2013 Nonprofit PR Awards: Member Communications


Winner: American Society of Anesthesiologists – All the News from ASA As Soon As Possible

The American Society of Anesthesiologists sought simplicity in its member communications. Most of all, it wanted to cut down on the amount of emails it was sending out to its membership and minimize its one-off topical e-blasts while at the same time not sacrificing overall engagement.

The ideal of consolidated, engaging e-marketing communications was met with the development of a weekly e-newsletter, ASAP, which was designed to incorporate significant education, communication, industry news, advocacy, philanthropy and administrative updates from ASA. The focus would be on significant education, communication, industry news, advocacy, philanthropy, member benefits/services and administrative updates from ASA. It would not include email messages to staff, committees or task forces, or complex scientific information that should be featured in the ASA monthly newsletter or Journal Anesthesiology.

The emphasis on member benefits, services and news struck a chord with a membership that was relieved to have its email blasts pared down. According to a 2011 member survey, the majority of membership (53.2 %) read ASAP every week and 78.7% said they read it because it provides them with a quick summary of ASA news. —Steve Goldstein

Honorable Mentions:

·      National Beer Wholesalers Association – NBWA 75th Annual Convention Promotion

·      Ogilvy Public Relations Worldwide and Blue Cross Blue Shield – Blue Cross Blue Shield Federal Employee Program Access Anytime, Anywhere

Back to the 2013 Nonprofit PR Awards

 




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About Bill Miltenberg

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