Member Communications

Successful membership organizations evolve their communications as they maintain their relevance. When we communicate with our members (and potential members), we foster engagement, share information, and build a sense of community.

Knowing our audience is key to creating a successful communications strategy. Whether the organization has 100 members or one thousand, a variety of vehicles is necessary to reach as many members as possible. As the daily newspaper and other mass media continue to struggle, the proliferation of social media and niche gatherings grow.

To better foster member engagement, how are you communicating with your members? Do you encourage interactive content? Tools like polls, quizzes, and surveys create a feedback loop that helps you better understand the needs of your membership.

Targeting members where they want to receive information is also important. Are you relying on communications tools that have grown obsolete? Disseminating media releases is no longer the only method for you to get your message out. Repurposing that content – and even expanding on it – can also be used in creating blog posts, podcasts, even video marketing.

As we strive to build that sense of community, personalization is important. Your younger members may opt to receive your message via text message. Other members may want email. Still others may prefer reading your messages on the computer. Each of these vehicles offers you the opportunity to personalize your message to that audience.

With the ever-growing world of social media, you can further fine-tune and personalize your messages. Different platforms also allow you to share your organization’s brand and personality. It remains important that the brand is consistent, but showing the inclusivity of your organization by posting on TikTok or Reels or engaging in live stream on Facebook Live or Twitch offers you an opportunity to engage members in the message.

Knowing how and where your members want to receive their communications helps you to better plan and deliver that message.