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UNDERSTANDING ASSOCIATION COMMUNICATION

In the world of associations, communication plays a crucial role. It not only helps mobilize members and strengthen their engagement but also increases the visibility of the association and promotes its actions.


A well-defined communication strategy is therefore essential to achieve these goals. In this article, we will explore the best practices in association communication that can help associations stand out and achieve their objectives. Whether you are a small local association or a large national organization, these tips will help you optimize your communication and maximize your impact.


Here are the different aspects that will be developed in this article on association communication:


Understanding the needs of your association

To develop an effective communication strategy, it is essential to start with a thorough understanding of your association's needs. This involves taking stock of your organization and clearly defining your objectives. Who are you as an association? What are your goals and missions? Who are your members and stakeholders?


A SWOT analysis (strengths, weaknesses, opportunities, threats) can be a valuable tool to identify the strengths and areas for improvement in your current communication. For example, your strengths might include an engaged member base and strong partnerships, while your weaknesses might be a lack of visibility or limited resources for communication.


It is also important to understand the expectations and needs of your members and various stakeholders. What are their interests? What information are they looking for? How do they prefer to be contacted? By answering these questions, you can tailor your message and communication channels to better meet their expectations.


Finally, don't forget to consider current trends and best practices in association communication. This will help you stay relevant and innovate in your communication approaches.


Defining your association communication objectives

For an association communication plan to be effective, it is crucial to define clear and precise objectives. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). In other words, they should be well-defined, quantifiable, realistic, aligned with the association's missions, and accompanied by a deadline.


Begin by pinpointing what you aim to accomplish with your communication.


Additionally, establish performance indicators for each objective. For example, if your goal is to increase membership, you could track the number of new memberships per month. If you want to improve member engagement, you could measure event participation rates or social media interaction levels.


It is also very important to set deadlines for achieving these objectives. This will allow you to plan your communication actions more effectively and maintain a steady pace.


Finally, ensure that your objectives are aligned with the mission and values of your association. They should contribute to the realization of your long-term vision and be relevant to your members and partners.


Identifying your targets

To design an effective communication strategy, it is essential to know your target audience well. This will allow you to tailor your messages and communication actions to the needs and expectations of your different audience segments.


Start this step by identifying the main groups of people you want to reach with your communication. In the associative context, these groups may include:


  • Current members of the association: They are already engaged and have a direct interest in the association's activities. It is important to maintain their engagement and regularly inform them of news and events.

  • Potential members: These are people who might be interested in joining your association. Your communication should attract them and convince them of the benefits of becoming a member.

  • Donors and partners: They provide financial or material support to your association. It is crucial to keep them informed of the impact of their support and to thank them regularly.

  • Volunteers: They give their time to help the association. Your communication should motivate and value them for their contribution.

  • The public: Even if they are not directly involved, they may be interested in your association's activities and become ambassadors for your cause.


Once you have identified these groups, it is important to understand their characteristics and preferences. For example, what are their interests? What types of content do they prefer? What communication channels do they use most often? By answering these questions, you can tailor your messages and choose the most appropriate communication channels for each segment.


To conclude this section, don't forget to personalize your communication according to the specific needs of each group.


Preparing a coherent message

It is crucial to develop a coherent message that reflects the values and mission of your association for a plan to be effective. A well-defined message helps reinforce the association's identity and create an authentic connection with your audience.

ASSOCIATION COMMUNICATION

Define the main message you want to convey. This message should be clear, concise, and aligned with your association's objectives. For example, if your association focuses on environmental protection, your main message could be centered on the importance of conservation and sustainability.


Next, ensure that this message is consistent across all your communication platforms. Whether on your website, social media, newsletters, or brochures, the message should be uniform and recognizable. This helps reinforce the association's credibility and create a strong brand image.


Also, adapt your message according to your target audience. For example, the tone and style of communication may vary depending on whether you are addressing current members, potential members, donors, or partners. For current members, you might use a more familiar and engaging tone, while for donors, a more formal and professional tone might be appropriate.


Additionally, don't forget to include calls to action in your message. What action do you want your audience to take after receiving your communication? Whether it's signing up for an event, donating, or simply sharing your message, a clear and motivating call to action can increase engagement and participation.


Choosing the right communication channels

To maximize the impact of your association's communication plan, it is crucial to select the most appropriate communication channels to reach your target audience. Each channel has its own advantages and disadvantages, and it is important to use them complementarily to reach as many people as possible.


ASSOCIATION COMMUNICATION

First, identify the communication channels that your target audience uses most frequently. For example, younger members may be more active on social media like Instagram and TikTok, while older members may prefer emails or newsletters.



Social media are powerful tools for engaging your community and quickly disseminating information. Use platforms like Facebook, Twitter, LinkedIn, and Instagram to share updates, events, member testimonials, and calls to action. Make sure to maintain an active presence and respond to comments and messages to foster interaction.


Your association's website is also an essential channel. It should be well-designed, easy to navigate, and regularly updated with relevant information. Include sections for news, events, resources, and testimonials. A blog can also be an excellent way to share in-depth articles and strengthen your expertise in your field.


Email newsletters are another effective way to communicate with your members and donors. Send regular updates with association news, success stories, calls to action, and information about upcoming events. Make sure your emails are well-designed and optimized for mobile reading.


Don't forget traditional communication channels, such as posters, flyers, and press relations. These tools can be particularly effective for reaching a local audience or promoting specific events. Collaborate with local media to get media coverage and increase your association's visibility.


Regularly evaluating the effectiveness of your communication channels is crucial. Use analytics tools to track the performance of your social media campaigns, email open rates, and website traffic. Adjust your strategy based on the results to maximize your impact.


Creating a strong visual identity

A coherent and attractive visual identity is essential to reinforce the recognition and credibility of your association. It helps convey your values and mission visually and create an emotional connection with your audience.


First, develop a distinctive logo that represents the essence of your association. The logo needs to be straightforward, unforgettable, and instantly identifiable. It should also be adaptable to different communication platforms, whether it's your website, social media, printed documents, or merchandise.


Next, choose a color palette that reflects your association's identity. The colors should be harmonious and evoke the emotions you want to convey. For example, bright and dynamic colors can suggest energy and enthusiasm, while softer and soothing colors can evoke trust and serenity.


Fonts also play an important role in your visual identity. Select fonts that are readable and match the tone of your communication. Use a primary font for titles and a secondary font for body text. Ensure that these fonts are used consistently across all your communication platforms.


In addition to the logo, colors, and fonts, consider creating additional graphic elements that can enrich your visual identity. These can include icons, patterns, textures, or photographs that reflect your association's universe. These elements should be used consistently to reinforce the visual recognition of your brand.


To conclude the topic of visual identity, develop a style guide that gathers all the rules and guidelines related to your visual identity. This guide should include examples of correct and incorrect use of the logo, colors, fonts, and graphic elements. It will serve as a reference to ensure the consistency of your visual communication, whether internally or externally.


Planning and organizing your communication actions

For your association’s communication strategy to be effective, it is essential to plan and organize your actions methodically. Good planning allows you to coordinate efforts, maximize impact, and ensure that all initiatives are aligned with the association's objectives.


Create a detailed communication calendar. This calendar should include all planned actions, such as awareness campaigns, events, social media posts, newsletter sends, and press relations.


It is also important to set clear deadlines for each step of your communication plan. This will allow you to track the progress of each task and ensure that everything is ready on time.


Collaboration among team members is also crucial for effective organization. Assign clear roles and responsibilities to each team member and ensure that everyone understands their tasks and deadlines. Use management tools, such as a CRM for associations, to track task progress and facilitate communication among team members.


Regularly evaluate the effectiveness of your communication actions and adjust your plan based on the results obtained.


Measuring and evaluating the effectiveness of your communication strategy

To ensure that you achieve your objectives, it is essential to measure and evaluate the effectiveness of your plan. This will allow you to identify what works well, make necessary adjustments, and optimize your communication efforts.


First, define key performance indicators (KPIs) that correspond to your communication objectives.


Use analytics tools to collect data on your communication actions. The dashboards of a CRM (Customer Relationship Management) can be particularly useful for tracking the performance of your marketing campaigns, analyzing sales trends, and monitoring your brand's activity on social media. These tools allow you to visualize data clearly and make informed decisions. Our Membri 365 software, specifically designed for associations, is a very useful tool for analyzing your actions and making informed decisions.


Collecting qualitative feedback from your members and other targets is essential. Organize regular surveys to get feedback on your communication actions and identify areas for improvement. Satisfaction surveys can also help you evaluate the impact of your communications on the member experience.


Finally, adjust your strategy based on the results obtained to realign if necessary. If certain communication actions do not produce the expected results, analyze the possible reasons and make the necessary changes.

ASSOCIATION COMMUNICATION

In conclusion, a well-defined communication strategy is essential for the success of any association. By applying the concepts discussed in this article, you will be able to maximize the impact of your communication efforts. Don't forget to regularly measure and evaluate the effectiveness of your operations to make necessary adjustments and continue to improve your plan.


By applying these tips, your association will be better equipped to achieve its objectives and strengthen its engagement with its members and various stakeholders. Effective association communication can transform how your organization is perceived and significantly increase its influence, impact, and visibility. So, don't wait any longer, start developing your communication plan today and see your association thrive like never before.





The Vendere Group is a software engineering firm that developed the member management application Membri 365. An indispensable tool in development and communication.



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