Our approach to member communication

Proposing media to be utilised to distribute relevant communication content

We believe that the success of any communication strategy is based on the interrogation of the members’ data and indeed the behaviour and needs of the members of a Fund.  This is achieved by means of annual member research and data provided by the Fund’s administrator on an annual basis regarding the demographics of the membership — age of members, years to retirement, gender and salary profile. This is linked to LSM bands, preservation behaviour, investment behaviour, annuity product selection at retirement, etc.

Liaising with external service providers and the administration team of the Fund as well as the Trustees and the Communication subcommittee will ensure context, understanding of the institutional legacy around past communication initiatives as well as the needs and behaviour of the members.

The various participating employers (in umbrella funds) have a vital role to play, especially in an umbrella fund environment, to assist with the dissemination of communication to employees.

Making sure these employers are allies to the Funds and will assist in the communication process may be important to the Funds. Due to various challenges regarding cooperation from employers, many umbrella funds opt to create direct communication channels with members — almost cutting out the middle man (HR and payroll) completely. RW is able to work with and liaise with any and all parties linked to the Fund.

At RW we believe the ‘media is the message’ and that the two cannot really be separated.  The type of media you select will dictate the message in the length and style of the copy needed.

At RW we believe that the messaging and media selection should comply with the following six criteria:

1) It should be easy to understand

2) It should be easy to access (if members cannot access the message your communication has not been
    effective)

3) It should be repeatable over the various media used

4) It should incorporate a “Call to Action” and should be “good news orientated”

5) It should address the needs and concerns of the various segments of the membership of the Fund

6) It should be underpinned by a theme for the year, i.e Financial Self-care, Planning for Retirement,
    Financial Fitness, etc.

More on Call to Action

Call to Action is imperative wording that instructs the reader to perform a task. These phrasings are crucial, as once you have explained a concept or product the readers must know what steps  they can take in order to use your product and/or better their circumstances.

Strong call to action phrases:

  • Use words that evoke emotion or enthusiasm
  • Give the audience a reason why they should take the desired action
  • Take advantage of the Fear of Losing Out (FOMO).