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Association Communications Struggle to Keep Up

Legacy channels still hold their weight in effective ways

Each month, the average association communicates with its members about 30 times. And while those interactions are frequent, they often struggle to hit the mark for many association communicators, according to a new report from Naylor Association Solutions.

For its 2019 Association Communications Benchmarking Report, Naylor received surveys from more than 400 senior leaders representing  small, medium, and large organizations in North America. The report found that despite the high number of communication touchpoints between associations and their members, the effectiveness of interactions struggled, in part because of issues of information overload, which 70 percent of respondents say is a challenge.

(Reflecting this, the level of social media communications declined year over year for the first time since the survey began in 2011.)

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