In today’s advocacy landscape, evidence is everything.

Associations have long been powerful voices for their members and professions, but as Survey Matters Managing Director Brenda Mainland shared in a recent AuSAE webinar, stories alone aren’t enough anymore. Reliable, credible data is what transforms member insights into influence, helping associations build authority, trust, and impact.

From Stories to Evidence

“Member stories and opinions are important, but they aren’t evidence,” Brenda explained. “Data about your industry, its size, economic contribution, workforce and working conditions, that is evidence.”

When associations can move from “we think” to “we can prove it,” their voice carries further. Data-backed insights allow leaders to demonstrate credibility, shape government policy, and strengthen professional reputation.

Real-World Impact: Associations Using Data to Lead

Across Australia, associations are already showing how powerful this shift can be:

• Australian Counselling Association (ACA) built a profession-wide workforce census that exposed service gaps, mapped demographics, and created a credible evidence base for advocacy. The data helped guide new initiatives and strengthen submissions to national standards.

  “We now know with confidence the top five reasons Australians seek counselling, we never had that before,” said CEO, Jodie McKenzie.
  
  

• Private Health Insurance Intermediaries Association (PHIIA) launched an Annual State of the Sector Study to capture their members’ impact. The results demonstrated the sector’s essential role in helping Australians navigate complex insurance choices, data that gained traction with both media and policymakers.

“PHIIA members play a  critical role in helping consumers identify cost saving opportunities and find value in their cover while under cost-of-living pressures,” said CEO, Chris Zinn.

• Real Estate Institute of NSW (REINSW) turned monthly vacancy rate data into a trusted resource that now informs rental reform discussions and drives ongoing media coverage.

  “This research has been a game-changer for our advocacy efforts. We’ve been able to highlight the unintended consequences of rental reforms and fight for policies that actually support landlords, tenants, and property managers alike,” said CEO Tim McKibbin.
  
  

• ACAPMA used consumer research to challenge assumptions about the fuel retail sector, shifting public perception and growing membership threefold, from 120 to 400 members over a decade.

Overcoming Common Data Challenges

Of course, gathering credible data isn’t always easy. Many associations face barriers such as limited resources, low response rates, or uncertainty about where to start. Brenda shared practical steps to overcome these, including:

• Partnering with trusted research experts

• Designing simple, representative surveys

• Communicating the “why” behind data collection

• Sharing insights back with members to build trust and participation

A Roadmap for Building Your Data Strategy

Brenda’s “Data Value Chain” outlines a clear path for associations ready to take action:

1. Gap Analysis – Audit what data you already have, and what’s missing.

2. Data Collection – Choose the right approach and tools.

3. Analyse and Interpret – Look for stories within the data.

4. Report and Act – Align insights with your strategic priorities.

5. Repeat – Build consistency over time; trends strengthen credibility.

Done well, this process delivers strategic, financial, and reputational value, year after year.

The Bottom Line

When associations invest in good data, they invest in their future. Data transforms opinions into evidence, elevates advocacy from reactive to proactive, and turns your organisation into a trusted authority.

As Brenda reminded attendees: “There’s no policy without data.”

The session also outlines practical steps to help you build your own data roadmap, from assessing what’s missing, to collecting, interpreting, and communicating insights that matter.

Because when your association can move from “we think” to “we can prove it,” your voice carries further.

Watch the full webinar recording to learn how your association can harness credible research to build influence, strengthen advocacy, and deliver greater member value.

If you missed our webinar last month, you can watch it here.

The Australasian Society of Association Executives (AuSAE) is delighted to announce the renewal of its Alliance Partnership with Causeis, reaffirming a shared commitment to empowering and advancing the association sector across Australia and New Zealand.

The renewed partnership continues to build on a strong foundation of collaboration and shared purpose — supporting association leaders with the insights, technology, and strategies they need to lead confidently in an evolving digital landscape.

Toni Brearley CAE, Chief Executive Officer at AuSAE, said the partnership reflects AuSAE’s ongoing mission to connect and strengthen the association community.

“We’re thrilled to continue our partnership with Causeis, an organisation that deeply understands the opportunities and challenges facing associations today. Their commitment to innovation and practical digital transformation aligns perfectly with AuSAE’s vision to support and empower association leaders to thrive.”

Michelle Lelempsis, CEO and Founder at Causeis, said the partnership demonstrates Causeis’s ongoing investment in the future of the association community.

“We’re proud to renew our Alliance Partnership with AuSAE, continuing our commitment to supporting and empowering the association sector across Australia and New Zealand. Partnerships like this matter,  AuSAE provides a vital platform for association leaders to connect, learn, and grow. We’re proud to contribute by bringing our expertise in digital transformation, technology, and strategy.”

At Causeis, the focus remains on helping associations unlock growth through strategy, technology, and data-driven transformation. Through solutions like the Causeis Launchpad, a purpose-built digital platform designed to drive engagement, streamline operations, and accelerate growth. Causeis continues to set the benchmark for digital innovation in the association sector.

Together, AuSAE and Causeis look forward to another year of collaboration, innovation, and shared success in supporting association professionals to create lasting impact for their members and communities.

At ACE 2025, AuSAE proudly unveiled an exciting new addition to our member services - Simon, our AI Knowledge Assistant. Named in honour of AuSAE’s first President and Life Member, Simon Pryor, this innovative tool continues his legacy of knowledge-sharing and support for the association community.

Simon says: “Ask me anything!”

Simon makes accessing information easier, faster, and more personalised support for our members. Members can now ask questions about member engagement, events, professional development, governance or sector insights, and get reliable answers in real time. He also helps navigate AuSAE’s resources, including trusted partner content, research, best practice guides, and event information.

Unlike public AI tools, AuSAE’s AI Knowledge Assistant is trained specifically on AuSAE’s own content and trusted partner resources. This means your queries are answered with information that is relevant to the association sector, and your questions aren’t sent out to the broader internet.

“Simon represents a new chapter in how we support our members,” says Toni Brearley CAE, AuSAE CEO. “By combining the latest AI technology with our commitment to knowledge-sharing, we’re making it easier than ever for our members to access the support and insights they need, anytime, anywhere. Simon doesn’t just answer questions; he connects our members with the full range of services, research, and trusted partner resources that AuSAE offers, all in a secure and focused environment.”

Enhancing Member Services

Simon is more than just an information tool, he’s your guide to the full range of member services, including:

• Resources: Quick access to on-demand webinars, courses, and certification guidance.
• Research & Insights: Links to the latest reports, trends, and case studies in the association sector.
• Event Navigation: Assistance with AuSAE events and professional development opportunities.
• Membership Support: Help with onboarding emails, membership strategies, and more.
• Compliance Support: Guidance on policies, frameworks, and sector best practices.

Simon says: “Save time, make informed decisions, and get the most out of your AuSAE membership!”

At ACE 2025, members got to experience Simon first-hand, asking questions, exploring resources, and seeing how this AI assistant can become a trusted part of their professional toolkit. The response was overwhelmingly positive, with many excited about having on-demand access to sector-specific insights and support.

Continuing a Legacy of Knowledge
By naming the AI Assistant after Simon Pryor, AuSAE honours a figure who set the foundation for knowledge-sharing within the association community. Just as Simon Pryor inspired learning and leadership, Ask Simon is here to extend that spirit into the digital age.

Whether you’re a seasoned association professional or just starting out, Simon is ready to support your journey, bringing knowledge, guidance, and insight right to your fingertips, in a secure and relevant way.

Simon says: “Discover me today in the Member Hub and see how I can support you!

There’s something special that happens when association professionals come together, and ACE 2025 at Marvel Stadium proved it once again. For two-and-a-half days, the stadium was buzzing with energy, ideas, and connections that you just can’t capture on a screen.

From the welcome function, where laughter and conversations filled the room, to the final debate and toast over wine and cheese, ACE was more than just a conference. It was a community coming alive.

As AuSAE CEO Toni Brearley CAE said so perfectly:

“For me, the best part is the people. You could feel it from the very first moment - the energy, the generosity, the way everyone leans in to connect and share. That’s what makes ACE so powerful. It’s not just about the content; it’s about the community. And this community is extraordinary.”

Key moments that had everyone talking:

• Rosie Thomas OAM set the tone with a heartfelt keynote on Building Communities, Creating Change that left the room buzzing.
• Nigel Collin challenged us to embrace a Growth Mindset of Change, inspiring plenty of “aha” moments.
• Big ideas and fresh insights from association leaders and experts in AI, governance, events, and member engagement and more.
• The ACE Exhibition was a hub of innovation, showcasing the latest solutions and tools designed to help associations work smarter, engage members, and stay ahead in a rapidly changing sector.
• Rita Arrigo took us boldly into the future, unpacking AI in Associations and what’s possible when we embrace innovation.
• Tracey O’Neill brought it back to our roots, asking whether volunteering is our sector’s true superpower.
• Interactive sessions and panels packed with tools and takeaways to bring back to your association
• Recognising and celebrating our newest Certified Association Executive (CAEs):  Jennifer Bowden CAE – Mathematical Association of Victoria, Marie Walters CAE – Country Fire Authority, Jon Cullum CAE – The Royal Australian & New Zealand College of Psychiatrists, Rachel Corby CAE – Australian Water Association, Chris Marrs CAE – Migration Institute of Australia and Leigh Clarke CAE – Victorian Healthcare Association
• The launch of AuSAE’s Council of Professions (ACoP) chapter, a milestone moment for our community.
• And of course, meeting Simon, AuSAE’s new AI Knowledge Assistant, who made his debut at ACE. Named in honour of AuSAE’s first President and Life Member, Simon Pyror, continuing his legacy of knowledge sharing.

And then there were the in-between moments: swapping ideas over coffee, reconnecting with old colleagues, and making new connections at Cocktails on the Boundary sponsored by Marvel Stadium. These are the kinds of memories you take home and the kind of momentum that creates real change back in your associations.

Why you don’t want to miss the next one

If you weren’t with us this year, you missed the spark. You missed the chance to be in the room when new ideas were designed, when challenges were tackled head-on, and when the future of our profession was imagined together.

As one of our delegates, Saskia Moon, shared on LinkedIn:

“My first conference with you, thanks for a wonderful 2 days! I met so many great people and attended some thought-provoking sessions. Very well organised, I definitely hope to be back next year.”

To all who joined us – association professionals and leaders, speakers and partners - thank you for bringing your energy, your curiosity, and your voices. You made ACE 2025 what it was: unforgettable.

See you in 2026!

The future of associations isn’t something that just happens—it’s something we create together. And there’s no better place to do that than ACE 2025: Unmasking the Future.

In July 2025, the Australian Government issued its response to the Senate Economics References Committee’s final report on Not-for-profit entities – Tax assessments. While the response stops short of major policy changes, it contains important clarifications that AuSAE members, especially those managing non-charitable NFPs, need to understand.

No New Requirement to Register with ACNC
 A central concern in the sector was whether the recent requirement to lodge a self-review return implied a new obligation for NFPs with only charitable purposes to register with the ACNC. The Government clarified this is not the case:

• Only NFPs seeking income tax exemption as charities must be registered with the ACNC, a rule in place since 2012.
• Non-charitable NFPs can remain outside the ACNC framework but must still complete the ATO’s self-review return if they wish to claim income tax exemption.

• The ATO is taking a practical compliance approach and will pre-populate future returns to reduce administrative effort.
• Entities without an ABN remain exempt from the requirement—reducing burden on some low-risk organisations.

• Introducing a turnover threshold to exempt small, low-risk NFPs.
• Extending the March 31, 2025 deadline—though the ATO retains the power to offer deferrals.
• Moving administration to the ACNC—deemed likely to increase, rather than decrease, compliance requirements for non-charity NFPs.

While no immediate relief is on offer, the Government’s response reinforces the importance of ongoing advocacy to ensure the voice of non-charitable NFPs is heard. AuSAE will continue to engage with Treasury, the ATO, and ACNC to reduce unnecessary burden and ensure guidance reflects the realities of small, volunteer-driven organisations.

AuSAE members invited to join sector-wide data project with exclusive 60% discount

The FY26 Not-for-Profit Remuneration Survey is now open - and AuSAE members are invited to take part in this critical, sector-strengthening initiative led by Enterprise Care, Australia’s trusted authority in NFP remuneration benchmarking.

In return for contributing your organisation’s salary data, you’ll unlock an exclusive 60% discount on the upcoming FY26 NFP Remuneration Portal, launching 27 October 2025. This interactive tool provides Australia and New Zealand’s most comprehensive and up-to-date salary benchmarking, helping leaders make confident, data-informed remuneration decisions.

All participants will also receive the Exclusive Insights Report, featuring detailed analysis of current trends, including CEO remuneration, provided CEO data is submitted.

Why your input matters:
Recent data highlights key challenges in NFP workforce retention and planning:

• Over 60% of candidates now expect higher salaries

• The top reason for turnover is salary dissatisfaction

• Pay has risen 5–7% over the past two years

• Over 50% of NFPs plan to hire in FY25

• Hybrid work is helping retain talent

By submitting data, quickly and confidentially, you’ll help strengthen transparency and build more accurate, real-world benchmarks that benefit the entire sector.

Even if you're unable to provide data, AuSAE members still receive a $100 discount on the Portal RRP, simply for being part of the network.

Start the survey now

For assistance, contact Tracy Portarianos at portarianost@enterprisecare.com.au or 0408 210 661.

Together, we can drive data-led change and build stronger, more equitable organisations.

We are sharing some exciting news that will build the strength and depth of AuSAE.

Since 1971, the Australian Council of Professions has been the unifying alliance of Professional Associations that represents close to 1 million Australian professionals including engineers, healthcare and computing professionals, veterinarians and accountants.

The Board and leadership of ACoP and AuSAE have recognised that, given our close alignment of goals, our capacity to serve our membership, much of which already overlaps, together is far greater.

As a result, ACoP is putting to their membership a plan to partner with us and become a dedicated chapter within AuSAE. This transition presents a unique opportunity to renew ACoP’s mission of advancing the standing of professions and promoting professionalism across Australia, while also growing AuSAE’s own offering, scale and relevance.

This transformation will enable ACoP to continue its legacy built over more than 50 years, while ensuring greater sustainability, relevance, and impact for both organisations.

ACoP membership will in the future be in addition to AuSAE organisational or individual membership.

ACoP members will soon receive a notice for a special general meeting and a special resolution to wind up the ACoP entity. This will include a vote to allow them to distribute surplus assets to AuSAE to enable the new Council of Professions chapter.

The planned official launch of the new AuSAE Council of Professions (ACoP) chapter will occur at ACE 2025 on 10 September 2025 at Marvel Stadium in Melbourne.

Celebrating New CAEs Across Australia and New Zealand

One hundred and twenty-nine association executives recently earned their Certified Association Executive (CAE®) credential from the CAE Commission of ASAE, joining more than 4,500 industry leaders around the globe.

AuSAE is proud to welcome two of our own to this accomplished group. Please join us in congratulating:

Rachael Corby, CAE
Head of Member Engagement & Experience
Australian Water Association – Artarmon, NSW

Jon Cullum, CAE
Executive Manager, Membership and Events
Royal Australian and New Zealand College of Psychiatrists – Melbourne, VIC

Earning the CAE credential is the highest professional designation in the association sector, globally recognised as a mark of excellence in leadership, strategic thinking, and association management.

Toni Brearley, CAE, Chief Executive Officer, AuSAE  said, “This is a significant achievement that reflects both Rachael and Jon’s commitment to the profession and their dedication to lifelong learning. We’re proud to celebrate with them as part of our growing CAE community across Australia and New Zealand.”

The CAE Program elevates professional standards, enhances individual performance, and recognises those who have demonstrated the knowledge essential to association leadership. The program is accredited by the National Commission for Certifying Agencies (NCCA).

Congratulations again, Rachael and Jon, we’re thrilled to celebrate this achievement with you. We are #CAEproud.

Learn more about the CAE credential: buff.ly/4cyy2UI
Read the full announcement from ASAE – The Center for Association Leadership: buff.ly/KwyqoQw

In a world where change is constant and complexity is the new normal, boards are facing unprecedented challenges—and opportunities.

From navigating digital transformation and ESG imperatives to managing workforce dynamics and stakeholder expectations, the role of stewardship has never been more critical.

But what are the real priorities keeping board members up at night in 2025? And how are they preparing to meet these challenges head-on?

That’s where you come in.

Why Your Input Matters

Enterprise Care is conducting a short, high-impact survey to uncover the Top Priorities and Challenges Facing Boards in 2025.

Your insights will help build a clearer picture of what’s driving boardroom conversations, decisions and strategies across sectors.

Whether you're a board member, executive, governance professional or advisor—your perspective is invaluable.

What You’ll Help Us Discover

• The most pressing issues boards are tackling today
• Emerging risks and opportunities shaping governance
• Shifts in boardroom dynamics, culture and leadership
• How boards are adapting to regulatory, technological and societal change

Quick. Easy. Impactful.

This survey takes just a few minutes to complete, but the impact of your contribution will be long-lasting. The findings will inform future tools, resources and thought leadership - helping boards stay agile, informed and highly effective.

Take the Survey Now

Click here to complete the survey

Your voice matters. Help us shape the future of your sector.