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Sponsorships and partnerships play a vital role in providing funding and resources to support the work of association. While return on investment is still king, following are some of the trends associations should be leveraging to ensure their success in 2023.The importance of digital partnershipsIn the digital age, it is more important than ever for associations to have a strong online presence and to be able to communicate effectively with their stakeholders through digital channels. This means that digital partnerships are becoming increasingly important in the association sector. To capitalise on this trend, associations can consider seeking out sponsors and partners who can provide digital resources and expertise, such as website development, social media marketing, and email marketing.The rise of experiential sponsorshipsExperiential marketing, which involves creating immersive and interactive experiences for consumers, is becoming increasingly popular in the association sector. To capitalise on this trend, associations can consider offering sponsors and partners the opportunity to create experiential activations at their events and conferences, or to create branded content that can be shared with their members.The importance of sustainabilityAs sustainability becomes an increasingly prominent issue, sponsors and partners are increasingly seeking to align with organisations that are committed to sustainability. To capitalise on this trend, associations can consider highlighting their sustainable practices in their sponsorship and partnership materials and seek out sponsors and partners who share their commitment to sustainability.The rise of content marketingContent marketing, which involves creating and sharing valuable and relevant content with the goal of attracting and retaining customers, is becoming increasingly popular in the association sector. To capitalise on this trend, associations can consider offering sponsors and partners the opportunity to create branded content that can be shared with their members. This can include blog posts, articles, videos, and other types of content.The importance of employee engagementEmployee engagement is becoming an increasingly important in sponsorship and partnership decisions, as employees are often the primary ambassadors for a company’s brand. To capitalise on this trend, associations can consider offering sponsors and partners the opportunity to engage with their employees through events, volunteering opportunities, and other initiatives. This can help to build stronger relationships and increase employee loyalty.The need for flexibility and agilityIn a rapidly changing world, it is important for associations to be flexible and agile to respond to new challenges and opportunities. This means that sponsorship and partnership agreements should be designed to be adaptable and responsive to change, rather than being rigid and inflexible. To capitalise on this trend, associations can consider offering sponsors and partners the opportunity to renew or modify their agreements on a regular basis, rather than locking them into long-term contracts.The rise of cause-related sponsorshipsAs consumers become increasingly socially and environmentally conscious, they are more likely to support brands that align with their values. This trend is also evident in the association sector, with sponsors and partners increasingly seeking to align with causes that are important to their stakeholders. To capitalise on this trend, associations can consider highlighting the social and environmental impacts of their work in their sponsorship and partnership materials and seek out sponsors and partners who share their values.By understanding and responding to the latest trends in association sponsorships and partnerships, associations can position their organisations for success in the coming years.If you are looking for support to optimise your partnership programs, please contact Julian Moore from SMS at&nbsp;<a href="mailto:julian@smsonline.net.au" data-mce-href="mailto:julian@smsonline.net.au">julian@smsonline.net.au</a>

Sponsorship Shifts to leverage in 2023

Microphone over the blurred business people forum Meeting Conference Training Learning Coaching Concept, Blurred background

In the association sector, events are a key element of organisational success, providing opportunities for networking, education, and community building. However, there are many competitors for the time and attention of association members, and it is important for associations to ensure their events are evolving to remain competitive and to keep their members engaged. Following are the key trends associations need to be capitalising on to keep members engaged.The rise of virtual eventsOne of the biggest trends in association events is the rise of virtual events, as the COVID-19 pandemic continues to impact the way we do business. Virtual events provide associations with an alternative to in-person events and allow them to reach a wider audience by eliminating the need for attendees to travel. Associations can capitalise on this trend by investing in the technology and infrastructure needed to host successful virtual events, and by developing engaging and interactive content for these events. By offering a mix of virtual and in-person events, associations can provide value to members who are unable to travel and remain competitive in a crowded market.The importance of sustainabilityAnother trend in association events is an increased focus on sustainability. As the impacts of climate change become more evident, associations are under pressure to demonstrate their commitment to sustainability and to take steps to reduce their environmental impact. Associations can capitalise on this trend by incorporating sustainability into their event planning, such as by using eco-friendly materials, reducing waste, and offsetting carbon emissions. By demonstrating their commitment to sustainability, associations can differentiate themselves from competitors and provide value to environmentally-conscious members.The role of technologyIn the digital age, technology is playing an increasingly significant role in association events. This includes the use of virtual events, as mentioned above, but also the use of technology to enhance the in-person event experience. Associations can capitalise on this trend by investing in technology such as mobile apps, social media, and other digital platforms that can help to engage attendees and provide a seamless event experience. By leveraging technology, associations can create more interactive and engaging events that stand out in a crowded market and provide value to tech-savvy members.The need for flexibility and agilityIn a rapidly changing world, it is important for associations to be flexible and agile in their event planning. This may involve being prepared to adapt to changes in the market, technology, or regulatory environment, and being willing to pivot to alternative formats such as virtual events if necessary. Associations can capitalise on this trend by being proactive in their planning and by being prepared to adapt to change as needed. By being flexible and agile, associations can remain competitive and provide value to members who are looking for events that are responsive to their needs.The importance of personalisation and customisationAnother trend in association events is the importance of personalisation and customisation. Attendees increasingly expect events to be tailored to their individual needs and preferences, and associations that are able to deliver on this expectation are likely to be more successful. Associations can capitalise on this trend by offering a range of options and activities that allow attendees to customise their event experience, and by collecting and using data to personalise the event experience for individual attendees. By providing a personalised and customised experience, associations can differentiate themselves from competitors and provide value to members who are looking for events that are tailored to their needs.The role of experiential marketingExperiential marketing, which involves creating immersive experiences for attendees, is another trend in association events. This can include incorporating interactive elements, such as workshops or hands-on activities, or creating a memorable atmosphere or setting for the event. Associations can capitalise on this trend by developing experiential elements that align with their brand and mission, and that provide value to attendees. By creating immersive and engaging experiences, associations can stand out in a crowded market and provide value to members who are looking for events that are more than just a series of presentations.The need for data and analyticsData and analytics are playing an increasingly key role in association events. By collecting and analysing data on attendees and event performance, associations can make informed decisions and better understand the needs and preferences of their audience. Associations can capitalise on this trend by investing in tools and technologies that allow them to collect and analyse data, and by using this data to inform their event planning and decision-making. By using data and analytics, associations can create more targeted and relevant events that provide value to members and help to keep them engaged.In a crowded and competitive market, it is important for associations to ensure their events are evolving to remain relevant and valuable to their members. By capitalising on the trends above, associations can create engaging events that will ensure the ongoing success and relevance of your association.Want to learn more? I will be attending and presenting at the&nbsp;<a href="https://www.answers.net.au/event/association-event-innovators-retreat" data-mce-href="https://www.answers.net.au/event/association-event-innovators-retreat">Association Event Innovators Retreat</a>&nbsp;in Melbourne (15-17 February). If delivering exceptional events is important to you, then please register. This inspiring event is run by&nbsp;<a href="http://www.answers.net.au/" data-mce-href="http://www.answers.net.au/">Answers for Associations</a>&nbsp;&nbsp;and I would love to see you there.

How to Evolve Your Events Faster Than Your Competitors

As the association sector continues to evolve, it is important for CEOs and Boards to stay abreast of the latest trends and understand how they can impact their organisation. Here are a few that are particularly relevant at the moment:The rise of virtual events.As the COVID-19 pandemic continues to impact the way we do business, virtual events have become an increasingly popular alternative to in-person events. This trend is likely to continue into 2023 and beyond, with many associations opting to host their conferences, meetings, and other events online.Increased focus on sustainability.Sustainability has long been an important issue, but it is becoming increasingly critical as the impacts of climate change become more evident. In 2023, it is likely that associations will be under pressure to demonstrate their commitment to sustainability and to take steps to reduce their environmental impact.The importance of digital transformation.In the digital age, it is more important than ever for associations to have a strong online presence and to be able to communicate effectively with members through digital channels. In 2023, it is likely that associations that fail to embrace digital transformation will struggle to keep pace with their competitors.The rise of artificial intelligence and automation.Artificial intelligence and automation are changing the way we work and are likely to continue to do so in 2023. While these technologies have the potential to streamline processes and improve efficiency, they also have the potential to disrupt industries and displace jobs.The need for diversity and inclusion.In recent years, there has been an increased focus on diversity and inclusion within the association sector, and this trend is likely to continue in 2023. Associations that fail to prioritise diversity and inclusion may struggle to attract and retain members and may face reputational risks.The role of data and analytics.Data and analytics are becoming increasingly important in the association sector, as they can help organisations make informed decisions and better understand the needs and preferences of their members. In 2023, it is likely that associations that fail to effectively utilise data and analytics will struggle to keep pace with their competitors.The need for flexibility and agility.In a rapidly changing world, it is important for associations to be flexible and agile to respond to new challenges and opportunities. In 2023, it is likely that associations will need to be prepared to adapt quickly to changes in the market, technology, and regulatory environment.As the association sector continues to evolve, it is important associations to stay up-to-date with the latest trends and be proactive in adapting to these changes to better position themselves for success in 2023 and beyond.If you need a briefing on associations for your board or a facilitator to ensure the success of your next strategic planning process, please contact&nbsp;<a href="mailto:%20belinda@smsonline.net.au" data-mce-href="mailto:%20belinda@smsonline.net.au">Belinda Moore</a>.

Association Trends to Watch in 2023

Australasia’s first comic strip for Association Executives is now a book! Join Association Annie as she traverses the highs and lows of leading an association. Share the wonders and frustrations of dealing with Boards, staff, members, volunteers, sponsors, and other stakeholders while trying desperately to turn a struggling association into something relevant and sustainable.&nbsp;“Association Annie is a tongue-in-cheek look at the world of associations and some of the situations I have found myself (or my association clients) in from time-to-time. In the book you will join Association Annie as she traverses the highs and lows of leading an association. Share the wonders and frustrations of dealing with Boards, staff, members, volunteers, funders, and other stakeholders while trying desperately to turn a struggling association into something relevant and sustainable. All the scenarios are based on (or composites of) real situations the author has seen and experienced while working with associations, charities and other non-profits.” Belinda Moore<a href="https://www.booktopia.com.au/association-annie-herding-cats-belinda-moore/book/9780646810478.html" target="_blank" rel="noreferrer noopener" data-mce-href="https://www.booktopia.com.au/association-annie-herding-cats-belinda-moore/book/9780646810478.html">The printed Association Annie comic book, Association Annie: Herding Cats, are available for purchase.</a>&nbsp;You can also&nbsp;<a href="https://uploads.commoninja.com/pdf_gallery/1698638831463_Association_Annie_-_Herding_Cats_e-book.pdf" target="_blank" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698638831463_Association_Annie_-_Herding_Cats_e-book.pdf">download the PDF version free of charge</a>.&nbsp;If you are interested in publishing or sharing any Association Annie cartoons please&nbsp;<a href="mailto:info@smsonline.net.au" data-mce-href="mailto:info@smsonline.net.au" target="_blank" rel="noopener">contact us</a>&nbsp;for permission and attribution guidelines.

Association Annie: Herding Cats - The Book

A new community for association professionals has launched at&nbsp;<a href="http://www.answers.net.au/" target="_blank" rel="noreferrer noopener" aria-label="www.answers.net.au (opens in a new tab)" data-mce-href="http://www.answers.net.au/">www.answers.net.au</a>.With an interface similar to Facebook, this site is a collaborative effort by the association community to develop a piece of software that will enable associations to build better online member communities.By creating a site that meets the needs of association professionals, we are also creating a piece of software that will suit the needs of their members.This site already has a number of innovative features. For example, any site participant can connect to the payment gateway (in about 1 minute) and generate income through the site (eg: by running their own events, selling resources, selling products).Soft launched in late April 2020, there has been strong feedback and engagement from the over 400 association professionals already on the platform. As a result, after you log-in, you will see a lot of new features and functionality going live each week.We recommend heading across to&nbsp;<a href="http://www.answers.net.au/" target="_blank" rel="noreferrer noopener" aria-label="www.answers.net.au (opens in a new tab)" data-mce-href="http://www.answers.net.au/">www.answers.net.au</a>&nbsp;and taking a look for yourself 🙂

Online Community for Association Professionals

We are excited to announce the release of&nbsp;<a href="https://uploads.commoninja.com/pdf_gallery/1698654004166_Associations-Evolve-2023_FINAL.pdf" target="_blank" aria-label="Associations Evolve: 2023 &amp; Beyond Journal (opens in a new tab)" data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698654004166_Associations-Evolve-2023_FINAL.pdf">Associations Evolve: 2023 &amp; Beyond Journal</a>, a compilation of articles from over 50 association thought leaders from around the globe.This journal offers a unique perspective on the future of associations and the role they will play in shaping industries and communities. From innovative ideas for growth and sustainability to strategies for adapting to changing environments, the articles in this journal provide valuable insights and inspiration for association professionals.As the association landscape continues to evolve, it is important for professionals to stay informed and stay ahead of the curve. The&nbsp;<a data-mce-href="https://uploads.commoninja.com/pdf_gallery/1698654004166_Associations-Evolve-2023_FINAL.pdf" href="https://uploads.commoninja.com/pdf_gallery/1698654004166_Associations-Evolve-2023_FINAL.pdf" data-mce-selected="inline-boundary">Associations Evolve: 2023 &amp; Beyond Journal&nbsp;</a>is a must-read for anyone looking to drive positive change and impact within their organisation. Get your copy today and join the conversation on the future of associations.

Associations Evolve: 2023 & Beyond Journal Released

SMS specialises in AI, strategy, research, membership, and partnerships for associations, charities, unions, and other not-for-profit entities. Our assistance is tailored to your needs and budget with a focus on insightful ideas and practical solutions. We can assist with anything from a discussion on a specific issue to working with you on longer term projects.