Associations
Connection
& purpose What do association events look like in the changed world and how can we organise meetings that establish connections, encourage learning and create a legacy? Angela Thompson finds out.
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n 2020, we adapted to the virtual event. In 2021, we embraced the hybrid event. In 2022, we return to in-person events, but a global mind shift is dictating a new generation of events that seek deeper connections and purpose.
Value of connections Events and conferences are a prized offering for associations. Most associations run at least one conference, trade show, or major event on an annual basis and it’s a key drawcard for members. While virtual and online events served their purpose in keeping people connected and providing services to members, Melbourne Associations Forum representative and association advisor, Dr. Andrew Gosbell says it’s clear there is a strong desire for people to return to in-person events. “What the virtual environment lacks is that connection, that network, that peer-to-peer interaction. You can’t do that as effectively online – it 38 Spice Winter 2022
was tried and there were some things that kind of worked and kind of didn’t work, but it was a little contrived in a way,” Dr. Gosbell says. He believes events are an important factor in how an association is perceived and how it engages with its members. “Events are a valued service to members and provide an important platform for the association to engage and connect. Members are looking for the opportunity to experience and learn with their colleagues. “The limited ability to hold in-person events triggered strategic considerations for many associations on the purpose-value proposition and delivery of the broad range of events that associations offer their members. “Of course, there’s a bottom line too, through registration, exhibition and sponsorship. The conference is a major revenue source for the vast majority of associations, so it’s a very important component of the association space and will continue to be.”
