Looking for champion member communications? Here are 7 world-class tips to help your pension scheme reach the podium.
The best athletes don’t just turn up on race day and hope for the best. They have a strategy. They plan, prepare, and perfect their performance. The same goes for pension communications. If you want to deliver winning results for your members, you need a champion’s mindset and a clear game plan.
Here’s how to transform your member communications from amateur to elite.
1. Set clear targets (and actually measure them)
You wouldn’t enter a race without knowing where the finish line is. Yet many schemes launch communications without defining what success looks like.
Before you write a single word, ask yourself:
- What do you want members to do differently?
- How will you know if you’ve succeeded?
- What metrics really matter?
Having clear targets doesn’t just help you measure success – it helps you design better communications from the start.
2. Bring in the right coaching
Most of us can write, just like most of us can run. But there’s a difference between jogging in the park and breaking records.
When stakeholders clash over communications (and they will), an external expert can:
- bring objectivity to subjective debates
- share what works based on experience
- keep everyone focused on what matters – the members
3. Map out the whole event
Top athletes visualise every step of their performance before they compete. Your communications need the same end-to-end thinking.
Consider:
- What information do members need at each stage?
- How do different member journeys intersect?
- What happens if some members miss certain messages?
This bird’s-eye view helps you spot gaps and opportunities before they become problems.
4. Get your team working as one
Even in solo sports, success depends on the whole support team working together. Your scheme’s different stakeholders need to be just as coordinated.
Don’t assume your stakeholders all share the same objectives. Make them explicit. When everyone knows what winning looks like, they can work together to achieve it.
5. Learn from every performance
The best athletes review their performance and adapt their training. Your communications should evolve the same way.
Pay attention to:
- what members actually do (not just what they say)
- which messages drive action
- where people get stuck or drop out
Then use these insights to keep improving.
6. Perfect your handovers
In a relay race, the handover between runners is crucial. The same applies to your communications. Members might move between:
- your website and helpline
- different administration teams
- online and offline channels
Each handover needs to be smooth and consistent. So analyse what these user journeys look like, test them, and improve them.
7. Keep your eye on the prize
It’s easy to get caught up in processes and procedures. But members care about results. They generally want to know:
- how much money they’ll have
- what choices they need to make
- what actions they should take now
Focus your communications on these outcomes, not the mechanics behind them.
Ready to raise your game?
Getting communications right isn’t easy. But with the right approach, clear goals, and a commitment to continuous improvement, your scheme can deliver champion performance for your members.
Want to talk about taking your communications to the next level? Get in touch. We’d love to help you reach the podium.
