A Q&A with Naylor President & CEO Alex DeBarr

Association Adviser recently talked with Naylor President & CEO Alex DeBarr about how associations can position themselves as market leaders – and the tools it will take to get them there.

ASSOCIATION ADVISER: Today, Most associations are communicating with their members online, as well as with traditional methods like print. Yet many associations say creating relevant content is a challenge. How can associations more effectively utilize content across their communications channels?

DEBARR: There has never been a better time for associations to thrive, prosper and lead their markets than they there is now. There are more tools for member engagement available to associations than ever before. However, associations have to understand how to use these tools – or they risk being eclipsed by competing industry groups or publications. It’s imperative for associations to realize that to communicate with their members in a meaningful way, the association must first understand a couple things about their members:

 

   • What kind of information do the members want from their association?

   • How do members want to receive that communication? Do they prefer print, digital, mobile, social media or video?

 

Too often, associations are more focused on the type of communication (print, digital, social media, video) vs. the kind of the content (industry news, how-to’s, advocacy, association information) that members need and want. Many times, associations make assumptions about both rather than doing research that enables them to hear it directly from their members. At Naylor, we believe it’s a vital best practice to survey members every year on both the type of communications and the topics they prefer. With that information in hand, associations can then determine an overall communications and content strategy that meets their members’ needs.

To read the full interview, check out the latest issue of Association Adviser magazine. Pick up your copy today at Booth 121 or read it online here.