The Executive - November/December 2016 - 29


ons:

By Jill Andreu

It's Not Too Late
to Participate!
The survey remains open at
www.naylor.com/benchmarking.

When planning out overall or
segmented communications, remember
Naylor's Take AIM approach: Assess
what content members want; Integrate
communications through print, online
and social opportunities; and Measure
results to ensure your communications
program is on the right path.
Generating non-dues revenue
from communications is a greater
problem this year, with more than
half (54 percent) of respondents
stating they have trouble generating
significant non-dues revenue from their
publications.
This struggle may be related to
lack of measuring and recording
reader engagement. Less than onethird of respondents reported having
a process in place for measuring
member engagement with their
communications, and nearly half
(48 percent) said they consider their
ability to measure communication
effectiveness a serious or significant
problem. A lack of confidence in the
ability to show sponsors or advertisers
a return on their investment can hinder
an association's enthusiasm to pursue
non-dues revenue opportunities.

Survey highlights
Traditional conferences and
events continue to rank as the most
highly valued communications channel
for associations, with an overwhelming
90 percent of survey participants
consider conferences and other events
"very" or "extremely" valuable.
Other legacy member
communications channels, including
eNewsletters and print magazines,
continue to be among the most highly
rated communication channels
(73 and 59 percent, respectively),
indicating that even with new forms
of communication popping up yearly,
traditional channels are still desired.
Online communication
opportunities gained steam in
the category of top communication
channels, with most jumping
significant ranking points over 2015.
Online career centers and Twitter
jumped from ranking 13th and 14th
place in 2015 to tied for seventh most
valuable communication channel in
2016. Video jumped from 18th to ninth
place, and, interestingly, Facebook
jumped from 12th to fifth place.
Facebook once was considered the

Survey participants immediately
see how their results compare to their
peers and receive a report card detailing
how their responses compare
to industry best practices.

sacred personal social media spot for
members, but pushing information into
a news feed (where members have an
option to view or not) is a smart move
that associations are embracing.
The 2016 survey provided many
more interesting points of interest to
association executives. Please go to
www.naylor.com/benchmarking to
obtain a copy of the full report.
About the Study
Naylor has partnered with
11 member organizations of the
Association Societies Alliance since
2010 to conduct a comprehensive annual
study that focuses exclusively on the
communication tools, strategies, best
practices, resource investments and
gaps of membership organizations.
Jill Andreu is Naylor's vice president of
content strategy and development. She
is responsible for the overall strategy,
leadership and management of Naylor's
content department.

C a l S A E ' s TH E E X E C UTI VE - N O VE M BE R/ DE C E M BE R 2 0 1 6

29


http://www.naylor.com/benchmarking http://www.naylor.com/benchmarking

Table of Contents for the Digital Edition of The Executive - November/December 2016

President’s Message
At a Glance
Calendar of Events
Building a ‘Foresight First’ Board of Directors
10 Tips to Experience Unlimited Success When Communicating
Media Relations: Building a Strategic and Comprehensive Communications Strategy
Associations Communications a Study in Perception vs. Reality
Destination: Santa Barbara
Advancing Associations: 9 Tips for Concise Writing
New Members
Index to Advertisers
The Executive - November/December 2016 - cover1
The Executive - November/December 2016 - cover2
The Executive - November/December 2016 - 3
The Executive - November/December 2016 - 4
The Executive - November/December 2016 - 5
The Executive - November/December 2016 - 6
The Executive - November/December 2016 - President’s Message
The Executive - November/December 2016 - At a Glance
The Executive - November/December 2016 - Calendar of Events
The Executive - November/December 2016 - 10
The Executive - November/December 2016 - 11
The Executive - November/December 2016 - Building a ‘Foresight First’ Board of Directors
The Executive - November/December 2016 - 13
The Executive - November/December 2016 - 14
The Executive - November/December 2016 - 15
The Executive - November/December 2016 - 16
The Executive - November/December 2016 - 17
The Executive - November/December 2016 - 18
The Executive - November/December 2016 - 19
The Executive - November/December 2016 - 10 Tips to Experience Unlimited Success When Communicating
The Executive - November/December 2016 - 21
The Executive - November/December 2016 - 22
The Executive - November/December 2016 - 23
The Executive - November/December 2016 - Media Relations: Building a Strategic and Comprehensive Communications Strategy
The Executive - November/December 2016 - 25
The Executive - November/December 2016 - 26
The Executive - November/December 2016 - 27
The Executive - November/December 2016 - Associations Communications a Study in Perception vs. Reality
The Executive - November/December 2016 - 29
The Executive - November/December 2016 - Destination: Santa Barbara
The Executive - November/December 2016 - Advancing Associations: 9 Tips for Concise Writing
The Executive - November/December 2016 - 32
The Executive - November/December 2016 - Index to Advertisers
The Executive - November/December 2016 - 34
The Executive - November/December 2016 - cover3
The Executive - November/December 2016 - cover4
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