Your situation
Many voices, one clear message.
Associations address many audiences at once: members, the public, policymakers and the media, often across national borders. Successful association communication brings positions together, shows the value of membership and strengthens the organisation's voice.
Many associations find that member loyalty is weakening. Younger businesses and people starting their careers ask more closely what membership offers them and compare it with informal networks and free online services. At the same time, it is becoming harder to get through to policymakers and the media, because the number of voices is growing and debates move faster. Managing directors and presidents therefore face the question of how to stay relevant with limited resources, bring volunteer officials along and present a professional face to the outside world.
What we do for you
- Mission statement and positioning
- Member communication and member magazine
- Campaigns and public relations
- Conferences, events and anniversaries
- Website and member area
- Member acquisition and next-generation work
Typical challenges
A diverse membership
Large and small businesses, urban and rural, long-standing and new members have different expectations. Communication has to reflect this diversity without becoming arbitrary and has to put shared interests first.
Long approval processes
Positions are formed in committees, often across several levels and regional organisations. This takes time, while the media and policymakers expect quick responses. Prepared lines and clear approval processes are needed.
Invisible services
Much of what an association does happens behind the scenes: statements, meetings, advice in individual cases. For members, this value often remains abstract and is given too little weight when the membership fee is questioned.
New talent and volunteering
The willingness to take on official roles is declining in many organisations. Anyone who wants to attract younger people has to show that involvement is meaningful, manageable in time and personally rewarding.
The psychological perspective
Belonging is the strongest member benefit.
Members stay when they feel they belong and experience the value. We draw on social and organisational psychology to strengthen identification and to formulate positions that hold internally and persuade externally.
What we pay particular attention to
Involving the boards
We plan realistic time for alignment with the board and committees so decisions hold.
Showing member value
We make clear what membership delivers, for existing and new members.
Being heard
Positions are formulated clearly and placed where they have impact.
How we work with you
Understanding members
We start with conversations and short surveys among members, committees and the head office to capture expectations, motives for staying and criticism openly.
Aligning messages
Together with the presidency and management, we develop a few robust key messages and agree who speaks on what and how approvals work.
Organising channels
We review the magazine, newsletter, website, events and personal contacts and organise them so that each audience receives the right information.
Supporting and adjusting
We support implementation over a longer period, evaluate feedback and adapt formats, for example ahead of legislative projects, general meetings or anniversaries.
Typical projects
Relaunching the member magazine
Concept, editorial plan and design for a magazine that makes the association's work visible, gives members a voice and is read with interest in print and online.
Position papers and statements
Turning specialist positions into clear language, supplemented by summaries, graphics and briefing material for meetings with policymakers, public administration and the media, so that your concerns are grasped quickly.
Member recruitment campaign
Targeted outreach to new businesses or people starting their careers, with arguments about concrete benefits, testimonials from members and a simple way to join.
Annual conference and anniversary
Dramaturgy, programme, invitation management and accompanying communication for events that strengthen cohesion and present the association convincingly to guests from politics and business.
Frequently asked questions
How do you deal with the fact that many people have a say in our organisation?
We build committee processes in from the start: clear timetables, decision papers with few options and a fixed contact person on your side. This keeps approvals manageable. It helps to involve early on the people who will later represent the messages externally, so that they support them with conviction and are not presented with a finished result only at the end.
Do you also do lobbying for us?
We support you in preparing and conveying your positions: arguments, documents, media relations and events. Talks with policymakers and public administration are usually held by your elected representatives themselves, because they have the mandate to do so. Whether registration or transparency obligations apply to your organisation is a question for your chamber or your legal advisers.
How do we show members what their fee is used for?
By naming your services regularly and concretely: which statements were submitted, which enquiries answered, which events offered. A short annual review, examples from members' everyday work and personal contact often have more effect than long reports. What matters is describing the value from the members' point of view, not the organisation's.
Do you also work for associations outside Austria?
Yes. We work in Austria, Germany, Switzerland and South Tyrol and communicate in German, English, Russian and Ukrainian, and in Italian together with partners. For cross-border networks and umbrella organisations, we develop messages that are understood in several countries and respect regional characteristics.
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