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COMMUNICATIONS TIP Never give up on your association's members' magazine - association members consistently rank their magazine or journal as the single most important member benefit. It is not fair; of course, on the people running the professional development courses, the educators, the administrative staff, and the advocates who promote the association - but members see their magazine as a tangible benefit. An added bonus is that a magazine or journal will often cover its own costs or even return a surplus and can act as a feedback tool for the organisation allowing for a two way communication with members. And when membership renewals are due - send a reminder in the magazine, use the mailing sheet, have the CEO put a note in his or her column. |
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