How do you stay relevant as an association?

A lot has changed in the playing field of trade and professional associations in recent years. We asked a number of leading associations about those changes, how they deal with them and how they see the future for their industry.

The interviews with these parties revealed interesting insights. We spoke to:

• Association expert Ivan Pouwels of Cooperation Next
• Erica Looren de Jong, head of communications and member service of the Netherlands Institute of Chartered Accountants (NBA)
• Madelon Vink, manager communications & public affairs of Vereniging Waterbedrijven in Nederland (VEWIN)
• Marc van Rosmalen, general director of the Association of Horticulturists & Green Space Providers (VHG)
• Carina Pelt, communications & press coordinator of Transport & Logistiek Nederland (TLN)

Some of their insights:

• Associations have to deal with a stacking of major societal issues. This offers opportunities as a trade or professional association but also requires more input from members.
• A combination of physical encounters and digital contact and interaction go hand in hand.
• Activating members is done mainly by facilitating substantive knowledge sharing and cooperation.
• The relevance for trade and professional associations lies mainly in bringing themes from the outside in and translating them into daily practice together with members.

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