Given the speed with which industries and professions are evolving nowadays, associations need to be adaptive. In this interactive online seminar we will look at how associations can re-evaluate their strategies and activities to  better represent and support their members.

This session kicks off with a talk by Raisa McNab from the Association of Translation Companies looks at how to re-evaluate advocacy strategies, by focusing on the personal relationships that underly advocacy campaigns. 

Following this, William Surman from Food Drink Europe will look best practises for rebranding and repositioning an association. 

This session is open to all association professionals. Join the discussion and share your views. 

For your best engagement, the event is held in an online video meeting style


11:00 Introduction

Re-evaluating advocacy strategies, by focusing on the personal relationships that underlie advocacy campaigns
Raisa McNab, Association of Translation Companies

People buy from people, as the old sales slogan goes. But does that – could that – also hold true for advocacy campaigns? What kind of a role do personal relationships play in delivering effective advocacy campaigns? How can a collaborative approach add value to an association’s advocacy work?

The Association of Translation Companies’ CEO Raisa McNab explores these questions through a case study focusing on public sector procurement of language services in the United Kingdom.


Rebranding and repositioning
William Surman, Food Drink Europe 


Re-evaluating membership strategies: How digital can add value to membership and re-energize members
Airah Cadiogan, International Seed Federation

Digital engagement, at its core, is all about creating and building stronger relationships with online community members and supporters. How can it help associations not only build their online communities but reach new members and add value to membership?

Using the experience of the International Seed Federation (ISF) and other associations, we explore the big and small steps that associations can take to start or improve their own digital engagement strategies to re-energize their members. 

12:00 Speaker Panel: Questions from the chair and delegates to the speakers

How to Book

To book on this event, register as a subscriber or member (both at no fee) and then click on the "Book now" button.

Delegate Fees

Type Fee
AAE Association Members No fee
AAE Association Subscribers No fee
PCO/ AMC Subscribers £40
Associate Members No fee

Fees are in GBP, subject to 20% VAT and to be paid by card on booking. 


A recording of the seminar is available to members only in the Resource Centre, from approximately 48 hours after the event, and subject to successful recordings.

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