Association Membership Summit 2025
Members are at the core of associations. A healthy membership leads to a vital organisation, yet even strong associations need to keep up-to-date on how to recruit, retain and engage members. This intensive one-day summit is designed to provide practical insights on the membership challenges faced, will explore how to boost member satisfaction and create a member-centric strategy for your association.
"Gaining clarity to the specific needs and motivations of your association's membership base is crucial to meeting the expectations of your members and attracting new ones."
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8:30am |
Registration and Optional Site Tour |
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9:00am |
Welcome to Association Membership Summit
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9:05am |
Welcome by Host Venue |
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9:10am |
Association Membership & Services Survey – brief glimpse of the findings |
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9:30am |
Sponsor Address: |
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9:35am |
Fighting Messages that Drive Membership Recruitment and Retention Troy Williams, Chief Executive & Company Secretary, Independent Tertiary Education Council Australia |
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10:15am |
Sponsor Address: |
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10:20am |
Morning Tea |
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10:50am |
Building Trust: How Associations Can Establish Credibility and Authority in Their Industry Wes Lambert, Chief Executive Officer, Australian Restaurant & Cafe Association |
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11:35am |
Adapting Membership Plans & Strategies Amid Industry Challenges Join this session to explore how the Ricegrowers' Association adapts its membership strategies to meet the challenges facing the industry. Graeme will share case studies illustrating how the association has responded to market fluctuations and environmental changes, highlighting successful initiatives that foster a resilient and active membership base. Learn how collaboration, advocacy, and tailored support can enhance member satisfaction and sustainability in the rice-growing community. |
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12:05pm |
A Synergy in Action: How Strategic Collaboration Boost Member Retention and Recruitment This session focuses on the importance of skills, training, and employment within the maritime industry, specifically highlighting the initiatives of the Boating Industry Association (BIA) and its partnerships with other organisations. Andrew, Chief Executive Officer of BIA will outline their efforts under the Marine Jobs brand to attract and retain talent, provide training opportunities, and create pathways for young people through initiatives like the Boating Industry Academy and the Marine Jobs Expo and succession plans for young and matured workers or business owners. Andrew Scott, Chief Executive Officer, Boating Industry Association |
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12:35pm |
Lunch |
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1:35pm |
Membership from Constitution and Legal Perspective This session will delve into membership engagement from the legal perspective: •Why constitutions are important and how they impact membership? Kathy Nguyen, Senior Lawyer, Governology |
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1:50pm |
Adapting to Change: Strategies for Modernising Membership Models and Nurturing Community Engagement This session will explore National Seniors Australia's transformative journey from a traditional fee-paying membership-based advocacy organisation to a dynamic, community-based membership model. By leveraging research & technology and a different approach to membership and revenue generation, Chris will share how NSA has significantly enhanced both its advocacy impact and organisational sustainability. Chris Grice, Chief Executive Officer, National Seniors Australia |
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2:30pm |
Creating Value from Day One: Membership Engagement Strategies for Associations Associations need to hit the ground running by offering value that resonates with potential members. This presentation focuses on creating early wins through impactful member benefits, events, and communications. Learn how to identify key member needs, design attractive membership packages, and implement engagement tactics that turn members into ambassadors. Whether you’re starting with a small core group or aiming for rapid growth, this session offers insights on driving early and ongoing engagement. Lindsay Hermes, Chief Executive Officer, Australian Sustainable Seaweed Alliance |
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3:00pm |
Afternoon Tea |
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3:30pm |
Unleashing the Full Potential of Membership through Revamping Association Operations The panel discussion will revolve around redefining and reinforcing the value proposition of the association in a member-centric future. Jonathan Smithers, Chief Executive Officer, Arthritis Australia |
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4:30pm |
Closing Comments |
"Informative discussions which gave me a great deal to think about. Loved the candid case studies from presenters and in particular how to increase and retain members."
Samuel Dawes, Director, Haemochromatosis Australia
Member Registrations: $650
Non-Member Registrations: $850 (NFP only)
Associations Forum will send a tax invoice upon registration for this event.
Registrations are only open to not-for-profit organisations. For corporate enquiries, please contact partnerships@associations.net.au
This event is proudly sponsored by
ABOUT THE SPEAKERS
Troy Williams, Chief Executive, Independent Tertiary Education Council Australia
Troy Williams is an experienced policy advocate and leader of nationally prominent industry associations, known for driving sustained growth and member engagement. His leadership in association management has been marked by a strategic focus on using data analytics to segment members and potential members, enabling the narrowcasting of impactful messages that resonate with specific audiences. Troy’s expertise in advocacy and non-profit management has garnered national recognition. The Associations Forum has inducted him into their prestigious 'Associations Hall of Fame' in recognition of his longstanding contributions to the sector. He was the Chief Executive Officer of the ‘2017 Association of the Year’ reflecting the excellence of his approach to fostering growth, engagement, and innovation within the sector. Troy’s ability to blend policy expertise with cutting-edge data-driven management practices has positioned him as a respected figure in Australia’s not-for-profit sector, continually championing the interests of the professional, businesses and industries he serves.
Jonathan Smithers, Chief Executive Officer, Arthritis Australia
Jonathan Smithers qualified as a lawyer in the UK in 1986 and worked in his own practice for over 30 years. During that time, he served on the Council of the Law Society of England and Wales, culminating in appointment as its President in 2015/16. He then moved to Canberra, having been appointed as CEO of the Law Council of Australia. In 2020, Jonathan moved into the health sector as the CEO of Arthritis Australia, the peak consumer body for arthritis and musculoskeletal disease in Australia. He has built on the achievements of his predecessors and working with the team to provide advocacy and policy, consumer information resources and a research programme on behalf of Australians with arthritis.
Mikaela McKenzie, Director Member Engagement – MGA Independent Businesses Australia
Mikaela McKenzie is a seasoned association professional with over a decade of experience spanning healthcare, insurance, and independent retail sectors. Throughout her career, Mikaela has led impactful initiatives, from CRM implementation and brand rollouts to strategic planning and membership retention and growth. She brings a dynamic approach to partnerships, marketing, and event management, having driven member engagement and value across diverse industries. In addition to her association expertise, Mikaela is also a small business owner, operating her own events company, which further enhances her practical understanding of business challenges and strategic execution. Her well-rounded skill set and dedication to member-centric results make her an insightful and authentic presenter, dedicated to empowering associations with proven strategies for sustainable growth and innovation.
Wes Lambert, Chief Executive Officer, Australian Restaurant & Cafe Association
Wes Lambert is the CEO of the Australian Restaurant & Cafe Association. He is passionate about advancing the interests of the hospitality industry through advocacy, education, and leadership. With over 24 years of experience in the hospitality industry, Wes has a deep understanding of the challenges and opportunities facing the sector. Wes is the former CEO of the 2020 Association of the Year Restaurant & Catering Australia (R&CA), winner of the AuSAE 2020 Influencer Award, and a board member of several industry bodies, including the Australian Foodservice Advocacy Body, the Council of Small Business Organizations Australia, and the Children's Tumour Foundation. He holds a CPA, a FGIA, and a CAE, and am a Member of AICD. Wes is also a US Army veteran, an author, and a father of four.
Lindsay Hermes, Chief Executive Officer, Australian Sustainable Seaweed Alliance 
Lindsay Hermes reports directly to the ASSA Board and leads the peak industry group for its 30 members, guiding the organisation and sector through a new phase of growth. His responsibilities include strategic direction, policy and advocacy reform, serving as a media spokesperson, overseeing an $8 million budget, and leading a team of ten professionals. With a background as a Ministerial Adviser in the Commonwealth Government, including as a Science Adviser to a Cabinet Minister, Lindsay has also led industry groups focused on sustainable national tourism. He has authored over 40 industry submissions and contributed to senior government working groups, including DFAT/Austrade's National Tourism Incident group and the National Biosecurity Futures group. Lindsay’s expertise in industry policy development positions him to support the growth of Australia’s commercial seaweed sector. He holds a BA, MBA, is a Member of the Australian Institute of Company Directors, and is an Advanced Scuba Diver passionate about ocean conservation.
Chris Grice, Chief Executive Officer, National Seniors Australia.jpg)
Chris Grice is the Chief Executive Officer of National Seniors Australia (NSA) – an independent peak consumer body representing older Australians on issues including aged and health care, the Age Pension, retirement income, age discrimination, and cost-of-living. As the fearless defender, protector, and promoter of seniors’ interests, NSA uses its influence to ensure that their voices are heard and represented. In addition to advocating for the needs of older Australians, Chris also promotes the valuable yet overlooked contribution they make to society. With a mantra, “experience matters” Chris is determined to change the often-negative commentary around this cohort, especially baby boomers. He has a hands-on approach and actively maintains connections and builds support for NSA’s growing community of more than 250,000 members and supporters through attendance at meetings, forums, and events. This approach combined with leadership of NSA’s inhouse evidence-based research expertise sees Chris privileged to lead, and well placed to represent, the varied views and experiences of older Australians.
Jess Donati, Membership Manager, Real Estate Institute of New South Wales
Jess Donati is the Membership Manager at the Real Estate Institute of New South Wales, with over 16 years of experience in member associations. She specialises in driving exceptional customer experiences, optimising membership recruitment and retention, and leading process improvements through innovative technology solutions. Jess has led numerous transformative projects, enhancing member engagement, streamlining administrative processes, and leveraging digital strategies to create scalable, efficient systems. Her expertise in digital transformation and project delivery has consistently improved operational efficiency and member satisfaction. Passionate about blending technology with human-centered approaches, Jess is dedicated to delivering value to members and stakeholders while empowering teams to thrive in dynamic environments.
Andrew Scott, Chief Executive Officer, Boating Industry Association 
With 40 years of experience in accounting and general management, BIA’s CEO, Andrew Scott has held the position of CEO in the Association since October 2022, and for the two years prior, as CFO. As a Practicing Accountant and mobile CFO, Andrew managed a portfolio of Clients, ranging from small to medium sized businesses, within several different industries, including construction, hospitality, mining and farming, with a strong client base within the ‘in water’ industries including the surf and marine industries. The Surf and Marine industries focus was all about manufacturing, supply chain, labour resources (including training) and export. The export opportunities saw Andrew working with other countries including, China, USA, UAE and Europe. In May 2024, Andrew was invited to join the Executive of the International Federation of Boat Show Organisers (IFBSO) as Treasurer, and is involved with several International marine committees within the International Council of Marine Industry Associations (ICOMIA), further cementing Australia’s significance on the global marine stage.
Graeme Kruger, Executive Director – Ricegrowers’ Association of Australia
Graeme Kruger has been the Executive Director of the Ricegrowers' Association of Australia (RGA) since 2016, leading the organisation through a constitution review, strategic plan development, and a brand refresh—all with unanimous member support. In 2022, the RGA was awarded Small Association of the Year. With a postgraduate qualification in Environmental Sciences and Conservation Management, Graeme began his career as a park ranger in southern Africa before moving to New Zealand, where he worked with the Department of Conservation and later in the private sector. He is passionate about people, governance, and change management, serving as chairman of two body corporates in New Zealand.
Kathy Nguyen, Senior Lawyer, Governology
Kathy has extensive experience working with associations both nationally and in the Asia-Pacific, on association structure, operations and governance. She has reviewed hundreds of constitutions, and regularly presents to organisations on membership, governance and events. Kathy has worked for Associations Forum, the Governance Institute of Australia, Ernst & Young, the Trade Association Forum in London and for the Royal Australasian College of Physicians. Kathy holds Bachelors of Laws & Business.
Tony Gleeson, Associations Advisor, Associations Forum
Tony Gleeson MBA GAICD is Associations Advisor at Associations Forum. He has over 30 years of experience in the fields of association management and governance, leadership, project and change management, organisational integration and talent development. Tony has been Chief Executive of Australian Institute of Refrigeration Air-conditioning and Heating (AIRAH) and the Australian Institute of Management (AIM), and was an Executive General Manager with CPA Australia. Prior to his roles with membership associations, he held senior consulting roles in strategy, process re-engineering and change management with PwC, Deloitte and Terra Firma Consulting.Tony is an innovative and energetic leader, skilled communicator / team builder, and adept negotiator. He has significant experience in providing support and guidance to CEOs and boards in areas of governance, strategic planning, change management and more.
Claire Hewat, Associations Advisor, Associations Forum
Claire has over 20 years’ experience in senior executive positions including two successful roles as a CEO at Dietitians Australia and Allied Health Professions Australia. Claire has also had substantial non-executive governance experience on four national and one international board. She has extensive experience in professional self-regulation and is currently chair of the Ethics Review Committee for an Australian allied health profession. Claire has used her experience to provide support and mentoring to other NFP CEOs and boards in areas of governance, strategic planning, complaints and disciplinary processes, change management and more.
ABOUT OUR SPONSORS
Rydges World Square
Rydges World Square won Superior Hotel of the Year 2019 at the Tourism Accommodation Australia (NSW) Awards for Excellence. Feel right at home when checking into Rydges World Square Sydney and enjoy our convenient location in the Central Business District. Our world-class Sydney accommodation and services raise the standard of hospitality while providing easy access to the Sydney Convention & Exhibition Centre, Darling Harbour, Cockle Bay and the city’s financial precinct. The Sydney CBD hotel is 20 minutes from Sydney Airport (SYD). Premier shopping and dining options abound for leisure and business travellers alike. We are now offering free WI-FI in all our guest rooms, bar, restaurant and public areas.
Higher Logic
Higher Logic Thrive brings together three core pillars of association technology - Community, Marketing and Member Management - into one integrated and easy-to-use solution. Association professionals gain actionable insights into what their members value most, enabling organizational growth and creating staff efficiency while minimizing technology costs. With Higher Logic Thrive, associations will jumpstart member engagement using pre-built communities and save staff time with out-of-the-box automated marketing solutions. And, with member management included, many organizations can consolidate their technology costs and transition away from complicated, expensive, and non-integrated vendors.
Governology
Governology is a governance advisory firm dedicated to assisting associations and charities. We operate in the UK and Australia, and we are a law firm in Australia. We advise boards and senior management on governance, structures, constitutions, tax, mergers and other practical matters unique to associations and charities.
