Resources: Channels of Communictation

Use as many communication channels to prospective members in your association as are practical and affordable over a selected period. Communication channels simply mean various methods of sending your message.

Some suggested channels of communication are listed below. Pick out the best and most economical number of contacts for you and your organization. Or think of additional channels of communication that better fit your particular situation or that utilize materials you have already prepared. Balance the timing on your contacts so your efforts are not annoying or appear to be high pressure tactics. If you present your messages with class and dignity, you will get the desired response.

Put the prospect's name on your newsletter mailing list for three months.
Ask the prospect to join you for an informal chat during tea time or at a coffeehouse.
Develop a formal printed invitation from your board of directors asking the prospect to join.
Send a personal letter with a specific offer to receive a free publication.
Send an offer to advertise or be listed in your annual membership directory for one year free of charge.
Send a letter listing your publications.
Send a letter inviting the prospect to attend your annual meeting or board meeting as your personal guest.
Send an endorsement letter from a member in a similar business.
Send invitations to all of the association's meetings and events.
Send an invitation letter from someone the prospect knows and respects.
Send a letter about an important community or national issue affecting the prospect's business.
Send a letter selling a particular service that your association provides.
Send a special fund-raising letter for a specific issue or project.
Copy and mail news or magazine articles about your association.
Send a questionnaire asking for opinions on specific business, city, or national issues.
Send a postcard with an important news announcement about an association project.
Send a personal handwritten note.
Send a fact card about your association.
Do a telephone survey about a business issue.
Make a personal telephone call asking for opinions on an important issue.
Ask for advice on a regional or national problem.
Make a personal telephone call about a publication you have to sell.
Make a personal telephone call asking the prospect to join your association.
Through a personal visit, ask for the prospect's opinion on an important issue.
Have a board member visit.
Have a volunteer sales representative visit after several weeks or months of other contacts.
Send a free copy of your latest brochure.
Write a newspaper column and send reprints.
Provide information for radio news shows.


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Channels of Communication Use as many communication channels to prospective members in your association as are practical and affordable over a selected period. Communication channels simply mean various methods of sending your message. Some suggested channels of communication are listed below. Pick out the best and most economical number of contacts for you and your organization. Or think of additional channels of communication that better fit your particular situation or that utilize materials you have already prepared. Balance the timing on your contacts so your efforts are not annoying or appear to be high pressure tactics. If you present your messages with class and dignity, you will get the desired response. Put the prospect's name on your newsletter mailing list for three months. Ask the prospect to join you for an informal chat during tea time or at a coffeehouse. Develop a formal printed invitation from your board of directors asking the prospect to join. Send a personal letter with a specific offer to receive a free publication. Send an offer to advertise or be listed in your annual membership directory for one year free of charge. Send a letter listing your publications. Send a letter inviting the prospect to attend your annual meeting or board meeting as your personal guest. Send an endorsement letter from a member in a similar business. Send invitations to all of the association's meetings and events. Send an invitation letter from someone the prospect knows and respects. Send a letter about an important community or national issue affecting the prospect's business. Send a letter selling a particular service that your association provides. Send a special fund-raising letter for a specific issue or project. Copy and mail news or magazine articles about your association. Send a questionnaire asking for opinions on specific business, city, or national issues. Send a postcard with an important news announcement about an association project. Send a personal handwritten note. Send a fact card about your association. Do a telephone survey about a business issue. Make a personal telephone call asking for opinions on an important issue. Ask for advice on a regional or national problem. Make a personal telephone call about a publication you have to sell. Make a personal telephone call asking the prospect to join your association. Through a personal visit, ask for the prospect's opinion on an important issue. Have a board member visit. Have a volunteer sales representative visit after several weeks or months of other contacts. Send a free copy of your latest brochure. Write a newspaper column and send reprints. Provide information for radio news shows.

	*From Business Associations for the 21st Century, Larry S. Milner, CAE, Editor, 1999, p. 33-34. Used with permission of the Center for International Private Enterprise.