Think Publishing

Membership communications, much like commercial publishing, is evolving at breakneck speed. As CEO of Think, an agency specialising in communications strategies for membership organisations, I am immersed in this world of constant change. In this article, I will share five trends from the broader commercial publishing sector that can inform and invigorate the strategies of professional membership organisations.

Environmental responsibility has been at the heart of our business for 25 years. We have worked with many of the UK’s leading conservation bodies and believe that creating exceptional content in print and online shouldn’t come at the cost of our planet. That’s why we’ve implemented a range of initiatives to minimise our environmental impact, going far beyond just putting words on paper. Eliminating plastic waste Over ten years ago we took a step towards a plastic-free future.

For professional membership bodies across the UK, the digital landscape presents exciting opportunities to engage members, provide valuable services, and even generate significant revenue. One often-overlooked tool capable of achieving all three is the humble job board. While many membership bodies have already established job boards, a recent study by Think Recruitment Solutions reveals a sobering truth: most are underperforming.

Live events are back with a bang and fast returning to pre-2020 levels of engagement. According to Eventbrite’s Event Trends Report, the outlook for 2024 is strong, with the majority of people expressing their intent to attend more events this year. What’s particularly interesting is the level of interest in non-virtual events among younger people, with 61% of Gen Y and 63% of Gen Z gearing up for increased event participation in 2023, outpacing their Gen X counterparts at 52%.

At Think, we don’t just create content for clients that changes lives; we create an environment that makes positive change possible, both for our teams and the wider world. While we may not have the budgets of a larger organisation, you can join any monthly company zoom meeting and be greeted with people with purpose; people who care about the work they do and those around them. I haven’t been at Think long, but the last year has flown by.

Although this is our final step, this is probably the one that most organisations are in danger of starting with when it comes to planning their annual content production. However, this part can only come after you’ve worked out what it is you need to achieve as an organisation.

There is no one-size-fits-all approach to content strategy. It all depends on what you already know (not just what you think you know!), what you need to find out, how many stakeholders are involved, and the level of detail you’re prepared to wade through. Jackie recommends a thorough, multiple-phased approach to really dig down into the details.

The STEP Directory is an online search tool that aids business referrals across the globe. The Directory is the most frequented section of the STEP website. The site has been recently re-launched due to tremendous growth in traffic since the initial launch in 2019.

4. Plugging in to the system So, emotional drivers are vital, but how do you tap into someone’s brain to make this work? Jon uses the System 1 and System 2* brain model to illustrate how emotional storytelling grabs attention. System 1 is the basic part of our brain; the part that receives stimulus and reacts. This part takes care of easy, unconscious reactions – like if a car comes towards you and you step out of the way.

It’s time to forget about hitting those box-ticking email quotas; sending less is definitely worth more. Focus on the quality of the update you’re sending, rather than the frequency in which you send it. Of course, staying consistent is important, but there’s no point in scraping the barrel to try and find things to update your members with. Instead, aim to offer a curated update for your members, rather than frequent emails or never ending lists. What’s the purpose of the update?