1. 2011 Association Communications
Benchmarking Survey
The definitive annual report on best practices and peer benchmarking
data exclusively serving the association community
Conducted by Naylor, LLC, and the Association Adviser
in partnership with the Association Societies Alliance
Executive summary
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2. 2011 Association Communications Benchmarking Survey – EXECUTIVE SUMMARY
Economic, demographic, technological and social factors are making it increasingly challenging for North American trade associations and
professional societies to retain members and maintain their position as thought leaders. As the pressure on communication effectiveness
mounts, our latest research shows that associations of all sizes and operating budgets have ramped up the pace, the volume and the variety
of ways in which they’re communicating with their members—but they aren’t sure if they’re communicating more effectively.
While 90 percent of the 674 respondents to our just-completed comprehensive online survey of association leaders stated they were
communicating with members more frequently than they did three years ago, fewer than half (45.8%) felt their members would say they’re
communicating more effectively, and nearly two-thirds (62%) believe their members ignore at least half of all the communications sent by
the association.
How would you rate the overall effectiveness of your communications relative to your peers?
Best in class 9.1%
Above average 49.4%
Average 38.2%
Below average
or poor
3.4%
0 15 30 45 60
Source: Naylor, LLC, and Association Adviser, 2011
What percentage of your overall communication vehicles do you
believe members are reading on a regular basis?
Less than 25% 14.9%
25% to 50% 47.1%
51% to 75% 27.3%
76% or more 10.6%
0 15 30 45 60
Source: Naylor, LLC, and Association Adviser, 2011
© Copyright 2011 Naylor, LLC, and Association Adviser. All rights reserved.
5950 N.W. 1st Place • Gainesville, FL 32607 • (352) 333-3358

3. 2011 Association Communications Benchmarking Survey – EXECUTIVE SUMMARY
Information overload—cited by 53.6 percent of respondents—was the top communication challenge for association leaders, followed by:
• Inability to communicate member benefits more effectively (32.1% agreed)
• Struggling to remain their industry’s No.1 source of information (28.4% agreed)
• Inability to customize communications for their SIGs and sub-communities (23.1% agreed)
Despite widespread consternation over information overload, 74 percent of respondent indicated they had no policy for monitoring
the frequency of communication sent to members—or simply didn’t enforce it. What’s more, one-third (35.4%) of respondents reported
that they did not monitor their reputations online and nearly half (45.2%) assigned an administrative or IT person to handle their online
presence—not a content or communications specialist.
On the bright side, our data suggests associations are adapting to the fast-changing media consumption patterns and expectations of their
members:
• Nearly two-thirds (66.5%) of survey respondents have changed their organization’s “flagship” communication vehicle during the
past three years—it’s no longer the member magazine by default
• More than 70 percent of respondents now make their member magazine content available online or in e-zine form
• 58 percent are developing online-only premium content for members
• 57 percent are offering, or planning to offer, virtual attendance options for their live events
• Two-thirds (66.3%) will be increasing their reliance on webinars and social media as primary tools for listening to members
So how do associations learn to communicate more effectively with their time-pressed, media-saturated members on members’ preferred
terms? How do they customize their offerings to appeal to member sub-groups? How do they measure their progress (or lack thereof)
and invest their resources more appropriately to mesh with member preferences? And how can an integrated communication program
benefit them? That’s the impetus for this report, prepared by Naylor, LLC, in partnership with the Association Adviser enews, the executive
directors of six state societies of association executives (SAEs), and M. Sean Limon, Ph.D., oral communication coordinator in the Center for
Management Communication at the University of Florida’s Warrington College of Business Administration.
Survey methodology and respondent profile
In December 2010 and January 2011, the Association Communication Benchmarking Survey was sent via e-mail to senior staff members
of nearly 7,000 North American trade associations and professional societies in 90 industries. Respondents were offered a $5 gift card as
an incentive to complete the 54-question multiple choice online questionnaire. When the survey closed on January 28, 2011, 674 surveys
had been satisfactorily completed, including 533 (79.1%) that were completed in full. More than 70 percent of respondents identified
themselves as senior management, with 55 percent holding the title of executive director, president or CEO.
To order a copy of the full report, please go to https://ssl.naylor.com/benchmarking
© Copyright 2011 Naylor, LLC, and Association Adviser. All rights reserved.
5950 N.W. 1st Place • Gainesville, FL 32607 • (352) 333-3358