Communication Frequency Decreases in Shift to Quality Over Quantity

On average in 2022, associations engaged with members 30.5 times per month (via print, digital, social media and video). While this sounds high, it is down from levels reported in 2020 and 2021.

This reduction in the frequency with which associations engage members signifies a shift away from a “more is better“ attitude. Instead, associations are shifting to a quality over quantity mentality that allows staff to be intentional in their messaging and with resources.

To read more about the evolving trends to associations' approach to member engagement, download the 2022 Association Benchmarking Report when it launches later this month! Visit naylor.com/associationadviser to learn more.