Products & Services of an Association in the Spotlight

Author Florence Bindelle, Secretary General, EuropeanIssuers and Vice President, ESAE

Every organisation develops an adapted range of products and services: public relations activities, advocacy, lobbying, publishing, conferences and events, advertising and education courses or certifications. Most associations are non-profit organizations governed by bylaws and directed by officers who are also members.

Funding Structure

The funding structure of an organisation will shape differently its development of products and services. For some associations funded by conferences it is crucial to maintain a high level of attendance whilst for those funded by membership the alignment of the needs and the service is of upmost relevance.

EuropeanIssuers was created in 2008 as the merger of two organisations to become the only European organisation representing companies whose securities are traded on stock exchanges. Its membership base is dual with both national associations and issuers, being EU companies quoted on the stock exchange, from all different sectors. EuropeanIssuers core service is deeply interlinked with its mission. Its role is to anticipate and influence new regulations by promoting financial markets that serve the needs of companies and investors.

Paramount Communication

Communication and publishing activities with in print and online constitute another pillar of services proposed. Those include the association website explaining its aims and objectives, promoting the association's products and services and explaining the benefits of membership to prospective members.

Members newsletters or magazines whether produced in print or online contain news about the activities of the association, industry news and editorial features on topical issues. Some are exclusively distributed to members, while others are used to lobby regulators. Some are used to promote members' businesses to potential new customers. Those information services are increasingly customer oriented to keep members up to date with first-hand information on latest regulatory changes.

Education & Events

A last pillar is the education and event services. Those offer members the opportunity to network with peers, meet high-level policymakers or listen to key opinion leaders in their fields. In many cases, the conferences exist to voice member’s views and be heard, to listen to the latest trends or to key players; to take a forward-looking approach and follow trends and/or to provide credentials recognising a degree of expertise for professionals. Some organisations exist only to develop standards. Those gatherings offer an ideal environment for members and others to meet and share experience. It creates also business opportunities in the case of congresses offering exhibitions with service providers.

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