Survey found organisations were dramatically unprepared for lockdown
More than half of UK charities and trade associations admit they were unprepared for lockdown, but most have experienced a rise in demand for membership services as a result of the pandemic.
These are among the findings of new research conducted by membership strategy consultant Gordon Glenister, Pelican Communications and Synergy Print.
The survey was carried out in July, when a range of qualitative and quantitative questions were issued to more than 350 trade association representatives.
‘Covid-19 impact report for associations, membership bodies and charities’ has now been published and is available to download. It will be further discussed at an exclusive online event on 24 September.
Gordon Glenister said: “At a time when many membership organisations were forced to refocus and manage their resources, the aim was to examine the impact on their membership communities and how they have adapted their business strategies.
“While there have of course been many negative outcomes of the lockdown, the pandemic has also presented opportunities and instigated positive change. We’ve uncovered many examples of this within the membership community.”
The research found that, while many trade associations and professional bodies have been under extreme pressure to sustain membership and other services, they have also experienced a renewed sense of purpose.
Michael Bennett, managing director of Pelican, commented: “Over the past few months associations have become the ‘go-to’ source of guidance and reassurance for their members. Communicating the latest news and advice has been a vital service and highlighted the value membership organisations provide.”
The research also revealed the financial impact the pandemic has had on trade associations. Those offering physical events have been hit particularly hard, with 70% reporting decreased revenue.
Gordon added: “For association and membership leaders the future is uncertain; the way they work and manage operations will never be the same again. We have moved forward in the digital space by at least 10 years, albeit at a cost, this year.
"Nevertheless, Covid-19 has made us all think about global opportunities and given associations valuable insights into what members really want and how they interact with members going forward.”
