Associations are in a remarkably strong position. They can create unique, hyper-relevant content that can engage current members, attract new ones and impact on the bottom line.
“We see communications as an investment. Digital data provides valuable metrics on our ROI. We also measure brand sentiment through member surveys for an understanding of our positioning in the hearts and minds of members.”
Adelina La Vita National Manager, Marketing, Engineers Australia
When associations were asked to rate their own communications performance, however, most gave themselves a C. Just 4% awarded themselves an A grade.
This indicates there’s still a long way to go before associations are proud of the communications they’re delivering to their members – and a long way to go until communications are delivering a bottom line impact for the organisation.
Communication frequency by format
Digital channels are used widely and frequently, with email and social being overused by some. Majority of those creating a print magazine are published quarterly.
For more insights and tips to engage your members, download the full report below.