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Associations UK Congress

16 – 17 December 2019 ICC Birmingham, UK Congress

Crash Courses

Workshops on Monday & Tuesday (included in all delegate passes)

Sorry, no sessions were found matching your filters.

11.00 AM

Who should attend

Directors and Senior Managers of Communications, Marketing, Membership and Events wishing to transform their association's effectiveness.

What you can learn

An intelligent engagement strategy is all about using data in which you have confidence, and which is reliable for driving the members’ relationships. Knowing how, when and with what your members connect is key to understanding how they engage with your organisation. Whether it is opening a regular newsletter, accessing online content, membership of a special interest group, attending the annual conference or even complaints, recording these provides valuable insight into member behaviour. Combining this with an understanding of the member – their profile and ‘psychographics’ – is key in delivering insight that can be applied to the management of the relationship, to personalise communications and experiences, retain members, combat churn and establish advocacy.

But it is the collection of the right data about your members, customers and other constituents and its governance that are fundamental to building this knowledge on which to base your relationship management.

This session is equally applicable to organisations with individual or corporate members; you will be introduced to benefitting your engagement strategy from leveraging two major assets – your member data and your investment in CRM.

We will consider:

  • Identifying the engagement "Touchpoints" and how you record them
  • Member behaviour in the context of their profiles to drive segmentation and personalisation for both individuals and corporates
  • The importance of data quality
  • Using analysis techniques to support advocacy and pre-empting churn


Michael Collins

Managing Consultant
Database Marketing Counsel

Building a new eLearning programme can seem daunting, but in many cases associations can re-purpose existing content to create effective eLearning. You'll be able to save time and money, and if you do it right, you'll soon have fresh, engaging courses to share with your members and networks.

In this session we'll discuss how to organise your existing resources, identify the content that can easily be converted into eLearning, and learn strategies that will allow you to create effective and impressive new courses.


Valli Rajagopal

Digital Learn

12.00 PM

A practical taster workshop session – learn how to apply the principles of the Event Narrative Framework to your event or event idea. The framework helps engage your stakeholders, shape your strategic thinking and output an event narrative that you whole team can use. This workshop walks you through mini-exercises to harness the power of the framework and the seven questions to create a coherent narrative:

  • What journey you’re taking your participants on?
  • Purpose – why are you doing this event?
  • Who are your stakeholders?
  • What is the content?
  • How will you promote the event?
  • How will you execute “for purpose”?
  • How will you know you’ve been successful?


Sasha Frieze

Managing Director
The Business Narrative

2.00 PM

No description provided


Tonnis van Dam

Benchmarking Director
Compare 2 Compete Benchmarking Solutions

  • What does digital transformation mean for you?
  • What problem are you trying to solve?
  • How much is about IT – and how much is about culture and process?


Jane Royden

E and H Consulting

David Hart

E and H Consulting

3.00 PM

The days of your trade association or professional institution increasing membership fees without a raising an eyebrow from your membership are over. More than ever before, individuals and organisations alike are scrutinising their spending asking us 'what have we done for them lately?'  As member organisations, we need to embrace this challenge and start thinking of innovative ways to monetise our learning offerings. In this presentation, Philip Allen shares examples, case studies and his approach to:

  • Developing and scaling income streams from podcasts and webinars
  • Designing, and launching a learning academy in 12 months to generate a six figure income 
  • Partnering with EduTech learning providers to create residual income streams  


Philip Allen

Head of Learning
Personal Investment Management and Financial Advice Association

Sorry, no sessions were found matching your filters.

10.10 AM

Disagreement, misunderstandings and tensions amongst team members are not uncommon. Indeed, conflict amongst people is a natural part of everyday life but in the context of our professional lives, conflict does not need to be destructive. Instead, it can and should be used as a tool that allows teams to take action to accomplish a particular goal. Getting issues out in the open and on the table allows teams to evaluate a problem or question with more complete information and, in the end, to make a better decision. And crucially, a culture of constructive conflict always generates a strong sense of team cohesion. The aim of this afternoon workshop is to provide advice, guidance and practical tools for improving a team’s transparency and communication within a trust-based environment.

Crash Course Timings:
Start: 10:10
Refreshment Break: 11:10
Concludes: 12:50


Andrew Chamberlain

Managing Director
Consort Strategy Ltd

How you can create great content in less time and use the power of repurposing


Lynsey Sweales


11.50 AM

Once you have your e-learning platform and have some on-line courses, how do you maximise your portfolio and increase the commercial opportunities available.   Hear from one association who have successfully done this.


Gaynor Lewis

Head of Commercial Development
Institute of Leadership & Management

Streams preceded by plenary sessions with Keynote Presentations