Program
Get inspired, expand you network, have your questions answered by the experts with quality technical sessions over the course of two days!
Tue 29 April 2025
Optional
10.30AM
Association Governance Masterclass aT MELBOURNE CONVENTION AND EXHIBITION CENTRE (MCEC)
Click here to view the program & register.
John Peacock AM, Chief Executive Officer, Associations Forum
2.30PM
Registration Opens at MCEC
Location: Level 2, Foyer 2.1
3.30PM
Associations 101 at MCEC
Location: Level 2, Meeting Room 203
A session designed for those who are taking initial steps in the world of associations. An essential guide to the workings of an association, models and common challenges.
Kathy Nguyen, Senior Lawyer, Governology
4.30PM
First-timers and Solo Attendees Meet & Greet at MCEC
Location: Level 2, Foyer 2.1
Open to all delegates to attend, the First Timers and Solo Attendees Meet and Greet is a great networking opportunity.
Andrew Gosbell, Associations Advisor, Associations Forum
5.30PM
Welcome Reception at MCEC
Location: Level 2, Foyer 2.1
Start the week the Melbourne way and enjoy seasonal bites, a curated gin bar and local Victorian wine. Delegates can hear what’s ahead for Nyaal Banyul Geelong Convention and Event Centre — Victoria’s newest destination for conferences and events. Opening July 2026, it’s designed for connection, new perspectives and meaningful gathering, grounded in Country and shaped by community. While you’re here, take a site tour. Explore MCEC’s versatile spaces and see how they can help bring your next event to life.
Introduction: Ninon Ocker, Senior Membership Officer, Associations Forum
Welcome: John Peacock AM, Chief Executive Officer, Associations Forum
Sponsored by
7.00PM
OPTIONAL DINNER
Location: The General Assembly
29 S Wharf Promenade, South Wharf VIC 3006
Wed 30 April 2025
7.00AM
Conference Registration Opens at CENTREPIECE
Located within Melbourne Park
8.00AM
Arrival Tea & Coffee
9.00AM
Welcome from Conference Chair
Location: Grand Hall 3
John Peacock AM, Chief Executive Officer, Associations Forum
9.05AM
Welcome from Major Sponsors
9.20AM
Opening Plenary & Keynote
Location: Grand Hall 3
Associations Forum National Conference will open with significant association leaders sharing stories and experiences from their respective membership organisations.
- Role of important peak bodies in managing member expectations
- How to empower members
- Personal learnings as a leader and maintaining strong Board relations
Chair:
John Peacock AM, Chief Executive Officer, Associations Forum
Speakers:
David Jochinke, President, National Farmers’ Federation
Natalia Centellas, Secretary General and Group Chief Executive Officer, Australian Medical Association
Paul Guerra, Chief Executive Officer, Victorian Chamber of Commerce and Industry
10.30AM
Morning Tea & Exhibition
Session 2A
11.15AM
Future Directions for Association Events
Location: Grand Hall 3
Association meeting practitioners share their experiences on how to make your events grow in size and profit. They will explore areas such as:
- Developing a profit-driven event strategy
- Maximising sponsorship opportunities and value
- Trends in exhibitions, conferences and summits
- The future of hybrid, virtual, and in-person events
- The impact of increasing event costs
- Balancing merit with diversity of speakers
- Building engaging programs
- Technology trends in events
- Should and could an association run a World Congress?
Sponsored by:
Francis Child, Executive Chair, The Association Specialists
Chair:
Tony Gleeson, Associations Advisor, Associations Forum
Speakers:
Catherine Sayer, Chief Executive Officer, Family Business Association
Bill Wallace, Chief Executive Officer, Australian Evaluation Society
Gretchen Irvine, National Partnerships and Events Manager, Palliative Care Australia
Session 2B
11.15AM
Association Member Engagement and Retention
Location: Auditorium
Members are the lifeblood of associations. This session will delve into strategies that association leaders have implemented to grow membership, offering practical tips and best practices to drive success.
Sponsored by:
Jordan Baker, Account Executive, Higher Logic
Chair:
Lewis Kaplan, Associations Advisor, Associations Forum
Speakers:
Mick Crouch, Chief Executive Officer, Australian Meat Industry Training & Advisory Council
Alexis Apostolellis, Chief Executive Officer, ASHM Health
Helen White, Chief Executive Officer, Australian College of Midwives
Session 2C
11.15AM
Directions for the Australian Economy
Location: Tennis HQ 3&4
Australia's economy is under increased scrutiny in a federal election year. Associations need to be up-to-date on economic and political matters so they can be a voice for their members to governments, parliamentarians, and bureaucrats. The session will bring together economic experts and small business advocates to discuss:
- Australian economic outlook and international comparisons
- The burden of Industrial Relations changes on small and all businesses
- Necessity for tax reform
- How to boost productivity at a micro and macro level
- Customer trends in banking
Chair:
John Peacock AM, Chief Executive Officer, Associations Forum
Speakers:
Luke Achterstraat, Chief Executive Officer, Council of Small Business Organisations Australia
Paul Bloxham, Chief Economist - Australia, New Zealand and Global Commodities, HSBC
Vanessa Beggs, Deputy Chief Executive Officer, Australian Banking Association
Learning Lab
11.15AM
Intuto: Transform Your Education Program
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
Learning Lab
12.00PM
Beaumont People: World of Work Insights
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
12.45PM
Lunch & Exhibition
Session 3A
1.45PM
Utilising Artificial Intelligence (AI) in Associations
Location: Grand Hall 3
Artificial Intelligence is reshaping how associations operate. AI offers exciting opportunities to enhance member engagement, streamline operations, and drive decision-making. However, integrating AI comes with its challenges. In this session, panellists will explore:
- The transformative potential of AI in associations from improving member services to operational efficiency
- Innovative AI applications that support strategic decision-making
- The significant cost implications, with real-world examples
- Strategies for balancing AI investments with cybersecurity needs
Sponsored by:
Alex Skinner, CEO, ReadyMembership
Chair:
Tony Gleeson, Associations Advisor, Associations Forum
Speakers:
Tim McKibbin, Chief Executive Officer, Real Estate Institute of NSW
Greg Sawyer, Chief Executive Officer, Council of Australasian University Directors of Information Technology
Matt Hall, Chief Executive Officer, Healthcare Financial Management Association
Session 3B
1.45PM
Making Advocacy a Vital Member Service
Location: Auditorium
Advocacy can build support, galvanize and influence change in an association’s sphere of influence. The advocacy-experienced panellists will share insights drawing from real-life experiences and examples. This session will explore:
- Successful strategies and approaches to ensure a strong voice
- The importance of understanding government language
- What catches the eye of the politician and government authorities
- Joint advocacy campaigns that worked or failed
- Predictable opportunities that exist in political cycles
- How members can help with advocacy campaigns – multi-channels used for advocacy campaigns
Sponsored by:
Phoebe Netto, Managing Director, Pure Public Relations
Chair:
Claire Hewat, Associations Advisor, Associations Forum
Speakers:
Greg Harford, Chief Executive, Canberra Business Chamber
David Inall, Chief Executive Officer, Master Grocers Australia
Toli Papadopoulos, Senior Public Affairs Advisor, Victorian Healthcare Association
Session 3C
1.45PM
Legal and Governance Issues for Associations
Location: Tennis HQ 3&4
Join this session for an overview of perennial governance issues plus a summary of recent cases involving associations. Attendees will learn strategies to assist in safeguarding their association.
Speakers:
Kathy Nguyen, Senior Lawyer, Governology
Andrew Gosbell, Associations Advisor, Associations Forum
Learning Lab
2.00PM
Wisenet: Why associations need a student management system?
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
Learning Lab
2.45PM
Australian Visa and Immigration Experts: Understanding Australian Visas and Work Rights
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
3.15PM
Afternoon Tea & Exhibition
Session 4A
4.00PM
Income Generation through Commercialisation Strategies
Location: Grand Hall 3
Associations may have significant commercial opportunities on which they do not capitalise. The panellists will explore diversifying income streams and give actionable insights to help maximise financial sustainability. Key points include:
- Learn innovative strategies to boost profitability within your association.
- Identifying whether your association has significant commercial opportunities
- Where associations have brought in potentially large income streams over the years
- Examples of commercialisation success by membership organisations
Sponsored by:
Sendur Kathir, Managing Director, CPD Valet
Chair:
Michael Bell, Senior Associations Advisor, Associations Forum
Speakers:
Melissa Holdsworth, Chief Operating Officer, Australasian Institute of Mining and Metallurgy
Lindsay McGrath, Chief Executive Officer, Swimming Pool and Spa Association of Australia
Tony Morganti, Chief Financial & Compliance Officer, GS1 Australia Limited
Session 4B
4.00PM
Merging, Amalgamating or Restructuring Your NFP
Location: Auditorium
Associations may merge for improved advocacy and greater efficiencies in delivering on their mission. This session will provide insights into reasons, challenges and key takeaways including:
- Understanding the steps and work involved
- Managing staff issues in a potential merger
- Governance - leadership and engagement
- Crucial communications and consultation
- Preserving culture and community
- Post-merger impacts on the association and members
Chair:
Lewis Kaplan, Associations Advisor, Associations Forum
Speakers:
Alex Green, Chief Executive Officer, The Arthritis Movement
Lara Giddings AM, Chief Executive Officer, Australian Medical Association Tasmania
Jessica Pennay, National President, Australian Dental and Oral Health Therapists’ Association
Session 4C
4.00PM
Small Associations: Kicking Important Goals for Members
Location: Tennis HQ 3&4
Although resources may be scarce, smaller associations can have major impact. The learned panellists will share insights on:
- Benefits and challenges of running a small association
- How to set strategic goals and deliver results for members
- Advocating in a niche, specialised sector
- Creating new and reliable revenue streams
Chair:
Claire Hewat, Associations Advisor, Associations Forum
Speakers:
Leanne Boase, Chief Executive Officer, Australian College of Nurse Practitioners
Rob Walker, Chief Executive Officer, Regional Aviation Association of Australia
Ben Kelly, Chief Executive Officer, Australasian Cemeteries and Crematoria Association
Learning Lab
4.15PM
Good Talent Media: Mastering Media Coverage
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
5.30PM
Close of Day
6.00PM
Associations Forum National Conference Dinner
Experience the MCG like never before
As the perfect finale to Day 1 of our conference on 30 April, we invite you to a spectacular dining experience in the newly refurbished Olympic Stand. Experience the MCG like never before, with exclusive access to brand-new entertainment spaces. The night kicks off in style with signature cocktails and gourmet canapés, followed by a vibrant, purpose-built food market. Dinner takes place in the Olympic Room paired with an exciting live show. As the evening unfolds, we’ll move to the reimagined Betty Cuthbert Bar, where live music and dancing will keep the celebration going into the night. This promises to be a night to connect, celebrate, and create lasting memories - you won't want to miss it.
Melbourne Cricket Ground: Brunton Ave, Richmond VIC 3002 (Enter from Gate 3)
Sponsored by
Thu 1 May 2025
8.00AM
CONFERENCE REGISTRATION OPENS AT CENTREPIECE - Arrival Tea & Coffee
Located within Melbourne Park
8.15AM
Day Two Plenary - What Associations Need to Know About the Latest ATO Updates
Location: Grand Hall 3
Is your association clear about its taxation status? As 2024 saw greater regulatory compliance regarding taxation status for associations, it is timely that Australian Tax Office (ATO) will explain the new changes and rules around income tax exemptions for membership associations.
Chair:
John Peacock AM, Chief Executive Officer, Associations Forum
Speaker:
Frances Gobel, Not-for-profit New Measures Director, Australian Tax Office
Session 5A
9.00AM
Association People Leadership and Culture
Location: Grand Hall 3
Association leaders face challenges when transitioning from a reactionary, detail-oriented leadership style to a proactive, big-picture approach. Learn from case studies and personal stories from successful leaders who have made this transition effectively, including:
- Management versus Leadership
- Leadership in business and digital transformation
- Organisational culture and change management
Chair:
David Hallett, Chief Executive Officer, Institute of Public Works Engineering Australasia Victoria
Speakers:
Lea Rawlings, Chief of Staff, Occupational Therapy Australia
Jo Gullick, Group Executive, Finance and Risk, Engineers Australia
Jane Siebum, Chief Executive Officer, Freshcare
Session 5B
9.00AM
Being an Effective Association or Charity Chair
Location: Auditorium
Understanding the role and responsibilities of a Chair is important in ensuring the effective operation of the Board and governance within an association. Drawing from key leadership experiences, the panel will discuss:
- Role and responsibility of the Chair
- How to structure discussions or tips for chairing meetings
- Effective decision making
- What to do in a challenging situation
- Managing Board dynamics
Chair:
John Peacock AM, Chief Executive Officer, Associations Forum
Speakers:
Garry Lavis, President, Massage & Myotherapy Australia
Jessica Pennay, National President, Australian Dental and Oral Health Therapists’ Association
Ian Young AM, President, Australasian Military Medicine Association
Martha Itzcovitz, President, Australian School Library Association
Session 5C
9.00AM
150+ Years of Association Wisdom in 90 minutes
Location: Tennis HQ 3&4
Join Associations Forum advisors, each with decades of experience, as they address common association challenges and share practical solutions:
- Leading decisively while maintaining a positive Board relationship
- Effectively serving all members while managing a vocal minority
- Keeping your Board informed and achieving results (no surprises!)
- Collaborating for impact: advocacy campaign strategies
- Managing staff: employing (and keeping) the right people on the bus
- Essential and desirable personal attributes and tips for success
Speakers:
Michael Bell, Andrew Gosbell, Claire Hewat, Tony Gleeson and Lewis Kaplan, Associations Advisors, Associations Forum
Learning Lab
9.00AM
Good Talent Media: Winning Media Strategies for an Election Year
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
Learning Lab
9.45AM
Benjamin & Benjamin Insurance Group: Tailoring insurance solutions specifically for Associations
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
10.30AM
Morning Tea & Exhibition
Session 6A
11.15AM
Practical Tips for Successful Association Events
Location: Grand Hall 3
Association events and meetings achieve results through a combination of strategic vision and down to earth implementation. This session will focus on the daily tasks necessary for success, including:
- What matters: content, destination or networking?
- Getting sufficient attendees in times of reduced attendance
- Increasing attendee satisfaction
- Using AI to boost events
- Event risk management
- Delivering upon an event’s 'KPI 1'
Sponsored by:
Sophie Tabet, Regional Manager, Sales Management, Cvent
Chair:Tony Gleeson, Associations Advisor, Associations Forum
Speakers:
Kathy Parton, Chief Executive Officer, Aquatics and Recreation Victoria
Lisa Muston, Events Manager, Australasian Sonographers Association
Anna Smaragdi, Events Program Manager, Australian Association of Social Workers
Session 6B
11.15AM
Dynamic Stories of Associations Turnaround
Location: Auditorium
As they are run by humans, associations will go through cycles of achievement. This experienced panel of leaders will explore how associations have overcome significant challenges and transformed themselves by:
- Governance turnaround: getting structure and rules in order
- Embracing change and innovation in operations
- Inspiring stories of resilience to fix finances
Chair:
Michael Bell, Senior Associations Advisor, Associations Forum
Speakers:
Shakila Maclean, President, Australian Institute of Conveyancers (VIC Division)
Guy Micklethwait, Executive Director, Australian Science Teachers Association
Jonathon Miller, Chief Executive Officer, Environment Institute of Australia and New Zealand
Session 6C
11.15AM
Communication Rapid: Association Communication – Getting It Right
Location: Tennis HQ 3&4
Whilst it is inherent that an association must communicate, some organisations do it more successfully than others. This session is the rapid fire series of presentations where panellists will share:
- How to identify communication problems and tailor messages to audiences
- Creating strategic, achievable communications plans to ensure messages resonate
- Driving member engagement and satisfaction.
- How to leverage media to amplify your message
- Reputation management and preparing for inevitable incidents and media crises.
Chair:
Andrew Gosbell, Associations Advisor, Associations Forum
Speakers:
Shane Allison, Chair, Communication and Public Relations Australia | Founder & CEO, Phronesis
Helen Dehen, Director, Hydora Lane Communications
Rachel Sharp, Relationships and Content Manager, PeaceWise
Learning Lab
11.30AM
ReadyMembership: Unlock the power of AI for membership
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
Learning Lab
12.15PM
Vetassess: Assessing potential members with rigour and consistency
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
12.45PM
Lunch & Exhibition
Session 7A
1.45PM
Best and Brilliant Services to Boost Membership
Location: Grand Hall 3
Members will ask “what's in it for me?” The answer is a variety of high quality and relevant member services. This session involves experienced panel who will discuss:
- Eternal services, such as events, communications and advocacy
- The value of branded aspirational credentials
- Finding new member opportunities through analysis of members needs
Sponsored by:
Bruno Mazza, Business Development Manager, Dell
Chair:
Lewis Kaplan, Associations Advisor, Associations Forum
Speakers:
Amanda McKernan, Chief Executive Officer, Australasian Life Underwriting and Claims Association
Antony Nicholas, Chief Executive, Osteopathy Australia
Annie Gibbins, Chief Executive Officer, Australian Traditional Medicine Society
Session 7B
1.45PM
Association Education and Training: A Service and Responsibility
Location: Auditorium
Associations should provide practitioner education and training to advance the skills of members. These popular and vital services also maintain and elevate the profession's standards. Our expert speakers will share insights on:
- Innovation and member engagement in designing education and training programs
- Workforce development – what are evolving skill needs?
- Micro-credentials and skills enhancement
- RTOs versus partnering for training
- Collaboration accreditation and quality standards
- Supporting viability of an association through education and training
Sponsored by:
Tony Maguire, Regional Director, ANZ, D2L
Chair:
Claire Hewat, Associations Advisor, Associations Forum
Speakers:
Roni Beauchamp, Chief Executive Officer, Australasian Society of Lifestyle Medicine
Wendy Rowland, Chief Executive Officer, Australian Hand Therapy Association
Sophie O’Keefe, General Manager - Operations, English Australia
Session 7C
1.45PM
Workshops
Location: Tennis HQ 3&4
Facilitator:
Andrew Gosbell, Associations Advisor, Associations Forum
Learning Lab
2.00PM
Governology: Should we become a charity?
Location: Foyer Outside Grand Hall
Session is run concurrently to the conference program.
3.15PM
Afternoon Tea & Exhibition
3.45PM
Closing Plenary
Location: Grand Hall 3
Former world number 4 tennis player, commentator and best selling author, Jelena Dokic is one of Australia’s premier motivational speakers. Her inspirational story of survival through life's ups and downs is truly remarkable, both on and off the court.
Jelena’s keynote and guest speeches always leave a lasting impression. She has a way of captivating audiences with engaging, authentic and inspirational stories that provide a unique insight into managing the highs and lows of both your personal and business life.
Her talk at this year’s Association Forum National Conference is sure to be a highlight that ties into the theme of the event - finding inspiration and learning from our experiences.
Sponsored by:
Chair:
Andrew Gosbell, Associations Advisor, Associations Forum
Speaker:
Jelena Dokic, Former world number 4, popular tennis commentator and best-selling author of her autobiography 'Unbreakable' & 'Fearless'