Association communication in the digital age

Communicating with its members and other reference groups is one of the core tasks of any association. Thanks to electronic media, communication has become faster and more direct and access to information has become easier. New media are not replacing traditional media, but complementing them, so how do associations tackle this challenge? In order to find an answer to this question, the VMI, in collaboration with Stämpfli, conducted an online survey of member-based NPOs last fall. A total of 331 Swiss organizations took part.

Digital is on the rise, print remains important

"It is hardly surprising that primarily their own website and the electronic newsletter are becoming significantly more important for many associations," says Nathalie Maring from VMI, "other digital channels will also become more important in future, although the extent of this remains to be seen. "However, the majority of respondents are not considering replacing personal communication with digital channels. Traditional print products such as trade journals or traditional advertising are experiencing a decline in strategic relevance, although these are not being replaced by the new media, but rather supplemented, making it increasingly challenging for associations to select the most effective media due to limited resources. "It is interesting to note that many NPOs do not manage their communication activities with an overarching, written concept," says Nathalie Maring, "even though it would make it easier for them to reflect on and continuously optimize their communication. "You can find more exciting insights into Swiss association communication in the detailed final report, which is available now. Order a copy of the study at www.verbandskommunikation.ch.Stämpfli as a partner for association communicationThanks to the experience gained from working with over 240 associations, the family-owned company Stämpfli is ideally positioned at its Bern and Zurich locations to support associations in their communication work, from consulting to conception and implementation. With our comprehensive solutions and services, we support our clients in multi-channel management.

the study

"Association and organization communication in the digital age - a review" was published by the Association Management Institute (VMI) at the University of Fribourg. Stämpfli is supporting the first study in this area as a study partner.