Association Leadership - May/June 2018 - 25

throughout your digital media. You're
creating a brand for your publication,
and you want to make sure that whether
your member interacts with your
publication in print or online, they know
they're engaging with a trusted source.

remember the reason they joined your
association with every piece
you publish.
Don't be afraid to bring in a
professional team of writers, editors,
graphic designers and printers. A
publishing partner can offer unique
advice based on years of experience.
Look for a partner that will serve as
an extension of your own team and
approach a redesign with your goals
in mind.

2. Increase Member
Engagement
How do your members prefer to read
your publication? That's a trick question.
Different member segments within your
association are likely to have different
preferences when it comes to how they
consume the news and information you
send - yet you still need to make sure
you're reaching all of those segments.
Members' preferences may also change
based on the type of content. In-depth
and highly technical articles are better
served in a print format, but your
members may prefer lighter reads to be
sent in a way that can be read on the
go. Offer a balance of both so members
can engage with your association where
they are when the moment is right.
When it comes to the redesign,
whether it's a website, social media,
newsletter or interactive online edition,
take all your digital communications
into consideration. These components
should not be an afterthought; instead,
discuss early how the redesign of your
publication can be carried seamlessly

3. Earn Greater
Non-Dues Revenue
Suppliers, vendors, partner members ...
different associations call them different
names, but the same remains true for all:
They are a valuable and vital segment
of your association membership. They
join your association to grow their
businesses and reach the influential
people making things happen in your
industry - your members!
Suppliers are willing to pay to be
in front of your members in a number
of ways, including advertising and
content in your publication. A well-done
redesign increases the value of your
publication, so it stands to reason that
your advertisers will also receive more
value and returns on their investment
in your publication. As part of your
redesign, consider new avenues for
suppliers to promote their products and
services. Give them the opportunity to
put their brand and their expertise in
front of your members in ways that are
upfront but not pushy, and you'll help
both suppliers and regular members
become better at their jobs.

Your publication should be a valuable
member benefit, but it's also a tool
that your association can use to reach
potential members and elevate your
standing and credibility in the industry at
large. Your publication is a way for your
association to showcase the expertise
of members through well-researched
content (presented in the most visually
appealing way, of course) that incorporates
members' stories, experiences and years of
knowledge. In a world where fact-checking
is de rigueur and the slightest error will
earn your publication the label of "fake
news," make sure your publication can rise
above the noise and be known as reliable
and relevant.
Finally, don't forget to create an annual
content strategy. Plan to communicate
about a wide range of topics that meet
the information needs of all professionals
in your industry. Make sure the average
professional in your industry gets
something out of every issue, every
directory, and every visit to your website
or blog. Conduct a reader survey at least
once a year to make sure you're providing
the content that members want to see/
read/hear, and adjust your plan as needed.
Sarah Sain is a senior content strategy
and development manager with Naylor
Association Solutions who works
exclusively with allied societies and meeting
professional organizations. Email her at
ssain@naylor.com or follow her on Twitter
at @ssain7.

The Power of Your Publication
Naylor's Association Adviser, along with guest speaker Josh Spradling of
TSAE, presented The Power of Your Publication in March. If you missed
the live webinar, don't worry! A recording and slides are available for
anyone who wants to learn how a small revamp in content and design
could mean large rewards for your association. Find them at
www.naylor.com/associationadviser/webinar-power-of-your-publication/.

MAY/JUNE 2018

25

©ISTOCK.COM/ZEFART

4. Grow Your Influence in
the Industry



Association Leadership - May/June 2018

Table of Contents for the Digital Edition of Association Leadership - May/June 2018

Homepage
60-Second Solutions
Ask a Hotelier
Tech Talks Recap
What Every Association Professional Needs to Know About Advocacy
Are There Blind Spots in Your Sexual Harassment Policies?
Email Phishing in the New Wild West
Identifying Email Risks to Your Association
Harness the Power of Your Publication
Meetings Minute
Destination Planner
New Members
Index to Advertisers
Backpack to Briefcase
Association Leadership - May/June 2018 - Intro
Association Leadership - May/June 2018 - cover1
Association Leadership - May/June 2018 - cover2
Association Leadership - May/June 2018 - 3
Association Leadership - May/June 2018 - 4
Association Leadership - May/June 2018 - 5
Association Leadership - May/June 2018 - 6
Association Leadership - May/June 2018 - Homepage
Association Leadership - May/June 2018 - 60-Second Solutions
Association Leadership - May/June 2018 - 9
Association Leadership - May/June 2018 - Ask a Hotelier
Association Leadership - May/June 2018 - 11
Association Leadership - May/June 2018 - Tech Talks Recap
Association Leadership - May/June 2018 - 13
Association Leadership - May/June 2018 - What Every Association Professional Needs to Know About Advocacy
Association Leadership - May/June 2018 - 15
Association Leadership - May/June 2018 - 16
Association Leadership - May/June 2018 - 17
Association Leadership - May/June 2018 - 18
Association Leadership - May/June 2018 - 19
Association Leadership - May/June 2018 - Are There Blind Spots in Your Sexual Harassment Policies?
Association Leadership - May/June 2018 - 21
Association Leadership - May/June 2018 - Identifying Email Risks to Your Association
Association Leadership - May/June 2018 - 23
Association Leadership - May/June 2018 - Harness the Power of Your Publication
Association Leadership - May/June 2018 - 25
Association Leadership - May/June 2018 - Meetings Minute
Association Leadership - May/June 2018 - Destination Planner
Association Leadership - May/June 2018 - New Members
Association Leadership - May/June 2018 - Index to Advertisers
Association Leadership - May/June 2018 - Backpack to Briefcase
Association Leadership - May/June 2018 - cover3
Association Leadership - May/June 2018 - cover4
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