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Online Workshop: Leveraging and Assessing the Value of Your Trade Association Membership

Online Workshop

Leveraging and Assessing the Value of Your Trade Association Membership

31 March 2026
14:00 -16:00 CET

Trade associations play a central role in EU public affairs, from shaping policy debates to coordinating advocacy efforts across sectors. However, public affairs professionals often face challenges in clearly assessing the value of their organization’s membership and in making full strategic use of the opportunities trade associations offer. 

This workshop focuses on how public affairs teams can better leverage trade association membership to support advocacy objectives, influence EU decision-making, and navigate the European policy environment more effectively. The session combines practical perspectives from the trade association sector with structured discussion on how to measure impact, align internal expectations, and strengthen engagement. 

The program will examine how trade associations contribute to EU policymaking and how member organizations can work with them more effectively, drawing on real-world examples and best practices from lobbying and campaigning in Europe. 

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Topics for discussion include:

  • influencing EU decision-making from the perspective of a trade association
  • examples, insights, and best practices in lobbying and campaigning in Europe from the trade association sector
  • finding agreement among members and speaking with a single voice
  • how trade associations can support non-European companies in navigating the EU regulatory landscape
  • practical approaches to assessing and communicating the value of trade association membership internally
Olivier de Matos
Director General
CropLife Europe
Maria Teresa Scardigli
Managing Director
Kellen Europe

14:00 – 14:05 | Welcome and Introduction

14:05 – 14:25 | The Changing Expectations for Trade Associations

  • How companies are reviewing association memberships in a context of restructuring and cost management

  • Why associations must increasingly demonstrate their strategic value and relevance to members

  • The evolving role of associations in representing industry interests in Brussels

14:25 – 14:50 | How Associations and Members Create Value Together

  • Strategic planning and governance in trade associations

  • Insights from association benchmarking and leadership perspectives

  • Delivering practical tools, analysis, and advocacy support that members can integrate into their own work

14:50 – 15:00 | Short Break

15:00 – 15:45 | Joint Discussion: Maximizing the Value of Association Membership

  • Balancing collective advocacy with individual company priorities

  • How associations manage diverse member interests and build common positions

  • What distinguishes highly engaged members from more passive participants

  • Practical strategies for companies to engage more effectively within associations

15:45 – 16:00 | Audience Q&A and Closing Reflections

  • Participant questions and discussion

  • Key takeaways for public affairs professionals working with trade associations

Register

PAC Members: €165 (+ VAT if applicable)
Others: €275 (+ VAT if applicable)
Membership Plus: Free

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EU Workshop: Leveraging and Assessing the Value of Your Trade Association Membership

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Questions

Amanda Crafford
Programs & Member Relations Officer, International Practice
+32 476.639.503 | [email protected]

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