Dear member,

On Monday 14 April, the Australasian Society of Association Executives (AuSAE) held its Annual General Meeting in Brisbane. For those members who were not able to attend the meeting, it is my pleasure to provide you with key highlights of the 2013 financial year.

60 Years Young

The operating landscape for associations and other not-for-profit organisations has changed dramatically since AuSAE first began in 1954. The AuSAE Board understands that the changing pace of technology, improved global communications and the differing needs of various member segments have combined to put an increased responsibility on associations to provide tangible value to members and other stakeholders.

As AuSAE enters its 60th year, we are pleased to announce that our ambitious plan to adapt to these changes to better serve the specific needs of our membership, has already achieved significant success during 2013. We are looking forward to building on that success during 2014 and beyond.

2013: A Year of Positive Transformations, Membership Growth and Community Engagement

There is no doubt that the 2013 financial year was one of significant transformation for AuSAE. During 2013 AuSAE has seen our community of not-for-profit leaders grow to over 10,000 individuals with our financial membership growing from 135 to 566 members (as at 31 December 2013). This represents a 319% growth in membership. With our membership numbers already at 596 as at March 31, 2014, we are within sight of achieving our target of 800 financial members by the end of 2014.

Over the course of 2013, we engaged strongly with our broader stakeholder community with some 3500 individuals attending over 60 events throughout Australia and New Zealand. This activity indicates a strong future for AuSAE that we are looking forward to continuing to build upon.

A new way forward

In January 2014 the AuSAE board, management and key stakeholders took part in a strategic planning session run by Steven Bowman from Conscious Governance. It produced our 2014-2016 strategic plan and united us all behind a single agreed vision:

To be the pre-eminent organisation equipping individual leaders to achieve the vision of their not-for-profit organisation.

To position AuSAE to achieve this vision now, and into the future, our strategic plan revolves around the following key strategies. We are currently in the process of operationalising these strategies and you will soon start to see these embedded into our programming.

1) Ensuring the member experience reflects the AuSAE vision.
2) Developing strong member communities (both online and offline).
3) Positioning AuSAE for strong future growth.
4) Enhancing the profile and credibility of AuSAE.

Board of Directors

To oversee the implementation of the new strategic plan, I am pleased to announce the 2014 AuSAE Board of Directors:

• Tony Steven, CEO, Australian Medical Association Tasmania (President)
• Nick Hill, CEO, Building Officials Institute of New Zealand (Vice President)
• Michelle Trute, CEO, Diabetes Australia Queensland
• Graham Catt, CEO, Australian Veterinary Association
• Jon Bisset, General Manager, Community Broadcasting Association
• Kirsty Kelly, CEO, Planning Institute of Australia
• Brett Jeffrey, Sales & Marketing Manager, Events and Venues Rotorua
• Rachel Drummond, Marketing Officer, Rural Health Workforce Australia

I’d also like to take this opportunity to thank our departing Board members who have completed their terms with AuSAE: Sarah Bachmann, National Precast Concrete Association of Australia; Julie O’Donovan, Diabetes Australia (Qld); Anne Thornton; and Randall Pearce, Think: Insight & Advice.

Successful Partnership with Strategic Membership Solutions

At the end of 2012 the board made the calculated risk to try a previously untested model of association management. They agreed to a proposal by Strategic Membership Solutions (SMS)headed up by Belinda and Julian Moore whereby, from 2013, SMS would take on the responsibility - and full financial risk - of turning AuSAE around and restoring AuSAE to its previous pre-eminent position within the sector.

As a result of SMS taking on full financial responsibility for AuSAE there was limited financial activity through the 2013 AuSAE reviewed accounts. As a result these accounts do not reflect the significant changes over the past year. 

The underwriting of AuSAE was a short term solution designed to provide AuSAE with the substantial resources needed to quickly achieve a successful turnaround. This has been a hugely successful strategy that has already far exceeded the Board’s expectations and targets.

As a result, the board is pleased to announce, that from 1 January 2015, AuSAE will again resume full financial responsibility for the organisation with Belinda Moore continuing to personally drive the turnaround as AuSAE CEO (in addition to her work with SMS). Further information regarding the transition will be communicated as this date approaches.

Congratulations

Lastly, on behalf of the Board, I would like to congratulate Belinda Moore and her team on the extraordinary success they have achieved for AuSAE in 2013. We look forward to seeing our AuSAE community continue to flourish throughout 2014.

Warm Regards,
Tony 

Tony Steven
President 
Australasian Society of Association Executives
E: president@ausae.org.au P: 1300 764 576

The recruitment process has changed.

In the old days, prospective members would have contacted you for information about what you offer. Today they are likely to check you out and get the information they need from your web site. The balance of knowledge is different.

In fact, if your web site is easy to navigate and clearly shows where the value is, they might sign up directly via the web.

So if they do phone you, it is likely to be with a specific question about the joining process, or because they are not sure if membership will suit them or not. This means you have to go into problem solving mode, not sales mode. You have to understand the problem they are trying to solve and then clarify how membership will help solve that problem for them.

The critical parts of the recruitment process are now:

• Having a reason to come find you
  
• A great web site
  
• A clear and compelling value proposition
  
• An easy joining process
  
• People they can talk to who are great at problem solving.
  

Are you strong in each of these areas?

Mapping out the journey into membership by stepping into the prospective members shoes would be very valuable in revealing the parts of that experience that could be improved.

Try before you buy?
If membership is a significant investment, prospects may need more convincing that it is the right thing to do.

They might want to try you out before they commit. Consider offering ‘membership for a day’. Give them the opportunity to attend an event or gain an experience that members get – but for just one day.

Relevant approaches

If you know the joining triggers that prompt interest in joining you can engage in a meaningful dialogue with a prospective member.

If you can determine these triggers then set up a ‘Google Alert’ for it. Now Google will let you know about news of organisations or people who are reporting these triggers.

For example, the appointment of a new manager or director. You could follow that up with a congratulatory message, highlighting how membership helps someone in that specific role.
A similar alert could be set up when someone is promoted to a new position. These would be very relevant.

sue@suefroggatt.com

http://www.suefroggatt.com/

Engineers Australia’s cultural change initiative, strength, is the first international recipient of a Gold Circle Award, presented by the American Society of Association Executives (ASAE).

 

This major public awareness campaign focuses on strengthening the voice, recognition and knowledge of engineers across the world.

 

Find out more about this award win here. (link: http://www.engineersaustralia.org.au/news/engineers-australia-wins-international-award)

 

The 2014 Gold Circle Award competition received the highest amount of entries in the history of the program, with more than 195 submissions. The award will be presented on 17 June at ASAE’s 2014 Marketing, Membership and Communications Conference in Washington DC.

 

Congratulations to AuSAE member, and strength campaign creator, Noel Dos Santos, and the team at Engineers Australia on this global recognition. 

The State of Play: How NFPs can stay ahead of the game. Join CBB the not4profit people as we bring together experts to share their views on the 'state of play' in Queensland's Not for Profit sector, and most importantly, what Not for Profits can do to stay ahead of the game in a sector that is in the midst of extensive change.

Guest Speakers : Kasy Chambers , Executive Director Anglicare. Dr Joanne Redburn, NFP Lawyers. Dina Jak, Foresters Community Finance.

Tickets are limited, book now to avoid disappointment.

Price: $45 +GST per head, includes a hot breakfast, tea and coffee

For more information http://www.cbb.com.au/corporate/our-events/

BOOK ONLINE NOW

Karen Whiteside, President of Playgroup NSW announced today the appointment of Karen Bevan to the position of Chief Executive Officer of Playgroup NSW effective 5th May 2014.

Karen has a long standing career within not-for-profit organisations, and comes to Playgroup NSW after leading policy and research teams at the Royal Commission for Institutional Responses into Child Sexual Abuse. Previously, Karen worked with UnitingCare Children, Young People and Families where she held the senior executive position of Director, Social Justice, responsible for the organisation’s policy, advocacy and research agendas, government relations and organisational strategy. Other roles have included work in the areas of policy, research, public relations and fundraising.

Karen has significant experience managing both state and federal government relationships at a senior level as an advocate for the wellbeing of children. She has been responsible for developing strategy, executing media campaigns, and directly influencing government policy through her relationships, drive and standing within the sector.

“Karen has spent much of her time working as an advocate and policy influencer ensuring that initiatives for children are based on solid, fact based evidence. This has ensured that children and families benefit. This commitment demonstrates a very strong alignment to our own goals and vision for children within the community, Karen is a perfect fit for Playgroup NSW” said Whiteside.

“This is an exciting period for the organisation and we welcome her to the team”

AuSAE have an exciting partnership with our American, sister society ASAE. This partnership enables our members to receive the ASAE member discounts to the online courses. The next online course is coming up! Through this two week, online course, build skills and techniques that will give the boost to think strategically and push yourself to the next level.

For more information about the course topic, dates and how to register please click here.

May is just around the corner which means round two of our networking events are not far away! This is a great opportunity to network with other leaders from associations, charities and other not-for-profit organisations. 

Lunches and breakfasts are on in Auckland (Lunch - May 12), Wellington (Lunch - May 13), Melbourne (Breakfast - May 16), Brisbane (Lunch - May 21), Canberra (Lunch - May 21), Sydney (Breakfast - May 22), Perth (Lunch - May 23) and Adelaide (Lunch - May 29). To register and for more information, please click on your location above.

This month's question is from a participant in the March Privacy webinar and the response from Mills Oakley Lawyers partner, Damian Ward.

Q: Are Opt Outs required on all communications sent to individuals whom an organisation markets to?

A: This depends on the type of information being sent however it is best practice to always have an opt out option on marketing communication so the individual is taking a positive step and requesting that their details be removed from an organisation’s database.

If you are interested in sharing your knowledge with peers or have any questions to submit, please email info@ausae.org.au with the Subject line: Ask a Member Forum, at any time and AuSAE will organise an experienced association professional to respond to your question and provide advice.

AuSAE partner, Mills Oakley Lawyers have been inundated with Privacy review questions following AuSAE’s insightful March Privacy Legislation Webinar. To assist AuSAE members, Mills Oakley Lawyers have now prepared a special Privacy Review Package for AuSAE members who are feeling overwhelmed by the numerous changes and are not sure if there organisation is complying. They have also complied a frequently asked questions and answers document to assist you with these changes. 

For more information on this Privacy Review Package please email kimberley@ausae.org.au.