Are you ready to take your association management skills to the next level?

AuSAE's Association Knowledge Program, allows you to tailor your learning to fit your goals and schedule. Choose from individual monthly modules that align with your interests or embark on the full 9-month journey for a comprehensive dive into association management.

Gain Actionable Insights & Strategies
Stay ahead in the ever-evolving landscape of association management with insights and strategies you can implement immediately. From tackling membership challenges to mastering governance and financial planning, each session is designed to deliver actionable insights and proven strategies that deliver impact.

Strengthen Your Skills
As an association executive, your skill set is your greatest asset. This program offers focused learning opportunities across key pillars of association management, such as marketing, operations, membership, events, and advocacy. Whether you’re refining existing skills or building new ones, this program will help you thrive in your association management role.

Connect with Your Peers
By participating in this program, you’ll have opportunities to connect with a vibrant network of association professionals who understand your unique challenges and aspirations. Exchange ideas, share best practices, and foster relationships that will support you throughout your career.

Association executives, membership directors, and individuals responsible for member engagement and retention strategies.

 Explore the Program Here 

AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

The future of digital is in creating hyperlocal journeys, building out your remarketing sphere across social media and leveraging all channels to build a dynamic marketing space with highly targeted touchpoints all the way.

In a first for Australia, we are now able to target down to 30 sqm any location and place web display, or out of home display in a specific location.

Want to target business travellers? Well why don’t we target an airport lounge, or a transport hub? Want to target consumers as they are consuming? Target a shopping centre.

Interested in targeting association events and expos? We can target exhibition centres.

Have all this traffic feed into your remarketing sphere - and target across multiple channels.

Learn how to couple these strategies with your social media marketing and create enough diversity in your digital strategy that creates a genuine ROI.

The possibilities and strategies are endless!

Key Learnings:

• What are the best platforms to market on in 2025 and beyond?
• How do we measure ROI in 2025?
• How to tap into hyperlocal advertising?
• What is Unique Placement Advertising?
• How to monetise association digital databases to help pay for association marketing.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

George Hawwa
Growth Director, Attention Experts

As owner and Founder of global social media & digital agency ‘Attention Experts’, which was started in 2016 is today Australia’s most highly rated and awarded social media agency. George has worked on social media strategy, digital strategy, management and analysis across over 30 different industries with companies from across the world. As Growth Director, George is in charge of the overall agency growth. 

With a qualification in Mathematics & Finance, George was being asked by companies to help them with their digital strategies after he successfully built and sold two multi-million dollar companies through social media between 2010 - 2016. George won the 'Outstanding Young Entrepreneur' award at the NSW Business Chamber Awards in 2018 and has won multiple awards through such organisations as the Australian Marketing Institute.

George has been called to be an expert witness in court cases involving social media defamation and trademark infringement. He is a sought-after keynote speaker and presenter for industry groups, having spoken to over 30,000 people around the world since 2016 and conducts digital strategy sessions for government agencies, large NFPs and multi-nationals. George also lectures on behalf of the Centre for Continuing Education on social media strategy at Sydney University.

About Attention Experts

Attention Experts are specialist digital growth experts, a known leader in the industry with a reputation for a unique data-lead approach to social media marketing and strategy - and then expanding this knowledge into Programmatic and Unique Placement Advertising, SEM, SEO, Website Optimisation and EDM campaigns. Combining the latest digital tools and capabilities of the world's biggest social media and digital platforms, Attention Experts retains a track record of delivering consistent results for over 1,000 clients in both the B2B and B2C sectors across 30 different industry verticals in Australia, New Zealand, South East Asia and Europe. Attention Experts has offices now in Sydney, Melbourne and Dublin.  

In the demanding world of association leadership, self-care often takes a backseat—but it’s essential for sustaining resilience and achieving long-term success. Join us for "Mastering Self-Care: Strategies for Building Resilience and Avoiding Burnout," a webinar to help you prioritise your wellbeing. Discover practical strategies to manage stress, build resilience, and create a sustainable balance between your personal and professional life.

Key Takeaways:

• Understanding Burnout: Recognise the signs of burnout and its impact on your health and effectiveness.
• Resilience Building: Explore proven techniques to develop mental and emotional resilience.
• Practical Self-Care: Learn actionable self-care practices.
• Sustainable Work-Life Balance: Gain insights into setting boundaries and creating habits that support long-term well-being.

Who Should Attend:
This session is ideal for association professionals, executives, and team leaders looking to enhance their personal resilience and support the wellbeing of their teams.

If you’re feeling the pressure or simply want to stay ahead of stress, this session will empower you with the tools to thrive.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

Unlock Growth with Modern Sales Strategies
Selling to the Modern Member

Friday 25 July | ⏰ 9:30am–11:00am AEST | Online Workshop

Join us for "Selling to the Modern Member - Virtual Association Skills Lab" an energising, interactive workshop designed exclusively for association professionals. In just 90 minutes, you’ll walk away with a practical framework to modernise your approach, strengthen member trust and relationships, and diversify revenue streams.

Most B2B sales approaches are still rooted in outdated, seller-focused models that no longer work in today's member environment.

This powerful session introduces a proven, modern and scalable alternative to traditional selling methods, based on 20+ years of experience gained in membership-based organisations.

Key Topics Covered:

• Why traditional sales methods are falling – and what’s working now
• What today’s members really want from associations
• How to modernise your value proposition and sales process

• Understand member engagement, why “Opening is the new closing”
• How to shift from talking about products & services to member-outcomes
• Using the 3-step storytelling formula to build member trust and urgency
• How to align sales with how members actually want to buy
• Discover a proven, structured and scalable path to more diverse fees and revenue streams
• The 10 core competencies every association business needs to master

Whether you’re leading a team, growing membership, or launching a new offering – this session will challenge your thinking and equip you with tools to grow your impact.

Designed for: Association executives, business development leaders, and membership professionals ready to modernise and scale.

Don’t miss this opportunity to rethink your approach and unlock more meaningful, sustainable growth.

Secure your spot now – registrations are open!

Attendees receive 3.0 CAE credits. AuSAE is proud to be a CAE Registered Provider. As a CAE Registered Provider educational program related to the CAE exam content outline, this event may be applied for 3.0 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.   

About the presenter
Peter Strohkorb

During his 25-year sales and marketing career in some of the largest corporations on the planet and with 20 years’ working in and with membership-based organisations and industry representative bodies, such as the AIIA, Australian Services Roundtable and AISA, Peter Strohkorb consistently generated record-breaking revenue results.

But he hated their selling practices, with a focus mainly on WHAT they were selling and on HOW they wanted to sell it.

Peter found that with the attention being on internal metrics the member experience had become almost an afterthought. He knew there must be a better way.

That's why in 2011, he founded Peter Strohkorb Sales Advisory, an international firm to help b2b Tech and services businesses in Australia and in the USA grow their sales performance and revenues, all in a buyer-friendly way.

Peter's Buyer-Focused Sales Funnel is now a proven, structured, and scalable selling framework that focuses on selling how modern Buyers want to buy.

Further, Peter is the author of two acclaimed Amazon books on modern sales. He is currently working on his 3rd book.

Peter holds tertiary qualifications in Marketing and Management from the prestigious Macquarie Graduate School of Management (MGSM) in Sydney. He is a graduate of the Australian Institute of Company Directors and a professional Board Director. He sits on company advisory boards and is a former Chairman of an Australian NFP organisation that helps people with a disability to live independent lives. For more information, visit peterstrohkorb.com 

Ready to Become a Certified Association Executive? Join Our CAE Info Session!

If you're aiming to earn your Certified Association Executive (CAE) credential, this is your chance to learn more! 

Join our upcoming Q&A session to get answers to all your questions about eligibility, requirements, and the benefits of the CAE credential. We'll provide a detailed overview of the program and how it can help you take the next step in your association management career.

Bring your questions and discover how the CAE can elevate your professional journey.

Artificial Intelligence (AI) is transforming how associations manage and engage with their members. This webinar explores how AI-driven tools can enhance membership management by personalising engagement, streamlining administrative tasks, and improving overall efficiency. Learn how to harness AI to create a more responsive, data-driven membership experience that drives satisfaction, retention, and operational success.

Key Takeaways:

• AI-Powered Personalisation: Learn how AI can help create customised experiences for members, increasing engagement and satisfaction.

• Automating Administrative Tasks: Discover AI tools that automate routine tasks like renewals, data entry, and member segmentation, saving time and resources.
• Enhancing Member Communication: Explore how AI can optimise communication by sending targeted, timely messages that resonate with members.
• Data-Driven Insights: Learn how AI can analyse member data to provide actionable insights and guide strategic decision-making.
• Improving Retention and Engagement: Understand how AI can help predict member behavior, allowing you to proactively engage and retain members.

Who Should Attend:
Association executives, membership managers, and IT professionals interested in using AI to improve membership management and engagement.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter
Erica Salm Rench 
Chief Marketing Officer

Erica Salm Rench, CMO of Sidecar, has spent over a decade driving digital innovation. From enrollment marketing to leading digital strategy at the Gulf South’s largest agency, she’s helped thousands boost SEO and content reach. At rasa.io, she scaled the company from 1 to 500+ customers, transforming personalised content delivery. Now, she helps organisations adopt AI to stay ahead. A frequent industry speaker, Erica educates leaders on AI strategy, digital transformation, and cutting through the digital noise.

Sidecar is a learning platform designed to help association professionals confidently navigate the evolving landscape of AI and emerging technologies. It offers on-demand courses, certifications, expert insights, and community support to empower leaders and teams with practical, future-ready skills. With offerings like the AAiP certification, The AI Learning Hub, and the digitalNow conference, Sidecar equips associations to drive innovation and deliver greater member value. For more information, visit sidecar.ai

Integrity and ethical standards are the cornerstones of trust and credibility in any association. Join us for "Elevating Integrity: Defining and Promoting Ethical Standards for Professional Conduct in Your Association," where we’ll explore how to establish, communicate, and uphold ethical guidelines that resonate with your members and stakeholders. Learn how promoting integrity can strengthen your association’s reputation and drive meaningful engagement.

Key Takeaways:

• Defining Ethical Standards: Learn how to create clear, actionable codes of conduct that reflect your association’s values.
• Promoting Integrity: Discover strategies for fostering a culture of ethics and accountability within your membership.
• Building Trust: Understand how ethical standards contribute to credibility and long-term member loyalty.
• Practical Tools: Gain insights and resources to implement and monitor ethical practices effectively.

Who Should Attend:
This session is perfect for association leaders, governance professionals, and anyone responsible for setting or enforcing standards of conduct.

Attendees receive 1 CAE credits in Ethics. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

Strong governance is the foundation of any successful association, and it starts with people. This webinar explores how to build a governance structure that prioritises collaboration, inclusivity, and transparency. Learn how to foster a culture of trust, empower your board and leadership team, and make decisions that align with your association’s values and long-term goals.

Key Takeaways:

• Building a Collaborative Governance Framework: Learn how to create a governance structure that encourages open communication, shared responsibility, and active participation.

• Empowering Your Board and Leadership Team: Discover strategies to ensure your board and leadership team are aligned and equipped to make effective decisions.
• Prioritising People-Centered Decisions: Explore how to embed inclusivity, diversity, and member input into your governance processes.
• Fostering a Culture of Trust and Transparency: Learn how to cultivate an environment where stakeholders feel valued, informed, and engaged in the governance process.
• Evaluating Governance Effectiveness: Understand the importance of regularly assessing and improving governance practices to ensure long-term organisational success.

Who Should Attend:
Association executives, board members, governance professionals, and leaders looking to strengthen governance practices and build a people-centric culture.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

CAE Exam between 1 December and 14 December 2025 This course is for the December 2025 exam *Please note that the exam registration through ASAE is separate and is the delegates responsibility. AuSAE is here to help

Course cost - AuSAE Member $750 

Non member / Business partner  $950 includes  

• Course material ( Professional Practices in Association Management, 4th Edition)

• Cliff notes with practice exam questions for each domain

• Study group learnings and exam questions

• Practice exam exam

The Certified Association Executive (CAE) credential is an International marker of a committed association professional who has demonstrated the wide range of knowledge essential to manage an association in today’s challenging environment.

Have you got what it takes to go to the next level, AuSAE is here to help you!!
Applications close with ASAE 26 September 2025 for the exam

Program Starting Friday 19 September 2025

Week 1 19 September : CAE Orientation session and Systems thinking

Week’s 2 - 9: Covering the eight domains 1 hour each week (Friday)

• 26 September: Domain 1 Governance
• 3 October: Domain 2 Executive Leadership
• 10 October: Domain 3 Organisational Strategy
• 17 October: Domain 4 Operations
• 24 October: Domain 5 Business development
• 31  October: Domain 6 Member and Stakeholder Engagement and Management
• 7 November: Domain 7 Advocacy
• 14 November: Domain 8 Marketing and Communications

Week 10: Wednesday 19 November Practice exam in exam conditions (100 questions) 2 hours
Friday 21 November Open forum ( 1hour 30 mins)

• CAE Exam fee is separate and paid through ASAE when applying for the exam. Member cost $500 USD

AuSAE's Introduction to Associations webinar aims to assist individuals new to associations in navigating the basics of the not-for-profit sector. Whether you're embarking on a new role in associations or seeking to enhance your existing knowledge, this session is designed to provide you with the tools and understanding needed to thrive in the dynamic world of associations.

Join us for the live webinar session, "Introduction to Associations," this year, to kickstart your journey in association management. Led by Toni Brearley, CEO at AuSAE, this session will explore the purpose, values, processes, and people that contribute to associations.

Participate in the session to gain valuable insights, connect with like-minded professionals, ask questions, and delve into information that will support your career in association management.

This complimentary webinar is open to all association professionals. Upon registration for this online event, you will receive a confirmation email with the Zoom link for the meeting. We look forward to your participation!

Effective board policies and strategic priorities are crucial for guiding your association’s direction and ensuring compliance with legal and regulatory standards. This webinar will look at best practices for developing robust board policies and aligning them with your association's strategic goals. Learn how to establish clear governance frameworks, ensure compliance, and adopt policies that support sustainable growth and success.

Key Takeaways:

• Developing Comprehensive Board Policies: Learn how to create policies that provide clear guidance, promote transparency, and align with your association’s goals.

• Ensuring Compliance: Understand the legal and regulatory requirements that impact your association and how to ensure your board policies comply with them.
• Aligning Policies with Strategic Priorities: Discover how to connect board policies with your association’s long-term strategic goals to ensure cohesive decision-making.
• Adopting Governance Best Practices: Explore industry best practices for board governance and policy development to strengthen leadership and accountability.
• Evaluating and Updating Policies: Learn how to regularly review and update board policies to reflect changes in the regulatory environment and organisational needs.

Who Should Attend:
Board members, association executives, and governance professionals responsible for overseeing board policies, strategic planning, and compliance.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Why Industry Data Matters to Your Association’s Success

Associations with robust industry data have a stronger voice, make better decisions, and deliver greater value to their members. In this webinar, association executives will see firsthand how reliable data helps build the reputation of their industry, strengthens advocacy efforts, supports members' professional needs, and influences policy discussions. Drawing on practical examples and case studies from Survey Matters, you’ll discover the specific benefits of having credible industry benchmarks, salary surveys, workforce composition studies, and economic impact reports. Attendees will leave understanding exactly why credible industry data is essential for association success and sustainability.

• Understand the value of industry-specific data to your association.
• Recognise how reliable data builds credibility and strengthens your advocacy.
• See practical examples of associations benefiting directly from industry benchmarks.
• Discover how data supports professional standards and workforce strategies.
• Learn why credible industry data increases your influence with key stakeholders.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

Brenda Mainland
Co-founder and Managing Director

Brenda Mainland is a Co-founder and Managing Director of Survey Matters, Australia's leading research agency dedicated to supporting associations and other not-for-profit organisations. With expertise in market research and industry benchmarking, Brenda helps associations use credible, independent data to strengthen their advocacy, improve member value, and inform strategic decision-making.

About Survey Matters

Survey Matters is Australia's leading research agency specialising in associations and not-for-profit organisations. We provide credible, independent data and industry insights to help associations improve their advocacy effectiveness, enhance member engagement, and make informed strategic decisions that strengthen their sector's reputation and influence policy outcomes.

Strategic business planning is essential for ensuring that your association’s resources are effectively aligned with its core mission and long-term goals. This webinar will guide you through the process of developing a strategic plan that maximises impact, optimises resource allocation, and drives organisational growth. Learn how to assess your association’s strengths, prioritise key initiatives, and create a roadmap that supports your core purpose and mission.

Key Takeaways:

• Aligning Resources with Mission: Learn how to ensure that your association’s resources are effectively allocated to support its core mission and strategic priorities.

• Assessing Strengths and Opportunities: Discover tools and methods for evaluating your association’s strengths, weaknesses, and opportunities to guide your planning.
• Setting Clear Strategic Priorities: Understand how to define clear, actionable priorities that drive your association’s success in the long term.
• Developing a Sustainable Roadmap: Explore how to create a strategic plan that balances short-term needs with long-term growth objectives.
• Tracking Progress and Adjusting Plans: Learn how to monitor your progress and adapt your strategic plan as needed to respond to changes in the external environment or organisational priorities.

Association executives, strategic planners, and business development leaders responsible for aligning resources and planning for sustainable growth.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

In a data-driven world, effectively managing member information is essential for driving engagement and fulfilling your association’s mission. Join us for "Member Management: Leveraging Data and Knowledge Management Systems to Drive Engagement and Advance Your Association’s Mission," where we’ll explore how to optimise data and knowledge management tools to better understand your members, personalise your strategies, and achieve organisational goals.

Key Takeaways:

• Data-Driven Insights: Learn how to collect, analySe, and use member data to inform decision-making and strategy.
• Engagement Strategies: Discover how knowledge management systems can personalise member experiences and boost participation.
• System Optimisation: Explore best practices for selecting and implementing member management tools that align with your needs.
• Advancing Your Mission: Understand how effective data and knowledge management can amplify your association’s impact.

Association professionals, membership managers, and leaders seeking to enhance member engagement and operational efficiency.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter

Collaboration is key to amplifying your association’s voice and impact, but building effective coalitions requires flexibility and inclusivity. Join us for "Building Bridges: Creating Flexible and Inclusive Coalitions for Collective Representation," a webinar that explores strategies for uniting diverse stakeholders to achieve shared goals. Discover how to foster collaboration that reflects your association’s values while driving meaningful change.

Key Takeaways:

• Coalition Building: Learn how to form and sustain partnerships with diverse groups and stakeholders.
• Flexibility and Inclusivity: Explore approaches to ensure your coalitions remain adaptable and inclusive.
• Strategic Advocacy: Understand how collective representation can strengthen your association’s advocacy efforts.
• Real-World Examples: Gain insights from successful coalitions and the lessons they offer for your own initiatives.

Association executives, advocacy professionals, and leaders looking to expand their impact through collaborative efforts.

Whether you’re building coalitions from scratch or refining existing ones, this webinar will equip you with the knowledge and tools to foster effective partnerships.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Advocacy is most powerful when members are actively involved. This webinar offers actionable tips and strategies to mobilise your membership, amplify their voices, and drive collective impact. Learn how to inspire and empower your members to participate in advocacy efforts that align with your association’s mission and goals.

Key Takeaways:

• Making Advocacy Accessible: Learn how to break down barriers and make advocacy participation easy and rewarding for members.
• Effective Communication: Discover strategies to educate and inspire members about the importance of advocacy.
• Building Grassroots Momentum: Gain insights into mobilising your membership for impactful campaigns and initiatives.
• Leveraging Digital Advocacy Tools: Explore how technology can streamline engagement and amplify your association’s advocacy efforts.
• Measuring Advocacy Engagement: Learn how to track member participation and celebrate advocacy successes to maintain enthusiasm and momentum.

This session equips you with the tools to transform your members into passionate advocates for your association’s cause.

Association executives, membership managers, advocacy leaders, and professionals looking to strengthen member engagement in advocacy initiatives.

Attendees receive 1 CAE credits. 

 AuSAE is proud to be a CAE Approved Provider. As a CAE Approved Provider educational program related to the CAE exam content outline, this event may be applied for 1 credit toward your CAE application or renewal professional development requirements. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae.   

Meet our Presenter