Congress

Associations UK Congress 2025

7 – 9 December 2025 + Add to calendar

Sunday 7 December

19:00 - 20:00

Welcome Reception & Delegate Registrattion

Badging and Registration
Welcome drinks reception
Introduction to the congress days ahead
Special networking overview

Monday 8 December

08:30 - 08:55	Plenary: Opening Session Welcome and introduction to the congress Keynote: An AI Vision for Membership Organisations
09:00 - 11:40	Harnessing the Power of AI in Your Organization This engaging and interactive session is designed to equip organizational leaders and professionals with the strategic insight and practical frameworks needed to harness the transformative potential of Artificial Intelligence. Grounded in the concepts from Harnessing the Power of AI in Organizations by Alan King, the session explores the five-layer integration model and the Human-AI-Data Dependency Triangle. Delegates will first receive a dynamic 40-minute presentation unpacking key themes from the book, exploring how AI can empower decision-making, streamline operations, and unlock innovation. Following the presentation, attendees will collaborate in table discussions, each focusing on one layer of the five-layer model. These group activities are designed to explore AI implementation within their own organizational contexts, analyzing opportunities, risks, and ethical considerations. Insights will then be shared with the full room, promoting cross-sector learning and reflection. Key Takeaways Understand the foundational models for AI integration in organizations Explore real-world strategies for applying AI across different organizational functions Identify benefits, potential pitfalls, and ethical concerns of AI deployment Collaborate with peers to generate actionable insights for AI adoption Gain visibility into current sentiment through a delegate AI readiness survey Session leader: Alan King Founder, AI-Your-Org Find out more
09:00 - 11:40	Sponsorship & Partnership Strategies for Growth Introduction Challenges of providing value Challenges faced by delegates creating and delivering what sponsors & partners want Critical issues, facilitated discussion on how to address them Break into groups to discuss: Sponsor packages, Partnership Models, Pricing policies & models Conclusions & Actions Session leader: Linda Pereira Executive Director, CPL Events & Consultancy Find out more
09:00 - 11:40	Making Membership Matter - The IMPACT Framework for Growth, Retention & Engagement In today’s competitive environment, Associations can no longer afford to take a piecemeal approach to membership. To truly create IMPACT, associations must rethink how they communicate, collaborate, and deliver value. This session will unpack the essential ingredients for achieving meaningful growth, retention, and engagement. We will examine: Language that resonates – how the words we use shape perceptions, value, and trust The membership experience – mapping moments that matter to foster belonging. Getting the benefits offer right – aligning value with members’ evolving needs. Harnessing data, automation, and AI – making smarter, more efficient decisions. Collaboration over silos – why internal teamwork is the engine of external success. Drawing on insights from our recent membership survey into the direction of travel for associations, we’ll highlight trends, opportunities, and practical steps to ensure your organisation is ready to thrive in 2026 and beyond. Participants will leave with actionable strategies & an action plan to create a culture of impact that resonates across their membership journey. Session leader: Lisa Collins Managing Director, Dovetail Creative Find out more
11:45- 12:40	Case Study Talks
12:40 - 14:00	Lunch & Networking Take this time to network with other delegates, speakers and potential business partners in the Event Hub
14:00 - 16:40	Building Your Capacity for Succesful Digital Projects Each year, most association digital projects succeed with in most of their aims, but a significant number fail completely with huge financial losses on tech spend and reduced revenue, and a larger number don't achieve more than mediocre success. Success in digital projects depends on more than the choice of a good supplier. This session will examine the factors that make the difference between failure or moderate achivement and success. You will be provided practical guidance specifically for membership organisations on preparing for succesful change in digital projects. We will examine: Project ownership and esential roles Ensuring project engagement and alignment Planning resourcing and managing capacity How to involve teams across the organisation, not just the project group Common pitfalls to avoid when preparing for a new digital platform Session leader: Ben Sturt Managing Director, Chrysalis Digital Find out more
14:00 - 16:40	Outsourcing Events: Critical Issues and Approaches for Success Outsourcing the management of a flagship event or event series is an option for many reasons: they are dominating the entire association; you need to professionalise your events without employing more staff; you need to take advantage of a commercial opportunity or you decide to re-focus the association on other services. Outsourcing events has many challenges and risks, some unknown or considered unimportant to even experienced events specialists. In this session we will examine: Outsourcing models - which serve which purpose Control & Communication Quality & Flexibility Alignment of Purpose & Objectives Risks and Rewards Intellectual Property
14:00 - 16:40	Creating Valuable and Reliable Content with AI From member updates and marketing copy to research, reports and white papers, AI is transforming how associations produce content. But with opportunity comes risk: how can you ensure quality, accuracy and value while using AI to do more with less? In this session, we explore how associations are harnessing AI tools to support their content strategies; practical lessons, common pitfalls and what it takes to build trust in AI-generated content. We’ll examine the most pressing challenges you are facing, alongside real examples of what’s working well. Michael and Alan will draw on their work with associations and experience as advisors to the publishing industry, and their experience at the globally recognised titles of The Economist and The Times. Learn how AI can support a range of content needs, from comms to commercial Gain understanding of the risks and how to maintain credibility and tone of voice Discover lessons from peer experiences and a real-world association case studies Leave with practical ideas to take back and apply Session leaders: Michael Brunt Co-Founder, HBM Advisory Find out more Alan Hunter Co-Founder, HBM Advisory Find out more
16:50 - 17:50	Association Success Awards: Presentation of the Finalist projects Projects presented are in the fields of: Conferences & Events, Membership & Engagement, Marketing, Video & Audio, Digital Transformation
19:30 - 22:00	Congress & Awards Dinner Enjoy a drinks reception with three-course dinner, networking with your peers, speakers, delegates and other participants. The UK Association Success Awards Ceremony will take place during the dinner, with a chance for everyone to recognise the people and organisations driving associations forward.

Tuesday 9 December

09:00 - 09:25	Keynote: Launch of "The Chief Event Officer's Playbook" Sasha Frieze, and award-winning producer of conferences and events, draws on her decades of experience across a wide range of events - association, media-owned, commercial and corporate. She has created the essential guide for CEOs, Event Directors and all events specialists in associations, societies, federations and other membership organisations involved in delivering successful events. Attend this session for the opportunity to win one of 20 of the books.
09:30 - 12:10	MDX+ – Transforming the Membership Digital Experience Professional societies and trade associations face a major challenge. Despite investing heavily in technology, most organisations struggle with engagement, poor user experiences, and systems that feel like obstacles rather than enablers. Members increasingly expect the seamless, personalised journeys they receive from consumer platforms, yet most association websites still fall short. The stakes are rising, younger professionals are questioning the value of membership, existing members are frustrated, and agile communities are stepping in. The gap between what technology could deliver and what it actually delivers represents both a crisis and an opportunity. This session will explore how to transform the digital membership experience from functional into a true competitive advantage. Key aspects include: Key aspects to be examined: Mapping and optimising the Member Journey Personalisation at scale that feels authentic Community networking and building Content management and personalised delivery Integrated event management that adds value Member dashboards to clearly demonstrate ROI Self-Service Portals, empowering members to control their own data, bookings, CPD, and preferences improving satisfaction while reducing staff workload. AI to move beyond ad-hoc content creation to systematic workflows Session leader: Lisa Collins Managing Director, Dovetail Creative Find out more
09:30 - 12:10	The Event Transformation Blueprint: 10 Steps to Transform Your Association Event Strategy We live in an age of deepfakes and misinformation. Live events are where real people have authentic conversations. Where the trust is. And for associations, events are where members convene and your bigger purpose is delivered. Events have the power to inspire world leaders, change government policy and redefine the conversation in sectors from architecture to zoology. The Event Transformation Blueprint is at the heart of Sasha’s new book The Chief Event Officer’s Playbook. Understand the framework that will take your events from outstanding logistics to delivering genuine purpose – for participants, across your organisations and your sector. This interactive session led by Sasha Frieze – author and award-winning events producer, and producer of over 500 association conferences - will examine the essential strategies, models, and approaches to create events where insight meets influence. Events that become the go-to gatherings for your members and the wider sector. Expect a responsive format, shaped by who’s in the room and what matters to them. Session leader: Sasha Frieze Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook Find out more
09:30 - 12:10	Session to be announced Details to be confirmed
12:10 - 12:45	Case Study Talks
12:45 - 14:00	Lunch & Networking
14:00 - 16:00	Creating an Effective & Profitable Hybrid Conference Associations have a duty, to their sector, to the professionals within it, and to their own mission, to provide learning and networking opportunities as widely as possible. Hybrid for your flagship events is essential to achieve this. Hybrid was adopted by many associations on exiting the pandemic, and many jumped straight back to in-person without resolving the issues around delivering hybrid events. In this session we examine what it really takes to run a successful hybrid conference - not an all-bells and all-whistles production, but an effective and profitable one. You’ll learn practical proven successful approaches to Stakeholder management Designing virtual lounges Live streaming and on-demand content Practical tips Supplier strategies Tech truths Budgets How to bake in sustainability and EDI What doesn't work Dare to design and deliver a hybrid event that’s seamless, inclusive, and engaging for a wide variety of audiences! Walk away with actionable tools, insights, and the confidence to do so!
14:00 - 16:00	Session to be announced Details to be confirmed
14:00 - 16:00	Session to be announced Details to be confirmed
16:05 - 16:20	Closing Plenary