One of the benefits of membership in the Association Forum is benchmarking. The May 2009 article on “Finding Your Way Through the Communication Maze” on pages 32-35 is an example. The information on the 14 organizations for the article on communication techniques (email, listserv, etc.) used for the different segments (board, committees, etc.) can help you determine the relevance for your specific situation.
The descriptions are from page 175 of the 2008/09 Forum Directory. Budget size is the first factor. A single respondent has a budget under $500,000. There were 2 organizations surveyed with budgets between $1 - 2.5 million. Three were budgeted between $2.5 - 5 million. Five are between $10 and $30 million and one is over $30 million. Two management companies do not list budgets. Ten respondents are categorized as Professional/Society/Individual membership types. There were no trade only associations in this sample, but two represent both Professional/Society/Individual and a trade association. There are three multiple management companies. One commented but did not respond to the survey and is not included in the 14 respondents. The other management company responses referred to single organizations. The final category refers to geographic scope, with all being national and international. There were no responses from regional, state or local organizations. As you compare your association to the ones here, please comment on how these results reflect the tools used by your organization for the various segments. Specifics on tools, segments and size and type of membership are very appropriate and desirable, and will increase the value of this information.
The “Finding Your Way through the Communications Maze” article offers interesting insights into questions regarding which communication methods are most effective and appropriate for specific types of messages and specific audiences. Here are some other questions, factors, and perspectives to consider:
•If an association decides to use a significant number of communication methods, what is the impact on staff? How does an association monitor all the methods it is using for consistency, accuracy?
•How does the possible need for confidentiality of data impact the selection of a communication method?
•What methods work best for furthering the association’s branding efforts?
•How can pilot programs be used to test new methods and formats?
•How can flexibility, innovation in communication methods be positioned as adding member value?
•What is new, possible and effective in communication methods with the public?
•What are some ways to evaluate usage by various audiences?
Ron Polaniecki, CAE
Manager, Dental Society Services
American Dental Association
Chicago, IL
Posted by: Ron Polaniecki | May 28, 2009 at 08:35 AM