Associations and NGOs (Non-Governmental Organisations)
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Characteristics:Are trustworthy and well connected in the community; have very strong community spirit and unused resources (e.g. roof)
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Potential role:Multipliers, Prosumers
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Financial status:no to some money left
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Location:urban and rural areas
Communication messages
Key messages to reach associations and NGOs
While many key messages apply to all target groups, there are also some special key messages that can help you get through to associations and NGOs.
✓ You have the network and the roof space; you will really make a difference if you take part.
✓ Energy communities profit from the heterogeneous consumer structure. While private households need most of the energy on evenings and weekends, your association may need it on workdays. You can profit from being in a community with different stakeholders (private households, farmers, SMEs, etc.).
✓ Doing it together works out great. We take a lot of the work off your hands, but you still reap all the benefits.
✓ Thanks to you, your community benefits from more regional jobs, better energy supply security and lower energy costs. You make your community a better place to live.
✓ Improve your image and attract new members.
✓ Strengthen your position as a pioneer and innovation leader.
✓ Make a good and sustainable investment.
✓ You can be a role model for your members.
Avoid these messages
→ Statements that are too complicated to understand
→ Unclear information about the costs
→ Information that suggests a high expenditure of time and personnel
→ Comments that imply criticism of their use of public funds and a disregard for their time commitment
About associations and NGOs
Financial payback versus environmental concerns
Activities of associations and NGOs (e.g. volunteer fire brigades, hunting clubs, cultural associations, sports clubs, religious institutions, environmental NGOs) are not based on profits; therefore, financial benefits are not so much in the foreground. However, as they usually have limited financial resources, generating additional income to support their activities and reducing their energy bills through community energy is quite useful. When communicating with those of them who have a relevant association purpose, environmental issues should also be emphasised.
Attitude towards green energy
The attitude of associations and NGOs towards green energy very much depends on the type of association and the people involved. Some of them even have specific expertise on sustainable energy (e.g. environmental NGOs). In general, however, they are all motivated to make a positive impact on their local environment. They should be made aware that community energy projects could improve their image and attract new members.
Open versus apprehensive towards new technology
Associations and NGOs usually have a rather heterogeneous membership structure. While there may be some who are afraid of new technologies, there are always those who know about technical things. Communication material should be adapted to both groups.
Community spirit
Associations, and in some cases NGOs, are characterised above all by the fact that their members invest time on a voluntary basis for the benefit of the public. The community spirit is therefore certainly more pronounced than in other groups. Associations and NGOs are active in their communities and have a large network at their disposal. They improve social interactions through their activities, for example by frequently organising local events. As they are based on voluntary work, they are always looking for new active members. Community energy projects can therefore be a useful way for them to cultivate their contacts even more intensively and to gain new members.
Challenges: Possible reasons for not taking part in energy communities/collective actions
→ Lack of interest in the topic because of competing priorities
→ Lack of financial and human resources due to reliance on volunteers and donations
→ Unclear profit advantage
Touchpoints: How to come into contact with associations and NGOs
How do I reach associations and NGOs?
To see how to engage your audience, view our step-by-step guides and white label materials. To inform associations and NGOs specifically, these actions may help:
→ Personal outreach
→ Presentations
Where do I reach associations and NGOs?
→ Events organised by associations and NGOs
→ Regional/local events
→ Contact with members
For detailed step-by-step guides on how to get in touch with this target group, see How to reach Multipliers and How to reach Prosumers.