06/26/2025

Avoid These Five Common Pitfalls when Eyeing European Expansion

A mindset shift is required

Many U.S. associations look to Europe as a natural opportunity to expand their reach, revenue, and membership—and as a first attempt to go global. Yet the path to building a successful European presence involves much more than simply replicating your association's U.S. playbook across the Atlantic.

It may sound obvious, but it’s essential to remember that Europe isn’t a single market; it encompasses 52 countries (with 27 in the European Union), each with its own distinct language, culture and business practices. In addition, Europeans typically have a fundamentally different relationship with, and expectations of, associations than most Americans do.

As a native of the Netherlands, based in France and working in Belgium, I have seen a pattern of mistakes that are easy to make when associations aren't aware of the mindset shift required to adapt offerings and approaches to the diverse needs of different European audiences.

Please select this link to read the complete article from ASAE’s Center for Association Leadership.