Sector and AuSAE News

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  • 18 Nov 2024 7:00 AM | Sarah Gamble (Administrator)

    New research has revealed for the first time exactly what it’s like inside the pressure cooker that is advocating for members, lobbying decision-makers and staying relevant as the leader of an industry association.

    Key takeaway? It’s a tough gig with brutal demands, but it attracts uniquely devoted people, many who consider it a calling and never want to leave.

    The inaugural Association CEO Index 2024 has harnessed for the first time the thoughts, feelings and concerns of association leaders across Australia and New Zealand; lifting the lid on their challenges, satisfaction levels, hopes and fears.

    The Index was commissioned by the Australasian Society of Association Executives (AuSAE) in partnership with communications agency Bespoken.

    “The Association CEO Index is a comprehensive, moment-in-time snapshot of what’s keeping our leaders up at night and what’s exciting them about the future,” Bespoken Managing Director Sarah Morgan said.

    “Our first ever Index has uncovered such candid and revealing insights that really shine a light on the current state of the sector’s leadership.

    “This rich intel is valuable. It not only sparks immediate reflection, conversation and connection, it also gives the sector some clear targets to galvanise its strategy around.”

    AuSAE CEO Toni Brearley labelled the Index findings equal parts “reality check” and “call to action”.

    “The CEO Index is a gift,” Ms Brearley said. “This research is about understanding the people behind the titles – the leaders who dedicate themselves to advancing industries, professions and communities.

    “This is a complex and demanding role, very different to a corporate CEO, and those demands are constantly shifting. It’s essential that association CEOs have a way to reflect and assess their capacity to continue making an impact.

    “The insights contained in this Index allow us to respond to the evolving needs of our members with greater precision. Now we can shape future professional development initiatives and advocacy efforts that truly reflect the lived experiences of the leaders we serve. When we understand what drives these executives – and what holds them back – we can better support them in achieving their goals.

    “The CEO Index gives us a clear roadmap to build a sustainable, thriving association sector for the future.”

    Association CEO Index 2024 – Summary of key findings:

    1. Association CEOs are optimistic for the next 12 months
      91% of leaders are feeling positive about their organisation’s prospects.
    2. Very high career satisfaction
      Nearly 89% of Australian and New Zealand association CEOs report satisfaction with their role, with 48% saying they are extremely satisfied.
    3. Resource and financial constraints hinder talent attraction
      Only 31% of CEOs believe that managing an association is seen as an attractive career choice by emerging leaders.
    4. Economic pressures are the top concern for 2024
      Rising costs and the impact on membership retention are the most significant challenges, with 62% of CEOs rating these issues as concerning. The worry is especially acute among industry associations.
    5. Biggest opportunities in membership growth and digital transformation
      Particularly through expanding membership growth into new regions and leveraging technological advancements like AI-driven tools and new CRM systems.
    6. Member engagement and retention are major priorities
      Top concerns for 31% of association CEOs. Nearly half (49%) are focusing on enhancing value through segmentation, life cycle research and personalisation.
    7. Significant time spent on administrative duties
      Administrative, finance, and HR responsibilities occupy over a quarter (26%) of an association CEO's time. This is particularly pronounced in professional associations, where 30.5% of CEO time is dedicated to these functions.
    8. Job strain and wellbeing concerns are widespread
      84% of CEOs indicate they frequently or occasionally lack the time needed to perform their roles effectively. Consequently, 70% of CEOs across all segments report feeling run down and lacking energy.

    Challenges: Economic pressures, including the rising costs of business and the impact of the cost of living on membership, are the most significant challenges, with 62% of CEOs rating these issues as concerning or very concerning. This is particularly acute among hybrid  associations (mix of professional and industry), where 72% of CEOs identify the current economic environment as a key issue, compared to 53% in industry associations.

    Opportunities: Surveyed CEOs identified membership growth, innovation, digital transformation and enhancing the education and training offer as key opportunities for the coming year.

    ENDS

    About the Association CEO Index:

    The Association CEO Index aims to highlight the challenges, opportunities, threats and trends being experienced and noticed by the leaders of industry associations in Australia and New Zealand. The Index monitors, measures and gauges sentiment from the sector’s leaders, while also informing and guiding the sector’s future professional development, next generation appeal, advocacy and best practices.

    Informed by direct survey feedback from leaders, global and open data sources and case studies from the sector, the very first Index was launched in 2024 with the intention of ongoing annual release and benchmarking.

    About Bespoken:

    Bespoken is a Brisbane-based agency with a client base spanning Australia and beyond. The team of experienced journalists and marketing specialists offer an integrated approach across communications, engagement and marketing to help clients achieve bankable solutions and strategies. Their expertise spans a range of sectors including construction, hospitality, agriculture, renewables, HR, circular economy and not-for-profits.

    About AuSAE:

    The Australasian Society of Association Executives (AuSAE) is the leading association for current and future association professionals in Australia and New Zealand. It is the only not-for-profit, member-based organisation exclusively supporting association professionals in these two countries. Committed to strengthening the sector, AuSAE provides its members with valuable resources, professional development opportunities, and a vibrant community of like-minded professionals.


  • 24 Oct 2024 10:03 AM | Sarah Gamble (Administrator)

    We’re thrilled to share that the Australasian Society of Association Executives (AuSAE), in partnership with Adelaide Convention Centre, has selected the recipients of the 2024 Next Gen Association Leaders program! This initiative is all about empowering future leaders in the association sector, fostering growth, and building a strong, supportive network of professionals who are ready to elevate their careers.

    The 2024 Next Gen Association Leaders program brings together a diverse group of professionals working within associations. They’ll be engaging with current and relevant themes that will shape the future of our sector at the 2024 AuSAE Conference & Exhibition (ACE) in Adelaide, 17 – 19 November.

    We’re excited to introduce you to the five amazing individuals who’ve earned a scholarship in the 2024 Next Gen Association Leaders program:

    • Lou Beilken - Head of Change Management and Strategic Projects, Australasian Institute of Mining and Metallurgy (AusIMM)
    • Jon Cullum - Executive Manager, Membership, Events & Publication – The Royal Australian & New Zealand College of Psychiatrists (RANZCP)
    • Amanda Frazer - Events Manager, Australian Institute of Health and Safety (AIHS)
    • Faizal Mohammed - Manager, Member Engagement, Local Government NSW
    • Lisa Muston – Events Manager, Australasian Sonographers Association

    AuSAE together with Adelaide Convention Centre, would like to acknowledge all the nominees for their submissions and dedication to the sector and congratulate the 2024 Next Gen Association Leaders.

    AuSAE CEO, Toni Brearley, shared, "The calibre of applicants this year was truly exceptional, and we are beyond excited to collaborate with such a talented group of next gen leaders. Their future is incredibly bright, and we can’t wait to see how they’ll contribute to the success of organisations they work with and the association sector as a whole."

    Toni also highlighted the diversity and broad representation within this year’s cohort, which promises innovative and fresh perspectives for the future of our sector.

    Sarah Goldfinch, General Manager, Adelaide Convention Centre, added, “We were delighted to once again partner with AuSAE on this terrific initiative and equally excited by the calibre of this year’s applicants."

    “Association conferences and exhibitions provide an important platform for collaboration, knowledge sharing, networking and to elevate industries. We look forward to welcoming the 2024 Next Gen Association Leaders to the Adelaide Convention Centre for ACE 2024 next month.”

    By supporting today’s next generation of association leaders, we’re investing in a vibrant and successful future for the association sector. 

  • 05 Sep 2024 6:00 AM | Sarah Gamble (Administrator)

    The Australasian Society of Association Executives (AuSAE) is excited to announce the opening of applications for the 2024 Next Gen Association Leaders Scholarships, offering aspiring association leaders a unique opportunity to advance their careers and shape the future of the sector.

    In partnership with Adelaide Convention Centre, AuSAE is committed to supporting the growth of the next generation of association leaders. The Scholarship program is designed to support outstanding individuals who have identified a career path in Association Leadership. It offers specialist education opportunities for association professionals to enhance their leadership abilities, deepen their industry knowledge, and engage in collaborative learning experiences with peers from varied backgrounds and sectors.

    Toni Brearley, CEO of AuSAE, shares, "We are proud to champion the future of association leadership and foster educational and professional growth among up-and-coming association executives, building a strong future for the association sector.”

    Sarah Goldfinch, General Manager - Adelaide Convention Centre, adds “Adelaide Convention Centre is equally proud to continue our partnership with AuSAE on this important initiative supporting aspiring association leaders.

    “The Association sector is a major contributor to the global business events industry. By supporting the next generation of association leaders, we are helping inspire a bright future for not only the association sector, but also the business events industry at large. We wish all applicants the very best of luck! ”

    The scholarships are open to current employees of associations a with over three (3) years of association management experience, who reside and work in Australia, and have shown potential as future leaders in the sector. For more details on eligibility, please refer to the application process.

    Applications for the 2024 Next Gen Association Leaders Scholarships are now open and will close at 5:00 pm (AEST) on Sunday, 22 September 2024.

    To apply and learn more about the Next Gen Association Leaders Scholarships, visit www.ausae.org.au/nextgen-leaders-scholarship or contact us at info@ausae.org.au.

    About AuSAE:

    The Australasian Society of Association Executives (AuSAE) is a leading organisation dedicated to empowering professionals in the association sector. Its mission is to foster excellence and innovation in association management by providing education, networking opportunities, and resources to association executives and industry leaders across Australia and New Zealand. AuSAE plays a pivotal role in the association sector by serving as a hub for knowledge sharing, best practices, and collaboration among professionals working in non-profit organisations and associations.

    About Adelaide Convention Centre:

    Adelaide Convention Centre is South Australia’s home of business events and enjoys a reputation as one of the world’s most modern, versatile and technologically advanced meetings and events venues. With a strong dedication to fostering knowledge exchange and collaboration, the Centre has consistently hosted events, conferences and initiatives aimed at empowering association professionals. Through strategic partnerships and a focus on delivering high-quality educational content, Adelaide Convention Centre has become a hub for innovation and skill enhancement in the association industry. The Centre’s unwavering commitment to supporting professional development and education reflects its belief in the critical role that well-trained and informed professionals play in shaping the future of associations and their impact on various sectors and communities.

  • 26 Aug 2024 11:59 AM | Sarah Gamble (Administrator)

    Tourism New Zealand has hosted international tastemakers at ‘the restaurant with the most stars’ to put New Zealand’s night skies and world class cuisine on the map.



    After years of having its world-class restaurants snubbed by the Michelin Guide on account of its remote geography, New Zealand delivered a restaurant it claims has “more stars” than any other and invited 50 international tastemakers to judge the local cuisine for themselves.

    In a breathtaking culinary showcase, leading New Zealand chef Ben Bayly produced a one-of-a-kind restaurant experience under the star-embellished skies of Kura Tawhiti (Castle Hill) at the foothills of the Southern Alps in New Zealand’s South Island.

    “Why be satisfied with a Michelin Star, when you can cook under 2.5 billion of them?” asks Bayly.

    Media, tastemakers and social media advocates from key events and incentive markets, including Australian food critic Sofia Levin, Ashley Day of influential US publication Food & Wine, and Travel + Leisure Southeast Asia, were in attendance to sample the destination's spectacular dark skies and bespoke, six-course degustation menu. Meticulously constructed using the finest winter produce and native ingredients, the bill of fare celebrated the breadth of ingredients available throughout New Zealand, from truffle to pāua (abalone), Wagyu beef to crayfish.

    René de Monchy, Chief Executive of Tourism New Zealand, says: “The sky really is the limit for an imaginative event organiser in New Zealand all year round. This was a spectacular example of combining two of New Zealand’s world class offerings in a bespoke event.

    “New Zealand’s night skies offer incredible stargazing experiences, and they’re even more impressive during the longer nights of autumn, winter, and spring, when the majority of business events come to the country. Amazing food is an essential part of any good event, and this was a fantastic taste of what’s on offer in New Zealand.”

    The definition of a three-star restaurant in the Michelin Guide means “exceptional cuisine, worthy of a special journey,” explains chef Ben Bayly. “We think that New Zealand cuisine is in a category of its own – we call it superior cuisine, worth a journey to the edge of the earth.”

    Deeply rooted in kaitiakitanga (guardianship) and manaakitanga (hospitality), Aotearoa New Zealand’s food identity honours both people and place, resulting in a distinct agricultural richness and vibrant, culinary culture. 

    For more information about what’s on offer in Aotearoa New Zealand go to www.newzealand.com/stargrazing

    //ENDS//

    -----------------------------------------------------------------------------------------------------

    NOTES:

    The restaurant’s name, Pou-o-Kai was gifted to the restaurant by Ngāi Tuāhuriri, local tangata whenua (people of the land) in an ode to the eagle that used to soar the pristine skies of the Kura Tawhiti (Castle Hill, South Island) region.

    The bespoke dishes served at Pou-o-Kai will be rotated across Ben Bayly’s New Zealand restaurants (Ahi, Aosta, Origine, Little Aosta, The Bathhouse) in Auckland, Queenstown and Arrowtown through to August 2025.

    Tourism New Zealand’s dedicated Business Events team provides strategic funding and support to attract conferences and incentives to New Zealand.

    For more information on holding a business event in New Zealand, visit businessevents.newzealand.com

  • 12 Aug 2024 12:02 PM | Sarah Gamble (Administrator)

    Ōtautahi Christchurch recently hosted one of the world’s biggest communication conferences, putting Indigenous knowledge at the centre of communication research. 

    The prestigious international conference brought 1,300 international delegates from 61 different countries together, with some of them being top in the field.

    Te Whare Wānanga o Waitaha | University of Canterbury (UC) hosted the conference in collaboration with local iwi, Ngāi Tūāhuriri, and senior academics from seven New Zealand universities.

    UC Professor Donald Matheson, Chair of the Local Organising Committee, says IAMCR 2024 has put Ōtautahi Christchurch and Aotearoa New Zealand on the map and will lead to further research projects and other valuable connections.

    Diverse collaboration

    A diverse range of collaborators worked together from identification, bidding, securing the win, to planning and implementation.

    “It takes the sum of all doing their parts well to get the results like IAMCR,” Professor Matheson says.

    “The theme of the conference lends itself perfectly to this, ‘Whiria te tāngata - Weaving people together’, the strength that comes through common purpose.”

    Aotearoa New Zealand's unique bicultural history and position make it an ideal location for this conference. It is also a land of immigrants spanning from the first waka 1000 years ago to recent Pacific and Asian immigration. This history underpins strong connections across the Pacific and a shared legacy of addressing colonial impacts on health, environment and security.

    In addition to that, UC’s position of being the only tertiary institution in Aotearoa to have a formal Te Tiriti partnership with local iwi Ngāi Tūāhuriri also contributed to the successful bid.

    Conference Innovators managed the project locally using multiple venues and hotels and the conference will deliver legacy impacts for the city – environmental, diversity and inclusivity.

    Professor Matheson says the economic and legacy impacts of the event can’t be underestimated. “Christchurch will feel the positive effects of hosting these international guests not only during the event, but for years after.”

    Central Christchurch venues hosting sessions as part of the conference included Te Pae

    Christchurch Convention Centre, Crowne Plaza Christchurch, Distinction Christchurch Hotel, Novotel Christchurch Cathedral Square, and Tūranga Christchurch Library, with social events hacross central city hospitality spaces such as Riverside Markets.

    Whiria te tāngata | Weaving people together

    Media and communication research explores the influence and impact of the media and new information technology. It shows how communication and media work in a broader social context.

    The theme of IAMCR 2024 in is Whiria te tangata | Weave the people together: Communicative projects of decolonising, engaging, and listening. - the strength that comes through common purpose. It invites reflection on the terms and models appropriate to describe contemporary communication, including the political and moral goals embedded in them.

    Partnership in knowledge-making

    Keynote speakers included Linda Tuhiwai Smith (Distinguished Professor at Whare Wānanga o Awanuiarangi), who is a global authority on indigenous methods in the social sciences, and Selina Tusitala Marsh (Auckland University), one of New Zealand’s leading Pacific scholars was a key speaker. She is well-known as a literary star, as well as a critic and researcher.

    Connecting young Pacific researchers with school students was a focus of the conference, supported by UNESCO’s New Zealand National Commission.

    The event was in partnership with Ngāi Tūāhuriri, the University of Canterbury’s  Treaty partner who hold manawhenua (land management rights) in the city.

    “A major scholarly topic in our field is decolonising communication and Ōtautahi Christchurch is a perfect place to do that. It makes our academic commitment to partnership in knowledge-making real,” Professor Matheson says.

    “Te Pae, with its ara (archway) and narrative of connecting with place, adds to that, as will all the other activities we’ll invite participants to do, including planting trees with manawhenua, at Tūhaitara Coastal Park, on the day before the conference and a walk through the city centre guided by a kaumatua.”

    Early-career focused conference

    IAMCR 2024 was a conference of emerging scholars, with about 40 percent of participants still doing their research degrees. This added energy and ensured there were a lot of new ideas discussed.

    IAMCR offered awards and grants for participating members including 25 travel grants, awards for excellent papers dealing with climate change communication, urban communication, or rural communication services.

    Communication and policy professionals were invited to come along for a day or two of the conference to connect with research.

    “We are all working through many of the same issues, including the pace of technological change, questions of trust in communicators, the way communication reinforces inequality between rich and poor, the role that communication can play in global challenges such as climate justice, public health and safeguarding the fragile structures of democracy,” Professor Matheson says.

    Reducing environmental impact

    The conference had a strong focus on reducing its environmental impact and also prioritised accessibility for all.

    Planned activities included planting trees in a regenerating wetland, an urban walk telling of the partnership between the tribe and the city in rebuilding the city centre, media art exhibitions and more.

    “Te Pae Christchurch Convention Centre is in the centre of town, so most participants were able to walk to and from their accommodation. Te Pae also has a surprisingly small environmental footprint itself. We had volunteer 'eco-angels’ walking the floor, advising people on little steps they can take and handing out tickets to the heritage (electric) tram as spot awards,” Professor Matheson says.

    For more information on bringing your conference to New Zealand, visit businessevents.newzealand.com

  • 22 Jul 2024 12:32 PM | Sarah Gamble (Administrator)

    Causeis is pleased to announce that we have become an Alliance Partner of the Australasian Society of Association Executives (AuSAE). This partnership across Australia and New Zealand highlights our commitment to supporting the association sector. AuSAE is the official association for association professions, it really is the home for associations.

    As an Alliance Partner of AuSAE, we collaboratively aim to support the association industry by contributing expertise, education, and innovative solutions that drive the advancement of digital transformation for associations.

    This is the fourth year Causeis has partnered with AuSAE, which reflects our longstanding commitment to the industry, partners and our association clients.

    “We are excited to elevate and strengthen our partnership with AuSAE as an Alliance Partner. We look forward to our ongoing partnership and support while fostering collaboration across Australia and New Zealand by positively impacting the association sector.”

    Michelle Lelempsis, Causeis, Managing Director.

    We encourage all association professionals to join AuSAE to gain access to wealth of thought-leadership events. You’ll continue to see Causeis at AuSAE’s signature events including ACE Adelaide Conference, LINC in Christchurch New Zealand, MX and so many.

    About Causeis

    Causeis is the most trusted and awarded digital consulting partner for associations in Asia Pacific. The Causeis Launchpad powered by iMIS is Our work improves the lives of over 300,000 members with 65+ industry associations.

    Causeis is the market leader in providing digital consulting across member experience, web & UX design, association strategies and data-driven solutions. Combined with our technology partners including the global-leading software iMIS and Higher Logic we help associations grow, transform and thrive. We are also the developers of the Digital Academy for Associations. Proudly providing over 200 associations with training across strategy and digital transformation. For further information, please visit www.causeis.com.au 

    About AuSAE

    Australia and New Zealand's only not-for-profit organisation assisting Association professionals. From the beds we sleep in, to the clothes we wear, the cars we drive to the roads and bridges we travel on, the design and construction of the offices and homes we work and live in, to the professional services we access and the community organisations we benefit from, there is an association working hard to improve products, services, professionalism, public policy and ultimately society. We are your association, Join us Now!

  • 01 Jul 2024 9:13 AM | Sarah Gamble (Administrator)

    The Australasian Society of Association Executives (AuSAE) is thrilled to announce the addition of five new Certified Association Executives (CAEs) to the growing cohort in Australia and New Zealand. Tammy Ven Dange, Olena Lima, Cathy Moses, Richard Stokes and Megan Spielvogel, have achieved this distinguished global credential, representing the highest level of professional recognition in the association industry.

    The CAE Commission of ASAE, a leading global organisation for association professionals, has been at the forefront of recognising and promoting excellence in the field. With the addition of these accomplished individuals, joining more than 4,500 industry leaders around the globe. This milestone is a testament to the increasing significance of the CAE credential and its impact on the association industry.

    “Congratulations to our new CAEs! As you join our community of dedicated association professionals, know that your CAE credential signifies not only your exceptional expertise but also your commitment to excellence in association management. Your achievements and unique insights will propel both your organisations and our industry toward a future brimming with possibilities,” said Toni Brearley, CEO of AuSAE.

    New CAEs:

    • Tammy Ven Dange, CAE - Strategic IT Advisor for Associations at Roundbox Consulting
    • Olena Lima, CAE - Principal Consultant at Member Boat
    • Catherine Moses, CAE - Head of Strategy and Growth at the Association of Consulting Surveyors
    • Richard Stokes, CAE - Chief Executive Officer at the Australian Boarding Schools Association
    • Megan Spielvogel, CAE - General Manager at the Australian Information Security Association

    In partnership with ASAE, AuSAE launched the first localised CAE credential in Australia and New Zealand in February 2021. This program enhances the skills, knowledge, and professional standing of association professionals. AuSAE is dedicated to promoting the CAE credential and advancing association management.

    The CAE designation, the highest professional credential in the association industry, signifies expertise in management principles, ethical standards, and best practices. Tammy Ven Dange, Olena Lima, Cathy Moses, Richard Stokes, and Megan Spielvogel have earned this credential, establishing themselves as leaders equipped to drive positive change in their organisations.

    Their achievement is both a celebration and an inspiration for others in the industry. It underscores the importance of continuous professional development and the value of the CAE credential. Aspiring association executives can join the AuSAE 10-Week September Spring CAE study group. For more information or to register, visit www.ausae.org.au/cae

    Congratulations again to all!

  • 13 Jun 2024 4:22 PM | Sarah Gamble (Administrator)

    In today’s association landscape, strategic partnerships are key to driving growth and innovation. During the recent webinar panel discussion "Identifying & Securing Strategic Partnerships," AuSAE members shared their insights on forming and maintaining effective collaborations.

    The panel featured three association leaders: Thomas Dunsmore, CEO of Torres Strait Kaziw Meta; Michelle Weston, CEO of the Caravan Parks Association of Queensland; and Declan Kelly, Head of Development at the Community Broadcasting Association of Australia (CBAA). Here are some key takeaways from the discussion.

    The Importance of Strategic Partnerships

    Strategic partnerships are critical for associations, providing revenue streams and supporting organisational goals. Toni Brearley, CEO of AuSAE, emphasised their significance: “For associations, partnerships are a really important income stream for most of us. Strategic partnerships allow us to expand our reach and impact significantly without exponentially increasing our resources.”​​

    Thomas Dunsmore: Building from Scratch

    Thomas Dunsmore shared his approach at Torres Strait Kaziw Meta, a non-profit organisation, with no existing partnership program. Drawing on his experience from the Australian Boarding Schools Association, he implemented a comprehensive partnership strategy focusing on government and organisations dedicated to supporting indigenous communities. “We also have a sponsorship in-kind and pro bono partnership channel where we work with organisations like law firms to provide services for free,” Dunsmore noted​​. He emphasised the importance of creating mutually beneficial relationships, encapsulated in his "win, win, win" philosophy: "It's not just about winning for our organisation, but also for our partners and the members at large"​​.

    Michelle Weston: Leveraging Industry Connections

    Michelle Weston highlighted the importance of partnerships with businesses that can support their members and associations with complementary strengths. For the Caravan Parks Association of Queensland, partnerships extend beyond the immediate industry. Weston explained, “We do partnerships with businesses that can support our members…and partnerships with other associations where either we have a product that’s interesting and attractive”​​. She added, “It’s crucial to find partners who share our values and vision for the future, ensuring that the relationship is not only productive but also harmonious”​​.

    Declan Kelly: Data-Driven Approach

    Declan Kelly shared that the CBAA’s partnerships are guided by data-driven decisions to meet member needs. “For me, everything has to be data-driven. It needs to be informed by what your membership needs,” Kelly emphasised. This approach ensures that the partnerships not only elevate member needs but also leverage their extensive network, which includes 4 million weekly listeners across community radio stations​​. He also highlighted, “By understanding the specific needs and interests of our members through data, we can tailor our partnerships to provide maximum value and relevance”​​.

    Trends in Strategic Partnerships

    The panelists also discussed emerging trends that are shaping the future of strategic partnerships. Toni highlighted the shift towards more integrated and collaborative partnerships: “We are seeing a trend towards partnerships that go beyond mere sponsorships to more integrated and collaborative efforts that align closely with our strategic goals”​​.

    Michelle Weston pointed out the growing importance of digital partnerships, especially in the wake of the pandemic. “Digital partnerships have become crucial, particularly as we navigate the post-pandemic landscape. These partnerships allow us to reach wider audiences and provide more value to our members through digital platforms”​​.

    Declan Kelly observed a trend towards more purpose-driven partnerships, where organisations align with partners that share their mission and values. “There is a noticeable trend towards purpose-driven partnerships. Organisations are increasingly seeking partners who share their mission and values, which not only strengthens the partnership but also enhances its impact”​​.

    Principles for Sourcing and Maintaining Partnerships

    The panelists discussed the principles guiding their approach to partnerships. Kelly mentioned the importance of aligning partnerships with the organisation’s goals and ensuring mutual benefits. He said, “There are partnerships that elevate our member needs…partnerships with government or community…and partnerships that help us as a network”​​.

    Engaging with Potential Partners

    Engagement with potential partners should be strategic and informed by a clear understanding of the organisation’s needs and goals. Michelle Weston advised looking for partners with shared values and complementary assets. Similarly, Dunsmore highlighted the need for adaptability, especially when transitioning successful strategies from one context to another.

    The insights from the webinar highlight the importance of strategic partnerships in achieving organisational objectives. By leveraging diverse approaches—from data-driven decision-making to leveraging industry connections and building from scratch—organisations can create robust partnerships that drive growth and innovation.

    Whether you are starting a new partnership program or enhancing an existing one, these expert insights provide a valuable framework for identifying and securing strategic partnerships that align with your organisational goals.

    To watch the On-Demand Webinar Panel Discussion on "Identifying and Securing Strategic Partnerships," visit www.ausae.org.au/on-demand, and sign in using your AuSAE membership credentials.

    If you need further details or assistance, reach out to AuSAE at info@ausae.org.au.

  • 30 May 2024 2:08 PM | Sarah Gamble (Administrator)

    In the ever-evolving landscape of digital marketing, associations are strategically employing various paid and unpaid digital channels to enhance member engagement, drive event attendance, and achieve broader organisational goals. The latest survey of Australasian associations provides a brief look at the current state of digital marketing within this sector, shedding light on the most used channels, the metrics employed to assess effectiveness, and the perceptions of these efforts.

    Unpaid Digital Marketing Channels

    Unpaid digital marketing remains a cornerstone for many associations, with direct emails (91%), LinkedIn (89%), and EDM’s (84%) being the most widely used channels. Associations leverage these tools to maintain direct and personal contact with their members, ensuring high engagement and effective communication.

    Facebook (76%) and Instagram (59%) also play significant roles, particularly in community engagement and raising the association's profile. YouTube (33%) is used to a lesser extent, likely due to the resource-intensive nature of video content creation, while TikTok (4%) and other platforms (9%) have minimal usage, indicating a cautious approach towards newer, perhaps less proven platforms in the association sector.

    Paid Digital Marketing Channels

    When it comes to paid digital marketing, the survey reveals a diverse array of strategies, albeit with a notable reliance on more traditional platforms. Facebook (41%) and LinkedIn (30%) are the most used paid channels. These platforms offer targeted advertising options that are effective in reaching specific member demographics. Few associations used Instagram paid advertising (11%).

    Search engine marketing (19%) and marketing automation platforms (18%) are used to a lesser extent, reflecting less interest or success in leveraging broader web traffic and automated workflows to drive engagement.

    Of note, a significant portion of respondents (39%) reported not using any paid digital marketing channels, suggesting either budget constraints or a preference for unpaid methods.

    Assessing Digital Marketing Effectiveness

    Effectiveness is key to any marketing effort, and the associations surveyed employ a range of metrics to evaluate their digital marketing initiatives.

    Email marketing metrics such as open rates and click throughs (82%), member engagement and participation (81%), website traffic metrics (81%) and social media engagement (78%) are the primary measures used. These metrics provide tangible data on how members interact with digital content and the overall reach of marketing efforts.

    Surprisingly, marketing effectiveness is less commonly assessed using outcome measures such as membership growth (44%) and return on investment, possibly due to the complexity of tracking and attributing these outcomes in a multi-channel environment.

    Perceived Effectiveness of Digital Marketing Channels

    The effectiveness of various digital marketing channels is a crucial consideration for associations as they allocate resources and refine strategies.

    Direct emails (90%) and EDM’s (89%) are perceived as the most effective channels. This underscores the value of direct, personalised communication in driving member engagement. In the words of one association executive, “consistent communication not only keeps our members informed but also fosters a strong sense of community and loyalty, contributing significantly to our overall engagement and retention efforts."

    Both unpaid (82%) and paid (79%) LinkedIn activity also score highly, indicating its utility in professional networking and streamlined communication. One respondent suggested that “in terms of profiling and community engagement, LinkedIn has been effective in creating a sense of FOMO for non-members and increasing the profile of the association and our activities." Another indicted that “LinkedIn carousels and polls (generate) high engagement."

    Among the small number of associations who use it, Instagram paid advertising (80%) is also perceived as an effective targeted outreach channel, with one association indicating that “Instagram stories always work well for us."

    Conclusion

    The survey data offers a comprehensive overview of the digital marketing landscape among Australasian associations. It highlights a strong reliance on traditional, proven channels like email and LinkedIn, while also pointing to areas of potential growth and innovation, such as video content and newer social platforms. The insights underscore the importance of tailoring digital marketing strategies to the unique needs and preferences of association members, as well as the value of continuous engagement and content relevance.

    As associations continue to navigate the complexities of digital marketing, we hope these insights will be invaluable in shaping future strategies and ensuring continued member engagement and organisational success.

  • 08 May 2024 1:51 PM | Sarah Gamble (Administrator)

    In a sign associations are adjusting to the new normal post-pandemic, a majority indicate their next annual event will be in-person only, and most are seeing greater attendance at in-person conferences and online webinars than pre-covid. This attendance will need to be sustained, as many associations report that contribution to financial performance from conferences and events will be important to their financial health over the next five years.

    The April Associations Matter Poll looked at associations’ experiences of conferences and events in a post-covid environment, the formats that are being used, whether attendance is higher or lower than pre-covid, and the financial contribution from conferences and events to associations’ overall financial performance.

    Overwhelmingly, associations plan to host their next annual event in-person only. Almost three in five (59%) of respondents indicate their next annual event will be in-person only, with comments that “we are returning to more and more in-person events this year”. A much smaller proportion of associations are planning either a combination of in-person and virtual (19%) or mostly in-person with some virtual sessions or elements (11%) for their event. Those planning some virtual sessions, or a hybrid commented that “events need to reach all members … that means a mix of online and in person”. Only 2% will hold their event in a virtual-only format.

    When asked how in-person and virtual event attendance has changed compared to pre-pandemic activity, responses are mixed, although a majority indicate there is increased attendance over the last year. Online webinars (48%) and in-person conferences has increased by 48% and 42% respectively since the pandemic. Fewer respondents have experienced an increase in face-to-face networking events however, with only three in ten seeing an increase while 34% have seen a decrease in attendance at a networking event. Conversely, 31% of associations report decreased attendance at their in-person conference, and 19% experiencing lower attendance for online webinars. Around one in five associations report there has been no change in attendance at their events, either in-person or online.

    When it comes to contribution from events to association financial performance, it appears that many associations will rely on attendance and revenues from their conferences and events for at least the next five years. A large majority (73%) indicate revenue from events is either important or extremely important to them. Perhaps concerningly, just 8% report that contribution to financial performance is not important to their financial position. While some associations mention “making a profit from the event is secondary as we have external revenue streams to support financial sustainability…” others indicate a strong reliance on events as a source of revenue, saying “revenue generation from conference and online workshops keeps us afloat”. This means finding a way to ensure attendance at paid events either virtual or in-person, to ensure financial sustainability.

    “We are being much more strategic about our event delivery, ensuring we know the 'why' for what we are doing as well as ensuring we have the right target market. We are learning that bigger isn't always better.”

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The Australasian Society of Association Executives

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