11 Reasons to Start an Association Podcast

It is hyperbole to say there are countless reasons for an association to create a podcast. But there are a lot—and many are so compelling that associations will be kicking themselves if they don’t hit the green light.

Here are 11 reasons to make the plunge:

1. Maintain your member’s attention. Until the pandemic is fully under control, associations will continue to struggle with connecting with their rank-and-file. A podcast with a regularly scheduled day and time gives a focal point for the organization to come together. This is true whether the show is weekly, monthly or quarterly.
2. A reason to renew. Most dues-paying members are loyal to their association. But they also have bills to pay and families to feed. Far too many don’t have a regular paycheck, or are bringing in a reduced income from year’s past. Something has to give and if a person doesn’t feel like he or she is getting enough out of association then they might take a year off. And that year off might end up being longer. The podcast is a reminder an association is doing its part to stay in-touch and provide valuable content to you. Loyalty is strong and a simple thing like an enjoyable program may be all that’s needed to reinforce the bond.
3. Join the crowd. Associations are doing their best to retain current members, but an ongoing struggle is convincing younger generations to buy-in. Podcasts are trendy now in large part because millennials and Generation Z listen to them. Seeing a podcast as part of the membership package could spark enough of an interest to join the group.
4. The in-crowd. How often is an association critiqued for being behind-the-times or stuck in the past. Starting a podcast, arguably the most popular way users are consuming content, is a very public way to demonstrate an organization can identify a trend and act on it. Don’t worry, you don’t have to throw out your vinyl records—just hide them in the closet!
5. Show me the money. Most associations could not hold their annual convention in 2020, and many may be forced to stay virtual at least through 2021. That’s a lot of money left on the table. Beyond enticing new members to join and current members to stay, a podcast is also a great tool for selling advertising. That’s money to pay for staff, maintain operations and to remain solvent.
6. Get your name out there. There is an association for everything! But because such groups are so siphoned off, messaging can be lost in an echo chamber. Having a podcast to share on social media or with a traditional media outlet helps expand the brand, which adds relevance and value—two traits at the core of starting a program. 
7. Content-minded. A primary goal of each association is to provide valuable education to its members. Learning outside a classroom atmosphere is going to sound appealing to your audience. The episodes also lend themselves nicely to repurposing into blogs, social media posts, and more. When done correctly, a podcast is a gift that keeps on giving for your editorial and marketing departments.
8. Spread the news. Think about how much email each person receives daily. Then think about how much of that goes unread. We’re not saying you need to ditch your e-blasts with important announcements, but sharing important news on a popular program may be a more effective tool. After all, the audience has shown it is willing to listen simply by tuning in.
9. Turn on the spotlight. Back to that lost connection stemming from the pandemic, one way to keep members engaged is to focus on them. Have experts in the organization contribute to the podcast as a guest on the show. Few things make a person feel as important as being interviewed.
10. Be a part of the conversation. What are your members talking about? Ask them and the answers might surprise you. Those responses should also be leads for future episode topics. If your association can demonstrate it knows what’s on the top of its members’ minds, that goes a long way toward demonstrating relevance.
11. Posterity’s sake. It’s human nature to record history. A podcast, by its very nature, will reflect the times we are in. The ability to go back in time and listen will be a tool going forward to bring perspective to any number of situations.

We could go on and on about why starting podcasts are a good idea. But then you’d tune us out and that’s just what we are trying to avoid.