Surveys bring focus to your communication plan
Web pages, blogs, online chats, newsletters, speakers, video presentations, podcasts, automated phone systems, social networking ... the list goes on and on. The days when printing and mailing a monthly newsletter was your only communication vehicle are long gone. Today there are many choices. People are bombarded with messages -- maybe more than they can assimilate. In this environment every organization needs a communications strategy that directs essential information to your customers or members using the channels that work best in each situation.
The task is to establish the importance of various types of messages and the best mode of communication for each message type. The mode of communication for education may be different than what you use for news or a call to action. When is email the best way to reach people? When is print? When will members or customers use the website? Do they use Facebook or Twitter? Will they ever? A survey can also clarify how tech-savvy your members or customers are. Is some training needed and are they interested in learning?
Surveys can look at frequency of use for current communications and for various communication methods. How often should you communicate? Are you sending so many emails that members are turning off?
You may also want to inquire about content. What will make newsletters, magazines, or web pages more useful? It may be that what you currently produce, while appealing to some, is of little interest to others.
A strategy is particularly important for non-profits and membership organizations because communications are critical to recruitment, retention, and member involvement. If it is time to take a new look at your communications plan, consider conducting a communication survey.
