Associations have diverse and often global memberships, which means they may need to communicate in multiple languages to best engage and serve all members—and foster greater opportunities for membership growth. Here’s why.

Reaching New Audiences and Driving Member Engagement

Language can be a barrier to entry for prospective members. By offering content in multiple languages, associations can open the door to untapped communities—locally and globally.

Recently, YGS and one of its clients with an international presence released a podcast episode entirely in Spanish, which included a downloadable English transcript. Soon afterwards, YGS and the client facilitated and released an English-voiceover version of the podcast. By putting in only a few hours of extra time and minimal cost, the association’s primarily English-speaking membership still got what they were looking for, while the association captured solid engagement from the Spanish version.

It’s important to note that, although the Spanish version was focused on and achieved significant listenership from Mexico, most listeners of the Spanish version were based in the United States. Moreover, the Spanish version currently has more downloads than the English version and has reached new listeners in Puerto Rico and Chile.

Supporting Your Mission

That podcast is just one example of several success stories YGS has seen with multilingual communications. The bottom line is that when members can access information in their native language, they are naturally more likely to participate in events, utilize member resources, and remain engaged, leading to a greater chance they’ll renew their membership. So, in the long run, multilingual communications support associations’ missions to not just serve their industries but to grow and retain members, too. It’s a strategic approach that yields results!

Doing It the Right Way

Now, just because some association members may be Mexican, for instance, that doesn’t mean any Spanish translation of a member communication will resonate with them. The Spanish language has various dialects—dozens, according to some sources—so when it comes time to seek out a translation, it’s essential to ensure the translation suits the intended audience. When associations invest in high-quality, culturally appropriate translations, they garner stronger trust and credibility, signaling respect and a commitment to meaningful community.

Starting Out

It may not be smart to begin translating every member communication. The time and cost could build up quickly, and without knowing how multilingual content resonates with different member demographics, it may not be worth it. Chances are, it is, but it’s OK to start small by translating, for instance, an enewsletter or a publication article, then grow the strategy from there based on engagement.

Beyond Inclusion

Associations that prioritize multilingual communication are not just being inclusive—they’re being strategic. By reducing language barriers, they increase relevance, deepen connections, and build a stronger, more diverse membership. The impact on your members—and your mission—can be substantial.

Looking for a partner to take your content strategy to new destinations? Let’s connect.

---