What is image? It’s the way you want your association to be portrayed to the world. However, no matter how hard you try, sometimes the public’s perception may not match exactly what you had in mind. Here’s how to strengthen your image and ensure your strategic plans are realized:
Public Perception
Focus the public’s perception on all the beneficial and positive things your association is doing, especially those things that relate to helping others via outreach programs. Sometimes one good story is enough to mold the public’s perception. Your website, newsletters and other communications are just a few ways to share your story.
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- Communicate your story to external audiences outside of your membership, including the public, news media, social media, collaborative organizations, government regulatory bodies and sponsors. There is strength in numbers! Find ways to develop partnerships through joint projects.
Sponsor & Support
Engage your association in the following:
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- Co-sponsored legislative efforts
- Co-sponsored public awareness campaigns
- Co-sponsored educational meetings
- Co-sponsored communications, newsletters, webinars, online brochures, posters, print ads and public service announcements
Tell Your Story
Tell your story in a way that is easy to understand and sparks human interest. This also means creating empathy.
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- Pay close attention to the commercials you watch and notice how companies craft messages designed to humanize their product in order to instill a personal connection with viewers. Your website and other content should do the same.
- Including your mission statement on your home page isn’t enough to get your message across. Don’t be afraid to share your association’s impressive story with others! Talk to founders, past presidents, and new members to find out what makes your organization so special to them, and then share the message.
Check out our Marketing and Communications page to find out how Association Acumen can help your association stand out!