Stability of Leadership in a Shifting Landscape
In today’s changing environment, resilient leadership is the foundation of organisational survival and growth. During the session The Role of the Secretary General/Executive Director in Turbulent Times, Maria Teresa Scardigli highlighted the importance of aligning leadership priorities with the needs of members: “Leadership is not just about making decisions in the moment but creating the conditions for others to succeed in the long run.”
The session on strategic governance by Nele Devolder, Vice President at Kellen Europe, complemented this by advocating for a more member-centric approach. Leaders must anticipate change, act decisively, and embrace innovation to safeguard the relevance of their organisations. Strategic planning, it was argued, is no longer a luxury but a necessity in an era of tightening budgets and increasing demands by members for inclusivity and sustainability. “It’s not about having all the answers; it’s about creating a framework where innovation and agility can thrive,” Devolder noted.
The Art of Storytelling
Storytelling emerged as a powerful tool for promoting connection and advocacy within associations. In his workshop How Members Become Ambassadors for Your Association, Paul Walsh outlined the transformative potential of compelling narratives. “When you tell a story, you create a bond. That bond turns members into advocates, and advocates into lifelong ambassadors,” he explained.
Participants were guided through a four-step process for creating impactful narratives: defining their association’s story, weaving individual member experiences into this narrative, leveraging social media for broader engagement, and sustaining momentum through recognition and rewards. Walsh’s practical advice reminded leaders that storytelling is not just about communication but also about embedding an emotional connection at the heart of their associations.
Naomi Smith’s Presentation & Public Speaking Skills Course expanded on this theme, offering strategies for crafting impactful messages tailored to specific audiences. “78% of audiences believe that good presentations are essential to success,” she explained. Find the perfect mix of data and narrative. “Don’t focus on the data only; it’s not about the data, it’s about the value that it beings.”
Tech Tricks for Associations
A forward-thinking highlight of BIAF was the session on AI-Powered Associations: Unlock Your Organisation’s Potential. With AI reshaping industries, this session offered association leaders practical ways to leverage technology for growth. “AI is not here to replace people, but to enhance what we already do,” explained Antonin de Bellefroid. “From automating administrative tasks to personalising communication, AI allows us to focus on what truly matters: engaging our members.”
Speakers explored applications such as automated data analysis for advocacy, sentiment tracking for improved communication strategies, and the use of predictive analytics to anticipate member needs. Yet, the discussion also touched on ethical considerations, particularly around transparency and data security, showing the need for responsible implementation.
Membership & festivalization of events
Another popular session explored the critical aspects of membership growth and engagement. Titled Membership: Growth Strategies and Structures, it introduced participants to essential strategies for expanding and enhancing membership value, particularly for non-voting members. Harris Lygidakis, CEO of the World Organization of Family Doctors (WONCA), highlighted how associations can refine their value proposition, especially within complex international and regional structures like those of WONCA.
Key points included addressing legacy challenges, fostering engagement, and creating feedback loops to build stronger communities of practice. The interactive format of the session was particularly impactful, as Lygidakis facilitated a guided workshop where participants shared challenges from their own organizations and collaboratively brainstormed solutions.
Event organization was not forgotten about, and this time participants could learn all about the “festivalization” of events, which refers to the trend of transforming traditional conferences and meetings into more dynamic, festival-like experiences that foster greater engagement and community building.
A notable case study was the International Social Housing Festival (ISHF), organized by Housing Europe and presented at BIAF by Diana Yordanova, Director Communications, Housing Europe. This event brings together a diverse array of stakeholders—including social and affordable housing providers, policymakers, urbanists, and activists—to collaboratively address pressing housing challenges. “By incorporating a variety of activities such as workshops, exhibitions, film screenings, and cultural tours, the ISHF moves beyond conventional conference formats,” said Yordanova. “This approach not only facilitates knowledge exchange but also cultivates a sense of community among participants, thereby enhancing the overall impact of the event.”
The next BIAF will take place in December 2025. In the meantime, dates for the Geneva International Association Forum, have been unveiled: 23-24 June 2025.