Comms
How to Communicate With Members So They Listen
Practical tips on member communication for community groups — what channels to use, how often to send, and how to write messages people actually read.
How to Communicate With Members So They Listen
Good member communication comes down to three things: the right channel, the right frequency, and a clear message. Get those right and your members will stay informed and engaged.
Here is what actually works for community groups.
---
Why communication breaks down
Most communication problems in volunteer organisations are not about effort — they are about approach. The organiser sends long, detailed emails to everyone, every time something happens. Members stop reading. Important things get missed.
The fix is simple: send less, say more with each message.
---
Choosing the right channel
Different channels suit different purposes.
Email is the most reliable channel for direct member communication. It lands in their inbox, it is searchable, and almost everyone has one. Use email for:
- Newsletters and updates
- Event reminders
- Important announcements (fee increases, AGM notices, policy changes)
SMS
SMS is for urgent, time-sensitive messages only. People read SMS quickly. They also resent getting marketing or non-urgent messages via text. Reserve it for things like "the session today is cancelled" or "your payment didn't go through".
Phone calls
For sensitive conversations — a complaint, a membership issue, checking on someone who has gone quiet — a call is usually better than an email. Tone is lost in text.
Group chat apps
Group chats (whatever app your members already use) are good for informal community building and quick Q&As. They are bad for official communications because messages scroll out of sight fast and not everyone checks them. Do not rely on group chats for anything your members must actually see.
Social media
Useful for public visibility. Unreliable for direct member communication. Treat it as a bonus channel, not a primary one.
---
How often to communicate
Once or twice a month is enough for most groups during quieter periods. Ramp up around busy times — event season, AGM period, renewals.
The problem with high frequency is habituation. If you email every second day, members learn to skim or ignore your emails. Then when something important comes through, they miss it.
A useful rule: if you would not bother opening this message yourself, your members probably will not either.
---
Writing messages people read
Start with the most important thing
Do not build up to your point. If the session is cancelled, say that in the first sentence. If there is a fee increase, say so in the subject line.
One email, one topic
Bundling six updates into one email means members will remember only one of them — usually the first. If you have multiple things to say, put the most important one in its own message. Save the rest for your newsletter.
Short paragraphs win
Long blocks of text are hard to read on a phone. Aim for two to three sentences per paragraph. If you find yourself writing more, ask whether all of it is necessary.
Make the action obvious
If you want members to do something — register for an event, renew their membership, reply to a survey — say so clearly. "Click here to register" is more effective than burying the link three paragraphs in.
Plain language, always
Write at a reading level your least tech-savvy member can follow. Short words, short sentences, no jargon. If you are not sure whether something is clear, read it out loud. If it sounds awkward, simplify it.
---
Segmentation: not everyone needs every message
Sending every message to every member is a quick way to train people to ignore you. Think about who actually needs each message.
- Members who have not renewed do not need the event recap — they need the renewal reminder.
- Volunteers need different information than general members.
- New members need a welcome sequence, not the same update as someone who has been with you for five years.
Swoop lets you segment your list by role, status, and tags so you can send the right message to the right people. See the Swoop comms docs for how that works.
---
Tracking what is working
At a basic level, track open rates. If an email gets opened by less than 30% of your list, the subject line or the frequency is probably the problem. If the open rate is fine but nobody clicks, the content or the call to action needs work.
Do not obsess over metrics. But do pay attention when something consistently underperforms.
---
A practical starting point
If your member communication feels scattered, start here:
- Agree on one primary channel (usually email) and use it consistently.
- Send a regular newsletter — monthly is enough for most groups.
- Reserve SMS for urgent items only.
- Keep each message focused on one topic.
If you want help setting up a comms workflow that fits your group, book a yarn and we will sort it out with you.
Common questions
- How often should a community group communicate with members?
- Once or twice a month is enough for most groups. More frequent contact is fine during busy periods, but daily messages train people to ignore you.
- What is the best channel to reach community group members?
- Email reaches the broadest audience reliably. SMS works well for urgent or time-sensitive messages. Social media is useful for visibility but unreliable for direct reach.
- Why do my members not open my emails?
- Common reasons: the subject line does not tell them why to open it, the email is too long, or they are getting too many messages. Try one clear topic per email and a subject line that states the benefit or action.
- How do I write communications that volunteers actually read?
- Lead with the most important thing. Use short paragraphs. Make the action (if there is one) obvious. Avoid walls of text.
- Should I use social media to communicate with members?
- Social media is good for public visibility, not reliable for member communication. Algorithm changes mean not all your members will see a post. Use it to supplement direct channels, not replace them.