ACE Conference Panel Feature

The pressure on associations to prove their relevance has never been greater. At ACE, a standout panel, Kirsty Kelly (Transport Professionals Association), Luke Daly (Australian Swim School Association), Caroline Wilkie (Australasian Railway Association) and Toni Brearley, CAE (AuSAE), tackled this reality head-on. Their message was clear: associations that can’t articulate their value story risk fading into the background. Those that can deepen member trust, drive impact, and shape the future of their sector.

What followed was an honest, practical, and often inspiring conversation about what it truly means to demonstrate value in today’s landscape.

Events: Your Organisation’s Value, Made Visible

The panel began by reframing major events not as logistical undertakings, but as the physical manifestation of an association’s work over the entire year.

They’re strategic. They’re reputational. They require CEO-level leadership.

As one panellist shared, major flagship events are prime opportunities to highlight achievements, advocacy wins, and the tangible member value created throughout the year. Delegating events solely to operational teams misses the strategic potential sitting right in front of us.

Engagement to Collaboration

Traditional “member engagement” is no longer enough. The panel highlighted a shift toward true collaboration, working with members to shape direction, not simply seeking input to inform internal decisions.

Collaboration builds ownership. It strengthens relationships. And it generates solutions that reflect real member needs.

The Complex Reality of Multi-Sector Value

For associations representing diverse sectors, the value conversation is even more layered.
Different member segments require different metrics, approaches, and narratives.

Panellists shared their experience convincing larger, well-resourced members to support tailored work for smaller or niche segments. Why? Because the strength of the whole system depends on everyone being “in the tent.” Without the smaller segments, the larger one’s risk losing public trust and credibility.

Relevance = Being Needed (Not Just Known)

Brand awareness is not relevance. Being the first-place members turn when they hit a challenge, that is relevance.

The panel reflected on the shift from being a familiar organisation to being a trusted, indispensable one. When members instinctively reach out, you know your value story is landing.

Governance Modernisation as a Catalyst

Rebuilding an association’s value story often requires looking inward first.
The panel described how governance reform, reducing board size, removing structural barriers, shifting from operational to strategic governance, unlocked their organisation’s ability to transform.

When boards evolve, organisations evolve.

Value Propositions: Clear, Layered and Lived

Members can't see value if the association can't articulate it.

Crafting a clear, layered value proposition, one every staff member can explain from a member’s perspective, is essential. The panel emphasised that different members care about different things: advocacy wins, professional development, networking, sector influence. Your value story must reflect this nuance.

When Names No Longer Fit the Mission

Sometimes the biggest barrier to demonstrating value is the organisation’s own name. The panel shared powerful stories of strategic name changes that unlocked inclusivity, strengthened belonging, and sparked new partnerships. When members don’t see themselves in the brand, engagement stalls. When they do, momentum grows.

Real Engagement Happens in Members' Environments

To craft authentic value, association leaders must get out of the office. The panel emphasised the importance of visiting members where they work, not just welcoming them into meeting rooms. Understanding their environment brings clarity to their needs and signals genuine respect and care.

The Loudest Voices Aren’t Always the Majority

Change will always attract resistance.But as one panellist noted, the loudest critics often represent a very tiny fraction of the membership. Data matters. It helps leaders distinguish between widespread concern and isolated noise, giving them confidence to move forward.

When the Value Story Fails, the Signals Are Loud

Declining membership. Falling sponsorship. Weak engagement. A shrinking bank balance.

These red flags are unmistakable, and they point to one core issue: members no longer understand what they get in return. Without a clear framework for value, even high-performing teams struggle to communicate benefits effectively.

The Takeaway: Associations Must Own Their Value Story

The ACE panel offered a powerful reminder: Relevance is earned, not assumed.

Associations that intentionally shape, articulate, and live their value story will thrive. Those that don’t will struggle to justify their place in a crowded landscape.

Impact or irrelevance? The choice belongs to every association leader willing to ask, and answer, the hard questions.