Many associations spend a significant amount of time focusing on their major annual conference... and rightly so. Large conferences play an important role in bringing industries together, delivering professional development, showcasing partners, and creating visibility for the sector.
But across New Zealand, there is a growing trend emerging.
Some of the strongest member engagement is not happening in the large plenary rooms. It is happening around smaller tables.
Association professionals are increasingly telling us that smaller events are often creating deeper conversations, stronger relationships, and more meaningful member connection than larger gatherings alone.
Why?
Because smaller events change the dynamic.
People contribute more.
They ask questions.
They stay longer.
They meet people they normally would not approach.
And importantly, they leave feeling part of something , not simply attendees walking through a programme.
This is particularly relevant at a time when many organisations are working hard to strengthen retention, member value, and belonging.
The reality is that community is rarely built through one annual conference alone. It is built through repeated touchpoints throughout the year.
That might be:
- a breakfast with 20 members
- a regional networking event
- a small workshop
- a CEO roundtable
- a webinar discussion
- a learning circle
- an informal after-work gathering
Often these are the moments where members begin building real professional relationships.
Interestingly, we are also seeing a noticeable shift around regional engagement.
With ongoing fuel costs, tighter organisational budgets, and increased travel scrutiny, many members are being more selective about where they travel. Associations that are taking events into the regions, rather than always expecting members to come to Auckland, Wellington, or Christchurch , are often receiving extremely positive feedback.
Members notice the effort.
It sends a message that the association values connection across the whole membership, not only within the main centres.
For some organisations, this may mean rethinking what success looks like.
Not every event needs to be designed primarily around revenue generation.
Some events should exist to:
- strengthen engagement
- reconnect members
- increase visibility
- create peer relationships
- support younger professionals
- encourage participation
- build community confidence
Those outcomes are harder to measure on a spreadsheet, but they are often the very things that improve long-term retention and member loyalty.
This does not mean associations should stop running larger conferences. Major events remain incredibly important and continue to play a vital role within the sector.
But there is perhaps a growing reminder here for all of us:
Bigger audiences do not always create stronger communities.
Sometimes the most valuable event your association runs is the smaller one where members feel comfortable enough to speak, share, contribute, and genuinely connect.
And in a time where many people are looking for belonging just as much as professional development, that matters more than ever.
