In our day-to-day consultancy work, associations and their concerns are always on our agenda. The topics range from the prosecution of copyright infringement to American chiropractic. As different as the content may be, the essential communicative challenges can be compared. Therefore, we have summarized our findings in five aspects:

1. Activation of association members
It has to be exciting and useful. Every association needs clear advantages and exclusive added value. From specialist conferences, studies and surveys to everyday aids and media work. The aim is to address (potential) members at a personal and professional level, to enable dialogue and to encourage participation. Events and networking opportunities are effective tools for keeping interest alive and retaining members in the long term. And, of course, it is also very important to grow as an association.

2. Targeted image development
Only a strong brand presence conveys credibility and trust. There should be only one consistent brand message across all channels, including social media, that corresponds to the defined core values and mission. This applies to both content and the depth of design of the appearance. It is crucial that all communication tools are professionally designed and convey a clear message. Regular reviews and adjustments to the brand identity are necessary to keep it relevant and up to date. We prefer to work with a three-year strategy here, which leads to annual action plans including strategy updates.

3. Commitment through feedback
Many members are rather passive in terms of communication, but still have strong opinions. It is essential to collect their feedback in order to strengthen the bond. Every measure can be checked for its potential to elicit feedback. Understanding and responding to the majority of members’ needs is a key success factor. Training programs, exclusive content and special member forums help to promote open and transparent association management. This is how trust and loyalty grow.

4. Clear communication
Effective communication is crucial to the success of an association. Internally, everyone (employees, volunteers, service providers, etc.) should be clearly informed about goals and strategies. This clarity is not an easy task, but it is the starting point for every message. Its value is then measured by its contribution to the goals. Whether the communication is with members, interested parties or social subgroups. Regular, reliable and coherent is the essential triad. Which media can be used is constantly changing . Here too, it is important to check what is worthwhile, how much added value is created and through which channel.

5. Last but not least: opinion leadership
An association is ideally positioned when it is considered the leading source of information and knowledge in its industry. Professionally outstanding and forward-looking publications are crucial to this. Moderating and activating industry-relevant discussions, as well as organizing specialist conferences, serve as a relevant framework. Close cooperation with the media and other institutions can also increase the visibility and relevance of the association.

It’s not all that easy, but as the saying goes: only those who have goals can achieve them.