As summer approaches, many organizations are preparing to slow down.
Calendars stretch. Out-of-office replies multiply. Priorities shift quietly as teams navigate vacations and mid-year planning.
All that may be true.
But so is this: Q3 is a pivotal quarter, the one that sets the tone before you head into year-end wrap-ups, holiday downtime and preparations for the next year.
“That’s why now is the time when high-performing teams bring their marketing, events and engagement efforts into strategic focus”
Kelsey Tweedly, Vice President of Business Integration at CMA
“When organizations wait until July to plan, they’re already behind,” Tweedly says. “Summer isn’t the big break people think it is. It’s a bridge. And you need to build it with intention.”
Whether you’re planning a major event or managing ongoing communications, summer should be an accelerator, not a lull.
Here are some proven tactics for connecting your internal teams, unifying your campaigns and setting yourself up for success now and through Q3.
Unify Around a Shared Calendar
Disconnected teams lead to disjointed outcomes. This is where a centralized calendar can help.
Sure, it’s a good project management tool. But done right, it can be so much more.
It could be your organizational compass.
“When every team is moving on a different timeline, you end up with duplicate messages, missed deadlines and confused members,” Tweedly says. “A shared calendar fosters collaboration and a unified strategy. Everyone knows what’s coming, when it’s coming and how they fit into the bigger picture.”
And summer is the ideal time to align. With fewer campaigns in motion and a slightly slower pace, teams have the space to step back, map out the rest of the year and get in sync before Q4 comes rushing in.
A shared planning space—whether it’s a Google calendar, a SharePoint file or an even old-school spreadsheet—also ensures events, emails, content drops and renewal pushes don’t overlap—or, worse, compete with each other.
Stretch the Value of Every Event
Whether your summer schedule includes webinars, networking mixers or committee meetings, it’s essential to think beyond the day-of.
“It’s not just about who shows up,” says Tweedly. “It’s about what you do with the momentum—how you recap it, how you repackage it, how you use it to spark conversation.”
You can turn a single event into weeks of content. Summarize key takeaways in an article. Share quotes or statistics on social media. Use photos or clips in member communications.
It’s about maximizing value—not maximizing events.
Reconnect With the Quiet Corners
Summer can be a time when your most active participants stay engaged, but it’s also a valuable moment to re-engage the members or audiences who’ve been less visible.
Rather than letting inactive members drift further, use this time to reach out in ways that feel personal and intentional.
“Summer is a natural reset button,” says Tweedly. “It’s a great opportunity to say: ‘Here’s what’s coming. We’d love to see you back in the fold.’”
That reconnection doesn’t have to be complicated. A thoughtful message, a summer spotlight on members, or a quick feedback request can go a long way toward rebuilding connection.
Use the Data You Already Have
One of the smartest things you can do right now is to review how your audience members have engaged so far this year.
Who’s reading your emails? Who’s registered for events? Who’s renewed, and who hasn’t?
“Your data tells a story,” Tweedly says. “You just have to listen to it.”
For example, if your open rates are dropping, consider refreshing your subject lines. If a particular member segment isn’t responding, try testing different types of content or timing.
Summer is a good time to experiment before the high-stakes rush of fall begins.
Plan Your Fall Campaign Now
If you’re considering a major fall campaign—such as an event or membership drive—the groundwork must be laid now.
Waiting until August to plan a September launch puts your teams in a crunch and your audience in the dark, Tweedly says.
“We tell our clients to treat June like the foundation of Q3, not the tail end of Q2,” Tweedly says. “The earlier your strategy is set, the more confident and consistent your communications will feel when it counts most.”
Lock in speakers, confirm vendors, prep creative assets and start teasing what’s ahead. Doing so not only reduces stress but also helps you maintain trust with your audience because they’ll feel the preparation behind the messaging.
Final Thoughts: Let Summer Work for You
Summer doesn’t have to be a challenge. It can be an advantage. The quieter pace gives you room to evaluate, test and refine. It gives your members a fresh reason to engage and your teams a chance to align.
Ultimately, a cohesive summer strategy isn’t about doing more.
It’s about doing what matters more intentionally.
“Smart organizations don’t hit pause in the summer,” Tweedly says. “They use it as a springboard. That alignment, that momentum—it’s what sets you up for a standout second half.”
Do You Need Support Creating Alignment Across Your Organization?
CMA brings together marketing, association management and event strategy under one roof, so your messaging stays clear, your members stay engaged and your team moves forward as one.