The AuSAE MX 2023 event series has come to a close, and what an incredible journey it has been! From the vibrant city of Sydney to the bustling streets of Melbourne and the charming vibes of Adelaide, we embarked on an incredible journey deep into the realm of association management, focusing on the critical aspect of membership. The events brought together membership professionals from various industries, providing a platform for connection, collaboration, and learning. 

We kicked off the event with a bang, thanks to the brilliant Sarah Sladek, CEO of the Membership University. She took the virtual stage and blew our minds with her keynote on membership strategy. Sarah dove headfirst into the fascinating world of MemberShift, where she explored the reasons behind why members leave associations and shared invaluable tips on how to bring them back. Her keynote set the tone for the rest of the event, igniting curiosity, and sparking meaningful discussions. 

But that was just the beginning. Brenda Mainland, the Co-Founder and Director of Survey Matters, took over and wowed us with her presentation on membership insights. She dug deep into what truly matters to members, the secret sauce that drives engagement, and the reasons why individuals join and stay connected with associations. The "aha" moments were aplenty! 

And let's not forget about the awesome workshop led by Felicity Zadro, the Managing Director at Zadro. Communication is everything, my friends, and Felicity showed us just how crucial it is to effectively communicate the value of an association to its members. We brainstormed and explored various strategies and techniques to ensure that our members truly understand and appreciate the amazing benefits they receive as part of their membership. 

Of course, we can't overlook the epic session by Lindsay McGrath, the CEO of SPASA Australia. He took us on a thrilling deep dive into the art of mastering member experience. Lindsay emphasised the importance of delivering exceptional experiences to our association members and shared some tips and real-life examples to inspire us all. We left that session ready to take our member experience game to a whole new level! 

But it wasn't just the incredible speakers that made this event series a hit. We had the privilege of hearing remarkable case studies from associations - Australian Institute of Project Management, Australian Traditional-Medicine Society, Local Government Professionals NSW, Canegrowers, Speech Pathology, Family Business Australia, Water Research Australia, Australian Boarding Schools Association, and Civil Contractors SA, that are truly making waves in their industries. From redefining member value propositions to successful advocacy and engagement campaigns, to engaging younger members and building online communities, and using learning as tool for growth and navigating the ESG journey, we were treated to a buffet of inspiration. The dedication and impact showcased by these associations reminded us why we do what we do—it's all about making a difference for our members and communities. 

To all the attendees, speakers, partners who joined us on this journey, we want to express our heartfelt gratitude. Your passion, expertise, and commitment created an atmosphere of growth, learning, and connection that made this event series truly unforgettable. You are the true rock stars of association management, and we salute you! 

As we wrap up this event series, we carry with us a renewed sense of purpose and a deep appreciation for the power of associations. The MX 2023 events in Sydney, Melbourne, and Adelaide have left an indelible mark on the association management community, equipping professionals with the knowledge and inspiration to drive positive change and enhance the experiences of our members. 

So, here's to the future! Let's continue to flourish, adapt, and thrive as associations, championing the needs and aspirations of our members. Until we meet again at the next AuSAE event, let's carry the spirit of collaboration and innovation, transforming the landscape of association management one step at a time. 

The Australasian Society of Association Executives (AuSAE) has announced the newly elected Board of Directors. The board members were endorsed at the Annual General Meeting (AGM) held on Monday, 29th May, following the election process, and bring a diverse range of expertise and leadership to the organisation.

Lindsay McGrath, CEO of Swimming Pool & Spa Association (SPASA) Australia and Alan McDonald, Head of Advocacy and Strategy at Employers and Manufacturers Association (EMA) New Zealand, will join the board for the first time. We are also pleased to welcome back continuing and re-elected Director Elise Adams, Chief Executive Officer of the New Zealand School Trustees Association.

Lyn McMorran, Executive Director of the Financial Services Federation, will retire from the board after six years of dedicated service, including serving the last four years as President. Lyn's contribution to and leadership of the organisation have been invaluable, particularly through the difficult years of the pandemic, and we extend our sincere gratitude for her service during her tenure.

We also thank outgoing director Peter Saffin who resigned from the board earlier this year after serving for almost three years. Peter has left to take up a role outside of the Association sector.

Following the AGM, the board convened to elect a new President and Vice President of the organisation. We are pleased to announce John Winter, CEO of ARITA - Australian Restructuring Insolvency and Turnaround Association, has been elected as the new President and Elise Adams as the Vice President of the AuSAE Board.

Furthermore, the board resolved to co-opt Nick Pilavidis, Chief Executive Officer at the Australian Institute of Credit Management, to join the Board.

“I’m deeply honoured to take on the presidency of AuSAE. Associations strengthen every industry and every profession every day. We underpin supporting every aspect of business, social, environmental, professional and community life. The role that AuSAE plays in developing the competency and leadership of those who work in Associations has never been more important.” said Winter.

“We have a strong and diverse board and leadership that will ensure that AuSAE is well-positioned to support associations across New Zealand and Australia into the future.”

We would like to express our gratitude to all the members who participated in the election process and congratulate the newly elected and re-elected board members.

The Associations Matter Monthly Poll – May 2023 Results

Almost two in five participants have some knowledge of AI, saying they were either very familiar (6%), or somewhat familiar (53%) with current applications of AI. Few have no knowledge at all, and three in 10 rate themselves as not very familiar.

Positively, over two thirds of respondents are optimistic about the impacts of AI applications on their associations, with the majority believing it provides opportunities to automate routine tasks and improve operational efficiency, thus reducing overheads and increasing productivity. Most also expect generative AI to help increase member engagement through personalisation and will also provide better data analysis capabilities.

While few participants think there will be negative impacts on the sector or their association, around a quarter are concerned about the risks associated with the use of AI applications on protecting member data and personal information and have concerns about the “lack of regulation” and “privacy and copyright issues”. Some raised concerns that associations lack the “digital knowledge and in many cases the intent required to capitalise on the potential of AI systems”, because they have traditionally been reluctant to invest in the technologies and skillsets required to harness the full possibilities of any new technology or application, saying “the sector does not properly capitalise on automation that has been available for 10+ years”.

Further analysis of the verbatim comments also shows that many believe applications like ChatGPT are very useful in helping to create content, craft marketing messages, and generate ideas, with comments that “it is already helping us be more creative by challenging our thinking”. Others said associations must adopt AI regardless, because “it's obvious that AI is part of the future… we need to remember, change always happens and the businesses and associations that do not embrace change will be left behind, like it or not”.

Overall, these results point to a sector that is aware of the rise of AI, and cautiously optimistic about its ability to enhance and improve associations’ capabilities, if it is harnessed and used appropriately.

“AI will change the nature of our offerings from the provision of routine assistance on compliance and business processes to those that deliver relationship value.” CEO, Industry Body

About the Associations Matter Monthly Poll

The Associations Matter Monthly Poll is an initiative by AuSAE and Survey Matters. We think it's important to stay up to date with the latest trends, challenges, and opportunities facing associations. The Associations Matter Monthly Poll aims to provide insights into the thoughts and opinions of association leaders, giving them a better understanding of how others are responding to current situations and developments. The Associations Matter Monthly Poll is conducted by Survey Matters, experts in association and membership research.

Thanks to everyone who contributed to the Associations Matter May 2023 Poll. You can register to receive future polls here. The June 2023 Poll will be launched on June 9 2023.

In the ever-evolving association sector, nurturing future leaders is paramount. The Association of Australian Association Executives (AuSAE) and Adelaide Convention Centre supports the 2022 Future Leader Scholarship program which recognises emerging leaders in the association sector. Among its standout recipients is Louise Reid, currently serving as the Communications and Marketing Manager at Cooperative Research Australia (ACT).

The 2022 Future Leaders Program

The 2022 Future Leaders program is all about fostering leadership excellence in the association sector. Its aim is to equip emerging leaders with the skills and connections needed to propel both their organisations and the association sector to new heights. By investing in emerging leaders, this initiative supports the future success of the association sector.

Louise Reid: Shaping the Future of Association Leadership 

Louise Reid's diverse background sets her apart as a standout recipient of the 2022 Future Leader Scholarship program. Her career spans various sectors, including shipping and logistics, pharmaceuticals, healthcare, and even successful entrepreneurship. Today, she brings her extensive expertise to the field of research and innovation as the Communications and Marketing Manager at Cooperative Research Australia.

What defines Louise is her unwavering interest in business strategy and growth. She collaborates with authentic leaders who inspire their teams to achieve collective goals. Her dedication to fostering teamwork aligns perfectly with the program's goals.

As a recipient of the 2022 Future Leader Scholarship, Louise Reid embodies the qualities of a future association leader: innovative thinking, a strong sense of purpose, and a passion for continuous learning and growth. Her journey from diverse professional experiences to her current role reflects her adaptability and resilience—an important trait for any leader.

Louise Reid is poised to make a significant impact on the association sector. Her commitment to excellence, ability to inspire, and dedication to innovation will shape the future of association leadership.

We look forward to seeing Louise's contributions to her organisation and the broader community as she continues to grow as a future leader. 

For more information about the Future Leaders program, visit www.ausae.org.au/Future-Leaders-2022.

In the dynamic world of professional associations, emerging leaders like Jessica Landers are making their mark. In 2022, Jessica was honored with the Future Leader Scholarship powered by AuSAE and the Adelaide Convention Centre—a program dedicated to fostering leadership within the association sector.

Nurturing Tomorrow's Leaders

The Australasian Society of Association Executives (AuSAE) is proud to announce the recipients of the Association Influencer Award for 2023. The award recognises individuals who have made a significant contribution to the association sector and have demonstrated exceptional leadership and service to their respective organisations.



The 2023 AuSAE Association Influencer award recipients are:

• Anne Cornish – Chief Executive Officer, Records & Information Management Practitioners Alliance - Global
• Brett O'Riley – Chief Executive, Employers and Manufacturers Association
• Greg Wallace – Chief Executive Officer, Master Plumbers New Zealand
• Hannah Raisin – Manager, Jilamara Arts & Crafts Association
• Lindsay McGrath CAE – Chief Executive Officer, Swimming Pool & Spa Association
• Noel Dos Santos – General Manager - Growth, Engineers Australia
• Sandra Kirby – Chief Executive, Physiotherapy New Zealand

Toni Brearley, CEO at AuSAE, congratulated the award recipients, saying, "We are thrilled to recognise these exceptional individuals who have made a significant contribution within our tribe and are setting the benchmark for future association professionals. Their work inspires us all to reach new heights, to strive for excellence, and to make a positive difference in this world. Their leadership, creativity and innovation have had a positive impact on their organisations and the wider community, and we are privileged to have them as members of our association community." 

“We look forward to seeing the continued impact of their work, and we are honoured to stand beside them as we shape the future of our industry together.”

The Association Influencer Award recipients were selected based on their achievements and contributions to their organisations and the sector in Australia and New Zealand. The recipients will be recognised at the AuSAE National Conference in Canberra on 28-29 November 2023.

For more information about AuSAE and the Association Influencer Award, please visit www.ausae.org.au/associationinfluencers

International Women’s Day (8 March) is a day to recognise how far we’ve come towards gender equality, and also how far we have left to go to creating new social, economic and cultural codes for a gender equal future.

At AuSAE, we celebrate all women, in all their diversities. We embrace their facets and intersections of faith, race, ethnicity, gender or sexual identity, or disability. We celebrate those who came before us, those who stand beside us now, and those who will come after.

We asked three association leaders, what is the most important message you want to share for the women thinking about their careers.

Lyn McMorran, President at AuSAE & Executive Director at the Financial Services Federation, shares, “As someone who has had a very long and satisfying career, I would say don’t sell yourself short. Australia has just announced legislation to require their large companies to report on their gender pay gap – New Zealand needs to follow suit. What really disturbs me is the fact that they have to because a gap still exists. The reasons for that are many but I think women are often so pleased to be given an opportunity that they either don’t consider what they are actually worth or are concerned that if they demand pay equity they might be disadvantaged in terms of further opportunities. As I said, things have changed a lot for the better in the decades I’ve been in my career – women are no longer passed over for senior development because they might leave and have babies, they’re no longer judged if they return to work from parental leave, nor are they (or at least I hope they’re not) judged on their appearance – but the fact that we are still having this conversation means that there is obviously still work to do. My hope for my generation’s daughters and granddaughters is that these conversations become no longer necessary.”

Lori Modde, CEO at Outdoors NSW & ACT, shares “Everyone should be empowered to create the life they want, they deserve this opportunity and nothing should stop that. Today’s world is removing so many barriers that existed in the past and your time is now, get out there, go make a difference in the world!

See what you can achieve, and you would have lost nothing by trying …. But I can guess you will surprise yourself as all it takes is that first step!”

Toni Brearley, CEO at AuSAE, shares, “I remember from a very young age my Dad telling me that I could be anything I wanted to be. In his mind there were no caveats to that and if there wasn’t a clear path then go out and make one. I didn’t realise at the time how fortunate I was to have a champion that dared me to dream and cheered me on matter what. Seek out opportunities where the people around you will cheer you on no matter what. Surround yourself with individuals who inspire you, who will champion you and who are truly inclusive. Where choice, no matter what your gender, background or beliefs is equal for everyone as this is where will have true equality - and if you can’t find that – go and make one!”

Find out how you can take action at www.unwomen.org.au

Meet Samuel French, the promising recipient of the 2022 Future Leader Scholarship program supported by AuSAE and the Adelaide Convention Centre. Samuel currently serves as the National Membership Development Officer at the Australian Institute of Architects in Victoria.

Meet Samuel French

Samuel French's journey in the world of associations has been nothing short of impressive. With nearly three years of experience spanning diverse industries, including Health, Architecture, and Aviation, Samuel has dedicated himself to fostering membership growth and enhancing the membership experience. His unwavering commitment to innovation in the association sector has led him to collaborate with fellow professionals, driving positive changes not only within his organisation but also across the industry.

A Commitment to Excellence

Samuel French's dedication to improving the membership experience and encouraging innovation in the association industry aligns perfectly with the goals of the Future Leader Scholarship program. By investing in leaders like Samuel, the program is nurturing a generation of individuals who will spearhead transformative change within their respective organizations and the broader association community.

As a National Membership Development Officer, Samuel has already demonstrated his ability to foster growth and drive meaningful engagement. His role at the Australian Institute of Architects is testament to his commitment to excellence and his vision for a thriving association sector.

The Future is Bright

Samuel's journey is an inspiring example of dedication and vision. As a National Membership Development Officer, he has already proven his ability to drive growth and engagement. With this well-deserved recognition, Samuel is poised to make even greater strides in his career, contributing to the ongoing evolution of the association sector.

We congratulate Samuel French on this achievement and look forward to witnessing the positive impact he will continue to make in the association industry.

For more information about the Future Leaders program, visit www.ausae.org.au/Future-Leaders-2022.

In the dynamic world of association management, emerging leaders like Cassandra De Conno shine brightly. Cassandra was awarded the prestigious 2022 Future Leader Scholarship supported by AuSAE and Adelaide Convention, a recognition that spotlights her journey and promising future in the association sector.

The Future Leader Scholarship Program: Nurturing Tomorrow's Leaders 

AuSAE, in partnership with Adelaide Convention Centre, established the Future Leader Scholarship program to foster leadership qualities within the association sector. It serves as a launchpad for emerging leaders, building a network of dedicated individuals poised to elevate their organisations and the association sector.

Cassandra De Conno: Operations Manager at SMSF Association

Cassandra's career in the financial services industry began as an accountant in a mid-tier firm. However, her passion for marketing and communications steered her toward the association sector. In 2016, she joined the SMSF Association, where she quickly rose through the ranks, eventually becoming the Operations Manager in 2022.

A Seamless Transition to Leadership

Cassandra's strength lies in her versatility. Her background in communications and marketing proved invaluable as she transitioned into a leadership role, overseeing Finance, IT, HR, and Operations. Her academic qualifications, including a Bachelor of Commerce in Marketing and a Graduate Certificate in Strategic Communications, further enhance her leadership prowess.

Cassandra De Conno exemplifies the qualities of an emerging leader in the association sector. Her recognition as the 2022 Future Leader Scholarship recipient underscores her dedication and potential. As Operations Manager at the SMSF Association, Cassandra's journey promises to be a source of inspiration for others in the industry. Watch out for her as she continues to make waves and shape the future of the association sector. Cassandra De Conno is undoubtedly a rising star.

For more information about the Future Leaders program, visit www.ausae.org.au/Future-Leaders-2022.

In a world where innovation and leadership are paramount, recognising and nurturing emerging leaders becomes a cornerstone of progress. The 2022 Future Leaders program, a joint initiative by the Australasian Society of Association Executives (AuSAE) and the Adelaide Convention Centre, aims not only to acknowledge exceptional individuals but also to provide them with the tools and opportunities needed to shape the future of various sectors. We are thrilled to introduce and celebrate the recipients of the 2022 Future Leaders Scholarship.

Congratulations to the 2022 Future Leaders

Amid a pool of outstanding nominees, a select few have risen to the top, earning the well-deserved title of the 2022 Future Leaders. These remarkable individuals have demonstrated not only their present capabilities but also a promising potential to shape the future of their sectors. Through their innovative thinking, dedication, and commitment to growth, they have showcased qualities that make them stand out as true leaders of tomorrow.

Meet the Future Leader Scholarship Program recipients for 2022

• Cassandra De Conno, Operations Manager - SMSF Association (SA)
• Samuel French, National Membership Development Officer - Australian Institute of Architects (VIC)
• Jessica Landers, Deputy CEO and Manager of Accreditation and Certification - Australian Orthotic Prosthetic Association (VIC)
• Louise Reid, Communications and Marketing Manager - Cooperative Research Australia (ACT)
• Tracey Rudd, General Manager - Australian Rheumatology Association (NSW)

The 2022 Future Leaders embarked on a journey, one that will equip them with the necessary skills and knowledge to drive change, inspire progress, and create a lasting impact. With the support of the AuSAE and the Adelaide Convention Centre, these recipients attended the AuSAE Conference & Exhibition (ACE) 2023 to leverage opportunities for their associations and connect with like-minded peers.

Shaping the Future, One Leader at a Time

The Future Leaders program is more than just an accolade; it's a stepping-stone toward a future that is rich in innovation, leadership, and positive transformation. As associations continues to evolve, these emerging leaders will be at the forefront of shaping industries and communities, leading by example, and setting new benchmarks for success.

We extend our congratulations to the recipients of the 2022 Future Leaders Scholarship. May your association management journey be filled with discovery, growth, and meaningful connections.

For more information, visit www.ausae.org.au/Future-Leaders-2022