Case Study: Membership Communications

Case Study: Fraternal Organization

Membership communication is critical to the success of any organization. When I volunteered to manage communications for the Ancient Accepted Scottish Rite, Valley of Cincinnati, a 501(c)(10) Domestic Fraternal Society, in the summer of 2008, I inherited The Rite Recorder, a newsletter that was produced in black and white and lacked deadlines and production schedules. As the new editor and creative director, I reformatted and relaunched it as a membership publication—something that transcended the conventional newsletter (and adhered to deadlines and production schedules). Then, in 2010, I persuaded the fraternity’s Board of Trustees to increase the budget for the publication, thereby allowing me to produce it in full color. Readership improved, and the full-color printing attracted advertisers. In 2011, I received Honorable Mention in the Benjamin Franklin Awards, a 15-state state competition that recognizes the finest fraternal publications. In 2012, I took home the prize for Best Publication.

My next task was to redesign the Valley of Cincinnati’s Website. In doing so, I built a platform that emphasizes the fraternity and its unique brand, promotes key events prominently, allows members to pay their annual dues and purchase admission to programs electronically, and more. I then created a Facebook page for the fraternity and integrated that Facebook presence into the site. The Valley’s Website also features an opt-in-based e-news system powered by VerticalResponse, event-photo galleries populated with member-generated Instagram content, an e-card service members can use to create personalized event promotions to share with friends, and more. And finally, a Twitter feed enables members on the go to quickly see when content is added to the Valley’s Website. All of these media solutions increase member engagement considerably, and I’m able to bring digital into print by taking member comments and feedback posted to the Facebook page and publishing the content in The Rite Recorder.

APPLIED SKILLS
• Writing
• Editing
• Graphic design
• Workflow management
• Publication management
• Social-media marketing
• E-mail marketing
• Website design
• Interpersonal communication and networking
• Project management

EXAMPLES OF PROJECTS
• Publication redesign
• Website launch
• Social-media launch (Facebook, Instagram, Twitter)
• Social-media-content integration on a Website and in print
• On-site, large-format promotional graphics for events
• Videos to promote programs and for use during events