
Constructor Website
Constructor eNews
Constructor Mobile App Constructor
Social Media
Gap Analysis
NOW IT’S TIME TO INTEGRATE
ARE YOU KEEPING SCORE?
OBJECTIVE 1 - CREATE CONTENT THAT BETTER MEETS EXPECTATIONS OF MEMBERS, READERS AND ADVERTISERS
OBJECTIVE 2 - INCREASE MEMBER ENGAGEMENT (web stats, social media engagement, click through rates)
OBJECTIVE 3 - POSITIVELY IMPACT RECRUITMENT, RETENTION AND NON-DUES REVENUE
BENCHMARKING GAP ANALYSIS
MEASUREMENTQUARTERLY/
ANNUAL
COMMUNICATION IS GOING UP
HOW ARE ASSOCIATIONS CUTTING THROUGH THE CLUTTER?
EFFECTIVENESS IS GOING DOWN
THEY AREN’T. THEY ARE
ADDING TO IT
CUTTING THROUGH THE CLUTTER
MEET THE NEEDS OF READERS, ADVERTISERS, AND
ASSOCIATION
GAP ANALYSIS
INTEGRATION
MEASUREMENT
COMMIT TO CONTINUAL
IMPROVEMENT
HOW DO YOU GET THERE?
2014 COMMUNICATIONS BENCHMARKING SURVEY
PARTNERS
RESOURCES USED IN TODAY’S PRESENTATION
Polling Feature: www.polleverywhere.com
Slide Deck: www.naylor.com/resources
2013 Association Communications Benchmarking Report: www.naylor.com/benchmarking
Association Adviser: www.associationadviser.com
Charles Popper, VP Association Relations(407)258-8862 [email protected]
