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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

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!

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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

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

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

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

Associations: A Legacy of Collaboration, Influence, and R...

Global Association Research Initiative - Have your say!

Associations Evolve: 2025 & Beyond Journal released today!

The New Era of Sponsorship