Express yourself: a new way to talk to members

In busy organisations, taking the time to talk to members and supporters about what’s going on often falls off the bottom of very long to-do lists.

But member organisations that don’t talk to their members – about their successes, their challenges and their day-to-day work – run the risk of losing valuable support.

It’s a complex environment for member communications. Once, newsletters were printed and mailed as a matter of course and it was just assumed people read them.

What we’ve learnt about interest levels and attention spans in the digital age, where we know exactly which stories are clicked on and how long people spend reading them, is a good reminder that people are busy and we need to earn their attention.

While many people still like to receive a printed magazine in the letterbox, the expense of printing and mailing together with the rising engagement with online communications tools, is leading many organisations to look for alternatives.

EMC has developed the ‘Express’ model with two divisions of the Rail Tram and Bus Union representing train and bus drivers.

Loco Express and Bus Express are not your regular static organisational websites.

They are content driven, with stories – including photos and videos – posted regularly during the week as events unfold in workplaces across the state.

They are tailored to members’ needs, with features including ‘update your details online’, links to enterprise agreements and workplaces standards, and photo galleries.

They are interactive, with moderated comments and polls allowing members to have their say on industry issues.

They are also popular, with usage data showing high open rates for subscribers who receive the emails and officials receiving positive feedback from members.

Loco Express and Bus Express provide a great model for other member-based organisations looking for a new and dynamic approach to their member communications.