From the CEO's Desk

20 Sep 2016 3:31 PM | Deleted user

Recently I’ve been asked what the key focus areas are for Associations. In my view, it’s all about staying relevant and connecting our respective communities with great people and great ideas.


Consistently, the number one benefit of belonging to an Association is being part of a community and connecting with colleagues to learn, share and advance careers. Reid Hoffman (co-founder and chair of LinkedIn) says “those who can conceptualize and understand networks – both online and off – have an edge in today’s fast-paced and hyper-competitive landscape, where the speed with which we can make informed decisions is critical.” A critical imperative for us is to create opportunities for our community to meet, collaborate and expand their network. It’s also about us facilitating introductions and connections to the right people for any given situation. The age old adage of “it’s not what you know, it’s who you know” is possibly more true today than ever, especially when it comes to career progression.


In terms of staying relevant, innovation is all the buzz and includes everything from massive step change to small incremental changes to stay ahead of the curve. It’s important that changes relate to the core purpose of the organisation and help to mitigate against disruptors wanting to enter the market. Innovation is about changing tracks when the light at the end of the tunnel is an oncoming disruption locomotive.


Providing thought leadership and great ideas are essential. With easy access to a vast array of information, the traditional ownership of the knowledge hub by an Association has gone. It’s now the role of Associations to curate, interpret and distribute timely, relevant and meaningful information and resources. So how do we become thought leaders and access/choose the right information. There are many ways including social media, membership of your Professional Association and attendance at sector and international conferences.


In the interests of sharing, here are five insights from sessions I attended at the ASAE conference in Salt Lake City:

  • Don’t sell what you make. Make what you can sell;
  • Partner with good/smart people and organisations for members to access greater benefit;
  • On promotional material list the top 3 benefits, not 18 features;
  • Charge more! (for everything…);
  • Create urgency and exclusivity by bundling products and services and promoting them for a short period of time.

I’d be happy to discuss key focus areas for Associations or the above insights in more detail if you are interested.


Brendon Ward

Chief Executive Officer

Australasian Society of Association Executives


Comments

  • 26 Sep 2016 12:19 PM | Deleted user
    I'd be interested to learn more of the Charge more! (for everything).
    Like many Association, I imagine, I have a Board that keeps trying to cut costs for things like conference registrations and membership, thinking this will build loyal members, so to have some stats on why we should charge more could be very useful.
    Link

Strengthening Trans-Tasman Connections: AuSAE and Tourism New Zealand Business Events Renew Partnership

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


The Australasian Society of Association Executives

Contact us:

Email: info@ausae.org.au
Phone: 1300 764 576 (within Australia)
Phone: +61 7 3268 7955 (outside Australia)
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011, Australia

                    
        


Powered by Wild Apricot Membership Software