Report. The specialist search and selection firm Ellwood and Atfield (E&A) launches a new report on “Key Success Factors for European Associations” based on insights from over 70 industry experts and research.
“The main challenge for European Associations is finding consensus between corporate members who compete with each other for market share, and national associations with very different cultures. Our research found that in the wake of the financial crisis there is an expectation for stronger association leadership among their members. Companies are taking control away from national associations, and traditional minute-taking ‘Secretary Generals’ are increasingly being replaced by ‘Director Generals’ who are strategists, industry experts and EU players”, said Ben Atfield (Partner at Ellwood and Atfield).
Brussels is home to some 1,500 European business organisations or trade associations that play a prominent role in EU public affairs. Approximately three fifths are traditionally pure federations, composed of national associations; one quarter is composed of national associations and corporations; and around one sixth have exclusive direct company membership.
“In the same way that you know an underperforming association when you see it, some associations stand out and add a great deal of value to their members. Typically the best associations have excellent people within the leadership teams of their secretariats, at the level of Director General, Director of Communications, or Head of Public Affairs. Working together they communicate effectively internally and externally, and deliver favourable EU policy outcomes for their members,” said Mark Dober (Senior Director at Ellwood and Atfield). The E & A research found four key success factors for European trade associations:

1. Effective leadership from the Director General and the Board.
2. Proactive EU public affairs driven by a politically-aware secretariat.
3. Integrated communications led by a Director of Communications who is part of the management team.
4. Demonstrable value for membership according to clear criteria.

E & A’s research shows that the 7 most important ways that European associations add value to their members are:

1. EU influence. Associations protect their members’ licence to operate, and manage regulatory threats and opportunities.
2. Brussels expertise and presence. Associations complement or add significantly to their members’ in-house capability.
3. Networking with other industry representatives.  Members really value the relationships and conversations they can have with their colleagues from other companies at association meetings.
4. Industry information and intelligence. An association is often the main sources of data on an industry, and a unique venue to gain competitive insight.
5. Promoting the industry and its reputation. As the public face of an industry, an association shapes media and public perceptions.
6. Developing standards. The association provides access to best practice, industry guidelines, professional standards and a seal of credibility among business partners and investors.
7. Conferences and training.  Some European associations generate 30% of their income from training alone. The AGM is usually a key date for the industry.

E&A is a specialist search and selection firm dedicated to public policy, communications, and association leadership in Europe. They are uniquely placed to help companies and associations around the world recruit experts who help engage and shape European debate and policy. The specialisation is their strength, as it provides them with in-depth knowledge of the sector and its trends. The ability to impart this to their clients, and to the individuals within their sector, enables critical decisions to be made with exact knowledge. In 2010 E&A published a major report on the remuneration paid to those who work in public affairs and association leadership in Brussels. A soft copy can be downloaded from the website for a printed copy here.