Study by Stämpfli sheds light on association communication
The current association study by Stämpfli Kommunikation and the Association Management Institute VMI at the University of Fribourg offers insights into the current communication strategies and challenges of Swiss associations.
Stämpfli Kommunikation and the Association Management Institute (VMI) at the University of Fribourg have once again gained insights into the current communication practices and challenges of Swiss associations as part of their second comprehensive survey. A total of 379 organizations took part in the online survey - a record number, according to Stämpfli, which underlines the growing importance of digital and strategic communication.
The study highlights clear trends in the digital transformation, sheds light on resource bottlenecks and provides practical ideas on how associations can make their communication and marketing fit for the future.
Where do the associations stand today?
Compared to the previous study from 2017, there are clear trends: the use of social media is still on the rise. LinkedIn and Instagram in particular have gained massively in importance in association communication. While traditional advertising media are losing relevance, events and face-to-face meetings remain key communication platforms. "The results are a reflection of increasing digitalization, but also of the durability of proven communication channels," says Nathalie Maring, co-author of the study.
Resources and target groups as challenges
In addition to the trends, the study also sheds light on the current challenges facing associations. Many are struggling with limited resources and the growing pressure to appeal to younger target groups. Almost three out of five associations are therefore planning targeted measures to rejuvenate their members - a key issue that could determine the relevance of many organizations in the future.
Targeted support for modern communication strategies
Stämpfli Kommunikation plans to use the results of the study in a targeted manner to support clients in the further development of their communication strategies. "We will use the new findings of the study to guide our clients through the challenges of digital communication and offer them targeted added value," emphasizes Monica Masciadri, Co-Head of Association Communications.
Although the detailed scientific publication of the study will not be published until the end of October 2024, associations can already access findings that they can use to optimize their communication strategies. "The study not only takes stock of the current situation, but also provides practical ideas on how associations can future-proof their communication," explains Prof. Dr. Markus Gmür from VMI.
