Demonstrating Trade Association Value.The Internal Side of Public Affairs (14)

Alan Hardacre, PhD

Co-Founder Advocacy Academy, Advocacy Strategy

Trade Association members frequently face the (internal) question: This question is asked of almost every Public Affairs Director I know. It underscores a critical challenge for companies and Associations—to continuously demonstrate their value.

Demonstrating Tangible Benefits

Core benefits include advocacy on legislative and regulatory issues, industry research and insights, professional development opportunities, and networking events. Associations need to get better at communicating these benefits, ensuring that members recognise the tangible and intangible returns on their investment.

Advocacy and Influence

One of the most significant roles of Associations is advocacy. By representing the collective voice of their members, Associations can influence policy decisions that directly impact their members. Associations need to articulate what success looks like and then communicate both the journey and the outcomes.

Showcasing and Communicating

Associations, and members, need to communicate and showcase the work and success of Associations. Firstly, Associations need to communicate (regularly) on their successes and then members need to share internally in their organisations. If you don’t communicate your Association’s value internally don’t be surprised when you are questioned about it.

Objectives / Metrics / Value

Trade Associations need to embrace the challenge of better articulating their WHAT i.e. what success looks like for their members. They then need to translate this into solid objectives and KPIs. 

Members need to know what they want

Association members will get more value from their Association if they know i) exactly what they want from the Association and ii) how this complements / adds value to what they are already doing.

Proactive Value Demonstration / Communication

Associations need to proactively demonstrate and communicate their value. There needs to be a clear and agreed articulation of value, supported by objectives / KPIs and timelines. Then you can have regular newsletters, annual reports, and member testimonials. 

Public Affairs costs are increasingly scrutinised. As one of the biggest ticket items in a Public Affairs budget, Trade Associations must rise to the challenge and better demonstrate their value. Associations and members need to step up together in how they align on, articulate and communicate value. 

Share your thoughts and experiences in the comments below! 👇