Connecting communicators: Insights from IABC/Toronto’s latest member survey

By Nathalie Noël, Vice President of Data Analytics & Brand Management, IABC/Toronto

Nathalie Noël summarizes the results of the IABC/Toronto’s latest member survey and highlights the value an IABC membership offers to communicators.

IABC/Toronto operates for and by our members. In my volunteer role with the chapter, I had the privilege of managing our annual member survey. Feedback from members, potential members and partners, is vital in helping us enhance the member experience and our chapter. The insights shape our discussions, decisions and future initiatives.

We received varied opinions in the November 2024 survey but the one theme that stood out was connection. Our members are craving more connection – to each other, to knowledge and to their changing careers. Here are some highlights:

Connecting with each other

Members told us they’d like more networking and events, especially ones in-person across different locations and covering innovative topics. (Interestingly, almost half of respondents said they rarely or never attend events; a disconnect to dig into!) We hosted many fabulous sessions this season, including a hiking networking event, a holiday event co-hosted with the Canadian Public Relations Society, and panels on social good and Consumer Package Goods case studies, and our course our OVATION Awards. In addition to events, IABC’s Member Directory,  local and international LinkedIn groups, local and international Special Interest Groups, and the Online Community are other ways members can foster connections with each other.

Connecting to knowledge

Knowledge is a top priority for our members. They value IABC’s professional development resources. Locally, members attend dozens of free or low-cost live and recorded professional development events a year. Plus, this very resource, Communicator, is a trusted source of information and insights for communicators in the GTA. Our OVATION Awards showcase the highest standard in communications. Internationally, there’s IABC’s Catalyst publication, webinars and master classes, and on-demand learning, which is a library of world-class courses. Smartly, members are encouraging us to amplify the research and learning opportunities from IABC chapters across Ontario, Canada, and the world.

Connecting to changing careers

We are (staying) strong. The majority of members are satisfied or very satisfied with their member experience and would recommend IABC/Toronto to others. Members tell us they feel well-informed and confirm we’re using their preferred communications channels: email and LinkedIn. Members also reminded us that careers aren’t static. From student to retirement, members are looking for value and resources that meet them where they are, such as their changing financial and professional development needs. To extend member-value, we plan to keep offering more events free to members, where possible.

With growing division in our world, we are heartened by the optimistic feedback. As volunteer leaders, we will do our very best to deepen connections within IABC. We will keep offering responsive chapter programs and advocate for greater synergy with IABC International. And we encourage all of you to connect, too. Not a member yet? Join. Attend events, submit award entries, sponsor programs, and volunteer! The more you engage with IABC, the stronger the connection you’ll feel. I guarantee it.

Disclaimer: AI was used to refine the heading of this article.