Internal communication
The term “internal communication” refers to the communication between the committee, members, working groups and commissions.
Efficient processes, means of communication adapted to the association and transparency are important factors for smooth communication. Honest and effective communication increases the motivation of the participants and promotes integration within the association.
Further information on important aspects of this sub-topic can be found at the bottom of this page.
A distinction is made between internal and external communication. Internal communication refers to the exchange between committee, employees and members, while external communication represents the association to an outside public. Communication is an important management task. Decisions taken by the committee must be communicated diligently, clearly and in a timely manner to the members of the association. Both internal and external communication should be clear and accurate.
In the context of associations, digital cooperation refers to the cooperation within the executive committee as well as to interactions with members or between them. Digital media facilitate the exchange of media content and offer the possibility to digitally create media content individually or together with other users. Digital collaboration includes joint data storage and processing (e.g. Dropbox, Google docs, etc.), communication channels such as WhatsApp, Slack, social media platforms and planning tools such as Trello and Doodle. With a survey tool such as Findmind or Surveymonkey, member’s needs and ideas can be surveyed at any time; the interactive Mentimeter presentation software is suitable for live surveys at the general meeting.
The term “internal communication” refers to the communication between the committee, members, working groups and commissions. Its purpose is the optimisation of organisational processes (efficiency), the dissemination of information (transparency), the exchange of opinions (dialogue). Good internal communication increases the motivation of the participants and promotes integration within the association.
It is important to stay in contact with the association’s members regularly. Invitations to special events, an attractive fringe programme accompanying the general meeting and regular information about the association’s activities keep members interested in the association.
Many associations issue their own journal, or nowadays regular electronic newsletters, to keep their members up to date and to reach other persons who might be interested in the association’s activities. A well-made journal or an interesting newsletter can also be used for fundraising purposes.
To ensure that the association’s members and committee members remain motivated is an ongoing task for associations. For people to get involved, good internal communication and a culture of appreciation are important.
What used to be called connections (or in Switzerland “vitamin B”: “B” stands for “Beziehungen”, the German word for connections) is called networking today. Maintaining relationships with different people and making useful contacts is an important part of belonging to an association. Personal relationships help to make the association known to more people and to recruit new members, and they also serve fundraising purposes. vitamin B provides opportunities for networking among committee members from different associations.
Public opinion is very important for associations. Through public relations activities, they build contacts and cultivate relationships with their environment and their members. The annual report, a regular column in the local newspaper and events are suitable means of public relations. It is important to consider which information and which details about the everyday life of the association shall be provided to which target group and what impact on these target persons shall be created. Any contact to the outside world, both personally and through the media, shapes the image of the organisation. Many associations have a separate function within the committee that is responsible for public relations.
PR is a term used in business administration. It describes the relationships that an organisation maintains with its stakeholders. The term stakeholder refers to the beneficiaries of the organisation’s services as well as the donors, the members and the subsidising authorities and institutions. The aim is to achieve a high profile, especially among sponsors, and a positive image.
If an association wants to grow, it has to attract new members and inform them about its services. Depending on the type of association, different means are suitable for the recruitment of members: Campaigns and events, newspaper articles, brochures, newsletters or mailing printed matters. It is important to address potential members directly and specifically.
A debate (French débattre: to beat down) is a kind of disputation that, unlike the discussion, follows formal rules and usually is used in preparation for a vote. Debates are a significant element of democracy in associations and they usually take place during general meetings about the agenda items. When conducting a debate, it is important to facilitate lively discussions and not to restrict the members’ freedom to state their positions, yet to respect the time frame for each topic. Active participation by the members expresses a vivid commitment to the association.
Club symbols include flags, trophies, honorary cups, pins, uniforms, membership cards, honorary certificates and club chronicles.
The flag is a time-honoured club emblem which promotes the members’ identification with an association. Flags have a long tradition especially in sport clubs and music associations. At public events, they are carried by the ensign, who is specifically designated for this office. The consecration of the flag is an important act in club life. Flags often have a place of honour in the clubhouse and a place of their own in the association’s history.
Associations need premises for their regular meetings, activities or events. They can either use a room in a restaurant or a community centre, or they rent or own a place that they set up and use at their own discretion.
“Vereinsmeier” is the German name, often used disparagingly, for people who are strongly involved in one or more associations and know the association’s life inside and out. The genre of the overcommitted club member is threatened with extinction. As nowadays many club rituals are handled in a more relaxed way and the club jargon is no longer so common, many committed club members would not call themselves overcommitted, even if their commitment is just as big as that of earlier generations. It is probably time to restore the Vereinsmeiers’ reputation.
Conflicts are part of life – including the everyday life of an association. Often, conflicts are the result of a lack of clear definitions of tasks and responsibilities. They put a strain on cooperation and affect the working environment. The sooner conflicts are addressed, the easier they can be solved. Regular analyses of cooperation in the annual retreat, where no agenda items put participants under pressure, help to prevent conflicts. If a collegial conversation is no longer possible, the support of external experts should be sought.
For a retreat, the committee withdraws from regular activities to discuss a topic in depth. In contrast to ordinary committee meetings, the retreat takes place at a different location. The participants should have more time for dialogue and be under less pressure to take decisions. Retreats offer a great way to get to know each other better and to review the cooperation within the committee. If there are difficult decisions to be taken or conflicts to be resolved, it makes sense to call in an external moderator to support the chairperson. A retreat can also be organised with the participation of the administrative office.