In today’s fast-changing world of communication, the way we connect with members can shape how they see their membership and sense of belonging. But are we meeting their expectations—or just ticking boxes for ourselves?

1. Meeting Members Where They Are

From text/SMS alerts to direct emails, CRMs, and even AI tools, there are plenty of ways to stay in touch. Each has its place, but the real question is: Do your members feel seen and heard?

• Younger members might prefer quick updates via SMS or app notifications.
• Long-standing members might favour emails or even a good old-fashioned phone call.
• The key isn’t the method—it’s knowing where your members are most likely to engage and making it work for them.

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For many associations across New Zealand, events are a cornerstone of their financial sustainability. Whether held in person or delivered virtually, these gatherings offer a powerful opportunity to connect members, share knowledge, and generate much-needed revenue. But to truly maximise the value of events, associations need to be more strategic—especially as expectations and engagement patterns evolve in the context of Aotearoa’s unique environment.

Here are some ways New Zealand associations can strengthen their event strategies and ensure long-term financial sustainability:

1. Tailor Events to Your Members’ Needs

The New Zealand association sector is diverse, and one size...

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The term Critical Mass has been bandied about by a few associations over the past few years, but what does it really mean? Put simply, critical mass is the tipping point where an association becomes self-sustaining, influential, and resilient. It’s when the size, reputation, and energy of the community naturally drive growth and deepen the organisation’s impact.

In this post, I’ll break down what it means for associations to reach critical mass, why it’s a powerful milestone, and share some practical steps for getting there. For a New Zealand-based association, reaching critical mass means becoming a trusted resource, a strong advocate, and an essential network for its members. Here’s what reaching critical mass looks like:

Member Attraction and Retention
Achieving critical mass makes an association the go-to for like-minded....

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Leveraging Partnerships for Revenue Growth: For associations in New Zealand, partnerships with suppliers, sponsors, and industry stakeholders are crucial for generating additional revenue and extending reach. By building strategic, long-term relationships with the right partners, associations can secure a more sustainable financial future while delivering greater value to their members.

Here are some strategies to help associations in Aotearoa maximise partnerships and drive revenue growth:

1. Align Partnerships with Member Needs....

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(Part 2 of a 3-Part Series on Financial Sustainability for Associations)

As we look towards 2025, it’s crucial for associations to prepare for a changing conference landscape. With potential shifts in budgets and attendee expectations, it’s time to think strategically about how to deliver value, sustainability, and engagement—even if sponsorship and attendance numbers fluctuate below those of 2024. Here’s how associations can stay resilient and maximise the impact of their 2025 conferences:

1. Focus on Value-Driven Sponsorships

In 2025, sponsors may look for targeted, high-impact opportunities rather than broad exposure. Associations should develop customised sponsorship packages that align with sponsors’ specific goals and offer measurable results. Prioritising quality over quantity by building deeper partnerships can provide sustained engagement, like exclusive networking events or digital content opportunities, making it easier to retain sponsors in a tighter market.

2. Reevaluate Conference Format

Consider exploring new formats that enhance engagement and deliver high value for attendees. Hybrid or digital options can broaden your reach and offer flexibility for both attendees and sponsors, catering to diverse needs and preferences. By rethinking your approach, you can create more meaningful connections and provide a rewarding experience for all."

3. Enhance the Attendee Experience

With fewer attendees, there’s an opportunity to create a more bespoke experience. Focus on delivering high-quality content and creating interactive sessions that truly resonate with the audience. Using tools like event apps, live polls, and breakout sessions can make the event engaging and meaningful. Every touchpoint should foster stronger connections and deliver a memorable experience that supports association goals.

4. Lean into Data-Driven Insights

Data will be key to understanding what your association's members and attendees value most. Collect feedback on 2024 events to identify successful elements and areas for improvement. These insights will shape the 2025 experience, helping associations prioritise what brings the most value. This approach can also support effective budget planning, programme design, and sponsor discussions.

5. Explore Alternative Revenue Streams

If sponsorships and ticket sales decline, associations may need to explore alternative income streams. Options like branded online content, pre-event workshops, or a post-conference subscription to exclusive materials can open up new revenue avenues. Virtual options can also reach those who may not be able to attend in person but still want to engage with the association’s content and expertise.

6. Prioritise Sustainable Practices

Sustainability is no longer just a “nice-to-have”—it’s an expectation among both attendees and sponsors. In 2025, associations can consider sustainable options such as digital event materials, local sourcing, and waste reduction practices. Highlighting sustainability can also appeal to sponsors with a focus on corporate responsibility, making it a valuable selling point for future partnerships.

7. Adapt to Economic Uncertainty with Flexible Packages

Flexibility in ticketing and sponsorship packages will make a big difference in an uncertain economic environment. Offer options like payment plans, refundable tickets, or early registration discounts. For sponsors, short-term packages can provide lower-risk ways to participate. These adaptable offerings encourage engagement and commitment, even when budgets are tight.

8. Strengthen Community and Post-Event Engagement

If attendance numbers may be lower, focus on creating a year-round community around the conference. Use platforms for ongoing engagement, like post-event webinars or exclusive discussion groups, to maintain momentum. This continuous connection helps drive interest in future events and keeps your association top of mind, regardless of in-person attendance numbers.

9. Strengthen Relationships with the Conferencing Community

To stay resilient, it’s essential for associations to build relationships not only within their industry but also across the wider conferencing community. Strengthen ties with other association professionals, event organisers, and service providers. Sharing insights and learning from peers in the association space can provide fresh perspectives, ideas for future events, and potential partnerships that benefit everyone involved.

By planning with these strategies in mind, associations can ensure that their 2025 conferences remain valuable, resilient, and relevant—no matter what challenges the year may bring.

Brett Jeffery, CAE 87 November 2024

For many associations in New Zealand, membership dues remain one of the most stable and consistent revenue streams. However, relying solely on membership dues can be challenging in times of economic uncertainty or shifting member priorities. To ensure long-term financial sustainability, associations must not only retain their current members but also grow their membership base while enhancing the value they offer.

Here are some strategies for strengthening membership dues as a core revenue stream for associations across Aotearoa:

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(Part 1 of a 3-Part Series on Financial Sustainability for Associations)

The approach membership organisations take toward partnerships and sponsorships is evolving. I recently had the chance to share insights on ethical sponsorship at the  Community Networks Aotearoa conference, and it reaffirmed how crucial it is to build partnerships based on shared values and community uplift. In this kōrero,

I’ll explore three essential foundations for successful partnerships within membership organisations and how these principles can create genuine empowerment across our communities.

1. Ethical Sponsorship: Building Trust from the Start

Ethical sponsorship isn’t about chasing funds—it’s about creating partnerships with those who share our kaupapa (purpose) and values. Ethical partnerships are built on mutual trust, transparency, and a shared commitment to doing right by our communities. The key question is, “Can ethics and sponsorship go hand-in-hand?” Ideally, yes—when both parties are clear in their intentions and aligned in their values.

When organisations like, known for it's commitment to values such as loyalty, integrity, and reliability, partner with Assistance Dogs New Zealand Trust (ADNZ), which embodies similar values, it’s a prime example of ethical sponsorship in action. Together, they create a relationship that’s about more than a logo on a flyer; it’s about enhancing community well-being and building trust. By prioritising transparency in our partnerships, we help ensure that both sides see beyond a simple transaction and focus on the impact they’re making.

2. Alignment of Personal and Organisational Brand

In a partnership, both personal and organisational brands need to align. A strong personal brand—founded on credibility and integrity—is vital when building partnerships. When you’re representing a membership organisation, every interaction with a potential sponsor should reflect trustworthiness and align with the organisation’s values.

Similarly, the organisation’s brand needs to stand for something meaningful. Partnerships are far more impactful when the organisations involved share compatible values, interests, and goals. For instance, aligning with socially responsible companies allows for stronger connections and reinforces the organisation’s mission. This brand alignment creates a foundation for a meaningful relationship that goes beyond the initial term of the sponsorship and contributes to a stronger sense of community.

3. Crafting a Compelling Value Proposition: The Power of Three

A clear value proposition is crucial when building sponsorships. The “power of three”—financial benefit, service or product enhancement, and community impact—captures the full potential of a partnership. This approach emphasises the benefits to the sponsor, the organisation, and the community, creating a well-rounded and appealing proposal.

Sponsors today look beyond financial returns; they seek partnerships that allow them to engage with target audiences, enhance their public image, and support community-based causes. To capture this interest, membership organisations must offer a proposal that speaks to all three value points. This means framing the sponsorship as a way to empower communities and aligning it with the sponsor’s goals and values.

For example, instead of simply listing deliverables, organisations should share examples of how a sponsor’s support has created tangible community benefits. Sponsors are more likely to commit long-term when they feel their support is leading to real change.

Steps to Cultivate Ethical Sponsorships

Creating an effective sponsorship prospectus goes beyond listing benefits. Here’s how to communicate value effectively:

1. Positioning Statement: Include a clear statement on how the partnership aligns with your mission and contributes to community goals.

2. Comprehensive Benefit List: Highlight tangible returns, along with stories and testimonials that illustrate the positive impact of the partnership.

3. Transparent Pricing Structure: Being upfront about costs reflects an ethical approach and fosters trust between both parties.

By thoughtfully crafting these elements, a prospectus becomes more than a document; it becomes a powerful statement of shared values and community commitment.

The End Goal: Empowering Communities through Partnerships

True empowerment happens when organisations partner with sponsors who genuinely believe in the mission. When ethical sponsorships come together, the results are felt far beyond the organisation itself. Community partnerships foster trust, create local resources, and offer services that reflect the shared values of both organisations involved.

The long-term impact of ethical sponsorship can create positive changes that benefit not only the organisation but the entire community. By adopting these principles, organisations can remain true to their kaupapa while uplifting communities across Aotearoa.

 

In the world of membership organisations, ethical sponsorship is about finding the right partners—those who are in it for more than just the monetary benefits. It’s about connecting with sponsors who understand the significance of supporting a common purpose. By focusing on ethics, aligning our brand values, and crafting compelling value propositions, we can ensure that our partnerships create lasting, positive impact.

So next time you consider a sponsorship, ask yourself: Are we partnering with organisations that share our values and commitment to the community? Are we working towards empowering our members and our wider community? If the answer is yes, then we’re not just gaining a sponsor—we’re building a true partnership that will benefit Aotearoa for years to come.

Brett Jeffery, CAE

Resource (member only): Association Ethical Sponsorship and Partnership Agreement 

In today’s digital landscape, data-driven decision-making has become crucial for associations looking to maximise event revenue. By collecting and analysing data from multiple touchpoints, associations can make informed choices about event formats, pricing strategies, marketing efforts, and more. Here’s how associations can leverage data to enhance their event performance:
1. Understanding Audience Preferences
2. Optimising Event Marketing
3. Fine-Tuning Pricing Strategies
4. Maximising Sponsorship Value
5. Predicting Future Trends

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Starting something new is always a leap of faith. Recently, I’ve taken that plunge by helping to establish the New Zealand Society of Association Executives, Te Hapori o nga Kaiwhakahaere Hononga o Aotearoa (NZSAE) – a step towards building a more sustainable and New Zealand-centric future for associations in Aotearoa. It’s been a bold move, one that comes with great risks, but it’s a move I know will ultimately benefit the people and organisations we serve.

When I look back, I’ve been fortunate to have an amazing role supporting associations across the country. Leaving that behind wasn’t an easy decision....

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