Chapter Communications

Chapter Leader Onboarding Series

PA R T 6

Chapter Communications

The sixth and final piece in this chapter leader onboarding series covers chapter communication. We learned in the last piece that membership retention is primarily influenced by the overall membership experience. This experience can’t be delivered without communication from the chapter to members, and all chapter leaders play a large role in creating an environment that promotes open dialogue and information sharing. Chapters can and should take a strategic approach to making sure members have the information they need to experience membership successfully.

Staying Informed The best way to be an effective and impactful chapter leader is to keep yourself informed! While Sigma does communicate directly with members, chapters can make a significant impact by reinforcing information. It’s imperative as a leader in the organization that you stay up to date with new initiatives, announcements, deadlines, and reminders.

Leader Lines – This is a monthly e-newsletter just for chapter leaders, sent on the first Friday of every month. It contains news about Sigma to share with members, important deadlines and chapter operations tasks, new resources to help you in your role, and upcoming chapter leader training opportunities. It is important to read this newsletter each and every month to ensure you are performing your role effectively. This newsletter also contains an important chapter-specific dashboard that shows how many members have joined, or lapsed, in the past month. Back issues are available in the All Chapter Officers Workgroup.

Sigma Update – This monthly e-newsletter is for all members, sent on the first day of every month.

While all members receive this email, remember that it’s important for chapters to reinforce messages from headquarters. This newsletter is an excellent way to stay up to date about new benefits, activities, and initiatives that you and members can take part in. Chapters can even submit content to send directly to their members. Learn how.

News You Can Use – Many of the news items included in Sigma Update are also repurposed and included in the monthly issue of News You Can Use. This newsletter contains several “member-ready” messages that chapters can use to share information with members. The news items are written so that chapter leaders can easily copy the text and paste it into their own member communication with little or no editing required, and even include images when available. This newsletter is updated monthly and is always available in the All Chapter Officers Workgroup library under the “Marketing and Communication” folder.

All Chapter Officers Workgroup – This is a workgroup for all of Sigma’s volunteer leaders. You’ve been added to it just for being a chapter leader and can visit anytime by accessing https://TheCircle.SigmaNursing.org/MyGroups. The discussion forum in this workgroup sends a notification whenever there is activity in the forum, and is a great way to learn from other chapter leaders, as well as ask your own questions related to chapter operations.

The workgroup is also another place where staff will share important information with chapter leaders.

The workgroup also has an events calendar with important upcoming dates and training opportunities, and a robust library with resources and templates for chapter leaders.

Regional Officer Connect Workgroup – These regional workgroups also contain discussion forums that will trigger notifications as well as libraries and event calendars, but are only for chapter leaders in one

of Sigma’s specific global regions. They are used to connect chapter leaders with regional committees, Regional Coordinators, and the work being done at different chapters in specific regions. Just like the All Chapter Officers Workgroup, you are automatically added to this group and can access it on your My Groups page, https://TheCircle.SigmaNursing.org/MyGroups.

You can manage your subscription preferences on The Circle to increase or decrease the frequency of notifications you receive. If you need any help managing your subscriptions, please email us at chapserv@sigmanursing.org.

A Strategic Approach Keeping yourself informed as a chapter leader is one part of exercising good member communication, but how will information be disseminated? To approach member communication effectively, chapters are encouraged to use an organized communication plan.

Your chapter leader position may or may not play a large, direct role in member communication or the development and execution of a communication plan, but it is another topic that’s important for everyone to understand. Having the background knowledge of how communication is handled will help to ensure that you are doing your part to share information and foster an environment of open communication. You’re encouraged to have a conversation with the other leaders in your chapter about how communication is approached, whether a communication plan exists, and if not, what steps should be taken to create one.

Elements of a Communication Plan Communication is weaved into every activity, initiative, and benefit a chapter offers. A communication plan will help organize the various audiences who should receive information, what the topic of the message is about, the delivery method, the timing of the message, what the intended goal or outcome of the message is, and finally who is responsible for executing the communication.

There are multiple communication plan examples in the All Chapter Officers Workgroup library to reference while reading. Chapters can create communication plans that are timeline based, that may span a year, a biennium, or whatever time frame makes sense for each chapter’s unique operations.

These are typically broad, fluid plans. Others are created per topic or project, like induction ceremonies or renewal plans, which tend to be more granular and specific. Many chapters use a combination of both, working from an overarching timeline-based plan that is supplemented by more detailed projectoriented plans. There are six categories included in Sigma’s communication plan examples: Who/Audience – Communications are not “one size fits all,” meaning a message that resonates with one audience may not appeal to another. For example, renewal reminder messages would not be sent to anyone other than those members who are due to renew. Similarly, messages with the same intent may be written differently for different audiences. For example, invitations to attend an upcoming induction ceremony could be written differently to appeal directly to membership candidates, current active members, and special guests. The more granularly chapters can define their audiences, the more personalized messages can be. Personalization leads to higher engagement, because the audience will grow accustomed to receiving messages that are highly relevant.

An easy way to begin strategizing a communication plan is to come up with a list of as many different chapter audiences as possible. A list like this might include:

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New members (both students and nurse leaders) Experienced members (both students and nurse leaders) Membership candidates (both those who have accepted the invitation to join, and those who have not yet) Retired members Lapsed members Members who are due for renewal Members who have recently renewed Potential members All active members Members with a special anniversary Chapter volunteers Community partners Local practice settings and employers

All chapters are unique, and the possible audiences can be vast. Come up with a list that encompasses a number of audiences, knowing it may be added to later. This will help the chapter when deciding what messages need to be sent, how they should be tailored, and ensure no one is inadvertently left out.

What/Message – In terms of what your chapter should be communicating, the possibilities are nearly endless. Members want to stay informed of what the chapter is doing in terms of benefits and advancing Sigma’s mission and vision. Of course, private member information like contact details and financial information should never be shared, but why should members not have access to a version of the board meeting minutes?

A good way to identify what needs to be communicated is to look at the chapter’s strategic plan and/or the Membership Lifecycle that was explored in the first piece of the onboarding series. Using the lifecycle as an example, you can reason that all of the activities undertaken in each section rely on effective communication to introduce and induct members to Sigma, help members learn how to take advantage of membership, and encourage ongoing participation and renewals.

Communicating Retention

Communicating Participation

Communicating Membership

Communicating Awareness

Communicating Benefits

Communicating

Acceptance

For example, what needs to be communicated in the induction stage? The chapter will send candidates the invitation to join, as well as multiple reminders for those who have not yet accepted. Chapters should also communicate with those candidates who have accepted, providing reminders and details about the ceremony and the initial expectations of membership. The chapter may send invitations to current active members inviting them to attend the ceremony or serve as a volunteer. Perhaps the chapter also makes it a point to invite inactive members to ceremonies, but uses a slightly different message to encourage renewals, like “once a member always a member.” Finally, the chapter may choose to communicate with various community audiences like local employers or media outlets to congratulate the new inductees and publicize the event.

You can see that for just one stage of the lifecycle there are multiple communication touchpoints tailored to different audiences. By looking at each stage of the lifecycle, alongside the chapter’s list of audiences, the chapter can create a list of what items need to be communicated out. Keep in mind that each chapter is unique, and this list will likely receive many additions throughout the duration of a communication plan. This activity can also be done by looking at the elements of a strategic plan, or a combination of both. It will include things like: • • • • • • • • • • • • • • • •

Invitations to events Volunteer recruitment Event/activity promotions and reminders Important deadlines and memorable dates (Founders Day, chapter anniversary, etc.)

Board and general meeting minutes Educational content Welcome letters Renewal reminders and thank you letters Recruitment and eligibility information Inactive member touchpoints Calls for board nominations and election information Reminders and explanations of new and existing benefits Miscellaneous opportunities to participate Sponsorship opportunities Chapter celebrations Membership surveys

Where/Delivery Method – Chapters are encouraged to diversify their communication delivery methods and not rely on one avenue to reach audiences. Email is an easy and efficient way to communicate, but there will inevitably be members who do not have an email address on file, have an old or incorrect email address listed, have messages blocked by a spam filter, or may have even opted out of emails from the chapter or Sigma. These members are still valuable and promise the opportunity of a renewal, so how they will they hear from the chapter? Diversifying methods is an effective way to help ensure you are reaching as many people as possible.

Another helpful tactic is to “post” information in addition to “sending” it. Some members will inevitably miss email communications, but the chapter can still provide information on the chapter’s website or social media. If someone wants to seek out information they are able to do so, and know where to find it. This also gives people the opportunity to see chapter communications more than once, reinforcing

the chapter’s messages and serving as reminders. Help train your audiences about where to find information–promote these channels frequently by sharing links and encouraging people to visit the sites.

Finally, chapters should aim to communicate consistently with the delivery methods chosen. This will help train audiences when and where they can expect information from the chapter, especially when it comes to posted messages. Sigma suggests communicating with members at least once a month, but this will look different for various kinds of messages and audiences. For example, someone who is due for renewal may hear from the chapter more frequently. However, chapters should aim to send and post at least one general message or update monthly, generally around the same time of the month.

Sigma provides various resources for communicating with members, and chapters are also encouraged to maintain an account with an email service provider to reach inactive members and other audiences.

When segmenting audiences, chapters should use membership rosters from the Chapter Management System.

A well-diversified suite of delivery methods for a chapter might look something like this: • • • • •

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Emails and discussions sent through the chapter website (sends to all active members) – as needed, at least monthly Use of an email service provider to reach those outside of Sigma, inactive members, and specific segments of active members (e.g., those who are due for renewal) – as needed Chapter news included in Sigma Update – used consistently every month as a short “newsletter,” often pointing readers back to the chapter website or social media Use of a social media site to post information alongside the chapter website – as needed, a few times a month Use of the Online Induction System to communicate with induction candidates who have or have not yet accepted membership – as needed, but multiple times throughout an acceptance period Mailed pieces to those the chapter does not have an email address for – 2 to 3 times per year

When/Delivery Date – Planning the delivery date of messages is a helpful step of the process and organizes the chapter’s communication efforts. This part of a communication plan ensures messages are sent at the right frequency and that they are sent far enough in advance to be effective.

Many of the things a chapter communicates will be date specific, like upcoming events, activities, and deadlines, or even things like meeting minutes which should be distributed in a timely manner. When messages are delivered far enough in advance, the chapter has plenty of time to follow up and send reminder messages. Likewise, it gives the audience enough time to prepare. Sending “last-minute” messages almost always guarantees a smaller audience and less participation.

Here are suggested time frames for common kinds of chapter messages: • • • •

Event invitations: 4-6 weeks in advance Invitation to join Sigma: 6-8 weeks before the acceptance deadline Meeting minutes: 1-2 weeks after the meeting Renewal reminder: beginning 90 days in advance

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Deadline reminders: 4 weeks in advance, up to 1 week before the deadline

In order to communicate dates far enough in advance, the chapter will also need to start the planning process early enough. For example, invitations to join Sigma should be sent 6-8 weeks in advance, leaving plenty of time for follow-up messaging. To do this, the chapter will need to have the bulk of the planning for the induction done before this time. The timing of these kinds of messages will greatly align with the chapter’s strategic plan, and its policies and procedures.

Why/Purpose – Why is your chapter taking the time to craft and utilize an organized communication plan? Each message will have a purpose for why it is being sent that is ultimately of benefit to the chapter or members. Each message crafted should have a goal, to make sure it is time well spent and determine if it is worth repeating in the future.

Developing a purpose or goal for your message also helps measure success. Perhaps your chapter sends 2 induction reminders, with the purpose of increasing membership acceptance. For the next induction, your chapter decides to increase this number to 4, with the same goal. If the chapter does see increased membership acceptance by increasing the number of reminder messages, it is reasonable to assume that the chapter should continue sending four reminder messages.

Typically, the purpose of a message is very specific to the message being sent, however we can again look to the Membership Lifecycle for the purpose behind communication in each stage: •

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Introduction Stage – to build reputation and create awareness o E.g., establishing a social media presence, special guest invitations, thank you messages to community partners Recruitment Stage – to explain the benefits of membership o E.g., distributing brochures, videos, and recruitment posters, informational presentations, invitation to prospective-member meeting Induction Stage – to encourage the acceptance of membership o E.g., clear instructions for accepting membership, reminder messages, communicating ceremony details Orientation – to teach members how to make the most of their membership o E.g., invitation to orientation session, welcomes on social media and chapter website, continuing explanation of benefits Involvement – to keep members engaged with the chapter o E.g., distributing meeting minutes, volunteer recruitment, chapter website discussion posts, invitations to meetings and events Renewal – to encourage continued membership o E.g., renewal reminder messages, thank you messages, inactive member efforts, celebration of member anniversaries

How/Assignee – And finally, the last category of a communication plan is the assignee, or how the chapter will share the responsibility of communication and ensure that messages are sent.

Some chapters do not ask all leaders to communicate directly with members. According to the Sigma bylaws, the responsibility of chapter communication falls to the chapter secretary, who may enlist the help of other volunteers like a communication committee, newsletter editor, webmaster, etc. One

common approach is that chapter leaders provide necessary information to one another, which is then funneled to members through specific positions.

Other times, chapters do ask all leaders to participate in member communication. It’s very common that the chapter counselor, which is typically not seen as a communication role, communicates with candidates and inductees on a regular basis. Similarly, the vice president who typically oversees chapter programming may also be responsible for event promotion. In these situations, the secretary would still be the convener of chapter communications and oversee the who, what, where, when, and why of messages.

Both strategies work well, and many times a combined approach is used by chapters. The important thing to remember is that the job of communication is made much easier when multiple people are involved and work together from an organized communication plan. Be sure to find out what the expectations of communication are for your new role.

Making Communication Manageable There is much that goes into communication planning, and it’s a crucial part of overall operations and sustainability. For those chapter leaders involved with the planning process it can seem like a very timeconsuming task, but the important thing to remember is that once the initial plan is created, the work is largely finished. Creating an entirely new plan from start to finish is rarely necessary once the first one has been created, as chapters should use the plan to measure success, and continue to tweak or build upon the messaging strategy over time. Communication plans are fluid and will morph and grow along with the chapter and its goals. Creating a plan now sets the chapter up for success for years to come.

Here are some additional tips and reminders to make member communication easier and more effective: • •

• • • •

Share posts from Sigma’s social media to chapter pages, so you spend less time creating new content.

Include working hyperlinks whenever possible. Remember this is important to help train members where to seek out posted information, like on the chapter website or social media. It also makes it easier for members, who are more likely to easily follow a link than copy and paste a web address.

Use Sigma’s News You Can Use resource to find pre-written messages that can be pasted into chapter communication.

Segment your audiences and personalize messages whenever possible, which will lead to higher engagement.

Communicate consistently through delivery methods and timing. This will help members grow accustomed to looking for your messages.

Align communication with the chapter’s strategic plan and policies and procedures documents to make sure event and program planning is done on time.

Sample communication plans are available in the All Chapter Officers Workgroup. Chapters can schedule a strategic communication planning session with Sigma staff by emailing chapserv@sigmanursing.org.

Questions? Contact us!

888.634.7575 (US/Canada toll-free) +1.317.634.8171 (International) chapserv@sigmanursing.org SigmaNursing.org/ChapterLeaders