The future of member engagement is human, personal, and purpose-driven. That was the resounding takeaway from our recent webinar, “What Members Really Want in 2026: Insights from the 2025 Benchmark Reports” presented by Higher Logic.

Facilitated by Kelly Whelan, Senior Content Marketing Manager at Higher Logic, with insights from Toni Brearley, CAE, CEO of AuSAE and Clementine West, Community Engagement Manager from AAPi, the discussion unpacked how association expectations are changing.

Drawing from the Higher Logic’s 2025 Association Member Experience Report, the panel laid out actionable strategies to elevate the member journey, from first touch to lifelong loyalty.

1. Emotional Drivers Matter as Much as Functional Benefits

Members may join for professional development, networking, or certifications, but they stay when they experience belonging, engagement and clear value.

In competitive and often isolating professional environments, associations provide emotional value - support, reassurance, and a sense of “people who get me.” The data confirms that emotional connection and community support are top drivers of retention that associations must cultivate.

Key takeaway: Make every interaction - emails, events, onboarding - reinforce that members belong to a community that understands and supports them.

2. Cost Is Often a Proxy for 'This No Longer Feels Worth It'

When members cite cost as a reason for leaving and non-renewal, it’s rarely about money, it’s about perceived value or low engagement.

If engagement stagnates and members don’t feel the impact of their membership, renewal feels more like a bill than a benefit. Associations must continuously demonstrate value and outcomes - skills gained, networks built, confidence grown - so that cost never becomes the default exit excuse.

Key takeaway: Value isn’t what you offer; it’s what members experience.

3. Reframe Value Propositions Around Member Impact, Not Activities

Many association teams unintentionally focus their messaging on what they do, events, newsletters, advocacy campaigns, rather than what members gain.

Reframing messaging around member impact (career growth, problem-solving, professional confidence, network expanded, and problems solved) resonates stronger and builds clearer alignment between organisational goals and member outcomes.

Example: Instead of “Join our annual conference,” try “Accelerate your career with three days of peer-led learning and real-world solutions.”

4. Time Is the New Currency

Despite high perceived value of community, time constraints remain the biggest obstacle to participation. Associations must tie resources back into community, make participation easy and low-friction, and repeatedly demonstrate what members gain by engaging.

Tip: Offer “micro-engagement” pathways such as quick polls, bite-sized learning, or recognition badges that reward even small interactions.

5. Community Is the Modern Safety Net

Community provides more than networking opportunities, it functions as a safety net that reduces loneliness, builds reassurance, and strengthens retention.

Members rely on these spaces to combat isolation, share real-world solutions, and find peer reassurance. When managed intentionally, communities become the emotional anchor that drives long-term loyalty.

Key takeaway: Community health equals member health. Cultivate belonging, not just conversation.

6. Personalisation and Segmentation Drive Results

Practical implementation of personalisation delivers measurable results. The webinar highlighted real-world results from personalised campaigns, segmented by audience interest, career stage, or engagement level. Personalised outreach outperformed generic messaging across every metric including open rates, clicks, and conversions.

Action step: Use data to shape what’s next. Ask members what they want through polls and feedback, and act on it. This makes members feel heard and co-creates the experience, building trust.

7. AI Should Create 'More Human, Not Less Human' Engagement

Members show high comfort with AI when it improves their experience through smarter search, discover, personalised recommendations, or intuitive support tools. However, AI must be human-centered, transparent, intentional, and tied to strategy, enhancing human connection rather than replacing it.

Key takeaway: Use AI to lighten the admin load and free staff to deepen relationships, not automate them away.

8. Strong Onboarding Drives Lifelong Membership

An easy, structured early experience is one of the strongest predictors of long-term engagement, belonging, and retention across the entire member lifecycle, not just the first week. Associations should invest significantly in designing intentional onboarding journeys. From day one, new members need clarity - how to connect, contribute, and benefit.

Tip: Build a 90-day onboarding journey with milestones, mentorship, and recognition touchpoints.

9. Email Alone Is Insufficient - Spread Outreach Across Multiple Channels

While email remains valuable, members are overwhelmed by inbox volume. Effective communication strategy requires spreading outreach across community platforms, social media, and opt-in channels with clear segmentation and personalisation so people receive only relevant messages.

Action step: Use member data to trigger communications where they already are, not just where you are comfortable sending them.

10. Visibility Still Drives Growth

When it comes to non-member acquisition, the biggest challenge isn’t cost, it’s awareness.

Too often, potential members simply don’t know your association exists. Associations must investin SEO, social visibility, and clear messaging that articulates impact over activities is key.

Key takeaway: The best marketing strategy begins with being findable.

Moving Forward: Designing Belonging for 2026

The data is clear: personalisation and belonging are the twin pillars of member engagement in 2026.

Associations that focus communication, community, and career impact around those principles will not only retain members but transform them into advocates.

Now is the time to:

• Audit your onboarding and communication flows
• Integrate personalisation driven by data and member feedback
• Celebrate community as the heart of your value proposition

In a landscape where expectations evolve quickly, the opportunity is to stay deeply human, by meeting members where they are, and reminding them why they belong.

If you missed the AuSAE Open Access Webinar: What Members Really Want in 2026, or would like to rewatch it, you can view it here.

The Australasian Society of Association Executives (AuSAE) is pleased to announce a new industry partnership with MemberBoat, a membership marketing consultancy and training provider specialising in helping associations grow, engage, and retain members through practical, modern marketing.

This partnership reflects a shared commitment to building marketing confidence and capability across the association sector, recognising that many teams are under pressure to deliver growth and engagement without specialist support or large budgets.

Through the partnership, AuSAE members will gain access to practical insights, frameworks, and learning opportunities that focus on real-world association marketing. Areas of focus include content and email strategy, member journeys, engagement, retention, and measuring what actually works.

Toni Brearley CAE, Chief Executive Officer of AuSAE, said the partnership strongly aligns with AuSAE's purpose of supporting association leaders and teams.

"Marketing has never been more important, and at the same time, more overwhelming, for associations. MemberBoat brings a deep understanding of the sector, combined with a practical approach that helps teams take meaningful action. Olena and her team understand the pressures association professionals face, and they've built solutions that make membership growth achievable, not aspirational."

Olena Lima, Founder of MemberBoat and Membership Marketing School, said the partnership builds on long-standing work with the association community.

"Associations do incredibly important work, yet marketing expertise isn't traditionally embedded in association teams. As member expectations rise and businesses adopt events, content marketing, and community building, associations can't afford to fall behind. Our role is to make marketing accessible and achievable, whether through hands-on consulting with MemberBoat or practical education through Membership Marketing School. Partnering with AuSAE allows us to support more association professionals at every stage of their journey."

With more than 15 years' experience working exclusively with associations globally, and insights shaped by hundreds of association professionals, MemberBoat and Membership Marketing School bring both strategic depth and practical delivery to the partnership.

Together, AuSAE and MemberBoat are committed to building marketing capability across the sector, ensuring associations have the clarity, confidence, and tools to grow membership sustainably.

To learn more, visit membershipmarketingschool.com or memberboat.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