Association Communication Trends

Association Adviser: Alex, as you talk to association leaders across North America, what’s your sense of the prevailing sentiment? Is it any better than when we talked last year?

I’d say it’s more focused on improving what they do and showing real leadership. You hear lots of buzzwords around social media and related areas, but the cautious “duck and cover” view seems to have been replaced by “now that we survived the poor economy of 2009-2010, we need to get our act together for the long term.” This means building and keeping members and being more vital to them.

Are associations closing the gap or getting further behind the for-profit trade publishers who also cover the industries they represent?

Associations are getting a little closer given that they’re now recognizing the unique opportunity they have as a trusted membership organization. For-profit publishers have more resources and expertise—but associations have all the key decision-makers and have more access than anyone to important content. Associations need to realize competitive content that comes with valuable sponsorship/advertising/exhibiting opportunities is the key to making them the leading source of information in their respective markets.

So, you’re saying it’s harder to be an association communication professional than it used to be?

I will put it this way: It’s probably more complicated and demanding. There are so many choices to make about which communication vehicles to use. We are at a point at which communicators are getting mixed up figuring which vehicles to use (print, digital, etc.) to communicate with members. They’re not spending enough time understanding the types of information their audiences want and via which vehicles.

Are you finding this to be true across all industries that Naylor serves?

Each vertical market we are in has a different rate of adoption of certain types of information and different types of communication vehicles. So, the successful association communicator needs to do a better job of understanding the audience need and match the offerings to that need. When it’s done right, you have member communication that informs the audience, makes the association vital and creates the best possible opportunities for monetizing content via advertising and sponsorship.

Speaking of multiple communication preferences, to what extent should associations try to stay on the cutting edge of mobile and social media?

The simple reality is that they need to understand which technology and social media tools can be used to help their members and promote the associations’ needs as well. Associations need an ongoing plan to be on the cutting edge or they will be left behind. They have no choice but to be competitive. That means understanding what members want and knowing how to deliver.

Let’s shift to online forums, discussion groups and social communities related to the industries they serve. Should associations be hands-off and let the discussions flow organically?

Actually, associations were the original social networks. The smart association will find a way to produce moderated content for all forms of media, including social. But, the smart association will also allow for some level of discussion that that is not moderated, but does allow for additional sponsorship.

It seems more and more associations are creating a new staff position called Content Curator. Do you see that as an essential position at all associations?

Instead of “curating,” I would call it editing or directing. In other words, I think members do see value in having their association cull relevant content for them. They expect their association to filter general business, economic and political information—as well as industry trends—and help them understand the key points and how it affects them. If that process is done well, the association can also advise the membership about how to deal with the information and can ensure that members know what the association is doing to help or lead on key issues.

Is that why branding has become so important to associations?

No doubt, branding is more important than ever before. Associations have to learn to be much more competitive in the way they think. Associations have never had a better opportunity to be the leading sources of information in their markets and to create a brand that stands for the most effective information, networking opportunities and other services they provide. Competing media brands are under great pressure now as they navigate the world of media and information. Associations can leverage the competitive advantage they have always had over for-profit media companies via their access and connection to members. There’s no reason for an association NOT to be the leading information brand in its respective market.

Will that approach work with industry up-and-comers, too? They don’t seem to have the same definition of the word “join” that earlier generations do.

It’s vital for associations to promote their brand to all current, new and potential members by reaching out, by providing good content in multiple vehicles and by simply staying relevant. To do this effectively, associations need to understand the needs and hot buttons of the key constituencies they serve. Associations can’t view, treat and serve all members and potential members the same way—they need to understand the organization’s many sub-groups.

We’ve done a number of custom research projects for associations. We often see a big disconnect between the media preferences of younger staff members and the preference of less tech savvy members who tend to skew older. How should associations close those gaps?

It all starts with understanding the differences. I wouldn’t call them disconnects—I would say they are generational and personal preference differences. As I mentioned earlier, the smart association will use research and other simple tools to understand member preferences. They will put them in the proper buckets and take steps to serve them. These preferences and needs will always be in flux, so the research should be ongoing and done formally on at least an annual basis.

Does that apply to association boards and volunteers?

Yes. We’ve found that many association boards are not in tune with the different constituencies within their membership. It’s important for association management to do the work and then make sure their board understands the research so decisions are not made in a vacuum.

Last question: What are the three biggest things that association leaders still don’t get about communicating effectively with their members?

That’s an easy one:

1. Understanding different constituencies within the membership and target membership.
2. Understanding how important it is to know which kind of information is important to the members and their vehicle preferences.
3. Making sure all actions help build the association brand and make clear to the audience what the association does for members. They must constantly prove and demonstrate relevance to their members.