As  the new year begins in many of his return to work, it's natural to think about resolutions. Often, these focus on personal goals – getting healthier, spending more time with family, or even finding a better balance. But as an association professional, what if we extended this mindset beyond ourselves?

What if we made resolutions that directly impact and strengthen our associations and the people we serve?

The start of the year is a perfect time to reflect on how we can better support our members – not just through the services we offer, but through the way we connect, listen and lead with purpose. So, he is the challenge:

 What could your New Year's resolution be to your members?

 Here are three ideas to help spark those commitments:

1.  Prioritise belonging and listening more?

2. Share knowledge more effectively .....

...dive into the PDF here for more in-depth ideas.

However, a good challenge for 2025 would be let's revisit this at Easter.

How well have you held up with your resolutions to your members? Have you taken those first steps, or have new opportunities emerged along the way?

Nga mihi – wishing you a purposeful and inspiring start the year ahead

The Power of Smaller Events

In the evolving landscape of association engagement, creating a sense of belonging is no longer confined to large conferences or annual gatherings. Smaller events, when strategically designed, can be powerful tools to foster connection, encourage participation, and build a thriving community. By incorporating a mix of virtual, hybrid, and face-to-face formats, associations can create touchpoints that resonate deeply with their members.

Smaller events provide an intimate setting that fosters genuine connections. Unlike larger events, they allow for deeper engagement and meaningful interactions. When planned thoughtfully, these events can bridge gaps, unite members from diverse regions, and cater to a variety of interests and schedules.

Face-to-Face Events: Rekindling Personal Connections

While virtual and hybrid events excel in accessibility, face-to-face gatherings remain unmatched for building strong relationships. Here’s how to maximise their impact:

Pop-Up Networking Events: Host casual, localised events .....

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As association leaders, we often talk about the tangible benefits our members receive—professional development, networking opportunities, valuable resources. However, there is one aspect that stands out above all else: the sense of belonging. This emotional connection to the group is one of the most compelling reasons people choose to join associations, yet it’s often one of the hardest to articulate.

I was recently reminded of the importance of this feeling when an old friend of mine, Ngahi Bidois, a professional speaker, shared a thought-provoking insight. He said, "There is no 'I' in team, but if you change the word, team becomes 'MATE.'" This small linguistic shift carries a powerful message, especially for associations. The concept of "Team Mate" embodies more than just cooperation—it speaks to the heart of what makes associations matter.

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As associations gear up for 2025, one question remains pivotal: Where should we focus our resources and energy – hosting impactful conferences or fostering vibrant communities?

Traditionally, conferences have been the crown jewel of association activities. They’re a chance to connect, showcase expertise, and create moments of inspiration. Yet, as the membership landscape evolves, so too do member expectations. In a world that craves continuous engagement and meaningful connection, communities are taking center stage.

The challenge isn’t choosing one over the other—it’s finding the balance. Here's how associations can approach this in 2025:

1...... 

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In today’s fast-changing world of communication, the way we connect with members can shape how they see their membership and sense of belonging. But are we meeting their expectations—or just ticking boxes for ourselves?

1. Meeting Members Where They Are

From text/SMS alerts to direct emails, CRMs, and even AI tools, there are plenty of ways to stay in touch. Each has its place, but the real question is: Do your members feel seen and heard?

• Younger members might prefer quick updates via SMS or app notifications.
• Long-standing members might favour emails or even a good old-fashioned phone call.
• The key isn’t the method—it’s knowing where your members are most likely to engage and making it work for them.

 To Read The Full Article Download Here

For many associations across New Zealand, events are a cornerstone of their financial sustainability. Whether held in person or delivered virtually, these gatherings offer a powerful opportunity to connect members, share knowledge, and generate much-needed revenue. But to truly maximise the value of events, associations need to be more strategic—especially as expectations and engagement patterns evolve in the context of Aotearoa’s unique environment.

Here are some ways New Zealand associations can strengthen their event strategies and ensure long-term financial sustainability:

1. Tailor Events to Your Members’ Needs

The New Zealand association sector is diverse, and one size...

To Read / Download Click Here (members only)

The term Critical Mass has been bandied about by a few associations over the past few years, but what does it really mean? Put simply, critical mass is the tipping point where an association becomes self-sustaining, influential, and resilient. It’s when the size, reputation, and energy of the community naturally drive growth and deepen the organisation’s impact.

In this post, I’ll break down what it means for associations to reach critical mass, why it’s a powerful milestone, and share some practical steps for getting there. For a New Zealand-based association, reaching critical mass means becoming a trusted resource, a strong advocate, and an essential network for its members. Here’s what reaching critical mass looks like:

Member Attraction and Retention
Achieving critical mass makes an association the go-to for like-minded....

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Leveraging Partnerships for Revenue Growth: For associations in New Zealand, partnerships with suppliers, sponsors, and industry stakeholders are crucial for generating additional revenue and extending reach. By building strategic, long-term relationships with the right partners, associations can secure a more sustainable financial future while delivering greater value to their members.

Here are some strategies to help associations in Aotearoa maximise partnerships and drive revenue growth:

1. Align Partnerships with Member Needs....

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(Part 2 of a 3-Part Series on Financial Sustainability for Associations)

As we look towards 2025, it’s crucial for associations to prepare for a changing conference landscape. With potential shifts in budgets and attendee expectations, it’s time to think strategically about how to deliver value, sustainability, and engagement—even if sponsorship and attendance numbers fluctuate below those of 2024. Here’s how associations can stay resilient and maximise the impact of their 2025 conferences:

1. Focus on Value-Driven Sponsorships

In 2025, sponsors may look for targeted, high-impact opportunities rather than broad exposure. Associations should develop customised sponsorship packages that align with sponsors’ specific goals and offer measurable results. Prioritising quality over quantity by building deeper partnerships can provide sustained engagement, like exclusive networking events or digital content opportunities, making it easier to retain sponsors in a tighter market.

2. Reevaluate Conference Format

Consider exploring new formats that enhance engagement and deliver high value for attendees. Hybrid or digital options can broaden your reach and offer flexibility for both attendees and sponsors, catering to diverse needs and preferences. By rethinking your approach, you can create more meaningful connections and provide a rewarding experience for all."

3. Enhance the Attendee Experience

With fewer attendees, there’s an opportunity to create a more bespoke experience. Focus on delivering high-quality content and creating interactive sessions that truly resonate with the audience. Using tools like event apps, live polls, and breakout sessions can make the event engaging and meaningful. Every touchpoint should foster stronger connections and deliver a memorable experience that supports association goals.

4. Lean into Data-Driven Insights

Data will be key to understanding what your association's members and attendees value most. Collect feedback on 2024 events to identify successful elements and areas for improvement. These insights will shape the 2025 experience, helping associations prioritise what brings the most value. This approach can also support effective budget planning, programme design, and sponsor discussions.

5. Explore Alternative Revenue Streams

If sponsorships and ticket sales decline, associations may need to explore alternative income streams. Options like branded online content, pre-event workshops, or a post-conference subscription to exclusive materials can open up new revenue avenues. Virtual options can also reach those who may not be able to attend in person but still want to engage with the association’s content and expertise.

6. Prioritise Sustainable Practices

Sustainability is no longer just a “nice-to-have”—it’s an expectation among both attendees and sponsors. In 2025, associations can consider sustainable options such as digital event materials, local sourcing, and waste reduction practices. Highlighting sustainability can also appeal to sponsors with a focus on corporate responsibility, making it a valuable selling point for future partnerships.

7. Adapt to Economic Uncertainty with Flexible Packages

Flexibility in ticketing and sponsorship packages will make a big difference in an uncertain economic environment. Offer options like payment plans, refundable tickets, or early registration discounts. For sponsors, short-term packages can provide lower-risk ways to participate. These adaptable offerings encourage engagement and commitment, even when budgets are tight.

8. Strengthen Community and Post-Event Engagement

If attendance numbers may be lower, focus on creating a year-round community around the conference. Use platforms for ongoing engagement, like post-event webinars or exclusive discussion groups, to maintain momentum. This continuous connection helps drive interest in future events and keeps your association top of mind, regardless of in-person attendance numbers.

9. Strengthen Relationships with the Conferencing Community

To stay resilient, it’s essential for associations to build relationships not only within their industry but also across the wider conferencing community. Strengthen ties with other association professionals, event organisers, and service providers. Sharing insights and learning from peers in the association space can provide fresh perspectives, ideas for future events, and potential partnerships that benefit everyone involved.

By planning with these strategies in mind, associations can ensure that their 2025 conferences remain valuable, resilient, and relevant—no matter what challenges the year may bring.

Brett Jeffery, CAE 87 November 2024

For many associations in New Zealand, membership dues remain one of the most stable and consistent revenue streams. However, relying solely on membership dues can be challenging in times of economic uncertainty or shifting member priorities. To ensure long-term financial sustainability, associations must not only retain their current members but also grow their membership base while enhancing the value they offer.

Here are some strategies for strengthening membership dues as a core revenue stream for associations across Aotearoa:

To Read / Download  Click Here (members only)

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(Part 1 of a 3-Part Series on Financial Sustainability for Associations)