As someone who leads an association, I recently tried joining two other membership organisations here in New Zealand. One was 20 days ago, the other 9. I filled out the online forms, hit submit, and waited. And I’m still waiting.

No confirmation email. No welcome message. No follow-up. Just radio silence.

It made me stop and think — when was the last time you tried to experience your own member journey?

We talk a lot about member engagement, retention, onboarding, and value. But how often do we actually walk in the shoes of a new member? Not from behind the scenes, but genuinely — as a stranger filling in your form and hoping to feel welcomed.

It’s not about blame. Life is busy, systems can be clunky, and emails get missed. But in 2025, there’s no excuse for a new member to feel invisible.

• That first touchpoint matters.
• People want to feel seen.
• They want to belong.
• They want to know they’ve joined something worth their time and trust.

So here’s a challenge: test your own process. Try joining anonymously. Ask a friend to do it and report back. Look at your welcome emails. Is there warmth? Is there clarity? Does it feel like an open door or a locked gate?

Because in this sector, our greatest strength is our ability to build relationships. Let’s make sure the first impression reflects that.

If you discover that your joining process isn’t as welcoming or seamless as it should be, don’t panic — but do act. Here are some simple ways to improve it:

• Join your own association anonymously and see what happens.

• Review your website and forms — are they clear, mobile-friendly, and easy to navigate?

• Set up an automatic email that instantly confirms receipt and outlines what happens next.

• Assign responsibility for new member follow-up — even a quick personal note goes a long way.

• Make it human — your first message should feel like a handshake, not a system alert.

It doesn’t need to be complex, but it does need to be intentional. Because every new member is forming an impression from the first click — and it’s up to us to make sure that impression says: Welcome, we’re glad you’re here.

Brett Jeffery, CAE – 27  June 2025

As a Premium Partner of NZSAE, Membes is proud to support the New Zealand association sector with a $2,000 credit toward any of our Association Management System (AMS) packages, available until 31 December 2025.

Membes AMS is a purpose-built platform designed specifically for associations, bringing together membership management, websites, events, communications, CPD, finance integrations and more into one easy-to-use system. With built-in automation and powerful reporting, Membes helps your team save time, improve member engagement, increase security, and operate more efficiently.

To claim this offer, simply provide proof of your NZSAE membership - no strings attached.

Whether you're exploring options, ready to upgrade or just want to hear what our customers say about us, we invite you to book a demo or visit our website to learn more about how Members AMS can support your association’s success.

Kia ora,

I wanted to pass along an outstanding opportunity that could make a genuine difference for your association’s internal team.

Many of you will know Bruce Ross — a long-time supporter of NZSAE and someone who has presented at our events on several occasions. Bruce has recently launched a generous initiative offering free, full access to his AI Black Belt Training for non-profit associations across Aotearoa.

You can view the LinkedIn announcement here

This is not a lightweight introduction or teaser. It’s the same training used by executive teams across multiple sectors — and Bruce is offering it to associations like ours, at no cost, with no catch.

What’s Included

• A full AI Black Belt Training Pathway covering eight progressive levels
• Practical, self-paced training across communication, operations, marketing, admin, reporting, and leadership functions
• Tools to help your team design and execute AI workflows that reduce admin, improve consistency, and save time
• Platform-agnostic learning — works with Microsoft Copilot, Google Gemini, ChatGPT, or other tools
• Designed specifically for lean teams who want real-world results, fast

Why It’s Relevant
As association professionals, we’re being asked to do more with less.
Whether it’s reporting, stakeholder communication, board packs, policy work, or internal ops — AI can dramatically reduce the time and cognitive load involved.

This training shows your team how to:

• Cut repetitive workload by 30–40%
• Build AI workflows tailored to your daily responsibilities
• Strengthen digital confidence across your operational team
• Drive measurable ROI without needing a technical background

Who Is Eligible
This offer is open to any non-profit association in New Zealand with a full-time staff member (or more) working in the day-to-day operations of the organisation.
It’s not for members or board volunteers — it’s for those running the internal engine room.

How to Access the Training
There is no application form or barrier to entry.

Simply contact Bruce directly via:

• Email: bruce@ignitebusiness.co.nz
• Mobile: +64 21 548 900

He’ll provide access details and a short onboarding guide.

I encourage you to seriously consider this — or forward it to the relevant person on your team. There’s a clear window here for our sector to get ahead with tools that are only becoming more central to how we operate.

If you have any questions, feel free to get in touch with Bruce or drop me a line directly.

Ngā mihi,

When you’re asking for help refining your emails, the way you frame your request makes a big difference. Clear prompts ensure your message is improved in the right way — whether that means making it more professional, persuasive, concise, or aligned with your organisation’s tone. Here are six useful prompts you can use:

"Can you review this email for clarity and professionalism while keeping it warm and friendly?"
(This ensures the email is polished but still approachable.)

"Please rewrite this email to sound more natural and engaging while keeping it concise."
(Great for when you want a balance between efficiency and impact.)

"Can you refine this email so it’s direct, clear, and to the point without losing its warmth?"
(Helpful when you need a sharper, more to-the-point email.)

"Please check this email for tone and phrasing to ensure it sounds professional but not too formal."
(Perfect for emails where you want a blend of professionalism and approachability.)

"Can you enhance this email to make it more persuasive and action-driven while keeping it natural?"
(Ideal for when you're trying to get someone to take action.)

"Please review and rewrite this email in a way that aligns with 'Your organisation's' tone and messaging style."
(Ensures consistency with your branding and organisational voice.)

Revenue generation is more than just selling sponsorships or memberships—it’s about creating real value. Whether it’s through sponsorship solutions, monetising communities, or leveraging data-driven insights, associations need to rethink their approach to financial sustainability. Here’s a fresh take on what works (and what doesn’t) when it comes to generating revenue.

1. From Benefits to Solutions: Sponsorship That Works
It’s easy to think of sponsorship as a transaction—logos, banners, and ads in exchange for cash. But the real power of sponsorship lies in solutions, not benefits. Are you just selling space, or are you offering meaningful connections between your partners and members? The strongest sponsorships align business objectives with association goals, creating long-term relationships rather than one-off transactions.
The shift: Instead of a sponsorship package, think about a sponsorship strategy. Ask your sponsors: What challenges are you facing, and how can we help solve them? The answer might be thought leadership opportunities, bespoke events, or exclusive access to industry insights—things that go far beyond logos on a website.

2. Monetising Your Community: It’s Not Just About Membership Fees
Associations are built on community, but too often, revenue models don’t fully tap into this strength. Engagement itself can be monetised—through premium content, exclusive experiences, job boards, or professional development programmes.
The shift: Rather than relying solely on membership fees, consider what non-members might pay for. Can you offer on-demand training? A VIP networking tier? Access to exclusive research? The key is to make the community more valuable not just for members, but also for sponsors, advertisers, and partners.

3. Using Data to Drive Smarter Sponsorships
Data-driven sponsorships are the next big step for associations. The more you understand your members—who they are, what they engage with, and what they need—the better you can match them with the right sponsors.
The shift: Use analytics to show sponsors real engagement numbers. How many of your members match their target audience? What content do they consume? Instead of selling a general sponsorship package, sell targeted opportunities backed by data. When sponsors see clear return on investment, they’re more likely to commit long-term.

Final Thought: It’s Time to Evolve Revenue Models
The old way of generating revenue—passive sponsorship, flat membership fees, and one-size-fits-all advertising—needs to change. The future is about customisation, community monetisation, and data-driven partnerships. Associations that adapt will not only thrive financially but also build stronger, more engaged networks that deliver real value to all stakeholders.

References

• Are You Selling Sponsorship Benefits or Selling Sponsorship Solutions? – Sponsorship Pantry

• How to Monetize a Community – YourMembership

• Transforming Association Sponsorship Strategies: The Next Step in Data-Driven Growth – Remembers

Written by  Brett's AI -  Based on the three news articles

Securing partnerships in today’s environment is about much more than transactional relationships or ticking sponsorship boxes. It’s about finding mutual purpose, shared values, and a commitment to collective growth. That’s why the announcement of Rotorua Energy Events Centre as NZSAE’s first Platinum Partner Plus is more than just a milestone—it’s a testament to what true partnership can achieve.

Rotorua Energy Events Centre is well-known as a premier conference venue, focused on hosting impactful events for the association sector. However, this partnership isn’t just about securing conferencing; it’s about creating a relationship rooted in mutual respect, shared commitment, and a vision for the future of New Zealand's associations.

The Foundation of Partnership: Trust and People-First Collaboration

Our journey with Rotorua Energy Events Centre underscores a vital truth: partnerships are built over time, not through one-off interactions. The simple act of sitting down over coffee with suppliers and potential partners, which might seem inconsequential to some, is one of the most powerful tools for building trust.

These moments are where ideas are exchanged, mutual goals are identified, and the seeds of collaboration are planted. It’s not just a conversation; it’s relationship-building at its core—a necessary step in creating partnerships that are as enduring as they are effective.

This trust is the foundation of any successful partnership. It ensures that, even as challenges arise—shrinking budgets, increased scrutiny on ROI, or shifts in priorities—both parties remain committed to the shared vision. For us, that vision is clear: associations in Aotearoa are essential to the sustainable economic and social growth of New Zealand.

More Than Conferencing: A Commitment to People and Culture

What makes this partnership with Rotorua Energy Events Centre so unique is its holistic approach. While their expertise lies in conferencing, their commitment extends far beyond the walls of their venue. Together, we’ve worked to focus not just on the events but on the people who make those events possible—the association professionals who drive change and their own internal teams who bring these events to life.

This partnership recognises that people are at the heart of every association, every conference, and every collaboration. By fostering a culture of respect, growth, and understanding, both NZSAE and Rotorua Energy Events Centre are committed to empowering not just associations but the people behind them.

The Role of Associations in New Zealand’s Future

In an era of tightening budgets and increasing demands for measurable outcomes, it’s easy for organisations to view partnerships as expendable. However, our partnership with Rotorua Energy Events Centre demonstrates the opposite. It shows that when two organisations are united by a common cause—in this case, the strength and sustainability of New Zealand’s association sector—the results are transformative.

Associations play a critical role in New Zealand’s future economy, driving innovation, fostering collaboration, and creating opportunities for learning and growth across industries. This partnership is a commitment to that future, a recognition that associations matter and deserve the resources and support to thrive.

A Blueprint for Others: Building Partnerships that Endure

The process of securing this partnership has been one of patience, perseverance, and shared vision—a blueprint that others in the association sector can follow. Start by building trust. Take the time to truly connect with potential partners, understand their goals, and show how your mission aligns with theirs. It’s not about asking for support; it’s about creating value together.

Secondly, focus on the people. Partnerships are not just between organisations but between the individuals who bring them to life. Acknowledge and prioritise the human element, and you’ll create a relationship that is not just professional but personal and enduring.

Finally, never lose sight of the bigger picture. Partnerships like this are about more than financial transactions—they’re about creating impact. For NZSAE and Rotorua Energy Events Centre, that impact is clear: strengthening associations in Aotearoa and, in doing so, contributing to the future of New Zealand.

Brett Jeffery, CAE | NZSAE Executive Director 26 January 2025  

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 .....

 To Read The Full Article Download Here

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.

 To Read The Full Article Download Here

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...... 

 To Read The Full Article Download Here