Associations World Congress
Membership, Marketing & Comms
Membership, Marketing & Communications on Thursday & Friday.
Stream preceded and followed by plenary sessions.
- 11.15 AM
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An empathetic digital experience
MEMBERSHIP
No description provided
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Why communications is vital in creating stakeholder trust
MARKETING & COMMUNICATIONS
- Our context is changing, different issues and areas provide both opportunities and threats for associations to be successful. The world in its broadest sense is changing, with implications for associations.
- The networked, digital society offers opportunities for community building and engagement like neer before and at the same times it is threatening the very need for associations
- Young generations have different expectations, both in terms of the way they perceive value and value propositions, to expectations of their community/communities
- Inge's argues that a communications is essential in creating and nurturing community
- A communications strategy is central to building stakeholder trust in an association and its environmentHow do you build profile and maintain your reputation
- Being in control is no longer an option. How do you enable? Are you prepared?
Speakers
Managing Director
European Association of Communication DirectorsInge Wallage is a change maker and senior communications leader who pursued a career in the private sector before making the leap from the oil industry to environmental campaigning. That move sustained her continuous drive to contribute to a better world; a green and peaceful one. She believes in the pivotal role of the communications function. In her 25 years of working life Inge has worked across all areas of communications and has witnessed its ongoing evolution. She held various in-house and agency roles, like the International Water Association, Greenpeace International, Statoil, Philips Electronics, Motorola and Burson-Marsteller. Inge works with the European Association of Communication Directors (EACD) in a consulting capacity as part-time Managing Director to contribute to the association’s next phase. She has lived in London, Norway and Bangkok. She believes that projects and programmes will truly come to life when working with people, inside and outside a company or organisation. She is trained in the method and philosophy of Deep Democracy, which aims to get everyone involved (‘listen to the minority’) and to find ways to turn resistance into a force for good. Inge advocates to work according to ‘The 3As engagement strategy’, a concept which she conceived which stands for authenticity, accountability and audacity; three elements critical to any organisational or business strategy. She is currently writing her first novel.
Sessions
Why communications is vital in creating stakeholder trust Thursday @ 11:15 AM
- 12.10 PM
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An agile journey towards membership engagement - actioning a membership restructure and transformation
MEMBERSHIP
What prompted the Agile Business Consortium to revisit membership strategy and structure in the last year. By surveying members, the association was able to get a true picture of what members valued or didn’t value; under-used or ignored benefits and other factors leading to the restructure and transformation.
- What did the membership survey reveal and what actions did it set in motion
- Why we have recently re-launched a membership offering at a lower price
- What did we learn about the value and take-up of member benefits
- How will having a CRM system later this year allow us to roll out further benefits and what they will be
- How have members responded to the new structure - initial feedback
Speakers
Head of Membership
Agile Business ConsortiumAt the Consortium, Rachel’s role is to be the voice of the member network at HQ. She looks after the member strategy and is the first point of call for member enquiries. Rachel also leads the ambassador programme for the Consortium, supporting our representatives all over the globe.
Sessions
An agile journey towards membership engagement - actioning a membership restructure and transformation Thursday @ 12:10 PM
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Generating revenue for your association – taking a fresh approach to making and saving money
MARKETING & COMMUNICATIONS
Sales is often considered a dirty word in the world of “Non for profit”, but thankfully that old school of thought is changing…. and for a good reason. The “build-it-and-they-will-come” attitude simply no longer works and many organisations now need to take a more strategic view in Sales and Business Development. But where do you start? When looking at generating revenue it is not just a matter of being commercially savvy, but the concept must also engage members, be relevant and be viable for the long term, after all small teams can only do so much.
In this session we will tap into our creative frame of mind, share ideas and concepts and look at how you can develop one new idea for your Association to either create a new revenue stream OR look at new ideas to do more with less. Remember an association is more than a team in head office, it is made up of hundreds of volunteers willing and able to help! This session offers you the opportunity to return to your office and….
- Be more confident to audit your current situation, really look at what works and what does not
- Have a number of new ideas that you can start working on
- Understand what “freebies” may be available to your organisation- You never know if you don’t ask
Speakers
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Business Development Manager
Civil Air Navigation Services OrganisationHelen is leading CANSO’s membership, sales, and marketing activities. This includes ensuring Members get value from their membership, and developing and implementing the CANSO business development strategy. Helen has 25 years experience in Sales and Marketing, over 18 years experience with International organisations and over 10 years working with Associations.
Sessions
Generating revenue for your association – taking a fresh approach to making and saving money Thursday @ 12:10 PM
- 2.30 PM
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Attracting GenZ to industry careers: Collaborative partnerships with academia, NGOs, and trade organisations
MEMBERSHIP
This session outlines several models trade organizations can use to help industry members recruit next generation professionals. Learn first hand lessons through case studies how engaging schools, military veterans, allied associations and workforce agencies can attract new talent and build more job pipelines. You’ll walk away with tools your organization (and your industry) can use to establish sustainable models for recruitment from grassroots to national levels.
Speakers
Program Director
Audiovisual Integrated Experience AssociationJoseph is Program Director for the AVIXA Foundation, charitable arm of AVIXA, the international trade association representing the audiovisual industry. He oversees all efforts devoted to creating opportunities for tomorrow’s AV professionals. He manages the Foundation’s workforce development programs, and partnerships with schools and allied organizations. He also spearheads the many annual scholarship and grants awarded to students and community groups striving for success in the industry. He recently launched a global campaign to raise awareness of AV careers, bring skills training to more communities, and connect people to their first AV job.
Sessions
Attracting GenZ to industry careers: Collaborative partnerships with academia, NGOs, and trade organisations Thursday @ 2:30 PM
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Successful development of International Podiatry Day – building a global campaign with limited resources
MARKETING & COMMUNICATIONS
No description provided
Speakers
Executive Director
International Federation of PodiatristsAs an Executive Director, Caroline is responsible for the successful leadership and management of the
International Federation of Podiatrists (FIP-IFP) according to the strategic direction, goals, mission.
Sessions
Building successful collaboration between healthcare associations Wednesday @ 12:20 PM
Successful development of International Podiatry Day – building a global campaign with limited resources Thursday @ 2:30 PM
- 4.10 PM
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The successful integration of a CRM system – lessons learnt at the British Dietetic Association
MEMBERSHIP
No description provided
Speakers
Head of Membership
British Dietetic AssociationCamilla is an award-winning communications, marketing and membership expert with over 13 years’ experience working in strategic membership and marketing roles within B2B and B2C associations across the sport, leisure and healthcare sectors.
In her current Head of Membership role as part of the senior management team at the British Dietetic Association (BDA), Camilla is responsible for having helped transform the organisation to become member-oriented. In doing so she has significantly grown annual member recruitment, retention, engagement and satisfaction rates, and delivered a successful CRM/CMS integration project.
She won Young Association Executive of the Year in 2017, and helped the BDA and her team win Member Engagement Award 2015, Best Social Media Campaign 2016 and 2018, and Best Member E-newsletter 2018.
Sessions
The successful integration of a CRM system – lessons learnt at the British Dietetic Association Thursday @ 4:10 PM
Chair's Introduction Friday @ 2:00 PM
Twitter: @@MillyDurrant
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Effective association marketing on a small budget; making the most of free or low-cost resources
MARKETING & COMMUNICATIONS
Big brands continue to increase their marketing and advertising spending. Nowadays, the budget allocations for digital networks take up a bigger piece of the pie, thus winning the competitors who are spending very little money on marketing, or are not spending at all. Fortunately, money is not the only factor of winning in market competition. As an association or a small NGO you can still use some available tools and tactics that will help your association to stand out from the crowd, even if you have decided not to spend money on your brand’s advertising.
This session is for people who are interested in learning about tools and free or low-cost resources to make marketing on budget possible. Money does not guarantee the best marketing, but right marketing can bring the success. During the session, Diana will share some available resources, insights and opportunities for your association to succeed while having small budget for marketing.
Speakers
Marketing and PR Manager
Federation of Euro-Asian Stock Exchanges/ FEASDiana Ghazaryan is a young Marketing and Public Relations professional with a history of working in the capital market industry. Currently she is Marketing and PR Manager at Federation of Euro-Asian Stock Exchanges.
Moreover, Ms. Ghazaryan has been involved in Sports Marketing since the beginning of 2018. She is Marketing Manager and Press Secretary of “Ararat-Armenia” Football Club, the champions of Armenian Premier League season 2018/19.
Sessions
Effective association marketing on a small budget; making the most of free or low-cost resources Thursday @ 4:10 PM
- 11.30 AM
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Innovations in marketing for member and stakeholder engagement
MEMBERSHIP, MARKETING & COMMUNICATIONS
A complete metamorphosis at the age of 60
It has been nearly 2 years since APPLiA has rebranded from top to toe. After 60 years of existence, the association representing the home appliance industry in Europe changed not only its name and design, but also defined better its mission and vision in being the voice of a forward-looking sector. The modernised and innovative look of APPLiA has resulted in a higher number of invitations to major events, more media interest and has injected more energy into the team.- Engaging 21 Direct Members and 27 National Associations in this journey
- Achieving a bigger network of National Associations with the same name
- The achieved results in black and white
Presented by: Paolo Falcioni
The creation of Flavour Ambassadors – building external stakeholder awareness of the flavours industry through a highly successful and innovative volunteer programme
Presented by: Jimena Gomez de la FlorCreating a virtual chapter for the Professional Speakers’ Association of South Africa
As part of their refocus and reinvention to remain relevant to modern members, the PSASA instituted a Virtual Chapter. Charlotte Kemp is the first president of the new chapter.- The Virtual Chapter has provided huge benefits including new revenue streams, new leadership potential, new services to members, a process for potential members to become acquainted with PSASA as well as on-boarding of new members.
- The tools and platforms for online meetings range from simple to sophisticated, but very little is required to get a virtual meeting set up.
- The inter-personal skills to connect and engage with delegates online, requires some practice.
- These requirements, skills and benefits will be discussed in this case study, for associations to evaluate whether a virtual chapter might add benefit to their membership.
Presented by: Charlotte Kemp
Speakers
Director General
Home Appliance EuropePaolo Falcioni has been APPLiA's Director General since January 2014. In this position he focused on improving the association visibility and effectiveness within Europe and internationally. To that extent, he has been one of the founders of the International Roundtable of Household Appliance Manufacturers Associations (IRHMA) which tackles world-wide issues like sustainability and innovation in a global manner. He served for three year as Chairman of the Coalition for Energy Savings, a multi-stakeholder group aiming at improving energy efficiency in Europe.
He is one of the Board members in Smart Energy Europe, smartEn fostering demand side management to help consumers to reap the benefits of the new Energy market. In 2016 he has been nominated member of the REFIT platform as a representative of the stakeholder group. The REFIT Platform brings together the Commission, national authorities and other stakeholders in regular meetings to improve existing EU legislation.
Paolo graduated in electronic engineering from University of Ancona, in Italy. He started working in the telecommunication sector and, after that, he worked within the household appliance industry sector where he held positions with growing responsibilities.
An Italian national, Paolo also speaks English and French fluently. In his free time, he likes baking homemade delicacies.
Sessions
Innovations in marketing for member and stakeholder engagement Friday @ 11:30 AM
Communications Director
European Flavour AssociationJimena has over 10 years of experience working in Communications and European Affairs. Currently she works as Communications Director for the European Flavour Association, developing and implementing its communication strategy and acting as spokesperson of the association.
She previously worked as a Senior Communication Officer at the European Commission Information Service and at other European Associations and Institutions such as the Art Directors Club of Europe and the European Committee of the Regions.
Sessions
Innovations in marketing for member and stakeholder engagement Friday @ 11:30 AM
Futurist
Futures AlchemistCharlotte Kemp, Futures Alchemist, is a professional speaker and a futurist. She serves on the Board of the Professional Speakers Association of Southern Africa and has served on the Board of the Global Speakers Federation. Charlotte has written 3 books, contributed numerous media articles, appeared on radio and TV and hosted her own radio show and podcast as well as organised conferences and events for the 20 years that she has been speaking and training.
As a futurist, Charlotte Kemp loves exploring the origin and natural destination of changes in business and society, as well as understanding to what extent we can influence the major themes in our lives.Sessions
Innovations in marketing for member and stakeholder engagement Friday @ 11:30 AM
Reinvention by storytelling: How the narrative we share about our association, can determine its success Friday @ 3:00 PM