You keep sending content to a list of people and hoping that they'll read what you're sending (even though it has nothing to do with them, but hey--you never know, right?). You keep beating them over the head with your news, what your organization wants them to do/read/attend/buy and shockingly, you keep getting the same results. Maybe the results aren't the issue, your approach to the entire way you communicate is the problem. Listen to Reggie and how ASAE completely changed the way that they thought of information distribution by adopting a practice of letting the user choose the content that they want and empowering them to consume content when, where and if they want. ASAE rethought their role in member communications entirely and realized that they needed to be content stewards. ASAE's role in the process of getting association content to association members was to curate the content and allow the member to design their own content experience with total control. The results of rethinking their content role, their approach and their distribution of content has been nothing short of remarkable. Innovation through curation has brought increased engagement rates and increased ASAE's brand equity to the membership.