9:00

Registration, Morning Coffee and Networking

9:30

MX Opening and Welcome Session

9:45

MX Roundtables - Embedding Member Experience into your Association facilitated by Michelle Lelempsis

Master how to embed Member Experience into your association. In this interactive session, you will learn and problem solve amongst peers and fellow association professionals. You will gain knowledge across:

• Identifying and problem-solving techniques; 
• Tools to apply Member Experience improvements, 
• Defining a Member Value Proposition; 
• Enabling your digital ecosystem; and 
• New ways to innovate. 

11:00 - 11:30

11:30 - 1:00

Association Case Studies  -  MX Sydney

“Dear Member” has to go, does not cut it or is out!
Capturing member engagement and applying it to target, enhance and personalise a member’s long term journey.

Jonathan Tuckfield will share his experience of implementing Engagement Scoring, and the benefits for members, staff and the organisation.

Take a peek at Peer – ADAs successful member only online community 
In this session, Danielle Edwards, Manager Membership & Professional services for the Australian Dental Association (ADA), will share their journey of setting up an online community.

You'll hear about what the "Peer" community looks like, the mistake they made and the ones they avoided, how and why ADA members use the online community, how ADA uses it to engage members. Plus, she'll share the unexpected surprises on their journey.

Creating Value for Members via Digital Transformation
In this session AILA CEO, Ben Stockwin, will share how digital transformation became the heart to re-examination and implementation of a clearer and more targeted value proposition for AILA’s members.

Focus on the central question of “what can AILA do for our members, that our members can’t do well for themselves?”, Ben will outline how technology has become an enabling tool in the value creation journey.

Association Case Studies - MX Melbourne

Changing your membership model – Pandemics, Pricing and Processes 
A look at the practicalities of implementing a new membership model in the middle of a global pandemic.

Joanne will share her insights covering the logic behind the model, leveraging the crisis to reinforce value for members and what worked and what didn’t work so well.

Divvy them up! Supporting your members by segmenting them
One size does not fit all for members of any association and, by making data-driven decisions, associations can better address member needs by segmenting them.    

Volunteering and the Member Experience - investing in our future 
How do you build and maintain engagement of members in a volunteer organisation? Scouting is the largest volunteer non-formal education youth movement globally. As such, the membership is diverse, and largely volunteer with over 15,000 adults and 50,000 young people as volunteer members in Australia.

In this session, Emma will discuss the challenges and opportunities of an intergenerational volunteer membership organisation, and how we are changing the way we look at program and engagement, with young people at the centre.

1:00 - 2:00

Lunch and Networking

2:00 - 3:30

 Association Case Studies & Peer-to-Peer Discussions - MX Sydney

Somethings gotta hold on me and it’s called marketing automation
One of our five strategic objectives is Technology and Operational Excellence and embracing efficient, modern, and automated ways of working, thus reducing manual and inefficient processes. Thus began the journey of marketing automation, our key to increasing organisational effectiveness, acting on what our members want, allowing us to segment our audiences, and creative freedom to design what we need without the strict constraints of outdated templates. 

Amanda Dollman, Marketing & Communications Manager of the Resolution Institute, will share their journey and how their hard work is beginning to pay off. With a campaign that increased membership applications from 1 to 165, we're seeing the marketing automation benefits.

Engaging leaders in leadership at every career stage
The Australian College of Nursing’s Institute of Leadership supports nurses at all career stages to extend their leadership skills and confidence. Our CEO Adjunct Professor Kylie Ward FACN believes that ‘there is no greater power to secure our future than education’. Nurses work in an incredibly fast-paced and ever-changing industry. We have been the backbone holding the community and health services together during the past few years of pandemic. In our profession, constant learning is not always optional. Lifelong learning is essential to continuing to deliver safe and effective healthcare. Our programs, the dream of our CEO commence with an Emerging Nurse Leader program aimed at undergraduate and early career nurses. Other programs provide a space for our members (and non-members) to engage with nursing leaders throughout their career as they move into executive positions. We set a national standard for the capabilities required to be a nurse leader.

Association Case Studies  & Peer-to-Peer Discussions - MX Melbourne

‘You don’t look so well’ – Using engagement scoring to prevent member flat-lining
We need members to be ‘more than just a member’.  We need volunteers, buyers, promoters and innovators to ensure future success. Learn about the member engagement scoring system developed by RCSA and how it is being used to drive record renewal levels, sponsor support and a community of promoters.  

3:30 - 3:45 

3:45

MX Masterclass - Transforming your Member Experience: A Service Design Perspective presented by Dennis Singh at Bayesian

Taking a service design approach to uncovering problems and enacting measurable change

In order to introduce change and transformation into any member experience project there are a multitude of factors and considerations that must be applied.

This includes a multi-dimensional approach to understanding member feedback, aligning member journey needs as well as the expectations and reality around service delivery for Associations. Streamlined, efficient services that solve member problems and offer unique value are often viewed as a utopia - until now!

This short masterclass will help you understand how Service Blueprinting can help you enact immediate change in elevating your member experience, while aligning your member needs and balancing challenges many associations face within their people, process, technology and operations. You will discover:

1. The What, Why, When, How and Who of Service Blueprinting; 
2. What defines great service design and the 5 pillars of great service experience;
3. How to tackle the challenges head on - Q&A discussion about common challenges and expert advise from our Bayesian experts;
4. How to identify action plans, help take on the technical discussion and align common outcomes using Service Blueprints; and
5. Toolkits and content on how to run your first blueprinting workshop with guides, templates and FAQ’s.

4:30

MX Concludes

REGISTER FOR MX MELBOURNE - 15 JULY

MX Roundtables - Michelle Lelempsis, Managing Director at Causeis

Michelle Lelempsis is the Managing Director at Causeis. Michelle has consulted and presented in Australia and globally to 100s of associations to help them enable their digital transformation and growth strategies. 

Closing Speaker - Dennis Singh, Founder at Bayesian

Dennis Singh is the founder of Bayesian. With extensive experience in leading global design teams that deliver exceptional digital products, services and delivering transformative customer experience projects, Dennis founded Bayesian establishing Australia’s leading DataLab with UTS to help deliver change and innovation for companies constrained with cost, innovation, technology and process challenges.

His early career was spent in consulting and delivery roles and has spanned across a multitude of projects in operations, strategy, consulting and delivery.

Dennis’ qualifications include Bachelor of Design Computing (Sydney University), Majoring in Artificial Intelligence and Expert Systems and is currently an Honours graduate within Australia’s leading Data Science and Machine Learning Institute (UTS).

For more information about Bayesian, visit www.bayesianconsulting.com.au

Peer-to-Peer Leader Discussion Facilitator, Robert Barnes, Country Manager - APAC of Higher Logic

Born PNG, raised Darwin (NT), lives in Sydney. Rob can talk under wet cement with a mouth full of marbles about Associations, Engagement, Community & Culture. He volunteers for The Smith Family as a mentor and recently raised $20,000 for them riding a motorcycle around Australia. Rob’s first association job at 19 years old was with Surf Life Saving Australia and has held CEO, COO and General Manager roles over the last 30 years in Australia, New Zealand and the US. Rob received his CAE credential in 2020 through the American Society of Association Executives. As country manager for Higher Logic, Rob guides a local team of 15 to deliver success for over 170 membership organisations throughout the APAC region. 

For more information about Higher Logic, visit www.thrivehigherlogic.com

Association Case Studies - MX SYDNEY

- Madeleine Culbert, CEO of the Institute of Public Administration Australia
- Amanda Dollman, Marketing & Communications Manager of the Resolution Institute
- Danielle Edwards, Membership & Engagement Manager of the Australian Dental Association
- Dr Samantha Jakimowicz, Director of Professional Engagement of the Australian College of Nursing
- Ben Stockwin, Chief Executive Officer of the Australian Institute of Landscape Architects
- Jonathan Tuckfield, Sales & Service Manager of NSW Farmers

Association Case Studies - MX MELBOURNE

- Charles Cameron, CEO of the Recruitment, Consulting & Staffing Association
- Declan Kelly, Head of Strategic Partners & Member Experience of the Community Broadcasting Association of Australia
- Joanne Phillips, Director of Member Services of the Australian Retailers Association
- Danielle Edwards, Membership & Engagement Manager of the Australian Dental Association
- Emma Watson, Program Team Leader at Scouts Australia

Jonathan Tuckfield, Sales & Service Manager of NSW Farmers

Jonathan is responsible for Membership at NSW Farmers. He has had an extensive career in large corporations and small businesses and has also served on the board of several Associations.

He is a graduate member of the Australian Institute of Company Directors.

For more information about NSW Farmers visit www.nswfarmers.org.au

Danielle Edwards, Membership & Engagement Manager of the Australian Dental Association

Danielle Edwards, Manager Membership & Professional services for the Australian Dental Association (ADA) has 12 years of experience, leading her team in the dynamic role of membership and all that it encompasses. Passionate about member centric services and excellence in member support, she is always looking for new ways to bring member value to life, especially for younger and less connected members.

Danielle speaks regularly at both international and domestic events and is always ready to connect with colleagues looking to share association and member service experiences. Recently turning her hand to implementing the ADAs first member only online community, while supporting the organisation in its overall digital transformation Danielle brings honestly, openness and a sense of humour to the successes and challenges of a career in member service. For more information about ADA, visit www.ada.org.au

Ben Stockwin is Chief Executive Officer of the Australian Institute of Landscape Architects (AILA) throughout his career Ben has gained a tremendous skill set in managing diverse national organisations and gained an appreciation of the intersect between the natural, managed, and constructed environments. Issues around sustainability, nature deficit disorder, increasing population and climate change have been at the forefront of Ben’s work. Outside of his work roles Ben can be found in or around the ocean, sharing his passion for this with his family and friends.

For more information about AILA, visit www.aila.org.au

Amanda Dollman, Marketing & Communications Manager of the Resolution Institute

Amanda leads the marketing team of Resolution Institute, driving the strategic management and execution of internal and external communications and campaigns, both in print and online.
With a background in law, marketing, and communications, Amanda’s extensive communications experience helps her to create end-to-end marketing and communication campaigns.

For more information about the Resolution Institute, visit www.resolution.institute

Dr Samantha Jakimowicz, Director of Professional Engagement of the Australian College of Nursing

Dr Samantha Jakimowicz is the Director Professional Engagement at the Australian College of Nursing. In her role she directs the Institute and the Professional Engagement and Affiliate teams. She moved to this position from the University of Technology Sydney where she worked as a Senior Lecturer for a number of years. Samantha is a Registered Nurse with clinical and research experience in intensive care. She is passionate about the wellbeing of nurses and healthcare professionals and is a qualified psychotherapist. Her research interests and expertise lie with compassion, empathy, patient experience, leadership and workforce sustainability. Samantha has published extensively on these topics.

For more information about ACN, visit www.acn.edu.au/leadership

Madeleine Culbert is the Chief Executive Officer of the Institute of Public Administration Australia, NSW Division (IPAA NSW) – the professional association for those who work in, and with, the NSW public sector.  She is responsible for leading the organisation in its mission to build a capable public sector and support public servants in their work and careers.

Prior to joining IPAA NSW, Madeleine was Vice President of the Council, Chair of the Audit & Risk Committee and Women’s Leadership Network and the co-founder of the Young Professionals Network of the association.  Concurrently, Madeleine’s worked with the NSW Land and Housing Corporation leading the redevelopment of public housing estates and properties.  She has held numerous leadership roles in the public and not-for-profit sectors.

Madeleine has a graduate diploma in business and a degree in classical ballet.  She is a graduate of the Australian Institute of Company Directors and graduate of the Executive Fellows Program of ANZSOG. For more information, visit IPAA NSW Website

Joanne is an experienced association manager with over 15 years in the sector, leading teams in small and large associations across sport, health, professional services and industry bodies. She is passionate about creating member experiences that deliver value, build enduring relationships, and generate revenue. Joanne has significant experience driving system improvements and is dedicated to finding innovative solutions that support collaboration at each level of the association.

For more information about ARA, visit www.retail.com.au

Charles Cameron, CEO of the Recruitment, Consulting & Staffing Association

Charles Cameron is passionate about tapping the full potential of professional communities as purpose-centres, business hubs and marketing channels to connect good people to great outcomes.  Charles finds his voice as CEO for RCSA, the peak body for recruitment and staffing, and as Vice President of the World Employment Confederation.

For more information about the RCSA, visit www.rcsa.org.au

Declan Kelly, Head of Strategic Partners & Member Experience of the Community Broadcasting Association of Australia

Declan Kelly is the Head of Strategic Partnerships & Member Experience at the Community Broadcasting Association of Australia (CBAA).

He has over 10 years of experience in the community and commercial media and has worked at stations such as SEN, ARN, JOY, 2XX, and SYN in various revenue, strategy, and growth roles.

Emma Watson, Program Team Leader at Scouts Australia

Emma Watson is the Program Team Lead at Scouts Australia. As a volunteer and a professional at multiple levels within the organisation locally and globally,

Emma brings a unique insight into the member experience in a largely pay-to-volunteer organisation.

For more information about Scouts Australia, visit www.scouts.com.au

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