The Australian Institute of Credit Management (AICM) shows how associations can create real, measurable impact for their members and the profession. We sat down with Nick Pilavidis, CEO at AICM to explore how they are transforming the member experience and supporting credit professionals to work smarter, faster, and with greater confidence.

In today’s economy, credit professionals play a critical role in driving business success - mitigating risk, maximising growth, and applying sound credit principles. For AICM, this means going beyond providing access to resources: it’s about helping members quickly find, understand, and apply knowledge in an increasingly complex credit, regulatory, and economic environment.

From Challenge to Innovation

AICM recognised a growing gap between the depth of knowledge it had built over many years and members’ ability to quickly locate and apply that knowledge. AICM had a wealth of knowledge: decades of trusted content spanning articles, magazines, newsletters, webinars, advocacy updates, and education materials. Yet, this content was dispersed across formats and platforms, making it difficult for members to quickly locate and apply the expertise they needed.

At the same time, member expectations were changing. With the emergence of AI, members wanted clear, practical answers, not lists of resources. Without the human capital to respond in real time, members risked turning to less trusted sources for guidance on credit, regulatory, and economic questions.

In response, AICM developed Creddo, an AI-powered Knowledge Assistant, built using Betty AI. Inspired by conversations at an AuSAE conference, AICM discovered Betty AI and its potential to transform the way associations deliver knowledge. After exploring the platform at subsequent events, AICM launched Creddo, a Knowledge Assistant designed to unlock the institute’s deep expertise and provide trusted, context-specific guidance on demand. Implementation was low impact, thanks to Betty AI’s support. AICM’s team structured and curated their knowledge resources for ingestion, tested the assistant, and quickly brought it to life.

Members First: The Impact of Creddo

Today, Creddo has become the first port of call for members facing credit, regulatory, or compliance questions. When members have a question they “Ask Creddo” To:

• Draft credit documents and policies
• Check processes, regulatory, and compliance requirements
• Design role plays and receive critique
• Test knowledge ahead of certification assessments

Key benefits include:

• Time saved: Members no longer spend hours searching or escalating queries
• Confidence boosted: Clear guidance on interpreting regulation, credit risk signals, and best practice
• Emerging needs identified: Member questions highlight gaps in content, informing future publications, events, and advocacy
• Volunteers empowered: Creddo reduces repeated queries to staff, allowing focus on strategic initiatives
• Membership value demonstrated: A public version provides limited responses to non-members, showing the tangible benefits of full access
• Innovation spotlighted: Early AI adoption reinforced AICM’s position as a forward-looking, professionally progressive body

As one member puts it:

“Creddo has changed the way I work. Instead of spending time hunting through resources, I can get a clear, trusted answer in seconds, it’s like having the entire AICM knowledge base at my fingertips.”
— AICM Member, Credit Risk Manager

Creddo also strengthened AICM’s strategic position. Tailored versions for different member segments boosted engagement, drove interest in the new Credit Knowledge Hub (CKH), and supported tiered membership offerings, giving members a clear reason to upgrade. Beyond solving an operational challenge, Creddo became a cultural asset, shaping team engagement, volunteer ownership, and member excitement.

Lessons Learned and Next Steps

One of the biggest surprises was how easy it was to implement Creddo. Associations with strong content need not fear technical hurdles, getting started can be simpler than expected. Another revelation was the creative ways members applied the tool, from audit prep to designing training scenarios. Launching early and iterating based on usage created more value than waiting for a “perfect” product

Building on this success, AICM is focusing on:

1. Expanding Creddo’s knowledge base to include more granular regulatory guidance and emerging credit risk topics.
2. Using engagement and question data to inform AICM’s content calendar, CPD programs, and advocacy priorities, ensuring resources remain ahead of member needs.

For other associations considering similar initiatives: start with your existing knowledge, find a technology partner who understands your sector, and treat member adoption as an ongoing conversation, not a single launch event.

Association Impact in Action

AICM’s Creddo is more than an innovative tool, it’s a clear example of association impact in action. By transforming how members access and apply knowledge, AICM has strengthened professional capability, enhanced member value, and demonstrated the power of associations to lead change within their industries. This success story shows that when associations embrace innovation and put members at the centre, they don’t just deliver resources, they create lasting, measurable impact that advances the profession and the broader community.

About Australian Institute of Credit Management (AICM)
The Australian Institute of Credit Management (AICM) is Australia’s leading professional member body for commercial and consumer credit management professionals across all industries and sectors, and the only credit industry-specific Registered Training Organisation in the country.

The AICM represents over 3,000 credit professionals working in over 800 companies. AICM members work in organisations providing consumer and commercial credit and support services.

AICM’s vision is a resilient economy where credit professionals drive successful business outcomes by mitigating risk, maximising growth and applying sound credit principles and practices. For more information, visit www.aicm.com.au

Alexandria, Va., Jan. 15, 2025 — Advanced Solutions International (ASI), a leading global provider of cloud software and services for associations and non-profits, and the developer of iMIS® Engagement Management System, announced the release of the 2026 Membership Performance Benchmark Report by iMIS. The 11th annual global report is now available for download at imis.com/benchmark-report.

The 2026 iMIS survey was conducted in late 2025 and collected insights from more than 400 association and membership professionals across the United States, Canada, Europe, the Middle East, India, Africa, and the Asia-Pacific region. This year’s report covers trends in membership growth and engagement, causes of attrition and re-engagement strategies, tech investment plans, non-dues revenue opportunities, key performance metrics, and actionable insights.

Key findings from the report include:

• 71% currently have or plan to invest in membership management software.
• Retention increased or plateaued for three in four organizations, while only 15% experienced a decline.
• 70% believe that email is a top method to recoup lapsed members. 
• 38% increased member engagement, and 43% held engagement rates steady. 
• 36% are extremely confident about future growth and sustainability, increasing from last year’s 25%. 
• The top goal remains to increase engagement. 
• The top challenge is inadequate integration between member management systems and their corresponding websites.

• North America/Europe: Feb. 18, 2026, 11:00 a.m. to noon EST (register). 
• Asia-Pacific: Feb. 19, 2026, 11:00 a.m. to noon AEDT (register). 

As the year wraps up and association professionals take a well-earned pause, it’s the perfect time to reflect, reset, and recharge with a great book. To help inspire your leadership journey into 2026, we asked association board members, CEOs, and sector thought leaders to share the books they recommend for association professionals - titles that have shaped their thinking, strengthened their leadership, and sparked new ideas.

Here’s their curated list of must-reads for the holidays.

Radical Candor - Kim Scott

Recommended by: Matt Connor CAE, AuSAE Board Member & Head of Communications & Corporate Services, Australian Water Association

Why he recommends it:
Often cited as a favourite, and for good reason. Associations are only as good as their people, and our people are only as good as our ability to help them grow and develop. To do that, leaders have to be great at constructive challenge - giving feedback, and receiving it! If you've read it before, read it again.

Deep Work - Cal Newport

Recommended by: Kirsty Kelly, AuSAE Board Member & CEO, Transport Professionals Association

Why she recommends it:
Deep Work by Cal Newport highlights the importance of focused, uninterrupted work, offering practical tools to manage distractions and boost productivity. It's a great resource for achieving significant results in both professional and personal lives, and Kirsty loves the tips on responding to emails.

The First 90 Days - Michael D. Watkins

Recommended by: Ken Griffin, CEO, AUSActive

Why he recommends it:
It’s still remains the go-to guide for anyone starting a new role. It’s practical, strategic and insightful. Every time Ken return to it, he discovers another layer of insight that he missed on the previous read.

Four Thousand Weeks: Time Management for Mortals - Oliver Burkeman

Recommended by: Amanda Lea Kaiser, Engagement Strategist, Author & Keynote Speaker

Why she recommends it:
Oliver Burkeman's book puts time, especially work time, into sharp focus. Association professionals are so, so busy for good reason. Running an association is like running 5-8 businesses in one. But sometimes we all need to step back and focus on the most important things. If you are thinking about doing things at your association differently, this book is well worth your very limited time.

Grit: The Power of Passion and Perseverance - Angela Duckworth

Stolen Focus: Why You Can’t Pay Attention – and How to Think Deeply Again - Johann Hari

Lola in the Mirror - Trent Dalton

Recommended by: Richard Stokes, Chief Executive Officer, Australian Boarding Schools Association

Why he recommends them:
Richard's top non-fiction, Association book, this year is Grit, a powerful look at what truly drives achievement, not talent, but sustained passion and perseverance. He also recommends Stolen Focus for anyone struggling to carve out space for deep thinking in a distracted world. And for balance, he recommends some fiction too - Lola in the Mirror, a reminder that storytelling also nourishes the mind.

Building a StoryBrand 2.0 - Donald Miller

Recommended by: Olena Lima CAE, Founder & Principal Consultant, MemberBoat

Why she recommends it:
We all know associations love telling stories about themselves. Visit almost any association website and you’ll see “We do this, we deliver that, we advocate here, we provide professional development there”. It’s well-intentioned, but is it really what our members need to hear?

What Miller reminds us is that the member needs to be the hero of the story, and the association plays the guide. He uses the classic Star Wars parallel in the book when Luke Skywalker is the Hero, and Yoda is the Guide. When we flip the script and frame our work around the member’s ambitions, challenges and wins, they suddenly feel part of the association’s story. It becomes relevant, personal and worth paying attention to.

Olena recommend this book to any association aiming to be more member-centric in 2026 and ready to move beyond the same narrative they’ve been telling for the last 50 years. It’s a practical, energising way to sharpen your value proposition and help members see themselves in the story.

The Forever Transaction - Robbie Kellman Baxter

Recommended by: Damien Smith AM, Managing Director, Enterprise Care Pty Ltd & Principal Solicitor

Why he recommends it:
The Forever Transaction show how to build a subscription model so compelling, your Customers will never want to leave. This is a blueprint for membership driven organisations to deepen value and loyalty. Baxter translates the subscription mindset into actionable strategies for associations aiming to grow engagement and sustainable revenue.

Happy Reading and Merry Christmas

Whether you're looking to recharge, reflect, or reimagine the future of your association, these books offer powerful insights to take into the new year.

Wishing all association professionals a Merry Christmas. May your break include good books, good company, and a renewed sense of purpose for 2026 and beyond.

LEADING ASSOCIATIONS TRANSFORM THE WAY THEY EXAMINE RISK

By Deanna Varga, Mayvin Global – Insights from Mission and Margin: Volume Two: Mitigating Risk for Associations

For many organisations, ‘risk’ when discussed, is something to minimise or avoid. But our research tells a different story.

In Volume One of our Mission and Margin white paper series, we explored revenue diversification as a foundation of financial sustainability. And in our recently launched Volume Two – Mitigating Risk for Associations, we shift focus to another essential pillar of long-term resilience: risk.

When approached with clarity, culture, and capability, risk becomes not a threat, but a powerful catalyst for growth and innovation. What opportunities come with risk, and how do you spot them?

Risk as readiness

Across the 15 case studies we examined over our three-part series (part three out in March 2026), one theme stood out strongly: successful associations don’t treat risk as a deterrent – they seek to understand it.  

These organisations were not reckless, nor were they paralysed by caution. Instead, they took action with intention. Whether through disciplined governance, strategic partnerships, diversification initiatives, or bold brand transformation, each organisation understood their risk profile and understood that managing risk is not about avoiding uncertainty – it is about preparing for it.

A crucial ingredient was the alignment between boards and executive teams. When boards clearly define their risk appetite, set decision-making boundaries, and empower their leaders to act, they create a culture where innovation is possible and safe. This clarity signals confidence, enabling CEOs and senior teams to explore opportunities without fear of overstepping expectations.

What’s the solution  

It is not about restraint; it is about readiness. Mitigating risk is creating the right conditions for the team, frameworks and innovation. Associations that understand and discuss risk, develop clear risk frameworks, invest in capability, and foster cultures that value experimentation and failure as a step towards success, rather than avoiding the unknown, are much better equipped to adapt and thrive. 

Creating conditions for courage

At the heart of effective risk mitigation lies culture. Associations that thrive are those that build cultures where:

• learning through mistakes is valued
• experimentation is embraced
• calculated risks are discussed, not feared
• failure is not punished, but analysed

These conditions empower teams (and boards) to act boldly and thoughtfully – even when outcomes aren’t guaranteed.

The organisations we profiled include those that changed their remit, brand and strategy, one that expanded beyond the traditional audience, one that has developed world-class partnership models and one that went international. They all demonstrate how risk, when supported by strong governance and leadership alignment, becomes a springboard for innovation, adaptability, and strategic momentum.

Mission and Margin: Volume Two — Mitigating Risk for Associations identifies the benefits to organisations who continue to assess, embrace and turn uncertainty into strength. They remind us that sustainable success is built not only on careful management but courage. It takes courage to make decisions, try new things, and keep exploring even when the outcome isn’t certain. Hearing but not being dissuaded by the naysayers. 

Because ultimately, mitigating risk is not restraint – it is preparedness. It is the confidence to act with clarity. The courage to try something new. And the capability to turn uncertainty into long-term, mission-aligned strength.

We look forward to continuing the conversation with the AuSAE community as associations build resilience not just for today, but for the decades ahead.

To download your copy of Mission and Margin: Volume Two — Mitigating Risk for Associations visit: www.mayvinglobal.com

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.

For many, the word “risk” carries an undertone of caution or fear. Yet, as the case studies in Mayvin Global’s latest volume demonstrate, risk is not the enemy. When managed well, it becomes an essential partner for success.

We’re thrilled to announce the launch of Mission and Margin: Volume Two – Mitigating Risk for Associations, taking place in Sydney on 20 November.

Moderated by the author and CEO & Founder of Mayvin Global, Deanna Varga, the launch will feature a panel of speakers discussing the role of partnerships, sponsorship and collaboration in risk mitigation. Speakers include Toni Brearley, CEO of AuSAE, David Jenkins, CEO of IPWEA, and Laura Glendinning, Joint Head of Impact at OzHarvest. To attend, please contact Deanna Varga.

Missed Volume One? No worries—you can still catch up. Volume One, titled Delivering Financial Sustainability in Associations, explores how a growth mindset drives stronger impact and long-term success. Download it now and get up to speed before the next chapter unfolds.

Hear directly from contributors to our white paper series including:

• David Jenkins, IPWEA
• Brenda Davy, CHPA
• Jan Sharrock, ANZCA

And if you're in Sydney, Join us on 20 November for the launch of Mission and Margin: Volume Two, exploring risk mitigation leveraging partnerships for associations. Featuring Toni Brearley, Deanna Varga, and sector leaders.

Association professionals across Australia and New Zealand have even more reason to explore trans-Tasman opportunities. AuSAE is proud to announce the renewal of its longstanding partnership with Tourism New Zealand Business Events, celebrating 11 years of collaboration.

For over a decade, this partnership has strengthened connections between the two countries, helping associations expand networks, share knowledge, and deliver world-class events.

Toni Brearley, CAE, Chief Executive Officer at AuSAE, said:

“Our partnership with Tourism New Zealand Business Events has opened doors for association leaders to plan unforgettable events and connect with peers across the Tasman. Together, we’ve created opportunities, shared knowledge, and elevated the experiences of our members and their delegates. This partnership reinforces our commitment to fostering strong trans-Tasman collaborations, helping associations innovate, grow, and deliver outstanding value to their members.”

Helen Bambry, Business Events Manager at Tourism New Zealand, added:

“Partnering with AuSAE means we can directly support association professionals in bringing their next international business event to New Zealand – offering assistance, funding, and support to ensure exceptional experiences for both organisers and delegates.”


Watch the Tourism New Zealand Business Events video

What this partnership means for you

For Australian associations:

• Receive expert guidance and support to bring conferences or member events to New Zealand.
• Access  funding assistance through Tourism New Zealand Business Events. 
• Expand your network and build partnerships with New Zealand peers and industry leaders.
• Deliver international experiences for members and delegates just across the Tasman.

For New Zealand associations:

• Strengthen professional connections with Australian association leaders through AuSAE’s network.
• Share expertise and collaborate on professional development, governance, and member engagement initiatives, and more.
• Gain visibility within the broader association community in Australia and New Zealand.
• Access opportunities to host international association events and delegates in New Zealand, boosting local engagement and knowledge exchange.

About AuSAE:

The home for association professionals, the Australasian Society of Association Executives (AuSAE) is the leading - and only not-for-profit, member-based - organisation supporting association professionals in Australia and New Zealand. For 70 years, AuSAE has been a trusted partner for those working in associations, providing professional development, support, and networking to help association leaders achieve organisational goals, advance their careers, and strengthen the wider sector.

About Tourism New Zealand Business Events:

Tourism New Zealand Business Events provides expert guidance, funding, and support to attract conferences, incentives and corporate events to New Zealand.

--- ends ---

For more information about AuSAE, please contact Toni Brearley, CAE:

Toni Brearley, CAE
Chief Executive Officer, AuSAE
E: toni@ausae.org.au
T: + 61 458 000 155

To apply for funding and support to host a conference in New Zealand contact Helen Bambry:

Helen Bambry
Business Events Manager, Tourism New Zealand
E: Helen.Bambry@tnz.govt.nz
T: +61 415 933 325

Most associations struggle to stretch limited resources while trying to make a real difference. Strategic collaborations offer a practical way to boost association effectiveness without overloading your team. In this article, we share how forming the right partnerships can open doors to fresh ideas, stronger networks, and professional development that truly moves the needle. 

The Role of Strategic Collaborations in Associations

Strategic collaborations can transform how associations operate, making them more effective and adaptable. By working together with like-minded organisations, you can share resources, knowledge, and networks. This approach not only strengthens your association but also enhances its ability to achieve its goals. For more insights, check this link.

Benefits of Effective Partnerships

The right partnerships can bring numerous advantages. First, they provide access to new ideas and expertise. Partnering with organisations that have different strengths allows you to learn and grow. For example, a small association might partner with a larger one to gain insights into effective management practices.

Another benefit is the pooling of resources. When associations collaborate, they can share costs and resources. This can lead to substantial savings and increased efficiency. 50% of organisations report improved resource management through partnerships. Moreover, collaborations can increase your association's visibility and influence. Working with reputable partners boosts credibility and attracts more members and stakeholders.

Real-World Success Stories

Let's look at some success stories. One association partnered with a tech start-up to develop a new member management system. This collaboration resulted in a user-friendly platform, improving member engagement by 30%. Another example is a partnership between a health-focused association and local clinics. Together, they launched a health awareness campaign, reaching thousands of residents.

These stories highlight the power of strategic partnerships in driving real change. By sharing resources and expertise, associations can achieve much more than they could alone. For more real-world examples, explore this article.

Overcoming Common Challenges

While partnerships offer many benefits, they also come with challenges. One common issue is misaligned goals. It's essential to have clear communication from the start. Define your goals and ensure they align with your partner's objectives. Regular check-ins and updates can help maintain alignment.

Another challenge is resource allocation. Deciding how to share resources can be tricky. It's crucial to establish a fair system that works for both parties. Lastly, there might be cultural differences. Understanding and respecting each other's organisational culture is vital for a successful partnership. By addressing these challenges head-on, associations can ensure their partnerships are fruitful.

Boosting Professional Growth Through Collaborations

Collaborations don't just benefit the association as a whole; they also offer invaluable opportunities for individual growth. Through strategic partnerships, leaders can enhance their skills and expand their professional networks.

Networking Opportunities for Leaders

Collaboration opens doors to new networking opportunities for leaders. By working alongside different organisations, you're exposed to a wider array of professionals. This exposure is invaluable for career growth. Imagine attending joint events or seminars where you can connect with industry experts and peers.

Networking through collaborations helps you stay informed about industry trends. You gain insights that you might not encounter within your own organisation. These interactions can lead to mentorship opportunities, providing guidance and support from experienced professionals.

Building Stronger Professional Networks

Strong professional networks are essential for career advancement. When you collaborate, you naturally expand your network. These connections can offer support, advice, and new opportunities. Collaborations create a sense of community, fostering a supportive environment. You can exchange ideas and gain different perspectives, enriching your professional experience.

Consider a scenario where a leader partners with another association on a project. This relationship can lead to introductions to influential figures in their field. These valuable connections can open doors to new opportunities, such as speaking engagements or leadership roles.

Access to Professional Development Resources

Collaborations provide access to a wealth of resources. By partnering with organisations that have different expertise, you can tap into training programs, workshops, and webinars. These resources enhance your skills and knowledge.

For example, an association might partner with a university to offer specialised courses to its members. This collaboration benefits both parties, as the university gains access to industry professionals, and the association members receive top-notch education.

Through collaborations, you can also access online resources, such as webinars and e-books. These resources ensure you're always up-to-date with the latest trends and practices in your field. To discover more about strategic collaborations and professional growth, check out this resource.

Steps to Forge Impactful Collaborations

Forging successful collaborations requires careful planning and execution. Here are some steps to guide you through the process of building impactful partnerships.

• 1.  Identifying Potential Partners

Start by identifying potential partners who share your values and goals. Look for organisations with complementary strengths. This synergy can lead to successful collaborations. Consider your long-term goals and how a partnership can help you achieve them.

Research potential partners by attending industry events or joining relevant networks. Use online platforms to find organisations with similar missions. Once you've identified potential partners, reach out to them with a clear proposal that outlines the benefits of collaboration.

• 2.  Cultivating Long-Lasting Relationships

Building lasting partnerships requires effort and commitment. Communication is key. Regularly update your partner on progress and challenges. This transparency builds trust and strengthens the relationship.

Set clear expectations from the start. Agree on shared goals, timelines, and roles. This clarity avoids misunderstandings and ensures everyone is on the same page. Celebrate successes together and address any issues promptly. A strong partnership is built on mutual respect and understanding.

• 3.  Leveraging AuSAE Membership for Success

As a member of the Australasian Society of Association Executives (AuSAE), you have access to exclusive resources and networking opportunities. Use your membership to connect with potential partners and explore collaboration opportunities.

At ACE 2025, Mitch Wall and Prue Baum from the Australian Primary Health Care Nurses Association (APNA) shared a fascinating session, now also presented as a webinar, on how workforce-centred technology can transform associations. Their insights highlight a strategic shift: moving beyond traditional membership models to solve real workforce challenges.

Rigorous User Research Drives Product Success

Developing successful solutions starts with understanding the people you serve. APNA invested in extensive research, including focus groups, stakeholder interviews, prototyping, and validation at industry events. By engaging hundreds of nurses and other stakeholders, they distilled insights into actionable product features. “We did workshopping, we did focus groups with nurses, internal and external. Then we validated with prototypes. That learning shaped our final product,” Mitch explained.

Diversified Revenue Beyond Membership Fees

Workforce-centred platforms open up new revenue streams. APNA’s Florence platform, for example, includes banner advertising, sponsored content, and a professional matching service called Matchmaker, helping organisations connect with nurses holding specific expertise. These initiatives reduce reliance on traditional membership fees while delivering tangible value.

Procurement Does Not Equal Innovation

A critical reminder for associations: buying existing solutions is not the same as innovating. “Procurement does not equal innovation,” Prue emphasised. True innovation involves creating custom solutions that address workforce needs, not simply adopting off-the-shelf products.

Rapid Growth Through Non-Member Acquisition

By focusing on solving workforce problems rather than solely serving existing members, associations can reach entirely new audiences. Florence attracted nearly 5,000 nurses in just over three months - 57% of whom had never interacted with APNA before. This demonstrates the potential of workforce-centred solutions to expand an association’s impact far beyond its membership base.

Blue Ocean Strategy: Create Uncontested Market Space

Instead of competing in crowded markets, associations can create new opportunities by addressing unmet workforce needs. “Blue Ocean is about playing a different game,” Mitch said. By inventing solutions for real problems, associations can make competition irrelevant, differentiate themselves, and generate new demand.

Transform Learning into Workforce Intelligence

Standardising the capture of professional development allows associations to generate real-time workforce data. Florence provides longitudinal, de-identified insights that strengthen advocacy efforts and inform evidence-based policy recommendations. “We’re turning learning into intelligence,” Prue noted, highlighting the system-wide impact of such data.

Focus on Workforce Problems, Not Internal Processes

Innovation should start with genuine workforce pain points, not internal organisational issues. By focusing on the whole workforce, associations can create solutions that serve entire industries, not just their paying members.

Continuous Learning Ownership and Empowerment

Effective CPD platforms empower professionals to take ownership of their learning journey. Florence encourages nurses to capture all forms of professional development, using language and tools that make the experience personal and meaningful.

Measurable Impact Through User Engagement

User engagement, not just registrations, measures the success of workforce-centred technology. In its first three months, Florence’s nearly 5,000 users recorded 30,000 CPD entries, evidence of genuine value delivery and active participation.

Make Professional Development Personal and Visual

Modern CPD solutions should visualise professional growth and provide personalised insights. Florence allows nurses to see their learning in context, compare their expertise to peers, and identify development opportunities across different settings. “This is my learning, this is my CPD, this is my nursing career,” said Prue. “It’s an insight nurses have never had before.”

Workforce-centred technology is transforming how associations grow, engage, and create value. By prioritising real workforce needs, associations can drive innovation, diversify revenue, and expand their reach well beyond traditional membership models.

If you missed the session and would like to watch the webinar, log in to the Member area to access AuSAE’s Association Knowledge webinars on-demand anytime or get in touch with the AuSAE team by emailing info@ausae.org.au

Build 3 new connections at our next event

Building strong connections is a key skill for emerging leaders in the association sector looking to grow their influence and impact. In this article, we’ll share practical networking strategies that will help you build meaningful relationships, gain fresh insights, and boost your confidence in professional settings. Don’t miss out on our upcoming events, where you can meet like-minded peers and seasoned industry leaders ready to support your career growth.



Here are some strategies for making the most out of your networking opportunities.

Why Networking Matters

Networking is more than just exchanging business cards; it's about creating lasting relationships that can open doors to new opportunities. By connecting with others, you gain access to diverse perspectives and insights that can enrich your professional journey. Whether you're looking to advance in your career or gain more industry knowledge, networking is a crucial step. Understanding the value of these connections is the first step towards making them work for you.

Building Meaningful Connections

Creating genuine connections requires more than just small talk. Engage with others by showing genuine interest in their stories and experiences. Ask open-ended questions to learn more and share your own experiences authentically. This approach not only builds trust but also lays the foundation for a mutually beneficial relationship. Remember, the quality of your connections is more important than the quantity. Here are some tips to help you tackle common networking hurdles.

Overcoming Networking Challenges

Networking can be daunting, especially for those new to it. Common challenges include feeling shy or not knowing how to start a conversation. Begin by focusing on shared interests or mutual goals to break the ice. Preparation is key - know who will be at the event and plan a few conversation starters. This will help ease any anxiety and make networking a more enjoyable experience. Discover how AuSAE supports your networking journey in the next section.

AuSAE's Role in Your Networking Journey

At AuSAE, we're committed to fostering a supportive community where you can thrive. Our events are designed to connect you with industry leaders and peers who share your passion for growth and development. We offer resources to help you refine your networking skills and maximise these opportunities. Join us at our next event to see how our community can support your career in association management. Here’s what’s coming up:

2025 Women in Association Leadership Series Featuring international speaker, Lauren Parsons, “How to Thrive as a Leader – 3 Keys to being Vibrant, Confident and Energised”

• 29 October - Breakfast in Melbourne – Register and More Here
• 30 October - Lunch in Sydney – Register and More Here

Association Skills Lab Online Workshop

• 20 November  - Elevating Participant Engagement with
  Amanda Lea Kaiser – Register and More Here

AuSAE Virtual Demo Day – FREE Event

• 27 November - Events & Awards Management Platforms
  – Register and More Here

Don't wait - take the first step towards building your professional network. Share this with a colleague or join our next event.

P.S. Stay ahead in your career by making three new connections at our next event.