More than 40 percent of association members consider industry information a top benefit of belonging, according to a 2016 study conducted by Abila. This ranks ahead of every other benefit except providing a code of ethics.
Associations have long been the purveyors of authoritative content about the professions and industries they serve, but the ways in which this information is distributed to members has changed dramatically in the past 20 years.
According to the same study by Abila, millennials, who are now the largest generation in the workforce, want the most communication out of four generations surveyed. They want every piece of information available! Gen Xers and baby boomers prefer regular updates, but mature workers (those born before 1945) only want to know the big news. These different demands require multiple mediums.
In this installment of the Making it Easier series, we spoke to Kim Howard of Write Communications, LLC, an experienced and award-winning association magazine publisher, about the transformation of association communications from print to digital.
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