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<h3 style="white-space:pre-line">Specialising in Practical AI Solutions and Training, Strategic Planning, High-Value Partnerships and Sponsorships, Stakeholder Research, and Membership Models and Strategy. </h3>

Recent blog posts

Ever heard of Stanley Levison or Clarence Benjamin Jones?They were some of the people two behind the early drafts of Dr. Martin Luther King Jr.’s iconic “I Have a Dream” speech.Jones was his attorney. Levison, a trusted advisor. King ultimately revised their drafts and made the message his own. The result? One of the most powerful, enduring speeches in human history.Now imagine if LinkedIn / Facebook / X / Insta etc existed back then ...“Ugh, MLK didn’t even write that by himself. Soooo cringe.”Sounds ridiculous, right?But that’s exactly how some people are treating the use of AI today. If you’re using AI to draft, research, refine, and sharpen your message and owning the final version then you’re doing what great communicators have always done: collaborating, iterating, elevating.Let’s stop equating slow old school manual effort with authenticity.Real authenticity is about standing behind your message — whether you brainstormed it solo, worked with a team, or collaborated with a very clever algorithm.AI isn’t cheating – it’s collaborating. It’s evolving. It’s progress.The next time someone rolls their eyes at AI-assisted content, remind them: Dr King didn’t create his most famous speech in isolation. Great communicators never go it alone. They tap into tools, teams, and talent to elevate their message.AI is just the newest member of that creative team.Want to explore what AI can do for your organisation?Join Julian Moore and other AI experts at the <a data-mce-href="https://events.answers.net.au/AssociationLeadersRetreat2025#/?lang=en" href="https://events.answers.net.au/AssociationLeadersRetreat2025#/?lang=en" target="_blank" rel="noopener">Association Leaders Retreat</a> in Port Douglas, July 28–30. It’s shaping up to be a standout event (and yes, I’d suggest booking soon – accommodation’s going fast).In the meantime, if you’d like some tailored advice or just want to dip a toe in the AI waters, get in touch with <a data-mce-href="mailto:julian@smsonline.net.au" href="mailto:julian@smsonline.net.au">Julian Moore</a> here at SMS. He’s brilliant at helping associations cut through the hype and unlock real value of AI.&nbsp;

What MLK’s Speech Can Teach Us About AI and Authenticity

One of my passions is exploring the history of associations - their origins, impact, and remarkable ability to evolve. From medieval guilds to today’s vibrant professional communities, it's fascinating to see how associations have always been at the heart of progress and innovation. And yet, so many Board members, volunteers, and staff step into their roles without fully appreciating the rich history they’re part of. To bridge that gap (and because I couldn’t resist sharing the incredible stories I uncovered), I've put together <a data-mce-href="https://cdn.commoninja.com/asset/98a50f02-4092-4875-8e8e-b92449129263.pdf" href="https://cdn.commoninja.com/asset/98a50f02-4092-4875-8e8e-b92449129263.pdf" target="_blank">Associations: A Legacy of Collaboration, Influence, and Reinvention</a>This resource has been designed to help Boards, volunteers, and staff teams understand the bigger picture. It’s a fantastic induction tool as it gives context on why associations exist, how they’ve shaped sectors and society, and what we can learn from the past to stay relevant in the future.<a data-mce-href="https://cdn.commoninja.com/asset/98a50f02-4092-4875-8e8e-b92449129263.pdf" href="https://cdn.commoninja.com/asset/98a50f02-4092-4875-8e8e-b92449129263.pdf" target="_blank" rel="noopener">🔹 Download your copy here</a>It’s an easy, engaging read (I promise—no dry history lessons!) and a fantastic induction tool. It shows how associations have influenced everything from trade and education to workers’ rights and industry standards - while also highlighting the risks of becoming stagnant and resistant to change.Whether you use it for onboarding, leadership development, or just because you enjoy reading the fascinating history of associations, I’d <a data-mce-href="mailto:belinda@smsonline.net.au" href="mailto:belinda@smsonline.net.au">love to hear what you think</a>.If you find it useful, please feel free to share it with others in your network. The more people who understand the power of associations, the better we can shape the future.

Associations: A Legacy of Collaboration, Influence, and Reinvention

I need your help with something important.We’re conducting a <a data-mce-href="https://associationresearch.org/" href="https://associationresearch.org/">global survey</a> to understand what’s happening in associations right now - what’s working, what’s not, what’s next, and what you need to know to stay ahead.Can you help?&nbsp;We want this survey to deliver practical, actionable insights that association professionals can use to make smarter strategic and operational decisions. But to get the best data, we need as many voices as possible. Could you please:📢 <a data-mce-href="https://www.surveymonkey.com/r/QNRS99K" href="https://www.surveymonkey.com/r/QNRS99K">Take the survey today﻿</a> - Your perspective matters. Whether you're an association professional, volunteer, or vendor, your input will help shape a clearer picture of where our sector is heading.💬 Share the survey link with your network – Forward this email, tag colleagues, or post on social media. Every response strengthens the data!⏳ Yes, it’s a comprehensive survey, but it’s important. Set aside 30 minutes, grab a coffee (or tea!), and make your voice count. Your responses are confidential, and the impact will be far-reaching.Our way of saying thanksAs a thank you for your time, you’ll receive access to:✅ A Complimentary Digital Report with key insights. ✅ An Exclusive Online Briefing breaking down the findings. ✅ A Q&amp;A Session where you can ask the researcher your burning questions.&nbsp;Together, we can build stronger, more resilient associations worldwide.I truly appreciate your time and support - thank you!

Global Association Research Initiative - Have your say!

Packed with insights from over 40 incredible contributors, it explores the challenges and opportunities reshaping associations in the coming year. It’s a goldmine of ideas for anyone ready to take their association to the next level. Inside, you’ll find:&nbsp;✅ Strategies for embracing AI without losing the human touch ✅ Fresh takes on membership models that engage and inspire ✅ Real stories of resilience and innovation from associations worldwide ✅ Practical tools to help you adapt and thriveWhether you're planning for the future, navigating technological shifts, or rethinking member engagement, this journal has been designed to spark ideas and provide practical guidance.I’m incredibly grateful to the talented contributors who generously shared their expertise to make this edition truly outstanding. A heartfelt thank you also goes to Tanya Busoli, Angela Shelton, Emily Churchley , and Jane Carey whose tireless efforts in editing, designing, and coordinating brought this journal to life. Your collaboration and commitment shine on every page.So, grab a coffee (or a wine!), take a moment to dive in, and let me know what resonates most with you. I’d love to hear your thoughts and the ideas sparked by this edition.👉 Get your copy here: <a data-mce-href="https://bit.ly/AEJ2025" href="https://bit.ly/AEJ2025" target="_blank" rel="noopener">https://bit.ly/AEJ2025</a>&nbsp;

Associations Evolve: 2025 & Beyond Journal released today!

Businessman touch cloud computing icon network. Cloud technology, Cloud data transfer and online data storage for business network confidential data of business on internet storage network.

Sponsorship is essential for most associations as it enables events, community programs, and member services. Given the importance of this revenue stream, it is essential for associations to be proactively adopting emerging practices that will improve their performance in this space.There have been significant changes in the way associations attract and retain sponsors in the last few years. Associations relying on outdated methods to find, approach, and evaluate sponsors, are most certainly missing significant opportunities that can greatly enhance their association revenue generation capabilities.The biggest drivers of this is AI. AI has fundamentally transformed how sponsorship works. From streamlining your outreach to improving how you identify and understand potential sponsors, AI isn’t just a tool—it’s an advantage that helps you navigate the increasingly complex landscape of corporate partnerships.&nbsp;Embracing AI means adopting a smarter, more efficient way of working that can drastically improve your results by helping you to:Identify Sponsors Faster and More EffectivelyThe days of endless Google searches and attending numerous networking events to find the right contacts are over and I for one welcome this with both hands ... lol &nbsp;AI allows you to generate a targeted list of potential sponsors in under two minutes. It’s like having an entire research team at your disposal, drastically reducing the time spent combing through corporate directories and LinkedIn profiles and yes, it has the names, emails, direct phone numbers etc.AI efficiently scans data across the world to help you identify companies that align with your association’s mission, values, and audience. Imagine finding sponsors that perfectly fit your organisation—without spending hours on manual research. That’s the level of capability AI offers. By harnessing AI’s capacity to analyse patterns and match data points, you can generate insights that would have taken days or even weeks of manual labour.AI not only helps you identify potential sponsors faster but also reveals new opportunities you might not have even considered.&nbsp;For instance, AI can pick up on trends within your industry and highlight emerging companies that are on the lookout for strategic partnerships. This predictive capability allows you to stay ahead of the curve and be the first to reach out to the most promising sponsors, giving your association a competitive edge.Efficient Background ChecksWhen evaluating sponsors, it’s crucial to ensure they align with your values and uphold a positive reputation. AI can quickly sift through public records, news articles, and social media, providing a comprehensive overview of your potential partner in seconds. This allows you to instantly assess a company's public perception and identify any potential red flags, making the vetting process far more efficient than manual research.By automating the background check process, AI allows you to reallocate time to more strategic tasks, such as developing deeper engagement strategies and nurturing the partnerships that are most likely to succeed. This ability to vet sponsors thoroughly, yet quickly, means you can focus on quality over quantity, ensuring that every relationship you build adds substantial value to your association and your members.Optimised Outreach for Better ResultsAI is also transforming how you connect with sponsors. Picture an AI that analyses previously successful outreach emails to craft messages tailored specifically to each potential sponsor's interests and priorities. Personalisation is key to standing out, and AI allows you to personalise outreach at scale, making each sponsor feel uniquely valued.&nbsp;This approach is not only smart and efficient but also highly effective in securing meetings.By making data-driven adjustments, you can enhance the emotional and rational appeal of your email, thus improving your chances of getting a response.Imagine being able to send personalised emails, videos, tweets, tick toks etc to dozens of potential sponsors in minutes rather than hours. AI can craft messages that are specific, timely, and directly relevant to each recipient’s interests and goals. Moreover, AI can even help determine the optimal time to send your messages to increase the likelihood of them being read and responded to. This kind of precision is nearly impossible to achieve manually, but with AI, it becomes a standard part of your workflow.Data-Driven Follow-UpAI also plays a significant role in managing follow-ups. Often, the key to securing sponsorship lies in timely and strategic follow-ups. AI can monitor which sponsors have shown interest, track email open rates, and even determine the level of engagement of each contact. This data allows you to plan follow-ups that are perfectly timed and aligned with the sponsor’s current level of interest.Instead of generic reminders, AI can help you craft follow-ups that acknowledge past interactions and bring added value to the table.&nbsp;For example, if a sponsor clicked on a link about your latest community initiative, your follow-up email can delve deeper into that specific program. AI enables a level of responsiveness that significantly improves sponsor engagement, showing them that you’re paying attention to what matters most to them.Your Competitive EdgeIf you’re still approaching sponsorship with traditional methods—manual research, generic outreach, and a lot of guesswork—it’s time to rethink your approach.&nbsp;AI has already revolutionised sponsorship workflows, offering a faster, more informed, and strategic way to find and engage sponsors. Leveraging AI means that you’re no longer guessing; instead, you’re basing your strategy on clear, data-driven insights that can significantly increase your chances of success.However, it’s important to remember that AI’s role is to get you in the door. It can help you find the right sponsors, identify the right opportunities, and connect with the right people—but once you're in that meeting, it’s all about you.&nbsp;Building relationships, negotiating, and creating long-term partnerships are skills that only you can bring to the table. AI enhances your capabilities, but it doesn’t replace the human touch that’s crucial in fostering genuine partnerships.AI allows you to free up valuable time, letting you focus on what you do best: engaging with potential sponsors on a personal level. The insights provided by AI can serve as conversation starters, offering valuable context that makes your discussions more meaningful and relevant. But the ability to build trust, communicate your association's vision, and inspire others—that’s where your unique talent comes into play.So, are you ready to stop missing out on potential sponsorships? Are you ready to see how AI can enhance your sponsorship strategy, streamline your processes, and ultimately bring in more funding for your initiatives?&nbsp;If so, get ready—the future of sponsorship is here, and it’s smarter, faster, and more efficient than ever before. The sponsorship landscape is evolving, and those who embrace these technological advancements will undoubtedly come out on top.Contact <a data-mce-href="mailto:julian@smsonline.net.au" href="mailto:julian@smsonline.net.au" target="_blank" rel="noopener">Julian Moore</a> at SMS at SMS to find out how you can ensure your sponsorship program is fit for an AI-powered future.

The New Era of Sponsorship

You’ve locked down your cybersecurity—firewalls, encryption, the whole lot. Feeling secure, right? But there’s a new threat lurking, and it’s not on your radar: AI-powered cyberattacks.This month is Cyber Security Awareness month and the perfect time to get across this.AI-powered cyberattacks aren’t your run-of-the-mill phishing attempts. Hackers are using AI to create smarter, more sophisticated attacks that adapt in real-time. Imagine a system that learns from your association’s behaviour, bypassing defences and attacking when you’re most vulnerable—whether it’s post-conference chaos or during a routine system update.AI: The Hacker’s Secret WeaponAI doesn’t just help your association streamline processes; it also enables cybercriminals to dig deep into your systems, identifying weak spots. Worse, these attacks can evolve and change as they learn, making them nearly impossible to predict or stop.Data Poisoning: When AI Works Against YouThink your data is safe? Hackers can corrupt it, feeding your AI false information. Decisions made on poisoned data could lead to flawed strategies, wrong decisions, and a serious loss of trust.Deepfakes: Don’t Believe Your EyesWe’re in the age of video calls, but what if that face on the screen isn’t real? Deepfakes, AI-generated videos, can impersonate anyone—even your CEO—leading to fraudulent decisions or approvals that can cost your association big time.Predictive Threats: Attacks You Can’t See ComingAI allows cybercriminals to predict your vulnerabilities, striking when you’re least prepared. These attacks are smarter, faster, and more targeted than ever before.AI-Malware: Self-Learning DestructionOld-school viruses had nothing on this. AI-powered malware learns as it spreads, adapting to security measures, becoming harder to detect and even harder to eliminate. This type of malware can wreak havoc before you even realise something’s wrong.Credential Stuffing: Hacking on AutopilotHackers use AI to quickly test stolen passwords across multiple systems, automating attacks on a massive scale. If your members or staff reuse passwords (and let’s face it, they do), credential stuffing could lead to unauthorised access across numerous platforms.What’s Can You Do?The risks have evolved—has your insurance? If you haven’t reviewed your cyber coverage lately, now’s the time to call <a data-mce-href="https://kbigroup.com.au/what-we-do-service/association-insurance-afa/" href="https://kbigroup.com.au/what-we-do-service/association-insurance-afa/" target="_blank" rel="noopener">KBI Insurance﻿</a>.KBI know the association world inside out and offer tailored cover at competitive rates - and they also specialise is cyber. Whether it's making sure you're secure against those AI-fuelled cyber nasties or just giving your policies a fresh look, they can help.We've partnered with KBI because we believe they’re the best fit for our sector. Also, Answers for Associations gets a commission, which helps fund the free services they provide for associations.&nbsp;The last thing you want is to explain to your board that a deepfake video scammed your association’s funds and it's not covered in your insurance policy - so take a few minutes to ensure you are covered just in case.<a data-mce-href="https://kbigroup.com.au/what-we-do-service/association-insurance-afa/" href="https://kbigroup.com.au/what-we-do-service/association-insurance-afa/" target="_blank" rel="noopener">Click here for a quote or to schedule a call closer to your renewal date.</a>

The Risks You Didn't Know You Needed to Worry About

a calculator sitting on top of a table next to another calculator

I wanted to tell you how important it is to stay ahead of the AI curve - and then I realised, why not show you? Today I created and loaded to membership calculators onto our website in less than 30 minutes - a <a data-mce-href="https://claude.site/artifacts/e5d7a245-0199-4685-99a3-c584b70491c4" href="https://claude.site/artifacts/e5d7a245-0199-4685-99a3-c584b70491c4" target="_blank" rel="noopener">Membership Statistics Calculator</a> and a <a data-mce-href="https://claude.site/artifacts/9a92e2f7-0489-4eb1-9a61-7be92032cdb2" href="https://claude.site/artifacts/9a92e2f7-0489-4eb1-9a61-7be92032cdb2" target="_blank" rel="noopener">5 Year Membership Forecast Calculator</a> (you can see these at https://smsonline.net.au/sms-resources)I did this using Claude’s new natural language programming tool, one of many exciting AI advancements that can make life easier for association professionals.If you’re curious to know how to use tools like this, join our <a data-mce-href="https://events.answers.net.au/AISkillsforAssociationProfessionalsOnlineWorkshopOctober#/" href="https://events.answers.net.au/AISkillsforAssociationProfessionalsOnlineWorkshopOctober#/" target="_blank" rel="noopener">"AI Skills for Association Professionals" online workshop</a> next Wednesday, 2 October. Even if you’ve attended before, this session is packed with fresh insights into the latest AI updates and tools since our last workshop.This practical 3-hour workshop covers AI tools you should be using right now in your association to:&nbsp;✓ Extract insights from data&nbsp;✓ Boost revenue✓ Engage younger members✓ Increase event attendance✓ Improve member recruitment✓ Grow sponsorship✓ Simplify complex research✓ Create personalized content✓ Save time and resources<a data-mce-href="https://events.answers.net.au/AISkillsforAssociationProfessionalsOnlineWorkshopOctober#/" href="https://events.answers.net.au/AISkillsforAssociationProfessionalsOnlineWorkshopOctober#/" target="_blank" rel="noopener" data-mce-selected="inline-boundary">Register today</a> to ensure every person on your team has the knowledge to apply AI to their roles. &nbsp;

Create Your Own Online Calculators (and much more)

The way associations manage and engage their members is rapidly changing, and it’s clear that the traditional "one-size-fits-all" approach just isn’t cutting it anymore. That’s why I’m excited to announce the release of my latest whitepaper, <a href="https://uploads.commoninja.com/pdf_gallery/1726092735256_Evolving_Association_Membership_Models_2024.pdf" target="_blank" rel="noopener" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1726092735256_Evolving_Association_Membership_Models_2024.pdf">Evolving Association Membership Models</a>, which dives into these shifts and provides actionable strategies for associations looking to stay relevant and thrive.This paper has been years in the making, drawing from extensive research and hands-on experience working with associations. It explores how modern membership models are adapting to meet new member expectations, incorporate digital transformation, and deliver more personalised value.Here’s a quick look at what the whitepaper covers:<ul><li>A New Take on Membership Models: The paper challenges the idea that membership models should be rigid and transactional. Instead, it explores more flexible, purpose-driven approaches that focus on community, inclusivity, and the long-term sustainability.</li><li>Real-World Examples: You’ll find three examples of how associations that have successfully navigated these changes, showing what works in real-world scenarios.&nbsp;</li><li>Tools and Frameworks: Whether you’re looking to make a few tweaks or a complete overhaul, the whitepaper provides tools to assess your current membership model and practical strategies to evolve it.</li></ul>With the rise of digital technologies, shifting member expectations, and the push for greater inclusivity, there’s never been a better time to rethink how your association engages with its members. My hope is that this whitepaper will serve as a valuable resource for association professionals navigating these challenges and looking to future-proof their organisations.For those wanting more, I’m hosting a <a data-mce-href="https://events.answers.net.au/EvolvingAssociationMembershipModels#/" href="https://events.answers.net.au/EvolvingAssociationMembershipModels#/" target="_blank" rel="noopener">three-hour online workshop</a> on Thursday 28 November that dives deeper into the key themes from the whitepaper. It's a guided tour through the ins and outs of evolving membership models, with plenty of practical tips to help you future-proof your association.Download <a data-mce-href="https://uploads.commoninja.com/pdf_gallery/1726092735256_Evolving_Association_Membership_Models_2024.pdf" href="https://uploads.commoninja.com/pdf_gallery/1726092735256_Evolving_Association_Membership_Models_2024.pdf">Evolving Association Membership Models</a> and start reflecting on how your association’s membership model can evolve to meet the needs of today—and tomorrow.

NEW WHITEPAPER: Evolving Association Membership Models

After many years in the trenches of strategic planning for countless associations, I've found there one big reason why even the most brilliant strategies fail to hit the mark: culture. Time and again, I’ve seen amazing plans fail because the underlying culture wasn’t ready to support the changes - they were trying to build a skyscraper on wet mud.&nbsp;So, when I came across Jamie Notter and Maddie Grant’s book, "<a data-mce-href="https://www.amazon.com/Culture-Change-Made-Easy-Workplace-ebook/dp/B0D15CH967" href="https://www.amazon.com/Culture-Change-Made-Easy-Workplace-ebook/dp/B0D15CH967" target="_blank">Culture Change Made Easy</a>," I knew I had to share their insights with you. This book is a goldmine of practical advice and tools to support associations to transform their cultures.&nbsp;So, grab a cup of coffee (or tea, if that's your thing), and let’s dive into the highlights! (Spoiler - if you would rather watch a webinar you are in luck - <a data-mce-href="https://us02web.zoom.us/meeting/register/tZEvd-uurTMrH9fQPgZ-J7pKzhEBWPsjhVBg#/registration" href="https://us02web.zoom.us/meeting/register/tZEvd-uurTMrH9fQPgZ-J7pKzhEBWPsjhVBg#/registration" target="_blank">click here to register for their free webinar</a> running Thu 12 Sep at 9am (QLD, Australia time)Demystifying Culture and Its PatternsFirst things first, what exactly is culture? Maddie and Jamie define it as the collection of words, actions, thoughts, and tangible aspects of work that clarify and reinforce what’s truly valued inside an organization. They introduce the concept of Culture Patterns—recurring themes that can either support or sabotage your efforts. Think of it as finally finding the hidden picture in a “Where’s Wally?” book. Once you see it, you can't unsee it!Busting Common MythsOne of my favourite parts is how the authors debunk common myths about culture change. Forget the notion that culture is some mystical force beyond our control. Spoiler alert: It’s not! Maddie and Jamie argue that culture can be measured and changed effectively. And guess what? Culture change isn't just a top-down decree; it involves everyone and can start from any level. Yes, even that quiet guy hiding out the back can make a difference!Practical Steps to Culture ChangeThe book provides a detailed roadmap for initiating culture change, focusing on intentional adjustments to processes, structures, and technologies to drive new behaviours and boost success. This approach ensures that culture change isn’t just a pie-in-the-sky dream but something tangible and achievable.Tackling Specific Culture PatternsMaddie and Jamie talk about the four primary Culture Patterns: Awkward Collaboration, Lagging Transparency, Heavy Agility, and Incomplete Innovation. Each pattern is dissected with real-world examples and practical solutions. For example, Awkward Collaboration highlights the issue of stellar individual collaboration but subpar teamwork across departments. The fix? Invest in clear decision-making and robust project management systems to streamline cross-functional collaboration.The Culture Playbook ModelThe book introduces the Culture Playbook Model—a particularly useful tool. It includes six categories of culture plays: process, structure/design, technology, human resources/talent, rituals/artifacts, and culture stewardship. This model is your toolkit for designing and implementing effective culture change initiatives, striking a balance between quick wins and long-term strategies.Sustaining Culture ChangeThe journey doesn’t end with just implementing change; maintaining it is equally important. The final chapter offers strategies to make culture change a permanent feature of your association. It’s like keeping your garden in bloom—you need to water, weed, and nurture it continuously.Why Associations Should Care"Culture Change Made Easy" isn’t just a book; it’s a guide to building a more collaborative, transparent, agile, and innovative environment. By understanding and addressing specific challenges within our cultures, we can create a work environment that not only meets but exceeds the expectations of our members and stakeholders.So, if you're looking to drive meaningful culture change within your association, this book is a “must-read”. Don't miss the chance to learn directly from the experts! <a data-mce-href="https://www.amazon.com/Culture-Change-Made-Easy-Workplace-ebook/dp/B0D15CH967" href="https://www.amazon.com/Culture-Change-Made-Easy-Workplace-ebook/dp/B0D15CH967" target="_blank" rel="noopener">Grab your copy of the book</a>, <a data-mce-href="https://us02web.zoom.us/meeting/register/tZEvd-uurTMrH9fQPgZ-J7pKzhEBWPsjhVBg#/registration" href="https://us02web.zoom.us/meeting/register/tZEvd-uurTMrH9fQPgZ-J7pKzhEBWPsjhVBg#/registration" target="_blank">sign up for their free webinar</a> running on 12 September, and start transforming your association today.

Specialising in Practical AI Solutions and Training, Strategic Planning, High-Value Partnerships and Sponsorships, Stakeholder Research, and Membership Models and Strategy.