Modernising your Association’s Profile and securing the next Generation
Too many associations face an existential threat rooted in declining membership numbers and insufficient success in attracting new members. One reason is the overly conservative character of many associations. To prospective members, associations often appear old-fashioned and unattractive. In terms of digital services, associations frequently lag behind standards and offer far less than they could. But how can your association become appealing again, especially to younger and digitally savvy members.
5 minutes
How an Association’s external Image can hold it back
Associations are not always seen as symbols of modernity. They often fall behind societal standards when it comes to digital offerings and fail to keep up. In addition, their digital services are not maintained sufficiently, meaning they are not consistently up to date and often appear outdated. The association’s external image quickly suffers as a result. It presents itself as unattractive and old-fashioned to potential new members and becomes its own obstacle in recruiting new interest.
This can even go so far that the association loses authority in digital topics. Due to insufficient digital presence, it is perceived as lacking competence and expertise in various fields. Younger or digitally inclined members in particular value a well-maintained digital presence and struggle to identify with the association’s self-presentation.
But the working methods, communication channels and organisational structures of many associations are also outdated and no longer fit for purpose. Slow and cumbersome decision-making and organisational processes reinforce this impression and become direct experiences that frustrate existing members or even lead to cancellations.
Time for Change in the Association World
In a survey by “Verbändereport”, 400 association managing directors were asked about association trends. Three topics stood out for the majority of respondents:
Social exchange, entertainment and the acquisition of information now take place almost exclusively online thanks to smartphones and tablet PCs. Associations therefore need to undergo significant developments to remain attractive and contemporary, rather than perpetually trailing behind the wishes and trends of their members.
What may sound like an insurmountable challenge is, in practice, remarkably easy and quick to implement. By moving away from outdated channels and structures towards an interactive member portal, your association makes an essential investment in its new digital presence. Shape your association’s profile yourself – modern and contemporary. Allow your members to discover your association where they already spend their time: in the digital online world.
With constant accessibility via computers and mobile devices, members can immerse themselves in their association anytime and from anywhere. By consolidating all information about your association, special offers and services, and interactive communication on a single platform, you create a digital home for your members, committees and experts. You build a stable community and significantly influence how your association is perceived. In turn, members can now give low-threshold feedback. Through comments and surveys, you can capture member sentiment at any time and act accordingly.
5 tips for a more modern Association Profile
Central hub: Enable your members to access a digital home through your member portal, where all information is available in one place. Here, information, news, documents and appointments are bundled so that members do not have to search for them across different locations.
Association in your pocket: Make your association’s services available anytime and anywhere. Members can access information about your association via their mobile devices such as smartphones and tablets and can subscribe granularly via email and individual notifications. This significantly raises your association’s visibility, especially among younger and more digitally savvy members, and shows that you are making use of the opportunities offered by digital transformation.
One channel for everything: All appointments, news and information maintained within your network can be targeted clearly and granularly. Publish content for specific committees, regions, topic areas or any desired combination of these.
Also for guests: Invite non-members such as external experts or partners selectively, without giving them too much access to association-relevant information. Prospective members can gain initial impressions of your association through trial memberships and discover the advantages of becoming a member. Existing members can connect with your guests and build cross-organisational networks.
New digital services: Provide new digital offerings for your members and enable greater knowledge sharing within your association network. Alongside a social network for your sector, create additional databases on specialist topics, question-and-answer catalogues, marketplaces, cooperation exchanges and much more.
Nobody reads your updates – do you want to know why?
See how over 130+ associations turned unread updates into real engagement and get the white paper now.
Discover how a member portal can help make your association’s content more engaging, relevant, and valuable for your members.