Association Hub Podcast

In today’s episode of the Association Hub Podcast, we’re joined by the unstoppable Annie Gibbins. CEO, strategist, speaker, publisher, mentor, and yes, mum of five. With decades in association leadership and a growing reputation as an AI advocate, Annie brings a unique blend of C-suite wisdom, digital savvy, and grounded advice for association professionals navigating rapid change.Olena and Annie chat about the evolving role of association leaders, the shift from managing to reimagining, and why embracing AI is not a tech move, but a leadership imperative. We unpack the myths, explore practical use cases for AI in member engagement, and talk about Annie’s new book, AI for Association Leaders, which outlines how to scale smarter, serve better, and lead with confidence into the future.If you’re facing pressure to do more with less, trying to bring your board on the AI journey, or just wondering where to begin, this episode is your practical, empowering guide.Tune in, and don’t forget to follow, subscribe and share the pod. And if you would like to learn more about Annie, connect, order her book or schedule a session, head to her website anniegibbins.com.

In this episode of the Association Hub Podcast, Braden Clark, CEO of the Aotearoa New Zealand Association of Social Workers (ANZASW), joins as a guest to discuss the importance of a well-crafted member value proposition (MVP) statement. Braden shares his experience of reshaping ANZASW's MVP statement to make the association more relevant and engaging, especially for younger members. The team worked together to develop a new statement emphasising the association's role as a community of social workers, promoting, supporting and protecting the social work profession and advocating for social change and justice. The episode explores the power of inclusive language and how the MVP statement can be used in marketing communications. Tune in to this episode to learn actionable tips on crafting an impactful MVP statement that drives member engagement and growth. Discover how a clear and compelling value proposition can resonate with different audiences and effectively communicate the benefits of association membership. ANZASW's member value proposition statement: "Together, we are a community of social workers. Develop, support, and protect social workers. Enhance our professional identity. Promote the social work profession. Advocate for social change and justice. Together, we are ANZASW." For more information, visit the ANZASW website at https://www.anzasw.nz/.

Start the year with a deep dive into the Associations Evolve Journal, a publication by Answers for Associations that explores the trends shaping the association world in 2025. Join hosts Angela Shelton and Olena Lima, alongside special guest Belinda Moore, as they unpack key insights from the journal. This conversation highlights the power of sharing stories, the importance of these trends as a guiding framework for associations, and how leaders can use this resource to navigate the year ahead. 📖 Download and read your copy of the Associations Evolve Journal at www.associationsevolve.com What idea of trends are you most excited about exploring this year? We’d love to hear from you! Connect with Belinda Moore: www.linkedin.com/in/belindaamoore Connect with Angela Shelton: www.linkedin.com/in/angelamshelton Connect with Olena Lima: www.linkedin.com/in/olenalima

In this episode of the Association Hub Podcast, Olenachats with sponsorship expert Bruce Rosenthal about the future of corporate partnerships in the association space. Drawing on decades of experience, including his time leading a successful transformational sponsorship program duringeconomic downturns, Bruce shares what it takes to create high-value, strategic partnerships that deliver true member benefits. From ditching the tired gold-silver-bronze model to his actionable VALUE framework, this is a must-listen for association professionals ready to rethink sponsorship in a more meaningful way. Plus, get an inside look at Bruce’s new book Mastering Association Corporate Sponsorships and discover the self-assessment tool that might just change your whole approach.Tune in to learn:Why companies are spending smarter on sponsorshipsWhat the VALUE framework means for your revenue and relevanceThe one mindset shift associations must make to stay competitiveWant to dive deeper? Check out Bruce’s book Mastering Association Corporate Sponsorship: How to Create Strategic Partnerships that Add Value and Member Value at https://brucerosenthal.associates/sponsorship-book/

What do gala dinner punch-ups, blackout moments on Hamilton Island, and dangerous ideas have in common? They’re all part of the wild and wonderful world of association conferences. And nobody tells those stories better than Andrew Klein.In this episode of the Association Hub Podcast, Olena sits down with one of Australia’s most seasoned professional speakers and MCs. With over 30 years behind the mic and hundreds of association conferences under his belt, Andrew shares what works, what doesn’t, what makes a conference truly unforgettable, and how to turn even the driest content into something genuinely engaging (yes, even those “genius-but-dull” academics).You’ll learn:Hilarious real-life event disasters, and how to survive themThe must-have traits of great conference speakersSmart ways to spend your event budget for maximum impactWhy less content and more connection is the future of successful eventsThe magic of risk-taking, authenticity, and ditching the PowerPoint overload.This episode is a must-listen for event planners, association leaders, and anyone who’s ever sat through a painfully long panel discussion. Trust us, you’ll walk away with ideas, laughs, and maybe a newfound respect for your MC.🎧 Press play, hit follow, and don’t forget to share this one with your events team. They’ll thank you later!🔗 And if you’re on the hunt for a top-notch MC, you can find Andrew at andrewklein.com.au.

In this global edition of the Association Hub Podcast, Olena chats with Marcus Leite from WorkerBee.TV, our very first Canadian guest! Marcus brings an international perspective to challenges that are surprisingly universal. From member experience and content strategy to digital engagement and sustainable revenue models, this conversation explores what it takes to stay relevant and how to deliver value year-round. In this episode, we unpack:Why relying on events and print publications isn’t sustainable anymoreHow to deliver content that’s member-driven, timely and engagingWhat associations can learn from Netflix, not just in delivery, but in customer experienceThe building blocks of a smart content strategy: planning, formats, repurposing, and consistencyPractical ideas for small teams with limited resourcesAnd, yes, how to monetise digital content to boost non-dues revenue This episode is full of practical takeaways for association professionals who want to do things differently. Tune in now and get inspired to transform your digital game. If you’re curious about how associations can level up their content, elevate member experience, and create sustainable engagement strategies, WorkerBee.TV is packed with resources, insights, and examples to get you started.

In this episode of the Association Hub Podcast, Olena sits down with one of the most respected voices in the Australian association sector, John Peacock AM. With a career spanning decades and a legacy that includes founding Associations Forum and later launching Governology, John’s passion for associations was formally recognised when he was awarded an AM (Member of the Order of Australia) for his standout contribution to the sector. In this episode, John shares personal stories, practical insights, and governance tips for association leaders. We explore:How John’s family roots and teenage volunteering sparked a lifelong commitment to associationsThe most common governance pitfallsWhat makes a truly effective association board, and how to tell if yours needs a revampThe role of associations in a fast-changing world and why staying relevant means staying innovative John also reflects on the evolving landscape of member engagement, the rise of new communities, and how associations can continue to be the trusted voice in their sector. This episode is a must-listen for CEOs, board members, and emerging leaders looking to sharpen their governance skills and stay ahead of the curve in a fast-changing sector. Check out John’s work and dive into one of the many brilliant sector events hosted by Associations Forum (in Australia) or Governology (in the UK), there’s always something valuable on offer.

What does it really mean to put community first in an association? In this episode, Olena chats with Marty Thomas, CEO of the Dental Assistance Professional Association (DAPA), about reimagining membership through a community-first lens. With a background in commercial enterprise and a passion for volunteer-led organisations, Marty brings a fresh perspective to association leadership.During this conversation, we discussed DAPA’s transformation journey from a traditional transactional model to one grounded in engagement, advocacy, and accessibility. We unpack how DAPA is balancing financial sustainability with inclusivity, why Marty believes connection matters more than membership numbers, and what this shift means for the future of associations across Australia.If you’re curious about innovative membership strategies or grappling with how to make your organisation more relevant and representative, this episode is a must-listen.P.S. To download the Purpose Under Pressure: Global Association Trends in 2025 report we mentioned at the beginning of the episode, click here.

In this episode of The Association Hub Podcast, host Olena Lima is joined by association powerhouses Cris Massis and Anna Yerondais - two seasoned leaders with a combined 50+ years of lived experience in the association space. Together, they unpack what modern strategic planning really looks like in 2025. From shifting member expectations and digital disruption to redefining member value propositions and diversifying revenue streams, this episode is a must-listen for any association executive, board member, or consultant looking to stay ahead of the curve. Key insights include:Why agility and external check-ins are non-negotiableThe hidden risks of relying too heavily on membership duesCreative examples of partnerships and alternative revenue modelsThe importance of purpose-driven leadership in a fast-changing landscape Plus, hear why collaboration beats competition, and why being trusted, future-focused, and needed is the new north star for associations.Tune in to gain practical, actionable strategies to elevate your next planning session, and your association’s long-term impact.

Financial sustainability isn’t always the most glamorous topic—but it’s one of the most critical for any association’s success. In this episode, Olena Lima sits down with Tim Boyle, CEO of ARCS Australia, to explore how he rebuilt the association’s business model from the ground up. Taking over in the shadow of the pandemic, with funding streams drying up and outdated revenue models, Tim faced some tough calls. But through bold decisions, strategic shifts, and an agile mindset, ARCS Australia is now thriving. 🔹 How Tim turned around the association’s financial sustainability🔹 The role of partnerships in creating year-round engagement (and new revenue streams)🔹 How ARCS Australia shifted to a new membership model to smooth out cash flow🔹 The balance between monetisation and delivering real member value🔹 Why fail-fast thinking is key to adapting in today’s association landscape Tim also shares insights on future-proofing associations, evolving membership models for the next generation, and why the biggest challenge is shifting from 'nice to have' to 'must-have' membership value.

If you've worked in the association industry for a while, the chances that you haven’t heard of Wes Lambert are pretty slim. But if you do need an introduction, let’s just say he’s been cooking up some serious change in Australia’s restaurant and café sector.In just 10 months, Wes and his team at the Australian Restaurant and Café Association (ARCA) have managed to shake up the industry, securing policy wins that others have spent decades trying to achieve. So, what’s his secret ingredient?In this episode, Olena Lima sits down with Wes to reveal his recipe for success in association advocacy—one that’s packed with focus, bold strategies, and ​and relentless determination.Tune in now to listen:🔹 How Wes went from investment banking, to restaurant management and to leading one of the country’s newest (and fastest-growing) associations🔹 The key ingredients to getting members engaged and growing an association from scratch🔹 How ARCA is driving real policy change, from migration reform to taxation policies🔹 Why laser-focused advocacy can deliver wins for an industry that employs half a million Australians.And if you’ve ever wondered how one person can juggle high-stakes advocacy, multiple board roles, four kids, and still get eight hours of sleep every night—Wes has the answer.🎧 Tune in now to hear how ARCA is delivering real results for hospitality businesses across Australia.

Branding isn’t just about a fresh logo—it’s about identity, strategy, and connection. And Occupational Therapy Australia (OTA) has embraced this philosophy in its bold new rebrand.In this episode, Olena Lima chats with Samantha Hunter, CEO of OTA, to dive into the why, how, and what’s next of their recent transformation. From crafting a brand that truly reflects OTA’s values and vision, to engaging members and ensuring a smooth transition, Sam shares valuable insights for any association considering a rebrand. 🔹 The journey behind OTA’s rebranding and why it was time for a change🔹 The strategic thinking behind the new identity, tagline, and colour palette🔹 How member engagement and an independent marketing consultant made all the difference🔹 Lessons learned from the process—including the importance of patience and storytelling🔹 What’s next for OTA, including their national conference and strategic growth plans And if you’re thinking about a rebrand, Sam’s advice is clear: buckle in—it’s a wild ride! To check out the OTA's new brand, go to https://otaus.com.au/news/stronger-together-the-new-face-of-ota

In this episode of the Association Hub Podcast, we’re joined by Sarah Morgan, the Managing Director of Bespoken and creator of the thought-provoking Association CEO Index Report. Sarah shares her journey from journalist to corporate communicator, explaining how her experience working with an association led her to establish her own agency. During our conversation, we explored the key insights from the Association CEO Index and how it may shape the future of the sector. We discuss what makes a career in associations so rewarding, with 89% of association CEOs reporting high job satisfaction while also addressing the challenges leaders face, including exhaustion, conflicting priorities, and limited budgets. Sarah shares stories from her interviews with association leaders, highlighting the dedication, purpose, and community spirit that sustain them despite the obstacles. We also discuss what needs to change to attract and support the next generation of association leaders and how associations can position themselves as meaningful and viable career options. 📌 Want to dive deeper? Download the report at associationceoindex.com.au, you can also reach out to Sarah via her LinkedIn https://www.linkedin.com/in/sarahmorgancommunications/.   Listen now to learn what makes association leadership such a unique and fulfilling profession. Don’t forget to follow, subscribe, and share this episode!

In this episode of the Association Hub Podcast, we sit down with Steffi Jackson, CEO of the Change Management Institute, to celebrate their remarkable achievement: winning two Associations Forum Awards in back-to-back years. Steffi shares the story behind this success, starting with Change Management Institute being named Small Association of the Year in 2023, followed by their 2024 win for External Campaign of the Year. From the campaign’s humble beginnings to its resounding success, Steffi reflects on how the Institute’s small but passionate team and global network of volunteers came together to create something truly impactful.   We also explore: CMI’s mission to connect and support change management professionals worldwide. The power of community and collaboration in achieving big goals. Practical advice on crafting award submissions that truly tell your story.  This conversation isn’t just about awards; it’s about the dedication, vision, and teamwork that made it all possible. Tune in to celebrate with us, and don’t forget to subscribe, share, and leave a review!

As we close out 2024, Angela and Olena are here to bring you a fun and engaging year-in-review episode packed with the best moments from the past 12 months. If you missed any episodes, this is the ultimate recap you need! From incredible stories to inspiring leaders, we’ll highlight our top episodes and share powerful quotes, along with some funny behind-the-scenes moments that made this year unforgettable. Plus, we’ve recently revamped our website, making it easier than ever to explore episodes by topic — perfect for discovering content that speaks to you. What’s inside this special wrap-up episode? ✔️ Favourite episodes across marketing, leadership, advocacy, technology, and more. ✔️ Memorable quotes from association leaders that inspire and ignite action. ✔️ The most unexpected and funny podcast moments of the year. ✔️ A sneak peek into our big plans for 2025 — think innovation, connection, and global impact! 🎧 Tune in now to reflect, laugh, and get inspired for 2025. Don’t forget to subscribe, share, and leave us a review to let us know what resonated most with you this year! 🔗 All the holiday binge-worthy episode links are in the show notes! Strategy & Leadership: https://www.associationhubpodcast.com/Strategy-and-Leadership-in-Associations Marketing & Branding: https://www.associationhubpodcast.com/marketing Advocacy: https://www.associationhubpodcast.com/advocacy Membership: https://www.associationhubpodcast.com/membership Technology & Innovation: https://www.associationhubpodcast.com/innovation-technology Career in Associations: https://www.associationhubpodcast.com/career-in-associations Diversity & Inclusion: https://www.associationhubpodcast.com/dei Revenue Diversification: https://www.associationhubpodcast.com/revenue-diversification Community Building: https://www.associationhubpodcast.com/community

In this episode of the Association Hub Podcast, Olena sits down with Elaine Abery, Founder of Unraveling Red Tape, to explore how smaller associations can build effective advocacy strategies. Drawing from her extensive background in government relations, Elaine shares a practical framework designed to help associations set realistic goals, tailor their messages, and establish meaningful relationships with key stakeholders. With real-world examples and actionable advice, Elaine demonstrates that impactful advocacy doesn’t require a huge budget—just a smart approach. Tune in for strategies, inspiration, and a fresh perspective on advocacy that can make a difference for your association, its members and your industry as a whole. If you would like to reach out to Elaine and inquire about her services, visit her website https://www.unravellingredtape.com.au/, or reach out to her directly on her LinkedIn https://www.linkedin.com/in/elaineabery/.  

In this episode of the Association Hub Podcast, Olena is joined by Luke Achterstraat, CEO of the Council of Small Business Organisations Australia (COSBOA), to explore the vital role of collaboration in strengthening the voice of small businesses across Australia. COSBOA represents a diverse range of industries, from hairdressing and retail to licensed post offices and hospitality, serving as the united voice for millions of small business owners who form the backbone of the Australian economy.   Luke explains how COSBOA supports its members—associations of small businesses—by addressing critical issues like tax reforms, industrial relations, and red tape reduction, while also rolling out programs like CyberWardens to enhance cyber resilience for small business owners.   With a federal election on the horizon, Luke generously shares actionable insights into building strong relationships with policymakers, creating data-driven campaigns, and leveraging a collective voice to achieve meaningful outcomes.   If you would like to become part of the collaborative, visit COSBOA website at https://www.cosboa.org.au/ or reach out to Luke directly through his LinkedIn.

In this episode, Olena sits down with Stuart Lamont, CEO of the Caravan Industry Association of Australia, to uncover the secrets behind building powerful advocacy and consumer campaigns that drive value for the entire industry. Whether it's holding direct conversations with Prime Minister Anthony Albanese and Treasurer Jim Chalmers, garnering personal support for his campaign from Scott Morrison, or inviting John Howard to speak at his conferences, Stuart seems unstoppable. His approach reflects a unique mindset: “The answer is always ‘yes’ until it’s ‘no’.” This relentless optimism fuels initiatives like the wildly successful “Road to a Million” campaign on Channel 7, incentivising Australians to explore the outdoors. Stuart’s approach is refreshingly straightforward: “Give policymakers a reason to fund you. Don’t chase money; chase solutions that make an impact.” From actionable advice on building authentic relationships with the government to unique member-value strategies, Stuart offers a practical roadmap for association leaders eager to elevate their influence. This episode is packed with inspiration for those looking to amplify their advocacy, provide real member value, and make a lasting impact on their industry at a national scale. And if you'd like to hear from Michelle Weston, CEO of the Caravan Parks Association of Queensland on how state associations put consumer-centric strategy into life, listen to our episode #29.

In this episode of the Association Hub Podcast, Olena sits down with Paul Zahra, outgoing CEO of the Australian Retailers Association (ARA). Known for his transformative leadership, Paul reflects on his five-year tenure, where he helped the ARA navigate a turbulent era marked by the COVID pandemic, economic shifts, and changing consumer behavior. He shares insights on the power of community in associations, the importance of understanding diverse member needs, and how tailored resources can drive engagement and value. Paul also offers valuable advice for association leaders on the keys to resilience and strategic growth in a fast-changing landscape. As Paul moves on to new opportunities, he provides a glimpse into the ARA’s future as it transitions into the Australian Retail Council, a consolidation aimed at enhancing the industry's voice and impact. Whether you're an association leader or a retail industry professional, Paul's insights on handling change, embracing challenges, and delivering member value make this a must-listen episode.

In this episode of the Association Hub Podcast, Olena chats with Rob Di Leva, Chief Operating Officer at Speech Pathology Australia, to explore the positives and challenges of exponential growth within associations. Over the past decade, Speech Pathology Australia has doubled its membership, and Rob takes us behind the scenes to discuss the necessary changes driven by the recent remarkable expansion. He'll cover everything from adapting to external factors like the NDIS and increasing public awareness to enhancing internal strategies in advocacy, professional development, and strategic marketing. While growth is often celebrated, it also brings its fair share of challenges. Rob opens up about the operational pressures that come with rapid scaling, how to manage resources effectively, and the pivotal role technology plays in supporting organisational change. He also shares his experience balancing forward-thinking leadership with the practicalities of day-to-day management, offering advice on when to take bold steps and when to focus on preparation and risk management. Rob also emphasises the importance of remaining true to your organisation’s core purpose, even when opportunities for expansion arise. This episode is packed with actionable advice and thoughtful perspectives for association leaders at any stage of their growth journey. Don’t miss out – listen in, subscribe, and share it with your colleagues!