Still not sure that a systematic approach to your communications will change the way your members look at your association? Here’s what three Association Executives from all size associations say about investing the time into creating a communications plan:
“As AE’s, we wear a lot of hats. To be successful it is important to thoroughly research all issues and initiatives, and impossible to be an expert at everything on our own. The guidance and direction from an outside expert kept my discussions and actions moving forward in a thoughtful way.
It seems that although we (associations) are all very like minded, we have very different perspectives. We develop our approach to serve our members based upon our own experiences. Sharing varying perspectives and considering other approaches greatly enriched the quality of the group discussions, and improved the final product.”
-Rob Hulse, Executive Officer
Lawrence Board of REALTORS® (250 members)
“The main benefit of creating a communications plan was determining what information our members really wanted and how they really wanted to receive it. Then, we outlined the steps to actually answer their needs!
Working with other association staff people throughout the process broadened my perspective and ultimately made my plan better than it would have been had I done this on my own.
Once the plan was complete, my Board of Directors was impressed with the plan and thought it did a great job of showing where we are and where we need to go.”
-Robin Maccini, EVP
Greater New Bedford Association of REALTORS® (543 members)
“The primary benefit of the plan was that we needed more of a structure and new ideas to better engage our members. Going through this process opened our eyes and minds to what we might be doing wrong, and how we can improve, change and revamp our current process. Also, we were able to see how we can strengthen areas that we might be doing “ok” in, but need a little push to get a better response.
The most valuable steps were (1) identifying our key audiences and (2) learning how we should change our messages to reflect the various personas.”
-Diane Streichert, CEO and Liz Peters, Communications Director
Burlington Camden County Association of REALTORS® (3,700 members)