Associations during COVID19: organised, solution-oriented and visible

Associations during COVID19: organised, solution-oriented and visible

Input for policy makers

In every newspaper or medium, or talkshow on TV, a chairman of an Association is quoted seen or heard on a daily basis to represent the interests of its members. During this corona crisis, we mainly see representatives from the vital sector, such as the medical sector, but also representatives from the sectors that are suffering the biggest financial blows in this crisis.

In The Netherlands, KHN, the catering industry association, and ANVR, the travel agencies’ organisation, are working hard for the interests at stake in their sector. They are visible and seen as the expert, or in marketing terms as a 'thought leader' in their field, to their audience. The fact that these companies are organised into associations is their great strength. They talk to their supporters, they investigate bottlenecks, share knowledge and come up with solutions. As a result, the members of the association are of interest to the policymakers. With the right content or communication strategy and PR policy, they also reach the right audience through various media. In this way they create support in our society.

This is exactly the strength of the associations that are represented by Lejeune Association Management. 25 different associations in different sectors such as: the packaging industry, the tapes & labels industry, the recycling sector (metal, paper & cardboard, textiles), the medical equipment sector, facility management and various others. All experts in their sector. Not always with the scope of the large national umbrella organisations, but that is also not always necessary to achieve specific goals. There are, however, a number of sectors that are seen as vital in the corona crisis.

The Lejeune association professionals often fulfil a crucial role for the sector association as a policy advisor, communication managers and operational support for association activities and projects. A role that became very visible during the Corona crisis, a role in which they act together (blog Jules Lejeune). TOGETHER as a team but also TOGETHER with the directors of associations. On the one hand, by keeping everyone involved and connecting them. On the other hand, by sharing knowledge and making connections with the government and the media.

In a series of four articles in the coming weeks, association managers, relationship managers and office managers talk about their own role as in interest representation, the relationship with policymakers and media, communication and secretarial support. But also how they experienced this role during the changes that were necessary in this Corona crisis.

Hans Koning
Association Management Advisor and Director FNOI, MRF, FHG

‘The first weeks of the Corona crisis were a madhouse. So many questions, worries and uncertainties. The most important task for my sectors, the recycling industries, was initially to make sure we could keep going as the lockdown tightened. To be classified as a vital sector. This was achieved and confirmed due to making lots of phone calls to relevant ministers and authorities. The next step was to create order in the chaos and ensure that the collection of high-quality recycling streams could continue. We succeeded in this together with our chain partners. Communicating and switching quickly was the motto.’

‘In the meantime, we started a mouth caps collection campaign for healthcare institutions and aid workers in order to indirectly contribute to the fight against the virus.’

‘At the same time, policymakers continued to issue policy proposals and bills as if nothing was going on in the world. This also had to be responded to and anticipated. This resulted the first month in almost 24/7 sequence of video meetings and telephone consultations.’

‘At this moment we are trying to look forward as much as we can. How are we, together with policymakers, going to set up the framework for the transition to a circular economy in an efficient and practice-oriented way. Taking into account a changed reality....’ 

Astrid Lejeune
Association Manager Advisor and General Secretary for Afera, IGC Global Promotions

‘My first thought in mid-March was: what should we do to meet the needs of the members? Through working groups all kinds of projects had just started. This was no longer a priority. The priority of the companies, our members, was now survival.’

‘How to navigate through the COVID-19 crisis in our sector. Societies were confronted with the unprecedented consequences of a global pandemic, and companies were forced to adapt to the impact of economic lockdowns. Adhesive tapes are widely used in essential sectors, such as the medical and hygiene sectors, for packaging, diagnostic instruments, etc. etc. But they are also indispensable for marking, you couldn't walk into a supermarket in the last few weeks without seeing the 1.5 mtr mark taped on the floors.’

‘There was still a lot of uncertainty.  How do you keep a company organized and safe in the corona crisis? How do you keep your teams, customers and suppliers motivated and involved during COVID-19 disruption? Which post-COVID-19 opportunities or needs can't be addressed individually but need to be realized through industry collaboration? 

In addition, it soon became apparent that all previously released market studies were now no longer 'reliable'. There is no data available to steer on. Exchanging knowledge with 'peers' is then a good thing, if not necessary. Think, for example, of the movement in the supply chain. A trend seems to be buying closer to home.’ This week we had one of our lockdown exit webinars on this subject. With a very strong panel and moderator we discussed the pro's and con's of shortening or localizing the supply chain in Europe. If we all agree it's the right thing to do, why didn't we do it before? What are new consequences? What is truth and what is a myth when it comes to supply chain choices? What impact does shortening or localising the supply chain in Europe have on sustainability plans? And how does that contribute to the desired business agility? Numerous challenges for the tape industry. This was our 5th webinar and more will follow. Mutual knowledge exchange is now the cornerstone of the organisation.

For the members of IGC Global Promotions, a worldwide network for suppliers of promotional products and business gifts, the market suddenly looks very different. Just look at the events that have been cancelled or relocated all over the world. This has a direct impact on the turnover of the members. In addition to the need for knowledge sharing, you can also see the resilience and solution orientation of these international companies in the promotional sector. Many of these companies have made a turnaround in the short term. They now focus on supplying Personal Protective Equipment (PPE).

This period gives us time to reflect, we were too busy before. The new normal is becoming ‘the’ normal. The exchange of knowledge and being a member of your sector organisation even more important as a result of all.

Next in this the sequel part 2, our Association Management Advisors: Hans van Schaik and Jules Lejeune. Click here
In part 3 our relation managers Barbara Ginter, Elke Verbaarschot and Jakovona van Haeringen. Click here