If your association's marketing professionals are managing more information and dealing with increased competition, they are in good company. That's a key finding of "2012 Association Marketing Trendswatch" [PDF], the first annual report by ASAE's Marketing Section Council on trends that shape the marketing practices of association professionals.

"It's a great awareness tool," says Heather McNair, vice president of marketing, membership, and strategic technologies for the American Association of Nurse Assessment Coordination (AANAC) in Denver and chair of the Marketing Section Council's Knowledge Subcommittee. "The report is helpful to association marketing professionals in knowing that we are not alone and in keeping trends on our radar."

The trends highlighted in the report were identified through an online survey of Marketing Section members conducted in January and February. While the reach of the survey was limited and the data collected may not represent the entire association marketing sector, it still offers valuable insights about six trends (listed in order of importance as ranked by survey respondents) that association marketers are watching closely and negotiating daily:

• ·         It's harder than ever to capture the attention of our audience.
• ·         We're managing more information and more channels than ever before.
• ·         We rely on technology.
• ·         Competition is fierce.
• ·         We're working to earn trust.
• ·         We're going global.

By far, audience engagement was the top concern of survey respondents, ranking 4.7 on a 1-5 scale, with 5 being "very important." This trend resonated with McNair and her association marketing colleagues.

"It's a challenge to stand out in that sea of emails from competitors and others," she says. "We're trying to get that right mix of communications together that stands out without overwhelming members, but that gets their attention."

McNair says association marketers need to "spend more time doing analysis and looking at members' actual behavior— what they actually did versus what they said they were going to do. Analysis is more important than ever."

"We have been living in a sound-bite society for a long time, but the average length of that sound bite continues to shrink," says Charlie Baase, director of the division of marketing communications for the American Osteopathic Association in Chicago. "How do we make our messaging tighter and more concise?

"While this may be easy when working within the obvious arenas like Facebook and other social media, it is not so easily accomplished using the more traditional media," he says. "The brochure you are mailing to your members now gets less attention, and your e-alert open rates are falling."

Email marketing in particular faces intense competition for attention, notes Betty Whitaker, CAE, director of member services and marketing at the Academy of Managed Care Pharmacy in Alexandria, Virginia. "We are concentrating on making our messages short and to the point, being careful to not be repetitive. It is about quality, not quantity, given the volume [of email people receive] today," Whitaker says.

Association marketers recognize better than anyone that their members have more and more choices about what information they receive and pay attention to. McNair hopes that identifying this trend and the others will "help drive development of more tools and resources to help with these challenges."

Apryl Motley, CAE, is a writer, editor, and communications consultant based in Columbia, Maryland. Email: amotley27@aol.com

AuSAE Breakfast Briefing events provide an exclusive environment for motivated association executives to gain insights and advice from other industry professionals. Breakfast Briefing events enables members to raise and discuss critical issues affecting industry and network with other professionals from the not-for-profit sector.

The Topic

Good corporate governance is vital to every organisation. The directors or committee members of your organisation are an essential component of good corporate governance as they are the main decision makers of your organisation.

This seminar will cover:

• The concept of corporate governance.
  
• Overview of the current framework of corporate governance and the duties of directors and other officers- Who is subject to duties? To whom are duties owed? What are those duties?
  
• The role of ASIC, the ACNC and state regulators in enforcing directors’ duties.

Kia Ora

It has been a month full of activity here at AuSAE with the delivery of another excellent LINC conference in Auckland earlier this month. Our premium event in New Zealand, LINC offered a program of insights and learnings through the sharing of unique stories from a range of leaders – both from within the association sector and beyond.

A highlight of LINC for me was the inclusion of the “emerging leaders” stream in the conference. With generous support from the NZICC, we were able to offer scholarships to a group of emerging leaders to attend the conference and immerse themselves in the profession of association management. I am proud to say that AuSAE is committed to the development of the next generation of leaders for the sector and this will be a continued focus for us in the coming years.

I was also delighted to celebrate the announcement of Nick Hill as an AuSAE Life Member. Whilst you can read all about his contribution to AuSAE and the sector more broadly in the newsletter, I would like to personally acknowledge the support, guidance and mentorship he has provided me during my time here at AuSAE. My sincere congratulations Nick.

Finally, to support our commitment to strengthening our international relationships particularly in the Asia Pacific region, I will be attending the ASAE Association Leaders Forum in Singapore at the end of October. As a member of the Asia-Pacific Taskforce I will lead a table discussion around current association management issues and practical strategies to support associations. The event will bring together association leaders from over 14 countries and I encourage you to consider attending. More information can be found here. 

The Board of Occupational Therapy Australia (OTA) is pleased to introduce our new Chief Executive Officer (CEO) Samantha Hunter. Samantha is a senior leader who has overseen significant strategic growth across a diverse range of entities including membership-based professional services and not-for-profit.

Samantha brings to OTA a broad skill set including strategy, business development, marketing and stakeholder relations, and community education. Her previous roles included Director of Tomboy Media, a boutique marketing and public relations agency, CEO of Crime Stoppers Victoria, Chair of Crime Stoppers Victoria, and Director of the Country Fire Authority. She currently serves as a Director of the Ballarat International Foto Biennale and a Director of the Werribee Football Club.

Samantha is excited to begin her role and will commence on Thursday, September 13.

SAMANTHA HUNTER BIOGRAPHY:

Samantha Hunter is an experienced Chief Executive and Company Director who brings with her over 20 years' experience in leading collaborative projects across corporate, community and professional service sectors.

As a senior leader, she has led significant strategic growth programs across a diverse range of business including membership based professional services and the not for profits sector.

With a diverse range of leadership disciplines including strategy, business development, marketing and public/stakeholder relations and community education projects, Samantha’s combination of strategic insight, energy and enthusiasm helps bring their goals to life.

Samantha’s previous experience includes Director of Tomboy Media, a boutique marketing and public relations agency, CEO of Crime Stoppers Victoria, Chair of Crime Stoppers Victoria, Director of Country Fire Authority, Ballarat International Foto Biennale and Werribee Football Club. Her diverse professional background is underpinned by her commitment to building strong, resilient communities.

Originally published from Occupational Therapy Australia. 

AuSAE Networking Events are a great chance to get out of the office and meet new connections in the sector. Each event also features an insightful presentation on various topics of importance. Attending an event is a great chance to see what AuSAE really offers which is a place like-minded professionals can gather and share workplace challenges and achievements over a delicious two-course luncheon or a sit down breakfast at a great venue. Check out the upcoming events below. We would love to see you there!

The Topic: Building Great Teams and Leaders in your Association

This presentation will give you an insight into what it takes to be a high performing team and as leaders, what you need to do to lead the way.  Our model provides a behaviour framework that empowers team members to become leaders, be accountable, and participate in open and honest reviews of performance. There are no tricks to high performance, but that doesn’t mean it’s easy.

Leading Teams has been helping teams and individuals improve their performance for over 25 years. Most known for their work in elite sport, working with teams such as the Sydney Swans, Hawthorn and the Australian Diamonds netball team, Leading Teams has a proven track record in getting teams to focus on their team dynamics, that is the way people interact and the behaviours that are modelled, rewarded and challenged.

Sydney l Lunch on Monday 22nd October 12:00pm-2:00pm

Our guest speaker is Kurt Wrigley, Facilitator at Leading Teams. Kurt joined Leading Teams in 2017 after a successful playing and coaching career in the National Rugby League. Kurt has extensive experience of the Leading Teams Performance Improvement Program, having been a participant in the program during his time with the Dragons, Rabbitohs and Knights. Register Here

Melbourne l Breakfast on Wednesday 24th October 7:15am-9:00am

Our guest speakers are Ray McLean, Co-Founder and Gavin Mahony, Facilitator at Leading Teams. Ray McLean co-founded Leading Teams in 2000 and has 27 years of experience as a leadership and management consultant.In his position at Leading Teams, Ray conducts team performance and leadership programs for professional sporting clubs and mentors a number of senior sporting executives. Gavin Mahony joined Leading Teams in November 2017. He is a driven and passionate facilitator who loves a challenge.  He prides himself on putting people first and forging strong relationships to improve individual and team performance. Register Here

Brisbane l Lunch on Thursday 25th October 12:00pm-2:00pm

Our guest speaker is Martine Harkin, Facilitator and Partner at Leading Teams. Leading Teams brought Martine on board as a Partner because of her genuine, honest and straightforward approach to team dynamics. Martine delivers programs to a diverse range of clients across the corporate, education, not-for-profit and sporting sectors. Because of this, she has much anecdotal evidence of our Performance Improvement Program. Register Here

Adelaide l Lunch on Tuesday 30th October 12:00pm-2:00pm

Our guest speaker is Steve Lacy, Facilitator at Leading Teams. Steve joined Leading Teams in 2015. He came from a facilitator role at Rising Generations, designing and facilitating leadership and character development programs in the education sector. Register Here

Perth l Lunch on Thursday 1st November 12:00pm-2:00pm

Our guest speaker is Jake Bridges, Facilitator at Leading Teams. Jake is an engaging, passionate and experienced facilitator who prides himself on his ability to relate and challenge the teams he works with. He started with Leading Teams in 2000 as an athlete facilitator while playing football with the North Ballarat Football Club. Register Here

Canberra l Lunch on Wednesday 7th November 12:00pm-2:00pm

Our guest speaker is Tim Ferguson, Facilitator at Leading Teams. Tim specialises in assisting organisations to grow commercially. Prior to joining Leading Teams he spent fourteen years in business development roles in the vocational education and training industry with Construction Training Australia, the Victorian Chamber of Commerce, and Gordon Institute of TAFE. Register Here

AuSAE Breakfast Briefing events provide an exclusive environment for motivated association executives to gain insights and advice from other industry professionals. Breakfast Briefing events enables members to raise and discuss critical issues affecting industry and network with other professionals from the not-for-profit sector.

The Topic

The legal structure you choose for your organisation should meet your organisation’s needs, and allow for future development and growth of the organisation. Your organisation’s legal structure will affect its legal identity, governance structure, and reporting and compliance obligations.

This seminar will cover:

• What legal structures are available?
• The advantages and disadvantages of each legal structure.
• The legal obligations attached to each legal structure.
• How the right legal structure can help with: mergers, restructures, social enterprises, commercial activities and risk management.

About the Presenter

Vera Visevic, Partner, Mills Oakley

Vera Visevic is a Partner and head of the Charity and Not-for-Profit team at national law firm, Mills Oakley Lawyers.

Mills Oakley has a genuine understanding of the not-for-profit sector and the increasingly complex legislative issues surrounding not-for-profits. Its dedicated team provides education, advice and specialist legal counsel to some of Australia’s leading not-for-profit organisations including charities, religious organisations, community groups and professional associations. Vera and her team expertly guide clients through the specific legal challenges facing their sector with simple, easy-to-understand language (not legal jargon) and a no-nonsense approach. The team at Mills Oakley are one of only a few specialised legal firms in Australia with the experience and know-how to provide advice and assistance to not-for-profits looking to undertake commercial activities. Their expertise in the not-for-profit field means they have first-hand knowledge of current issues affecting the sector and upcoming changes that may impact your organisation.

Register on the links below.

Canberra l 4th October l 7:30am - 9:00am

Sydney l 24th October l 7:30am - 9:00am

Having literally just touched down from attending the ASAE Annual Meeting in Chicago last week, the team were very keen for me to share my insights with you in time for this newsletter. Whilst my thoughts are not yet fully formed, I have, whilst in transit, tried to share with you some of my initial insights from the meeting.

Firstly, let me paint the picture. The scale of this conference is incredible. Some 6092 attendees inhabited a convention centre the size of a city block with an exhibition floor of 713 Exhibitors. 2 keynotes, 5 mini keynotes and some 115 learning sessions. This is in addition to the amazing networking events – the welcome function was a music concert…. seriously!  So what did I learn?

1. We’re doing ok

Whilst our associations don’t operate on the scale of our US counterparts (I had to explain on several occasions that our entire population across both countries is only 30 million) I do believe the maturity of our organisations, the sophistication of membership models and acceptance of associations as part of the fabric of our society is at the very least on par with our US counterparts.

2. Same, same but different

The sessions I attended I noted fundamentally similar challenges for associations big and small. Getting the governance right, providing real value to members, adapting to the changing consumer market, chapter management, ensuring the sustainability of our associations, and the engagement of the next generation were the basis of the majority of the breakout sessions. The way in which we problem solve these challenges are in some ways different (scale allows investment at levels we can only dream of!) however evolving technology is certainly bridging this gap. In fact, my observation from my attendance 2 years ago is that the “technology gap” has closed significantly.

3. We are still not using our data

I had the pleasure of spending some time with our friends at Marketing General, who produce the largest global association benchmarking report and work with 100’s of associations across the country. They report that many associations are still not making data-driven decisions, and no matter what system you use or size you are, there is data in your associations that you can use and learn from.

4. They are all in it together

Whilst culturally we don’t tend to “shout from the rooftops” our achievements, the pride in delivering and communicating the value of what ASAE do for their members is inspiring. I have to say the sector feels very united and indeed fiercely supportive of their peak body. Every member regardless of their classification is valued as part of the ‘association eco-system’ and the strength of a single voice is very apparent.

5. Diversity as a movement

There was a definite and deliberate conversation about diversity (beyond gender) running through the meeting that I would identify as being far more evolved than the current conversations in Australia and New Zealand. With the ASAE advocacy efforts for transgender individuals to a highlight speaker for me being a self-proclaimed queer Latinx millennial woman to the newly elected and first openly gay ASAE Chair, Sal Martino diversity and inclusion as a strategic intent was very evident.

Well there you have it. My top line observations. I would love to have more conversations and share my learnings with anyone who would like to talk further, please just email and or call me.

Wishing you a fabulous September!

Toni

APPOINTMENT OF SANDRA BREWER AS WA EXECUTIVE DIRECTOR

The Property Council of Australia has appointed communications and marketing executive Sandra Brewer as its new Western Australian Executive Director.

Ms Brewer was most recently the General Manager of Marketing for National Lifestyle Villages, and was previously founder of brand consultancy Perceptive Marketing where she worked on brand strategies and campaigns for a wide range of clients, including residential land developers, apartment project owners and construction companies.

Ms Brewer has previously been politically active, including holding positions on the Liberal Party State Executive, the North Metropolitan Upper House ticket and nominated for preselection in Cottesloe upon the retirement of Colin Barnett. She has resigned from all positions in the Party.

Property Council Chief Executive Ken Morrison said Ms Brewer was the right person to lead the organisation in the west.

“Sandra is an intuitive leader, a strategic thinker and an experienced communications specialist – all skills that will be vital as we support efforts to continue WA’s economic recovery,” Mr Morrison said.

“Sandra’s commercial experience means she understands how strong ideas and effective advocacy can influence opinions and outcomes. This will be invaluable in achieving the goals of the Property Council and our members.

“Like some of our other executives, Sandra has different political stripes to the government of the day, but she is a pragmatist, a professional and is passionate about the future of Perth.”

Ms Brewer said that she was delighted to representing an industry that employs nearly a quarter of a million West Australians.

“The property industry plays an enormous role in the economy and in people’s everyday lives. I’m looking forward to working closely with members and highlighting the role they play in the community,” Ms Brewer said.

“This is an important time for Western Australia with some confidence returning to the business community and a new Government which is making positive announcements and investments for the future.

“After growing up in the South-West, I’ve been a long-time resident of Perth and really care about the prospects for our future as we grow as a city and state.

“I’ve lived in Sydney and Melbourne, and experienced the benefits of good transport systems and joys of inner city living. As a mother of three boys, I know how important it is for family life for it to be easy to get around our suburbs, visit shopping centres and cafes.

“Housing affordability remains a big issue in this state, and we need to do more to remove barriers for business to grow and employ more people, such as high taxation and unnecessary regulation.

“Perth is also changing fast and I am looking forward to working with the McGowan Government to help make Perth continue to a great place to live with a prosperous future.”

Ms Brewer replaces Lino Iacomella who stepped down last month after 13 years with the Property Council. Ms Brewer will commence on Monday 13 August.

Article originally published from Property Council of Australia.

CRESSIDA WALL APPOINTED VICTORIAN EXECUTIVE DIRECTOR

The Property Council of Australia has appointed Cressida Wall as its new Victorian Executive Director.

Ms Wall has extensive experience in senior roles across a wide variety of sectors, including public policy, corporate affairs, infrastructure, private equity, property and technology start-ups.

She has been a Board member of the Office of Projects Victoria (from which she has resigned to take up this position) and prior to that spent five years as a key economic adviser to the Bracks and Brumby Government.

Property Council Chief Executive Ken Morrison said Ms Wall would be a strong addition to the organisation’s executive team, working closely with well-regarded Deputy Executive Director Matt Kandelaars.

“Cressida has the public policy expertise, the breadth of experience and the passion to represent an industry that is so important for Victorians,” Mr Morrison said.

“Melbourne faces many challenges and Cressida is well placed to champion the policies that will be needed to ensure it continues to improve for the benefit of all Victorians.

“It’s fantastic to have someone of her calibre to lead the team in Victoria.”

Victorian President of the Property Council, Roger Teale, said he and the Divisional Council look forward to supporting Cressida in her new role.

Ms Wall said she was delighted to have the opportunity to represent the members of the property industry who make such a significant contribution to our State.

“Melbourne is Australia’s fastest growing city and it’s never been more important to ensure the policies shaping Victoria are the right ones,” said Ms Wall.

“More than 330,000 Victorians work in the property industry, more than mining and manufacturing combined – so everyone has a real stake in this industry.

“From the moment kids first move out of home to the building of large scale commercial properties, the industry shapes our lives and our economy.

“I look forward to working with policy makers across the spectrum and fiercely advocating for outcomes that work for the whole community.

“Property policy is about people’s lives. I’m passionate about our State creating property solutions that work for people while contributing to a thriving economy,” Ms Wall said.

Ms Wall replaces previous Executive Director Sally Capp who resigned from the Property Council upon being elected Lord Mayor of Melbourne. Ms Wall will commence on 12 September.

Article originally published from Property Council of Australia.

AuSAE Executive Briefing events provide an exclusive environment for motivated association executives to gain insights and advice from other industry professionals. Executive Briefing events enables members to raise and discuss critical issues affecting industry and network with other professionals from the not-for-profit sector.

Topic: Current Themes on Consitution

Is your current constitution an asset to your organisation or a hindrance? Does it help you be effective, efficient and stakeholder centric, or does it stifle your operations and your ability to innovate?

This session on constitutions will cover the following:

• Does your constitution take advantage of those aspects of the law which simplify operations?
• Does your constitution allow you to manage risk effectively?
• Is your constitution stakeholder centric?
• Does your constitution reflect the best of modern governance practices?
• A brief discussion on ancillary documents, such as by-laws, codes of practice/conduct, charters and policies.

About the Presenter

Vera Visevic, Partner, Mills Oakley

Vera Visevic is a Partner and head of the Charity and Not-for-Profit team at national law firm, Mills Oakley Lawyers.

Mills Oakley has a genuine understanding of the not-for-profit sector and the increasingly complex legislative issues surrounding not-for-profits. Its dedicated team provides education, advice and specialist legal counsel to some of Australia’s leading not-for-profit organisations including charities, religious organisations, community groups and professional associations. Vera and her team expertly guide clients through the specific legal challenges facing their sector with simple, easy-to-understand language (not legal jargon) and a no-nonsense approach. The team at Mills Oakley are one of only a few specialised legal firms in Australia with the experience and know-how to provide advice and assistance to not-for-profits looking to undertake commercial activities. Their expertise in the not-for-profit field means they have first-hand knowledge of current issues affecting the sector and upcoming changes that may impact your organisation.

Register on the links below.

Sydney l 3rd September l 3:00pm - 5:00pm

Brisbane l 19th September l 3:00pm - 5:00pm

With the maturation and growth of Leading Age Services Australia (LASA) following the unification of the previously federated LASA state-based organisations on 1 July 2016, the LASA Board of Directors is seeking to make its first Multi-State Director appointment to the Board.

Chair of LASA Dr Graeme Blackman AO said LASA has made significant amendments to its Constitution to open the door to multi-state aged care providers to seek directorship on LASA’s Board.

“While separate state bodies are our history, our future is a nationally strong and locally relevant organisation that is better equipped to meet the needs of our Members,” Dr Blackman said.

“LASA is calling for nominations from eligible persons for LASA’s Multi-State Directorship, an exciting opportunity to contribute to a thought-leading and authoritative national organisation.”

Under the Constitution, the Multi-state Director is a Board appointed position and nominees must be an Officer (e.g. Director, CEO or senior executive) of a Member with operations in at least three states and territories of Australia. LASA requires nominees to be from an organisation that is a Member of LASA in the 2018/19 year (with the Membership financial as at the date of appointment of the nominee if successful).

Dr Blackman said LASA’s broad membership base means our organisation can speak credibly and authoritatively for all age care services.

“We represent large residential aged care providers with in excess of 3,000 beds, small and medium not-for-profit, and church and charitable providers, as well as organisations providing in home care and offering retirement living options for older Australians,” Dr Blackman said.

“LASA is well placed to lead our industry as we navigate continuing policy reform, regulatory changes, increasing demand, disruptive technologies and business models, changes to government funding, rising operating costs, and the complex and changing needs and expectations of consumers.

“As a LASA Multi-State Director, you will have the opportunity to influence the future direction of the organisation and contribute to shaping an aged care system for our valued Members, providers and older Australians.

“I encourage experienced representatives of the age services sector to consider nominating for this Directorship today.”

To view the nomination form and other key information, please click here. Nominations should be lodged by 5.00pm on Wednesday 12 September 2018 using the lodgement details on the nomination form.

Contact: Ashley Oliver 0458 011 009 ashleyo@lasa.asn.au

Originally published by Leading Age Services Australia.