On the topic of "Modern club organization", the main focus was on the actual problems and challenges faced by clubs and how these can best be solved with appropriate organizational structures. Prof. Dr. Alfons Madeja warned: "There is a danger that the problems of the clubs are masked by the crises." Cost-cutting is dangerous. We have to start on the revenue side and not let ourselves be misled by cost savings, thereby rationalizing ourselves." Andreas Neugebauer, Chairman of the Board of Post SV Nuremberg (with 22 departments and about 15,000 members one of the largest clubs in Bavaria) added: "We must not save ourselves to pieces, especially not on staff, because that is what makes our clubs." Various aspects were highlighted as a solution. On the one hand, flexibility and speed in the decision-making structures, which are only possible through power and responsibility in the right places, as well as the perfect coexistence between full-time and honorary positions. Change management can only function with a modern association organization that can also act in an agile manner.

In the next focal point, "Forward-looking, data based club management", the participants pointed out how important it is to attach importance to up-to-date association and member data, which are compiled in the form of surveys. However, it is not only important to collect this data, but also to evaluate the results and opinions of the members accordingly and to include them in the basis for decision-making. Andreas Neugebauer showed the possibilities of an innovative decision management in the club by the Club-Informations-System CIS© of SLC and the associated use possibilities, for example in the co-operation with sponsors or with the selection of sport offers. He explained in this context: "These data serve as important insights to have comparative figures and to control whether the own members support the decisions and what they really want. You can refer to the data to know if it's an investment, which you can take." Heiko Klasen, an association and media expert in the Berlin area who works for associations with media and marketing initiatives, suggests that members also want to be taken seriously: "How can I take my members with me and inform them about things? By reporting on something and making a nice image film and showing people what a great association we have."

Just the 4 "I "s of data-based association management are crucial in the process:

On the topic of "Sponsoring", the main focus was on the great potentials in this area. Andreas Neugebauer used the example of Post SV to show how the club was able to cope well with crises and absorb them financially through sponsoring. Especially through the installation of consulting and professional tools, the revenues were increased every year. He also mentioned the data-based reporting that is created by asking members. Each sponsor can be shown in detail how much contact numbers they achieve, and the chances of sponsorship contracts can thus be easily extended and expanded. According to Heiko Klasen, the importance of sponsoring in particular is very underestimated and there is a great need to catch up in this area.

Model Energy Sponsoring by Prof. Dr. Alfons Madeja: Due to the current energy crisis, where cost savings can no longer help the clubs sufficiently, SLC has developed a model to support the clubs. This is an established platform where clubs can apply regionally or nationally to receive help from important, well-known companies, depending on their size and needs. Associations that are interested in this and need more information about it are welcome to contact us at the following e-mail address: Energie-Sponsoring@SLC-Management.com

As a conclusion of the forum it can be said that one should use crises and already think about the day after tomorrow. Crisis is an opportunity to achieve advantages through creative solutions.

Here you can access the video recordings of our forum: From crisis management to sustainable change management | SLC Management - YouTube

For more information please visit our website for amateur and grassroots sports clubs https://en.slc-management.com/portfolio/ or feel free to contact at any time

Maximilian Madeja

Managing Director, Chief Research Officer (CRO)

E-mail: m.madeja@slc-ag.com

Fon: +49 (0) 911 - 54 81 830