Words matter. They always have. Think about when you were a child and your parents said one thing and did another. Frustrating, right? As an adult in a working environment, that frustration grows as it becomes difficult to know what rules or processes to follow.
Small teams struggle with communication. Those challenges are amplified when discussing associations. It doesn’t take much for a board of directors trying to disseminate information to members spread out across the country to devolve back into a childhood memory: a game of telephone.
John goes from getting promoted to sales manager to landing the job as company vice president to losing his left arm in a couple of moves.
So how does a large organization like a nonprofit or association keep its messaging clear? Emails and newsletters often end up in spam or are never opened. In-person conferences are fine for those who attend, but the sad fact is large group gatherings may require more time than we think to return to normal.
The truth is we don’t know when conferences (as we knew them) will resume, and what shape they will take. Associations don’t have that kind of time to wait to spread the word on future plans and reasons to look ahead.
Enter podcasts. By now, most of us have listened to at least one podcast and probably adopted a series or two to follow because they often prove to be entertaining and educational.
A sage board of directors should see this phenomenon as a business development opportunity. In the association world, that translates to membership engagement.
If an association member doesn’t feel like he or she is part of a community, or can’t articulate the value of their membership, those annual dues are not going to be worth it to that person. If enough members feel that way, an association risks irrelevance and insolvency.
A podcast in and of itself is not a silver bullet to the challenges of remote working, economic concerns and a health crisis. But there is something powerful about podcasts that can’t be easily replicated.
Just like Star Wars fans know to turn on Disney+ each Friday to watch “Baby Yoda” do something cute or gross (or both) on The Mandalorian, association members will tune in regularly for a podcast about their industry that spotlights their peers. The show is a communal experience. Bonus points if you come up with a “Baby Yoda” equivalent.
That captured audience is precisely why an association needs to make sure members vote on key issues, know when meetings will occur, and learn other timely information.
Beyond that, a podcast presents another valuable avenue for a sponsor to interact with your group. In such an intimate setting as a podcast, even 30 seconds in front of association members goes a long way toward making a sale. Such access and time are coveted—and valuable. When looking for non-event revenue streams, this should be a strong determining factor.
The educational value of a podcast is real and readily understood. But giving the green light to a program has the power to grow your association in ways you may never imagine. And it all comes down to finding a place to talk and listen to one another.
