by Marike Kuperus, Association and constituency organization

1. Kuperus & Co
voor vereniging
en achterbanorganisatie
Still Connected?
Associotion Management
in the Netherlands
Marike Kuperus
Kuperus & Co

2. AssociationManagement 3.0
 The Netherlands, Association
roots in Civil Society
 Dutch Associations:
3 challenges
Cherry pick whatever you can use
Kuperus & Co

3. The Netherlands
Started as civil society
Before 19th century Foundations
 mainly charity and culture oriented
Late 19th- start 20th century: Emancipation
 flourishing time of associations,
unions & societies:
 Division in various religious or social groups
 Pillarization: Everything organized in its own bond
After World War II: Issues
 secularisation brings new types
 Issues related: nature and environment,
moral issues, general sports and recreation
Kuperus & Co

4. Today lot of Associations
Beleivers and Atheïst Tourist and Drivers
Foreigners and
Liberals & Locals
socialists
Farmers and
Citypeople
Small and Big
entrepeneurs
> 110.000 Consumers and
Producers
Theatres en Musea
doctors, nurses, teachers
…and librarians…
Banks and debtors
Kuperus & Co

5. Why in distress?
Individualisation
•Less automatic ties to WigWotherWatching
organizations •24 online
•People want value for their •Information accesible
investments in money and for all
time •Social media
Changing financial
climat
•Government cuts
Ont-bobo-en subsidies radically and
•Less respect for „important invests less
people‟ (boards)
Kuperus & Co

6. 1 Indiviualisation
Group to lifestyle identity
 ME and I : I am right, I am important
I expect a personal relationship
 Assertive civilians
 Proud about their own identity
 Demanding
 Distrust in boards, government, etc
Associations have to personalize
their relationship to members.
You are important to us….
8
Kuperus & Co

7. 2. Virtual theatre
 24/7: Everything always on-line
 You can find anything yourselve,
don‟t need the „club‟
 Administration and organizing online
 Associations have to
 Change from producing information
towards assessing information
 Focus on online boards, meetings en voluntary work
Kuperus & Co

8. 3. Financial crisis
more impact then money”
 System out of order
 Banks, Countries, Pensions
 Used to independency, and safety
 Dutch civil society was a system paid bij taxes, but
government stops financing
 Not used to collecting money, or paying the full value for
memberschip
Associations have to reconnect to their members en
sympathisants
Kuperus & Co

9. AssociationManagement 3.0
 The Netherlands, Association
roots in Civil Society
 Dutch Associations:
3 challenges
Cherry pick whatever you can use
Kuperus & Co

10. Three challenges of Dutch
AssociationManagement 3.0
1. Getting enough active members (volunteers)
2. Adjusting structure en democracy to modern
commitment and media
3. Attract and commit members in new
generations.
Kuperus & Co

11. First challenge:
Finding members in new generations
 20 – 40
 Online, busy, committed, but wandering, zapping
 Being expert is NOT being senior
 Information -> imagination
 Attracting new generations
 Be online, value expertise, don‟t expect
lifelong membership
 Be visual, inspire
For all ages:
membership = a trade
Kuperus & Co

12. The swap Material and Immaterial
Social identity motive (ownership) That’s my kind, I feel at home
 Swap: Time and money  sense of belonging, identity
 Loyalty: They take part in premeditation and decisionmaking
Solidarity motive (donor, supporter) I support their work
 Swap: money and „name‟  people working for ideal, sense of involvemen
 Loyalty: reports on effect and investment, rewards “thank you”
Economic or Insurance motive (customer) They offer what I need,
They will take care of me!
 Swap: money  good priced fitting service when needed
 Loyalty: choices in service products, confirmation in their trust
Kuperus & Co

13. A model
•Volunteers! •Owners
•Customer •Supporters
membership
Kuperus & Co

14. Second Challenge
Structure and internal democracy
 Association structures are formal and slow
 Based on communication in 19th & 20th century
 Timeconsuming en boring
 Opinionmaking is 24/7
 the internet is a world full of opiniongroups
 Asking everybody is simple
 Associations experiment with different surveys
 How to connect new commitment and internet opinions
with the people in boards, counsils and general meetings?
This will be te challenge for the next period.
Kuperus & Co

15. Third Challenge
Getting people to participate
DO DOn’t
Tasks instead of jobtitles Complain and Oblige
 Complaning about the others,
 Flexible en short duties
 Piling tasks in a job
 Use virtual volunteers
 Give freedom on how
Spilling
Volunteering is a swap too  Ask but not use
 Coach instead of giving orders  Treating youngsters as
 Be interested incompetent
Kuperus & Co

16. Three challenges of Dutch
AssociationManagement 3.0
 Attract and commit members in new generations.
 Treat Membership as a swap:
What do your members want to swap?
 Adjusting structure en democracy to modern commitment and
media
 Look for broad connection and participation
 Mingle in the internet
 Connect old and new voice
 Getting enough active members (volunteers)
 Be enthousiastic. It is nice to join happy people
 Give people a lot of opportunities to act en organise the way they like it
Kuperus & Co

17. Thanks
Marike Kuperus
Advisor for associations
Contact us at:
www.kuperusenco.nl
Kuperus & Co 19 1