Associations UK Congress 2025

19:00 - 20:00

Welcome Reception & Delegate Registrattion

• Badging and Registration
• Welcome drinks reception
• Introduction to the congress days ahead
• Special networking overview

08:30 - 08:55

Plenary: Opening Session 

• Welcome and introduction to the congress
• Keynote: An AI Vision for Membership Organisations

09:00 - 12:00

Harnessing the Power of AI in Your Organization

This engaging and interactive session is designed to equip organizational leaders and professionals with the strategic insight and practical frameworks needed to harness the transformative potential of Artificial Intelligence. Grounded in the concepts from Harnessing the Power of AI in Organizations by Alan King, the session explores the five-layer integration model and the Human-AI-Data Dependency Triangle. Delegates will first receive a dynamic presentation unpacking key themes from the book, exploring how AI can empower decision-making, streamline operations, and unlock innovation.

Following the presentation, attendees will collaborate in table discussions, each focusing on one layer of the five-layer model. These group activities are designed to explore AI implementation within their own organizational contexts, analyzing opportunities, risks, and ethical considerations. Insights will then be shared with the full room, promoting cross-sector learning and reflection.

Key Takeaways

• Understand the foundational models for AI integration in organizations
• Explore real-world strategies for applying AI across different organizational functions
• Identify benefits, potential pitfalls, and ethical concerns of AI deployment
• Collaborate with peers to generate actionable insights for AI adoption
• Gain visibility into current sentiment through a delegate AI readiness survey

Session leader:

Alan King

Founder, AI-Your-Org

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09:00 - 12:00

Sponsorship & Partnership Strategies for Event Growth & Revenue

There is always pressure to maximise revenue and leverage partnerships for larger, more profitable and more effective events. The huge work that goes into a flagship event should produce revenue that reflects the work and the prestige of your association.

In this session senior events strategists will examine the current challenges and critical issues. From this session each delegate, whether from a larger growing organisation or smaller one, will learn new ideas to increase revenue and value.

• Challenges of providing value
• Challenges faced by delegates creating and delivering what sponsors & partners want
• Critical issues, facilitated discussion on how to address them
• Examination of successes in: Sponsor packages, Partnership models, Pricing policies
• Conclusions & Actions

Session leader:

Linda Pereira

Executive Director, CPL Events & Consultancy

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09:00 - 12:00

Making Membership Matter - The IMPACT Framework for Growth, Retention & Engagement

In today’s competitive environment, Associations can no longer afford to take a piecemeal approach to membership. To truly create IMPACT, associations must rethink how they communicate, collaborate, and deliver value. This session will unpack the essential ingredients for achieving meaningful growth, retention, and engagement.

We will examine:

• Language that resonates – how the words we use shape perceptions, value, and trust
• The membership experience – mapping moments that matter to foster belonging.
• Getting the benefits offer right – aligning value with members’ evolving needs.
• Harnessing data, automation, and AI – making smarter, more efficient decisions.
• Collaboration over silos – why internal teamwork is the engine of external success.

Drawing on insights from our recent membership survey into the direction of travel for associations, we’ll highlight trends, opportunities, and practical steps to ensure your organisation is ready to thrive in 2026 and beyond. Participants will leave with actionable strategies & an action plan to create a culture of impact that resonates across their membership journey.

Session leader:

Lisa Collins

Managing Director, Dovetail Creative

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12:10 - 13:00

Case Study Talks

13:00 - 14:15

Lunch & Networking

Take this time to network with other delegates, speakers and potential business partners in the Event Hub

14:15 - 17:30

Building Your Capacity for Successful Digital Projects

Each year, most association digital projects succeed with in most of their aims, but a significant number fail completely with huge financial losses on tech spend and reduced revenue, and a larger number don't achieve more than mediocre success.

Success in digital projects depends on more than the choice of a good supplier. This session will examine the factors that make the difference between failure or moderate achivement and success.

You will be provided practical guidance specifically for membership organisations on preparing for succesful change in digital projects.

We will examine:

• Project ownership and esential roles
• Ensuring project engagement and alignment
• Planning resourcing and managing capacity
• How to involve teams across the organisation, not just the project group
• Common pitfalls to avoid when preparing for a new digital platform

Session leader:

Ben Sturt

Managing Director, Chrysalis Digital

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14:15 - 17:30

Successful Outsourcing of your Conferences & Events

Outsourcing the management of a flagship event or event series is an option for many reasons: they are dominating the entire association; you need to professionalise your events without employing more staff; you need to take advantage of a commercial opportunity or you decide to re-focus the association on other services. Assxociations that already outsource events want to get better value and performance. Outsourcing events has many challenges and risks, some unknown or considered unimportant to even experienced events specialists.

We will examine the critical issues and approaches that define success, including:

• The various models of working with Professional Conference Organisers / Event Management companies
• Alignment of Purpose & Objectives
• Balancing Risks vs Rewards
• Legal complexities over data and IP ownership
• Best practice in the outsourcing process

Each delegate will receive copies of a best practice guide to outsourcing.

Session leader: 

Mr Rob Eveleigh

Managing Director, Brightelm

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14:15 - 17:30

Creating Valuable and Reliable Content with AI

From member updates and marketing copy to research, reports and white papers, AI is transforming how associations produce content. But with opportunity comes risk: how can you ensure quality, accuracy and value while using AI to do more with less?

In this session, we explore how associations are harnessing AI tools to support their content strategies; practical lessons, common pitfalls and what it takes to build trust in AI-generated content.  We’ll examine the most pressing challenges you are facing, alongside real examples of what’s working well.

Michael and Alan will draw on their work with associations and experience as advisors to the publishing industry, and their experience at the globally recognised titles of The Economist and The Times.

• Learn how AI can support a range of content needs, from comms to commercial
• Gain understanding of the risks and how to maintain credibility and tone of voice
• Discover lessons from peer experiences and a real-world association case studies
• Leave with practical ideas to take back and apply

Session leaders:

Michael Brunt

Co-Founder, HBM Advisory

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Alan Hunter

Co-Founder, HBM Advisory

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19:30 - 22:00

Congress Dinner

Enjoy a drinks reception with three-course dinner, networking with your peers, speakers, delegates and other participants. 

09:00 - 09:25

Keynote: Launch of "The Chief Event Officer's Playbook"

Sasha Frieze, and award-winning producer of conferences and events, draws on her decades of experience across a wide range of events - association, media-owned, commercial and corporate. She has created the essential guide for CEOs, Event Directors and all events specialists in associations, societies, federations and other membership organisations involved in delivering successful events.

Attend this session for the opportunity to win one of 20 of the books.

09:30 - 12:10

Transforming Association Education into a Strategic Revenue Engine

Association education programs occupy a unique position in the marketplace - built on a unique understanding of the profession or trade they serve and providing value to members that for-profit training programs cannot match. Yet many associations struggle to fully capitalize on this strategic advantage. This session will equip senior leaders with proven strategies and practical frameworks to dramatically increase education program revenue while simultaneously deepening member value and brand relevance.

Sharing real-world case studies, we will learn about innovative approaches to structuring and marketing your portfolio that will transform education from a commodity offering into a strategic differentiator. You'll discover how leading associations are using storytelling to create emotional connections with learners, or thinking outside the box to reach new audiences.

Through open discussion and group activities, we will explore decision-making frameworks for evaluating program viability and strategically actioning new initiatives. Whether you're looking to optimize existing education programs or launch innovative new offerings, you'll gain immediately applicable strategies to share with your leadership team and drive measurable results.

Key Takeaways:

• Strategic frameworks for evaluating education program viability and revenue potential
• Real-world examples of associations that have successfully transformed their education economics - increasing both revenue and engagement
• Marketing and storytelling techniques that build brand equity while driving enrollment

Session Leader:

Michelle Brien

Consultant

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09:30 - 12:10

The Event Transformation Blueprint: 10 Steps to Transform Your Association Event Strategy

We live in an age of deepfakes and misinformation. Live events are where real people have authentic conversations. Where the trust is. And for associations, events are where members convene and your bigger purpose is delivered.

Events have the power to inspire world leaders, change government policy and redefine the conversation in sectors from architecture to zoology.

The Event Transformation Blueprint is at the heart of Sasha’s new book The Chief Event Officer’s Playbook. Understand the framework that will take your events from outstanding logistics to delivering genuine purpose  – for participants, across your organisations and your sector.

This interactive session led by Sasha Frieze – author and award-winning events producer, and producer of over 500 association conferences - will examine the essential strategies, models, and approaches to create events where insight meets influence. Events that become the go-to gatherings for your members and the wider sector. Expect a responsive format, shaped by who’s in the room and what matters to them.

Session leader:

Sasha Frieze

Managing Director, The Business Narrative, Author, The Chief Event Officer’s Playbook

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09:30 - 12:10

DMX+: Transforming the Digital Member Experience

Professional societies and trade associations face a major challenge. Despite investing heavily in technology, most organisations struggle with engagement, poor user experiences, and systems that feel like obstacles rather than enablers. Members increasingly expect the seamless, personalised journeys they receive from consumer platforms, yet most association websites still fall short.

The stakes are rising,  younger professionals are questioning the value of membership, existing members are frustrated, and agile communities are stepping in. The gap between what technology could deliver and what it actually delivers represents both a crisis and an opportunity.

This session will explore how to transform the digital membership experience from functional into a true competitive advantage. Key aspects include:

• Mapping and optimising the Member Journey

• Personalisation at scale that feels authentic

• Community networking and building

• Content management and personalised delivery

• Integrated event management that adds value

• Member dashboards to clearly demonstrate ROI

• Self-Service Portals, empowering members to control their own data, bookings, CPD, and preferences improving satisfaction while reducing staff workload.

• The role of AI in moving beyond ad-hoc content creation to systematic workflows

Session leader:

Lisa Collins

Managing Director, Dovetail Creative

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12:10 - 12:45

Case Study Talks

12:45 - 14:00

Lunch & Networking

14:00 - 16:00

Creating an Effective & Profitable Hybrid Conference

Associations have a duty, to their sector, to the professionals within it, and to their own mission, to provide learning and networking opportunities as widely as possible. Hybrid for your flagship events is essential to achieve this.

Hybrid was adopted by many associations on exiting the pandemic, and many jumped straight back to in-person without resolving the issues around delivering hybrid events.

In this session we examine what it really takes to run a successful hybrid conference - not an all-bells and all-whistles production, but an effective and profitable one. 

You’ll learn practical proven successful approaches to

• Stakeholder management
• Designing virtual lounges
• Live streaming and on-demand content
• Practical tips
• Supplier strategies
• Tech truths
• Budgets
• How to bake in sustainability and EDI
• What doesn't work

Dare to design and deliver a hybrid event that’s seamless, inclusive, and engaging for a wide variety of audiences! Walk away with actionable tools, insights, and the confidence to do so!

Session leader:

Sergio Gallego Schmid

Senior Events Manager, Business Continuity Institute (BCI)

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14:00 - 16:00

AI to Enhance Your Event Digital Marketing

Events marketing is changing fast – AI is reshaping how we market, engage audiences, and deliver impact. This interactive session will cut through the AI noise and show you strategies and how to use tools to support your event marketing, whether for large-scale conferences or smaller events.

Across two hours, we will address:

• Practical AI tools that save time on content creation, email marketing, and social media
• How to use AI for audience insights, personalisation, and boosting ticket sales
• Real-world examples of how event organisers are using AI successfully
• Ethical and creative considerations – making sure AI works with your human expertise, not against it

You’ll leave with fresh ideas, practical processes and the confidence to start using AI in ways that are achievable for small teams and scalable for larger organisations.

Session leader and trainer:

Edwina Mullins, CEO, SocialB

14:00 - 16:00

Session to be announced

Details to be confirmed

16:05 - 16:20

Closing Plenary