Associations World Congress & Expo

5 – 9 July 2021 Online: Live & On-Demand Congress

Membership, Marketing & Comms Stream

Membership, Marketing & Communications on Monday 14 & Tuesday 15 June

Sorry, no sessions were found matching your filters.

10:30 AM
Networking with delegates, speakers and engage with exhibitors.
11:05 AM
The chair will welcome delegates, introduce the conference theme and explain the day’s format.


Chloe Menhinick

Partner - Association Consulting

The chair will welcome delegates, introduce the conference theme and explain the day’s format.


Lynsey Sweales


11:10 AM

This session will address:

  • Why great content matters
  • How to create content for each part of your target audiences’ journey online plus why this important
  • How to start creating content that fits their needs
  • Content – how and where to discover content ideas
  • Content format ideas
  • How to maximise your content


Lynsey Sweales


  • 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 never 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 communications is essential in creating and nurturing community.
  • A communications strategy is central to building stakeholder trust in an association and its environment. How do you build profile and maintain your reputation?
  • Being in control is no longer an option. How do you enable? Are you prepared?


Inge Wallage

Advisory Director EACD
European Association of Communication Directors

12:10 PM

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


Rachel McLinn

Head of Membership
Agile Business Consortium

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


Helen Parker

Business Development Manager
Civil Air Navigation Services Organisation

1:15 PM
Enjoy a delicious lunch and meet your fellow delegates, speakers, conference sponsors and exhibitors.
3:30 PM
Networking with delegates, speakers and engage with exhibitors.
4:10 PM

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.


Diana Ghazaryan

Marketing and PR Manager
Federation of Euro-Asian Stock Exchanges

Sorry, no sessions were found matching your filters.

10:45 AM
Networking with delegates, speakers and engage with exhibitors.
11:25 AM
The chair will welcome delegates, introduce the conference theme and explain the day’s format.


Lynsey Sweales


11:30 AM

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

Session runs from 11:30 to 12:00



Paolo Falcioni

Director General
Home Appliance Europe

12:00 PM
  • How to reach a larger consumer base and a community through the Flavour Ambassador Programme
  • How to promote and enhance consumer engagement through the Flavour Ambassador Programme and the digital channels?
  • New strategies for associations: creating a community and a smart use of digital channels.  
  • How to promote and enhance membership engagement through an Ambassador Programme
  • How to reach a larger audience (both internally and externally) through the Flavour Ambassador Programme

Session runs from 12:00 to 12:30


Jimena Gomez de la Flor

Communications Director
European Flavour Association

12:30 PM

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.

Session runs from 12:30 to 13:00


Charlotte Kemp

Futures Alchemist

1:00 PM
Enjoy a delicious lunch and meet your fellow delegates, speakers, conference sponsors and exhibitors.