05/27/2020

Keeping Members Close in Socially Distant Times

Create personal approaches that unite

A new report, Engaging Members From a Distance, examines how 15 leading associations are engaging with their members despite the considerable challenges caused by the pandemic. The report, from the communications agency Finn Partners, analyzes the associations’ websites and social media outreach to determine what’s working to provide takeaways for other associations. Here are a few insights from the analysis that might help you better connect and engage with your own members during this unprecedented time.

COVID-19 Is Front and Center
No surprise here. The report notes that 13 of the associations had robust content focused on COVID-19 prominently featured on their websites and had quickly launched coronavirus resource centers in response to the crisis. Finn Partners predicts that associations will conduct more research on the how the pandemic is affecting members personally and will shift from more fact-based reporting on COVID-19 to assessing the best way forward to support and advocate for members.

Given the severity of the crisis, the need for information about the pandemic will likely not subside, the report notes, so associations will need to look for ways to provide more relevant and resonant content to connect with members.

Please select this link to read the complete article from Associations Now.