By Guest Blogger:
Emma Burley, Marketing Director
It’s no secret we’re in the midst of tough times. Businesses across the globe will be feeling the financial implications of Covid-19 for the forseeable future, and as such, it has never been more important to connect with your members about support available during this unsettled period.
Forming a strong and considered communication plan to reach out to members could be integral to the short and long term reputation of your association.
More importantly, it serves as a reminder of the services and support on offer to help members prepare for and handle difficult circumstances.
The government is regularly updating its advice for businesses – you can find many downloadable resources here: https://www.gov.uk/government/publications/guidance-to-employers-and-businesses-about-covid-19
Member benefits
Many membership organisations offer a wealth of business support. These include HR support, legal advice, professional development and training resources. In the current climate, it’s crucial to ensure that you are regularly communicating these benefits to current and potential members to ensure that they are getting the most value from their membership. This strategy may also encourage other businesses within your sector to join your association if they deem the benefits on offer may help them tackle adverse conditions.
Digital networking
Following current government recommendations about social distancing, the majority of face-to-face networking events and conferences are on hold. When events need to be cancelled, keep members informed about ticketing options and refunds, and if possible consider rescheduling events or making them virtual rather than cancelling them.
Online networking forums and webinar software can enable many events to still function remotely and offer the extended opportunity for your content to reach further afield. In addition, digital networking also provides the opportunity to source new members and raise the digital profile of your association.
Support groups
If your membership organisation operates across key social channels, why not invite members to join online groups? LinkedIn and Facebook offer free facilities in which to start a closed group where members can share ideas and support each other. Key topics include tips on remote working, maintaining communications and business continuity – all shared with likeminded people. Placing someone from your organisation in the group to ‘moderate’ and monitor the discussion will give your association insight into how the virus is affecting your sector and provide opportunity to support members on the front line.
Online Member Communities are also a great option to enable members to connect and provide each other with peer-to-peer help and support in a virtual environment. Many of you will be subscribed to the MemberWise Connect community. What is stopping you providing such a service to members? Currently only 5%* of UK membership bodies have them (in the US the figure is nearly 40%**).
*MemberWise Research **Higher Logic Research
Positive messaging
Whilst Covid-19 is wreaking havoc for many sectors, it is important to remain positive and helpful with all member communications. Try and steer clear of sensationalised headlines and negative conjecture, and instead serve to provide solutions and resources. The best impact you can have is to enable people to feel supported and listened to. Include emphasis on the importance of members’ feedback and engagement in your communications plan, and where possible, tailor your support to meet the changing needs of your sector. Encouraging unity and camaraderie by celebrating members’ work in the community, welcoming new members and focusing on positive messaging will help to boost morale across your membership base.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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