From Overwhelmed to Engaged: Rethinking Association Member Communication and Benefits

From Overwhelmed to Engaged: Rethinking Association Member Communication and Benefits

An article by Spark Consulting titled “My Members Don’t Read” highlights a persistent frustration, amplified by members frequently saying, “I didn’t know you offered that!” despite best efforts to inform them. If member communication isn’t working, how do associations fix this?

Many associations overwhelm members with an overabundance of benefits, often driven by non-dues revenue opportunities. This can dilute the focus on what truly helps members achieve their goals. The article suggests streamlining your offerings to prioritize high-impact benefits and ensure these take center stage.

Do your members need insider knowledge of your organizational structure to access resources? If so, it’s time for a redesign. Members don’t care about departmental silos or industry jargon—they care about finding solutions. Spark consulting says presenting your programs from the member’s perspective eliminates unnecessary complexity. For instance, calling something an “affinity program” might confuse an instrumentation engineer unfamiliar with association lingo. Simplify and clarify.

Finally, the article says to stop sending broad, generic messages. Learn what individual members value, track their preferences, and deliver targeted communications. For example, marketing directors don’t need CEO-focused messaging and vice versa. Over-broadcasting risks disengagement and reduces responsiveness when critical campaigns, like salary surveys, go live. Invest in tools and strategies that enable precise targeting to ensure relevancy and engagement.

The bottom line: meet members where they are, cut through the noise, and focus on what truly matters to them. Association success depends on member communication.