#15: Transforming Member Communications with Evan Sparks of the American Bankers Association

Prospering associations have one thing in common: the ability to successfully communicate their story. If you want to build a communications strategy that elevates your organization, this is the episode for you.

Our guest today is Evan Sparks, CAE, Senior Vice President for Member Communications at the American Bankers Association. From writing to editing to podcasting, Evan has decades of experience crafting and delivering the core narrative of an organization. 

Together, host Christine Shaw and Evan dive into the building blocks of a strong content presence, including how to decide on the right medium for your message and why personalization is still key. Plus, Evan shares an inside look at his award-winning ABA campaign that tackled one of the biggest problems facing the banking industry today.

You’ll learn:

• The key to leading creative teams.
• How to leverage AI to personalize member communications.
• How to maximize content using cross-platform publishing strategies.
• The importance of understanding your larger audience.
• How to ensure your content builds connection and trust.

About our guest:

Evan Sparks is Senior Vice President for Member Communications at ABA, where he oversees the association’s digital and print publications, including the award-winning ABA Daily Newsbytes email, and serves as editor-in-chief of the ABA Banking Journal, the association’s flagship bimonthly magazine. Evan also created the weekly ABA Banking Journal Podcast, which he co-hosts and produces. Prior to joining ABA in 2013, Evan was managing editor of Philanthropy magazine and an associate editor at the American Enterprise Institute. In addition to the ABA Banking Journal and Philanthropy, his writing has appeared in the Wall Street Journal, The Weekly Standard, Slate, the Washington Times, Commentary, Forbes.com, The American and other major outlets. 

Resources:

Recommended Reading: You’re Not Listening: What You’re Missing and Why It Matters

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