Associations Unleashed Agenda | Answers for Associations

https://answers.glueup.com/event/associations-unleashed-164344

Tuesday 26 May 2026

8:00am

Conference Registration Opens

9:00am

Welcome with MC Jordana Borensztajn, opening the day with energy, connection, and a touch of magic in the room.

9:10am

Navigating the Next Decade: Demographics, Disruption, & the Future Association

The next decade will not be a gentle evolution for associations. It will be shaped by powerful demographic shifts, accelerating technology, changing workforce expectations, and new models of value creation. The question is not whether change is coming - it is whether we are ready for it.

In this forward-looking session, Simon unpacks the major demographic and societal trends that will redefine membership, leadership, engagement, and revenue models over the next ten years. From generational transitions and workforce shortages to AI, urbanisation, and shifting community expectations, Simon will translate big-picture data into practical insight for association leaders.

What will membership look like in an era of declining volunteer time? How will associations remain relevant to digital-native generations? Which sectors will grow, which will contract, and where will opportunity emerge? And most importantly what strategic decisions should leaders be making now to future-proof their organisations?

Simon Kuestenmacher, Director and Co-Founder of The Demographics Group

10:00am

Morning Tea

10:30am

Relevance as a Leadership Choice
Associations do not drift into irrelevance by accident. They choose it through inaction. In this commercially grounded session, hear the strategic decisions & leadership judgement required to keep an organisation essential in a shifting market.
John Miles, CEO, New Zealand Marketing Association

Strategic Advocacy: Selecting the Right Fights
Equip your leadership team with the tools to say 'no' to the noise so you can say 'yes' to the strategic campaigns that actually shift the needle on policy and public opinion.

AI in Action: Association Showcase
Experience a rapid-fire breakdown of live AI use cases, from virtual board advisors to automated technical support and learn the specific 'gotchas' and wins encountered during rollout.
Julian Moore, Chief AI Consultant, Strategic Management Solutions
Tim McKibbin, CEO, Real Estate Institute of NSW
Nick Davenport, Founder, Vozi

The Evolution of Membership Models
This session takes a clear-eyed look at how membership models are evolving - what is changing, why it is changing, and where associations are heading next. It will challenge some comfortable assumptions and give you a practical way to think about your own model without falling into the “everyone else is doing it” trap.
Belinda Moore, Director, Strategic Membership Solutions

Rewriting the Rules of Professional Development
Explore the global shift toward outcome based professional development and how associations must redesign learning to connect digital delivery with workplace impact.
Dr Asheley Jones, Chief Learning and Innovation Officer, CPA Australia

11:30am

Leading Transformation at Scale

Over the past six years, the Australian Railway Association has transformed its strategy, structure and culture to meet a changing industry. Hear about the leadership realities behind this shift, including how AI & digital tools are strengthening capability & driving smarter decisions.
Caroline Wilkie, CEO, Australasian Railway Association

The New Rules of Government Advocacy
Examine the advocacy approach of Zohran Mamdani as a case study. His style of political engagement offers a useful example of how strong, values-driven advocacy can still operate within a system that relies on relationships, credibility and strategic pressure. By analysing this approach, the discussion will explore how organisations can push for significant change while still maintaining the relationships necessary to remain credible and influential.
Jo Scard, Founder & CEO, Fifty Acres

Platform, Process, People: The Digital Roadmap
Turn high-level digital intent into operational reality, focusing on the governance and project management frameworks that ensure your tech investment translates into organisational performance.
Olena Lima, Founder and Principal Consultant, MemberBoat

Community: Your Next Major Revenue Engine
Learn how to build a community led model that turns members into active contributors and drives sustainable revenue, without compromising trust, and what it takes to turn engagement into real value. Abbey Pantano, Founder & Community Architect, The Impact Co

Competency Frameworks to Career Pathways
Bridge the gap between professional standards and member reality by creating clear, actionable learning journeys that provide tangible evidence of career growth.
Tony Maguire, Regional Director, ANZ, D2L
Catriona Lavermicocca, Head of Teaching and Learning, Chartered Accountants Australia and New Zealand

12:30pm

Lunch

12:45pm

Young Association Professionals: Lunch & Learn

Early career association professionals are invited to join a small group Lunch & Learn with an experienced association leader who will share what they wish they had known earlier in their career and the lessons that shaped their journey. This informal conversation offers practical advice, honest reflections, and the opportunity to ask questions about building a career in the association sector.

1:30pm

Leading Through Change and Scepticism
How do we lead teams and members through major change when not everyone is on board? This session explores the human side of transformation and shares practical ways to build trust and momentum in uncertain times.
Paul McGregor, Leadership Advisor, Facilitator, Speaker and Author

Choosing the Issues That Matter Most
Not every issue deserves your organisation’s voice. Hear how CANEGROWERS decides what to back, using member input, committees, and practical tools, and how this leads to real advocacy wins, including disaster relief funding.
Matt Kealley, Senior Manager - Membership Engagement & Innovation, CANEGROWERS Australia

Designing Digital Ecosystems for Greater Impact
A human centred systems thinking workshop that helps leaders map their digital ecosystem across people, stakeholders, technology & processes, revealing fragmentation & shifts needed to work smarter & drive greater impact.
Dr Leila Alem, Adjunct Professor, University of Technology Sydney

Data Design: Knowing What to Measure
Build a sophisticated 'listening architecture' by identifying the specific member data points that reveal true value and strategic needs, ensuring you collect the right insights to drive future decision-making.
Dr. Michael Carr-Tatonetti, Founder and CEO, Pricing for Associations
International Speaker (US)

A Learning Ecosystem for Revenue, Relevance and Retention
A practical approach to pricing, packaging and scaling learning so it delivers stronger member value and sustainable income without diluting quality.
Jae Redden, CEO, Australian Dental Association NSW Branch
Joel Butao, Head of IT, Australian Dental Association NSW

2:30pm

Burnout is a Leadership Failure
Burnout isn’t a wellbeing issue. It’s an attention issue. This practical working session helps leaders surface what’s really driving exhaustion in their organisation. Darren will guide the room through a structured breakout to unpack the real problems leaders are dealing with, surfacing the patterns, constraints, and behaviours driving exhaustion.
Darren Fleming, That Mindfulness Bloke

Influence vs Headlines: What Actually Works
Awareness does not equal influence. What Associations need to do to be viewed as serious players in the Australian media & make the impact they desire.
Sally Beerworth, Managing Director, Good Talent Media

Scaling AI: From Pilots to Performance
Move beyond random acts of innovation by establishing a clear AI operating model that defines ownership, builds internal capability, and turns successful trials into sustained organisational performance.
Dawid Naude, CEO & Founder, Pathfindr

Why Do Members Stay?
Renewal is no longer automatic. If people are staying, it is because they see real value. This session looks at what it takes to create the kind of member experience that earns loyalty, builds trust, and turns participation into long term commitment rather than a yearly transaction.
Donna South, Membership Specialist, donnasouth.com

The Competitive Reality of Professional Learning
When learning stops evolving with industry, members look elsewhere. Discover how one association rebuilt its education strategy to drive relevance and stronger member loyalty. With the success, they went on to roll out the strategy across other areas of the organisation.
Aaron Barber, General Manager, Real Estate Institute of NSW

3:30pm

Afternoon Tea

4:00pm

Welcome to the Future: What AI Has Made Possible for Associations

In real time, Julian will demonstrate how AI can transform core association work - from productivity and content to member experience and decision-making. Practical examples you can picture in your own organisation on Monday morning.

Expect live demonstrations, straight talk, and a focus on what changes when AI becomes a tool your team actually trusts and uses. This is not your normal taking head at the front of the room lecture, it is designed as working session with space for questions, challenges, and discussion.

Come prepared to rethink how your association operates, what “good service” could look like at scale, and how to lead through a shift that is already underway.

Julian Moore, Chief AI Consultant, Strategic Membership Solutions

4:00pm

Networking Drinks

7:00pm

Young Association Professional Catch Up

Join fellow early career association professionals for a relaxed evening catch up. There is no formal program or speaker, just an informal opportunity to meet others working in the sector, share experiences, and build new connections in a friendly and welcoming setting.

Wednesday 27 May 2026

8:30am	Conference Registration Opens
9:00am	Welcome with MC Jordana Borensztajn starting day two with momentum, connection, and the kind of conversations worth showing up for.
9:10am	Loyalty Is Not Guaranteed Millions of members. Endless choice. Zero obligation. This conversation explores what the world’s most sophisticated loyalty organisations have learned about value, trust, and staying relevant when attention is scarce and expectations keep rising. Because loyalty is not a program. It is a decision, made again and again.
10:00am	Morning Tea
10:30am	The Changing Role of the Association Board Challenge long standing assumptions about the role of the board, calling out outdated practices and refocusing attention on future direction, strategic intent and long term value. Steven Bowman, Managing Director, Conscious Governance Strategic Pricing and Packaging That Works Master the 'Good-Better-Best' bundling architecture to simplify choices for your members, reduce administrative complexity, and capture the hidden value in your most premium offerings. Dr. Michael Carr-Tatonetti, Founder and CEO, Pricing for Associations (US) Balancing Innovation and Risk in the Age of AI AI presents enormous opportunity, but organisations must also manage risks around privacy, governance &responsible use. Explore how leaders can create the right guardrails so teams can innovate confidently while protecting their organisation & the people they serve. Lee Hickin, Executive Director, National AI Centre Reversing Membership Decline: What Actually Worked Membership decline is something many associations are facing. Turning it around is another story. This session explores what changed at AUSactive to move back into growth, including the shifts, decisions & practical actions that made the biggest difference. Billie Cox, General Manager Business Development, AUSactive Event Legacy: Turning Conferences into Catalysts What if your annual conference created value long after the final session? This presentation explores how associations can design meetings that deliver measurable social and economic impact through intentional planning and local collaboration. Gary Grimmer, Chie Executive Officer, Gaining Edge
11:30am	Consulting to Associations - Ask Me Anything A safe, practical space to explore what it really takes to build a sustainable association consulting career - no sugar-coating, no slides, just real answers to all your questions. Belinda Moore, Director, Strategic Membership Solutions The Future of High-Value Sponsorship Sponsorship doesn’t fail because of budget. It fails because of laziness. Explore real partnerships with relationship-first, effort-driven, and built by engagement with the association and its members. Mike Barouche, Head of Membership, Master Builders Association of Victoria Navigating the AI Tool Jungle Safely Learn how to distinguish between consumer grade 'shadow AI' and enterprise ready tools, giving you the confidence to approve high-value use cases while mitigating legal and operational risk. Pathfindr Designing a Member Conversion Engine Membership growth does not happen by accident. It is the result of pricing, positioning, and marketing working together. In this session, explore how pricing strategy and marketing pathways combine to create a high performing membership engine that attracts the right prospects, converts them into members, and builds onboarding journeys that strengthen long term engagement. Lindsay McGrath, Managing Director, Think Outside Group Sabrina McGrath, Marketing Executive, Think Outside Group Event Design as a Strategy Event Design is one of the most powerful and least examined, strategic tools available to associations. This participant‑led session examines how persona‑based thinking can sharpen decision‑making and ensure events deliver meaningful outcomes for stakeholders and communities. Cindy-Lee Bakos, Association Solutions Director, MCI Group
12.30pm	Lunch
12.45pm	Young Association Professionals: Lunch & Learn Join a small group of early career association professionals for a relaxed Lunch & Learn conversation with an experienced industry leader. This informal session is designed as an open discussion where you can ask questions, share experiences, and connect with peers who are building their careers in the association profession.
1:30pm	Good Governance Needs Good Systems Boards are expected to make clear decisions and stay focused on strategy. But governance rarely fails because of intent. It fails when the systems behind the organisation are weak. Join this discussion to explore the practical structures and processes that support strong governance. Melissa Lozanovski, Founding Director, Bien Collective Inside the Mind of a Corporate Sponsor In this panel discussion, corporate sponsors share how they evaluate partnership opportunities, what real value looks like beyond logo placement, and the common mistakes associations make when approaching sponsors. Hear directly from the organisations investing in association partnerships and gain practical insights to help build stronger, more valuable collaborations. Kimberley Jonsson, Chief Executive Officer, CHU Insurance Paul Connolly, General Manager of Trade and Commercial Sales, Total Tools The Cyber Risk Trifecta: Governance, Technology, and Insurance Cyber risk cannot be managed by IT alone. It requires leadership at the board level, strong technical protections across systems and data, and the right insurance cover to mitigate financial exposure. This session explores how these three elements work together to build a resilient organisation. Billy Hoskings, Founder, KAVIRA IT When Member Value Becomes the Business Model What happens when the member value proposition becomes self-sufficient, and how do you get there? WALGA’s member services deliver benefits that go well beyond the cost of membership. Their Preferred Supplier procurement program gives members better market pricing while also supporting the association’s advocacy and representation. Andrew Blitz, Commercial Development Manager, WA Local Government Association Designed for Distraction: What Gen Z Can Teach Us About Creating Events People Actually Remember As attention spans shift, designing events that truly engage has never been more challenging. This session explores what working with the next generation reveals about how attention is captured, held and remembered, and how Gen Z’s expectations are reshaping. Janene Wardrop, Associate Lecturer, International College of Management Sydney
2:30pm	Leading an Association Turnaround When an association loses momentum, rebuilding trust, clarity and direction takes more than a new strategy. In this session, hear the story of an association turnaround and the leadership and governance decisions that helped reshape the organisation. Louise Harland-Cox, Chief Executive Officer, Communication and Public Relations Australia What Does It Really Cost to Deliver Impact? Aany associations deliver high value work without fully understanding what it costs to sustain. This session explores how to assess funding gaps, clarify program costs and make stronger decisions that support long term impact and member value. Bahvesh Narsey, National Head of Not-for-Profit, Grant Thornton Australia Ask Me Anything: Have Your AI Questions Answered AI is moving fast. Your board is asking questions. Your team is experimenting. Your members expect more. This is your chance to ask anything. Bring your real world AI questions and walk away with clear, practical answers you can apply immediately. Julian Moore, Chief AI Consultant, Strategic Membership Solutions What Motivates Today's Member Volunteers? Volunteer expectations are changing, yet we're still relying on outdated assumptions about why people volunteer. In this interactive session, challenge common myths, explore what drives today’s volunteers, and take part in a practical exercise to identify the volunteers you have and the ones you need. Colleen Williams, Director of Education & Training, The Centre for Volunteering Designing a 12-Month Member Experience That Actually Builds Loyalty Reframe your event or conference as a year-round engagement platform rather than a once-a-year obligation. Learn how leading associations are designing pre-event anticipation, in-event connection, and post-event momentum that deepens loyalty and drives retention. Lana Howden, Associate Director, MCI Group Kassandra Koudelka, General Manager of Events and Partnerships, Australasian Railway Association Wilfred Paul, General Manager of Marketing & Member Fulfilment, The Royal Australian & New Zealand College of Radiologists
3:30pm	Afternoon Tea
4:00pm	Motivating Your Team with Sharks What happens when you invite your staff to pitch bold ideas “Sharktank style” directly to the executive team? This session explores how CHU used a structured Sharktank format to unleash internal innovation, surface frontline ideas, and drive measurable business improvements - while massively lifting engagement and ownership. Attendees will walk away with a practical blueprint to run their own internal “Shark Tank,” including how to frame challenges, support teams to pitch, and turn winning ideas into real outcomes rather than theatre. Kimberley Jonsson, Chief Executive Officer, CHU Insurance
5:00pm	Close of Conference