Association Hub Podcast - Episodes #Growth Strategy

#82: Stop Selling, Start Partnering: Why Your Sponsorship Model Might Be Broken

Tue, 12 Aug 2025 11:11:48 +1000

In this episode of the Association Hub Podcast, Olena chats with sponsorship expert Bruce Rosenthal about the future of corporate partnerships in the association space.

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Drawing on decades of experience, including his time leading a successful transformational sponsorship program during economic 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 sponsorships
What the VALUE framework means for your revenue and relevance
The one mindset shift associations must make to stay competitive

Want to dive deeper? Check out Bruce’s book Mastering Association Corporate Sponsorship: How to Create Strategic Partnerships that Add Value and Member Value at brucerosenthal.associates/sponsorship-book.⁠

#79. Transforming a Niche Association: Leadership Lessons from Angelina Mallini Pillai

Thu, 24 Jul 2025 14:25:25 +1000

Associations are people-powered, and today we meet a leader proving it. Let us introduce you to Angelina Mallini Pillai, CEO of the Association of Consulting Architects. She didn’t train as an architect, yet she’s built a thriving, values-led community by listening deeply, fostering trust, and putting wellbeing and relevance at the centre of her work.

In this episode, we explore what it really means to lead a niche association, one where most members are running micro-businesses, juggling every role from payroll to design. You’ll hear how Angelina and her team use real-time feedback to shape services, create belonging, and challenge outdated norms in the architecture profession.

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We talk about:

Using Pulse Check surveys to drive real support and advocacy
Building trust as a non-industry CEO in a deeply technical field
Embedding mental health, equity, and culture into strategic priorities
Rethinking leadership models and giving permission to innovate

If you’re passionate about the future of associations, or leading through change, this one’s for you.

Connect with Angelina Mallini Pillai: www.linkedin.com/in/angelinapillai
Learn more about the Association of Consulting Architects: www.aca.org.au

#71: Strategic Planning That Works: Agility, Value & the Future of Associations with Cris Massis and Anna Yerondais, YM3

Tue, 29 Apr 2025 15:37:31 +1000

In this episode, we're joined by association leaders Cris Massis and Anna Yerondais to unpack what modern strategic planning looks like in 2025—covering member value, revenue diversification, agile leadership, and the future-ready mindset associations need to thrive.

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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-negotiable
The hidden risks of relying too heavily on membership dues
Creative examples of partnerships and alternative revenue models
The 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.

#68: The Business of Associations: How Tim Boyle Rebuilt ARCS Australia for a Sustainable Future

Tue, 01 Apr 2025 10:29:58 +1100

Tim Boyle shares how he transformed ARCS Australia’s financial sustainability with bold decisions and strategic shifts. From revamping revenue streams to rethinking membership models, he reveals the key moves that turned the association’s future around.

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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.

#56: 130 Years Strong: How AusIMM Became Association of the Year with Stephen Durkin and Melissa Holdsworth

Mon, 16 Dec 2024 13:26:42 +1100

In this episode, Stephen Durkin and Melissa Holdsworth, proud recipients of the Association of the Year Award, unveil how they transformed a 130-year-old organisation into a dynamic, forward-thinking association.

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In this episode we hear from Stephen Durkin (CEO) and Melissa Holdsworth (COO) of Australasian Institute of Mining and Metallurgy (AusIMM), the proud recipient of the Association of the Year Award. They share how they transformed a 130-year-old organisation into a modern, thriving association.

Through strategic leadership, digital innovation, and revenue diversification, they reveal the steps taken to build a growth mindset, foster a strong organisational culture, and enhance member engagement. Stephen and Melissa also provide invaluable lessons for other associations aiming to drive change and achieve excellence, while highlighting the critical role associations play in shaping industries and communities.

Interesting fact: Sir Henry Ayers was the first president of the Australasian Institute of Mining and Metallurgy (AusIMM). He is also the namesake of Ayers Rock, now respectfully known by its traditional name, Uluru, connecting AusIMM to a significant piece of Australia’s cultural and historical heritage.

This episode is a must-listen for anyone looking to elevate their organisation and make a lasting impact.

Find out more about AusIMM

Connect with Stephen Durkin

Connect with Melissa Holdsworth

#53 From Campsites to Canberra: Stuart Lamont on Powerful Advocacy and National Campaigns

Fri, 22 Nov 2024 10:21:23 +1100

Join Olena as she chats with Stuart Lamont, CEO of the Caravan Industry Association of Australia, to uncover how bold strategies and relentless optimism fuel national advocacy and consumer campaigns.

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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.

#52: Never Waste a Crisis: Paul Zahra on Leading Through Challenges and Change

Thu, 14 Nov 2024 10:31:14 +1100

In this inspiring episode, Olena catches up with Paul Zahra, outgoing CEO of the Australian Retailers Association (ARA). Paul reflects on his journey leading the ARA through some of its toughest years—think COVID-19, economic shifts, and rapidly changing customer preferences.

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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.

#51: Growing Pains: When Membership Growth Shakes the Business with Rob Di Leva

Thu, 24 Oct 2024 10:32:19 +1100

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.

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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!

#50: Leading Through Growth and Advocacy: Elevating the Surveying Profession with Michelle Blicavs

Mon, 14 Oct 2024 12:16:07 +1100

In this episode of the Association Hub Podcast, Olena chats with Michelle, CEO of Surveyors Australia, about her dynamic journey in transforming a long-standing association into a thriving, forward-thinking organisation.

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If you're looking for a leader in the association sector who has tackled it all—rebranding, skyrocketing membership, launching a Registered Training Organisation (RTO), and spearheading advocacy—you won’t find anyone better than Michelle Blicavs.

In this episode of the Association Hub Podcast, Olena chats with Michelle, CEO of Surveyors Australia, about her dynamic journey in transforming a long-standing association into a thriving, forward-thinking organisation. From an ambitious rebrand to hands-on member engagement and securing a seat at the advocacy table in Canberra, Michelle shares her recipe for success. Hear how she grew the association's membership by personally visiting hundreds of organisations across Australia and how that boots-on-the-ground approach led to remarkable growth.

Michelle also opens up about the bold decision to start a Registered Training Organisation (RTO) to address Australia’s surveyor skill shortages, despite many peers in the sector advising against it. Plus, learn how she navigated the often daunting world of advocacy, proving that even small associations can have a big voice.

This episode is packed with real-world insights, actionable advice, and stories that showcase the power of passion and perseverance in the association sector.

#26: Leading Through Change: IAP2 Transformative Journey with Marion Short

Tue, 27 Feb 2024 09:30:00 +1100

Marion shares her story of a comprehensive transformation that touches every aspect of association management.

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In this inspiring episode of the Association Hub Podcast, host Olena Lima sits down with Marion Short, CEO of the International Association for Public Participation (IAP2) Australasia as she shares her story of a comprehensive transformation that touches every aspect of association management.

Discover how IAP2, as a peak body for community and stakeholder engagement, navigates the unique challenges of representing a diverse professional community across Australia and New Zealand.

Olena and Marion explore the transformations in governance, strategy, organisational culture, and technology adoption. Marion shares insights on the pivotal role of governance in steering such changes, the importance of a skill-based board, and the challenges of leading an association through a period of rapid evolution.

With an honest reflection on the highs and lows of her six-year tenure, Marion provides invaluable lessons on resilience, leadership, and the importance of nurturing a supportive team culture.

This episode is a must-listen for anyone interested in the dynamics of association leadership, change management, and driving member value in challenging environments.