How Associations Can Transform Traditional Annual Reports With Biannual Email Updates

According to Associations Now, the American Bankers Association (ABA) has shifted from traditional printed annual reports to biannual email updates as a means of communicating with its members. The ABA initiated this change in the summer of 2020 after recognizing the need for a centralized space to highlight their significant achievements over time. The decision was prompted by the proactive involvement of ABA members in delivering the Paycheck Protection Program during the pandemic, where businesses were assisted in retaining their workforce.

These biannual email updates, distributed in June and December, serve as a condensed and simplified alternative to the traditional annual report. Evan Sparks, ABA’s Senior Vice President of Member Communication, emphasizes the importance of presenting information in a clear and compelling manner, steering away from a rigid historical account of activities. The emails aim to showcase the value of ABA membership, allowing the association to reflect on accomplishments and strategize for the upcoming year.

Personalization plays a crucial role in the success of this communication strategy. Emails from the ABA’s CEO create a personal connection with members, signaling the significance of the information being shared. Sparks underscores the need for associations to be deliberate in choosing the content for such updates, focusing on accomplishments closely aligned with strategic goals and emphasizing value for a broad membership base.

In the absence of a multipage annual report, Sparks advises a careful selection of information to ensure the most impactful communication. He distinguishes between input and output achievements, highlighting the importance of showcasing wins and final rules influenced or aligned with the association’s advocacy efforts. Ultimately, this shift in communication format allows the ABA to engage its members effectively, delivering important updates in a concise and accessible manner tailored to the preferences of a digital-savvy audience.