I work for a local trade association that is affiliated with a national association. A few times a year the national association hosts meetings at which all of its volunteer leaders get together to discuss the association’s business. Last week I attended one of those gatherings and sat through several committee meetings and general sessions, and at one of those sessions a staff member from the national organization excitedly described several new initiatives upon which they had embarked. Most of the announcements were good news for my organization and the other affiliates from around the country, but one was not so good – the service they were launching had the potential to compete with one of our services and have a negative impact on our income and to confuse our members/customers. I instantly messaged one of my counterparts from another affiliate to see if she felt the same way and she immediately replied with a strident YES!
This came to mind as I read the following excerpt from an article written by an association executive who is arguing that blogging is a powerful tool for associations:
As a member of several associations myself, I much prefer an association news stream that talks to me like a colleague and gives me updates on the good work (and sometimes risky experiments) that the association is doing to advance its mission and the industry it represents. The people closest to those projects should be reporting on them, not just describing the work they are doing, but the reasons certain decisions are made, and how they tie back to something that is of value to the members.
Blogging is a much better platform for this kind of communication. Using the traditional method, a staff person may work an entire year on launching a new product or service, and say nothing about it to the members until it’s ready to be sold to them. With blogging, the staff person can share information about the developing program throughout that year–its impetus, its initial framework, challenges it encounters along the way–all of it inviting and encouraging feedback that can be used to make it more attractive to members when it’s ready to launch.
As you might imagine I’ve always been a big fan of the blog as communication tool for an association, or any business for that matter. We’ve had one at our place for years, but until now I hadn’t really thought of the power of using it to communicate our “works in progress.” What a fantastic idea, if for no other reason than to avoid scenarios like the one I described above. Until now we’ve used our blog to cover industry news, share “members in the news” items and to promote some of our events, but I’m thinking we should use it to communicate some of our “skunk works” projects and, hopefully, get helpful feedback from our members.