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Consulting concept. Man pressing 3d icon consulting

If you’d told me a few years ago that my closest research collaborator would be an AI, I probably would have smiled politely and changed the subject. Yet here we are.When I set out to explore what’s really happening inside associations around the world, I knew I needed more than the usual spreadsheets and surveys. The Global Association Research Initiative (GARI) wasn’t just a standard data collection exercise – it was a full-scale, multi-country listening tour, with 586 respondents from 30 countries and hundreds of data points per respondent.This wasn’t just a “tick-the-box” job. It was a puzzle. And not the fun Sunday afternoon kind – more like trying to piece together a giant, constantly shifting mosaic using a soup spoon and a blindfold.So, I called in reinforcements.Enter Scout – my AI research partner.Scout (who named itself, by the way) isn’t just a souped-up chatbot. It became my indispensable partner. While I brought three decades of association strategy experience, Scout brought something I couldn’t: the ability to scan, cross-reference, and analyse vast volumes of data at lightning speed.Here’s what that looked like in practice:<ul><li>Layered logic made personal: Each respondent in the GARI survey received a different set of questions based on their role in the sector. Scout helped make sense of the resulting complexity without reducing it to oversimplified averages.</li><li>Pattern detection on steroids: Scout identified connections I would otherwise have missed - like how financial pressures vary based on hybrid work models, or why optimism around AI runs higher in smaller associations.</li><li>Conversational analysis: The magic wasn’t just in the algorithms. Scout let me talk to the data. I could ask real questions (“How do burnout rates compare between event-heavy and advocacy-focused associations?”) and get nuanced answers – in seconds.</li></ul>Of course, every finding was still manually verified, debated, and tested for sanity. This was not an AI-led report – it was a human-led project, supercharged by machine intelligence. The result? A report packed with clarity, subtlety, and the kind of real-world insight that only emerges when you combine AI horsepower with lived sector experience.Not seen it yet? <a data-mce-href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" target="_blank" rel="noopener">Check it out here</a>.And that, in a nutshell, is the future I believe in. Not AI replacing people – but AI helping us do what we do best. Think better. See further. Act faster.Want Your Own Scout?Register to attend Julian's <a data-mce-href="https://events.answers.net.au/BuildYourOwnAIAssistantToolusingChatGPT#/" href="https://events.answers.net.au/BuildYourOwnAIAssistantToolusingChatGPT#/" target="_blank" rel="noopener">Build Your Own AI Assistant/Tool using ChatGPT webinar</a> on July 16 to learn how to make one yourself. Alternatively, email <a data-mce-href="mailto:julian@smsonline.net.au" href="mailto:julian@smsonline.net.au" data-mce-selected="inline-boundary">julian@smsonline.net.au</a> if you'd like to get something moving sooners. &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;

How I Partnered with AI to Analyse a Monster Dataset (And Why You Might Want To, Too)

man holding pieces of jigsaw puzzle. business matching concept. crowd sourcing. freelancer. teleworking.

Let’s not sugar-coat it: the association sector isn’t going through a rough patch – it’s operating in a new reality.We’re not waiting for things to go “back to normal.” We’re building organisations to thrive in a world where volatility is the new baseline, expectations are sky-high, and the pace of change makes your annual strategy session feel outdated by lunch.In the <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">Purpose Under Pressure: Global Association Trends 2025 report</a>, we analysed insights from over 580 professionals across 30 countries. The result? Five clear imperatives that future-focused associations aren’t just talking about – they’re embedding into every level of decision-making:1. Navigate an Uncertain Environment.&nbsp;We’re not riding out a storm. This is the weather now. Associations are contending with geopolitical shocks, polarised communities, AI disruption, climate volatility, and economic strain. Meanwhile, their teams are expected to deliver clarity, calm, and continuity – often while juggling half the resources they need. To lead in uncertainty, associations must build operational and emotional resilience. That means scenario planning, agile governance, and a laser-sharp articulation of purpose.2. Build Strategic Infrastructure.&nbsp;Good intentions are great. But without systems, they don’t scale. Resourcing pressure is biting. Strategy stalls. Tech projects limp along. Many associations are trying to deliver 2025-level experiences with 2013-level infrastructure – and the cracks are showing. Only 0.3% of respondents had embedded AI across their operations. Seventy-two percent said integrating tech remains a major challenge. And the most common phrase in our qualitative responses? “We know what to do – we just don’t have the time, people, or tools to do it.”3. Strengthen Financial Sustainability.&nbsp;Growth doesn’t come from doing more. It comes from doing the right things better. Eighty-four percent of associations named financial sustainability as a top challenge. And while there’s plenty of talk about diversifying income, most associations still rely on three core streams: membership, events, and sponsorship. The problem? Those streams are under strain – and too many associations are experimenting with new revenue ideas without first stabilising their foundations.4. Deliver Meaningful Value.This is where the game is won or lost. Member loyalty isn’t automatic anymore – it’s earned. And in 2025, “value” isn’t about how much you offer. It’s about how relevant and felt those offerings are. Younger members want personalisation, speed, and values alignment. Everyone wants visible wins – fast. If your onboarding doesn’t deliver “aha!” moments in the first 30 days, expect quiet disengagement.5. Lead With Purpose.Purpose isn’t a slogan. It’s a strategic anchor. It shapes decisions, attracts partners, and builds trust. And increasingly, it’s what members and stakeholders are looking for when they choose who to support. In an age of collaboration, those with clear purpose also make better partners. And in a sector ripe for mergers, alliances, and shared ventures, being able to lead from purpose – not panic – is a critical capability. Now is the time for associations to lead with clarity, courage, and convictionThese five imperatives aren’t abstract ideas. They’re practical levers that strong associations are pulling right now – to evolve, lead, and thrive despite the pressure.&nbsp;If your strategy doesn’t yet reflect these imperatives, now’s the time to recalibrate.Need Some Help?Want help embedding these imperatives into your own strategy? Whether you need a sounding board, a strategy refresh, or support bringing your team along for the ride, I’d love to help. Email me at <a data-mce-href="mailto:belinda@smsonline.net.au" href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a> and let’s explore what that might look like for your organisation.

Five Strategic Imperatives Every Association Leader Should Be Embedding Right Now

There’s a quiet shift happening in the association sector.More and more professionals - especially those with deep experience and strong networks - are exploring what it means to step into consulting. Some are doing it between roles. Some alongside their current job. Some as a full-time move. Others are helping out a friend’s association and realising, hang on... I could actually charge for this.In the <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">Purpose Under Pressure research</a>, 1 in 4 respondents said they’re already consulting. And another 40% are considering it - with 13% planning to make the leap within the next three years.This isn’t a blip. It’s a structural shift.Why Consulting Is CallingThe top drivers are pretty consistent:<ul><li>A desire for more flexibility</li><li>The chance to make a bigger impact across multiple organisations</li><li>The ability to choose projects that align with your purpose</li><li>And, for some, the very real burnout of being one person doing five roles inside one association</li></ul>The work is there. Associations are under pressure. And many are turning to consultants to fill critical gaps in strategy, governance, marketing, events, tech, and transformation.&nbsp;But here’s what we also heard from the consultants in the data - especially those just starting out:&nbsp;“I know how to do the work. I just don’t know how to be a consultant.”The Barriers Are Real - but SurmountableConsulting might sound like a dream - but it comes with valid questions:<ul><li>How do I price myself?</li><li>Where do I find clients?</li><li>How do I balance this with my day job?</li><li>Will it create conflicts with my board or manager?</li><li>Is this even legitimate if I didn’t “mean” to start doing it?</li></ul>The research surfaced three key barriers:<ul><li>Time constraints – Trying to build a business while still working or juggling family.</li><li>Pricing uncertainty – Not knowing what your work is worth, or how to scope a project.</li><li>Employer boundaries – Concern about how side consulting is perceived by current employers.</li></ul>On top of that, some cited imposter syndrome, fear of “selling themselves,” or simply not knowing where to start. Even experienced professionals weren’t sure they had the legitimacy to call themselves a consultant.A Growing (and Needed) WorkforceWhat’s clear is that the sector needs you - not just as an extra pair of hands, but as a strategic partner equipped to help solve the most pressing challenges associations are facing right now.In the <a data-mce-href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" href="https://smsonline.net.au/blog/new-research--purpose-under-pressure---global-association-trends-2025" target="_blank" rel="noopener">Purpose Under Pressure research</a>, association professionals identified the following as their most significant organisational challenges:<ul><li>Delivering compelling member value (86%)</li><li>Engaging and retaining members (85%)</li><li>Ensuring financial sustainability (84%)</li><li>Developing long-term strategy and innovation (83%)</li><li>Attracting new members (81%)</li><li>Building strong member communities (80%)</li></ul>And that’s just the top six.These aren’t isolated issues. They’re deeply interconnected. And solving them requires capacity, clarity, and confidence - three things many in-house teams simply don’t have the bandwidth to generate on their own.That’s where consultants can add immense value. &nbsp;And many of the best consultants? They’re former association professionals. People who’ve been in the trenches. Who get the politics, the pace, and the purpose. And that inside-out understanding is exactly what makes you valuable.You Don’t Have to Go It Alone&nbsp;One of the themes that came through strongly in the open comments was isolation. New consultants - especially side-hustlers - often said they felt unsure, invisible, or overwhelmed.But you’re not on your own.There’s a whole community of consultants-in-the-making who are asking the same questions, testing the waters, and looking for clarity.So let me offer this:If you want to explore whether consulting is right for you, join me 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>. After seeing the research, the team at Answers for Associations are adding in time to explore pathways into consulting - what works, what doesn’t, and how to find your place in the market with confidence and clarity.&nbsp;Whether you’re already consulting, casually helping others, or just wondering if you could - this is a chance to get practical, real-world guidance in a supportive environment.It’s a chance to learn from peers, ask real questions, and explore your options in a supportive, down-to-earth environment.📍 Monday 28 July | Port Douglas, Australia 🌴 Sun, strategy, and smart conversations await. 🌿 <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">Register to attend the Association Leaders Retreat</a>Because consulting isn’t just a job—it’s a way to stay in the sector you love, in a way that works for your life, your skills, and your purpose.And if you’re feeling that quiet nudge? Maybe it’s time to explore it. &nbsp; &nbsp; &nbsp;&nbsp;

Thinking About Consulting? You’re Not Alone.

📢 Don’t have time to read the full report? We’ve got you covered!🎧 <a data-mce-href="https://notebooklm.google.com/notebook/ff48388c-66cd-4ddb-930b-19ddb33b29bb/audio" href="https://notebooklm.google.com/notebook/ff48388c-66cd-4ddb-930b-19ddb33b29bb/audio" target="_blank" rel="noopener">Purpose Under Pressure: Global Association Trends 2025 is now available as a podcast</a>.Instead of letting the report languish in your reading folder (you know, the one that’s basically the professional version of the veggie drawer – where good intentions go to die), you can listen in while walking the dog, commuting, or driving. In this podcast we break down the biggest global trends shaping associations in 2025 – from member expectations and tech disruptions to financial stress and the evolution of leadership – all in an easy, engaging format.🟦<a data-mce-href="https://notebooklm.google.com/notebook/ff48388c-66cd-4ddb-930b-19ddb33b29bb/audio" href="https://notebooklm.google.com/notebook/ff48388c-66cd-4ddb-930b-19ddb33b29bb/audio" target="_blank" rel="noopener" data-mce-selected="inline-boundary">Listen Now﻿</a>

🎧 Podcast: Purpose Under Pressure

I’m thrilled to launch the <a data-mce-href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" target="_blank">Purpose Under Pressure: Global Association Trends in 2025 </a>report.&nbsp;This isn’t just another white paper gathering digital dust. It’s the most comprehensive global research project into associations I’ve ever undertaken – and quite possibly, the most honest snapshot of our sector you’ll read this year.With insights from 586 professionals across 30 countries, the research dives headfirst into the real-world challenges and shifts shaping associations today – from the pressure of financial sustainability and workforce burnout to the cautious curiosity around AI, and the make-or-break importance of strategy, engagement, and purpose.Here’s a taste of what we uncovered:<ul><li>84% say financial sustainability is a top concern – and yet, many are still experimenting with new revenue while their core income streams wobble.</li><li>Only 0.3% of associations have fully embedded AI across operations – despite 92% expecting it to positively impact their organisation.</li><li>Volunteers are giving 40+ hours a month in many cases – but often without the structure, recognition, or support they need.</li><li>72% say tech implementation is a major barrier – not because of the tools, but because the support to use them well isn’t there.</li><li>Engagement is no longer about activity – it’s about connection. 85% cite it as a top concern, yet most still struggle to deliver emotional relevance fast enough.</li></ul>In short: the pressure is real, but so is the opportunity.&nbsp;This report cuts through the noise to provide clarity. It outlines five strategic imperatives every association needs to navigate right now:<ol><li>Navigate an uncertain environment</li><li>Build strategic infrastructure</li><li>Strengthen financial sustainability</li><li>Deliver meaningful value</li><li>Lead with purpose </li></ol>And yes – there’s data. Lots of it. But there’s also commentary, stories, and practical actions you can use immediately with your team or board.<a data-mce-href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" href="https://cdn.commoninja.com/asset/71325ca9-72ce-44b2-a5fb-b0a46fceb782.pdf" target="_blank" rel="noopener">📘 Download the Full Report here&nbsp;</a>📍Register for a Face to Face Briefing. Register for the face-to-face events below to gain an in-person overview of the findings:<ul><li><a data-mce-href="https://imex-frankfurt.com/newfront/sessions/60929" href="https://imex-frankfurt.com/newfront/sessions/60929">IMEX</a>. Frankfurt (May 21)</li><li>Association Leaders eXchange. <a data-mce-href="https://events.answers.net.au/AssociationLeaderseXchangeMelbourne1#/" href="https://events.answers.net.au/AssociationLeaderseXchangeMelbourne1#/" target="_blank" rel="noopener">Melbourne</a> (May 29), <a data-mce-href="https://events.answers.net.au/AssociationLeaderseXchangeCanberra1#/" href="https://events.answers.net.au/AssociationLeaderseXchangeCanberra1#/" target="_blank" rel="noopener">Canberra </a>(June 12), <a data-mce-href="https://events.answers.net.au/AssociationLeaderseXchangeBrisbaneRescheduled#/" href="https://events.answers.net.au/AssociationLeaderseXchangeBrisbaneRescheduled#/" target="_blank" rel="noopener">Brisbane</a> (Aug 29), <a data-mce-href="https://events.answers.net.au/AssociationLeaderseXchangeAuckland1#/" href="https://events.answers.net.au/AssociationLeaderseXchangeAuckland1#/" target="_blank" rel="noopener">Auckland </a>(Sep 04), &nbsp;<a data-mce-href="https://events.answers.net.au/AssociationLeaderseXchangeSydney1#/" href="https://events.answers.net.au/AssociationLeaderseXchangeSydney1#/" target="_blank" rel="noopener">Sydney </a>(Sep 12)</li><li><a data-mce-href="https://events.answers.net.au/AssociationLeadersRetreat2025#/" href="https://events.answers.net.au/AssociationLeadersRetreat2025#/" target="_blank" rel="noopener">Association Leaders Retreat</a> Port Douglas (28-30 July)&nbsp;</li></ul><a data-mce-href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/">📅 Register for an Online Briefing</a>.&nbsp;Want to learn more? We are running three online briefings sessions so register for the time that works best for you (a link to the recording will be sent to all registrants):<ul><li><a data-mce-href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" target="_blank" rel="noopener">Session 1: </a>📅 Wed 18 June. 🕗 Sydney: 8:00 AM AEST 🕚 London: 11:00 PM (17 June, BST) 🕛 Berlin: 12:00 AM (CEST) 🕕 New York: 6:00 PM (17 June, EDT) 🕒 Los Angeles: 3:00 PM (17 June, PDT)</li><li><a data-mce-href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" target="_blank" rel="noopener">Session 2:</a> 📅 Wed 18 June. 🕛 Sydney: 12:00 PM AEST 🕒 London: 3:00 AM (BST) 🕓 Berlin: 4:00 AM (CEST) 🕙 New York: 10:00 PM (17 June, EDT) 🕖 Los Angeles: 7:00 PM (17 June, PDT)</li><li><a data-mce-href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" href="https://events.answers.net.au/GlobalTrendsinAssociationsKeyInsightsfromSectorResearch#/" target="_blank" rel="noopener">Session 3: </a>📅 Wed 18 June. 🕗 Sydney: 8:00 PM AEST 🕚 London: 11:00 AM (BST) 🕛 Berlin: 12:00 PM (CEST) 🕕 New York: 6:00 AM (EDT) 🕒 Los Angeles: 3:00 AM (PDT) </li></ul>Thank YouTo everyone who participated in the survey or helped spread the word – thank you. This is your report. Your honesty, frustrations, insights, and passion shaped every page.Read it. Share it. And let’s start having the right conversations about where we go next.

NEW RESEARCH: Purpose Under Pressure - Global Association Trends 2025

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

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.

Blog

How I Partnered with AI to Analyse a Monster Dataset (And...

Five Strategic Imperatives Every Association Leader Shoul...

Thinking About Consulting? You’re Not Alone.

🎧 Podcast: Purpose Under Pressure

NEW RESEARCH: Purpose Under Pressure - Global Association...

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