Developing a Chapter Communication Plan to Enhance Member Engagement

Communication is essential in any organizational structure and vital for keeping members engaged. Recent industry studies have demonstrated that while members see value in their professional organizations, these organizations are not adequately communicating based on members’ age and career stage (Meyers, 2016). This communication is essential, as members have joined in order to receive information, network, socialize, and develop as a professional (Meyers, 2016; Results Map^TM, 2013). Interestingly, members feel that organizations communicate adequately, while the organizations themselves often feel they are providing too many communications (Meyers, 2016). As such, some may hold back on their communications, when they should keep them up, but look more at their methods of communication and different target audiences (age, career stage) to broaden their reach (Meyers, 2016).

The development of a multifaceted communication plan can assist chapters in building membership engagement and chapter recognition. As some chapters may struggle with membership engagement, the Upsilon Chapter of Sigma Theta Tau International (Sigma) at the NYU Rory Meyers College of Nursing (NYU Meyers) has made communications and publicity a cornerstone of the chapter’s strategic plan. Having a comprehensive communication structure and plan led to Upsilon receiving the Chapter Communications and Publicity Award at Sigma’s 44^th Biennial Convention in 2017.

Upsilon’s first step was the creation of a dedicated Communication Committee, chaired by the chapter’s Secretary. As part of that committee, the Chapter restructured current positions (Publicity Chair, Archivist, Webmaster) and added a new position (Newsletter Editor), which was imperative as Upsilon Chapter had not had a newsletter for many years. Also, as part of the structure, the chapter developed a full chapter model demonstrating the relationships of the chapter’s Board of Directors, as well as all standing and ad hoc committees, with the Communication Committee. After establishment of the committee and its structure, the chapter’s Board of Directors added the committee to the strategic plan, setting out specific goals for the storage of information and records, the development of the newsletter, the establishment of a robust set of procedures for advertising and dissemination of information on the chapter and its activities, and the receipt of Sigma awards (e.g., Website of the Month, Chapter Communications and Publicity Award).

Once the strategic plan was in place, Upsilon’s worked initially on three fronts: (1) setting up an online repository for all chapter documents; (2) designing and publishing a new newsletter; and (3) outlining publicity/advertising procedures. Through diligent work by the entirety of the Communication Committee, the chapter quickly developed its online repository, setting up a storage system for the Board of Directors and committees, moving all existing documents to the new repository, and setting up guidelines for board members and committee chairs to maintain the repository. Upsilon Chapter is confident this new system will help maintain its history while also facilitate transitions between boards and committee chairs. The newsletter editor was successful in first creating a newsletter design template and then engaging chapter committees and general membership in providing content for the first issue of Upsilon News!, which came out in the fall of 2017. Finally, the chapter updated its content on Sigma’s The Circle and on the NYU Meyers website (now closely aligned with NYU Meyers’ alumni pages), while also reviewing and updating its social media pages (Twitter, LinkedIn, Facebook). The goal of this multifaceted publicity plan was to engage a multigenerational member base, finding members where they are most likely to access the information.

With the basics in place, Upsilon Chapter was then able to use the new Communication Committee to begin increasing member engagement and participation. Whether it is educational events, chapter events, membership engagement or general chapter operations, other committee chairs first work with the Communication Committee to develop advertising material. Once developed, the Communication Committee then focuses in dissemination, which is key to ensuring adequate member participation and engagement. The Communication Committee then uses its variety of media and technology to disseminate information via email (both Upsilon Chapter’s member lists and through a listserv at NYU Meyers), websites and social media (as mentioned above), and NYU Meyers Media (video screen postings). While the chapter did not have historical records as to event participation, with the exception of its annual induction ceremony, such data is now being collected and will be reviewed each year to determine if the communication strategies have had an impact on increasing attendance. Also, a bonus to Upsilon Chapter’s development of its new communications footprint, Upsilon Chapter’s Communication Committee has built invaluable relationships with both the NYU Meyers Communications team as well as the NYU Meyers Development and Alumni Relations team.

Upsilon Chapter’s strategic plan has made communications and publicity a cornerstone for successful membership engagement and participation. The development of the Communication Committee and its integral relationship with all of the chapter’s standing and ad hoc committees have resulted in increased visibility of the Chapter among its members and our host institution (NYU Meyers) and increased participation in all aspects of the chapter’s activities, including increased attendance at meetings and events. Other Sigma chapters seeking to engage and retain members can use Upsilon’s strategies as a guide for building communication into the chapter’s strategic plan and setting up structures and processes to ensure the plan is successful.