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:
- Association CEOs are optimistic for the next 12 months
91% of leaders are feeling positive about their organisation’s prospects.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
