Survey on how associations can become more attractive for members

The results of a recent survey, summed up (in German) by an article in Politik & Kommunikation, show how associations in Germany are trying to tackle the problem of their shrinking membership.

Summary

Two hundred industry and employers’ associations participated in this survey, conducted by a Berlin-based agency. The article sums up the results in the following areas: 

1. Communication staff 

2. Communication instruments 

3. Budgets 

4. Member recruitment 

5. External advice. 

It concludes that associations in Germany have realised the need for more professional member services. However, their experience with using consultancies is average. Interestingly, they increasingly offer services that are not part of their core activities, such as providing members with cheaper rental cars or discounted hotel rates.