As leaders of international and national associations, we’ve seen firsthand how effective advocacy can elevate an industry, protect member interests, and drive long-lasting change. Whether representing event professionals, medical specialists, or educators, associations must navigate diverse political landscapes, align diverse voices, and create campaigns that resonate both locally and globally.
In our roles—Sarah Markey-Hamm with IAPCO (International Association of Professional Congress Organisers) and Toni Brearley with AuSAE (Australasian Society of Association Executives)—we believe advocacy is not an optional extra. It’s a fundamental, strategic responsibility that sits at the heart of every successful professional association. In this piece, we share our insights and practical tips on how to launch an impactful advocacy campaign.
Advocacy helps associations by:
- Influencing policy and regulation
- Securing funding or support for industry programs
- Raising the profile of the profession
- Creating unity and alignment across members
As Toni often says: “Associations are the voice of their profession or sector. If we don’t speak up, who will?” This ethos is reflected in AuSAE’s commitment to equipping association executives with tools, frameworks, and peer networks that make advocacy a core competency—not just something activated during a crisis.
The thought of creating an advocacy initiative can be quite daunting. While developing IAPCO’s ‘Unlocking Excellence’ campaign, the Committee responsible for setting its objectives invested a great deal of time in defining what we hoped to achieve in the short, medium, and long term. Adding to the complexity was the fact that the group behind the effort consisted of volunteers with “real jobs.” To keep things moving forward, the IAPCO Headquarters team and our communications agency played a crucial supporting role throughout the process.
If your association or client is passionate about advocacy but doesn’t know where to start, we have compiled succinct outline with some tips to get your advocacy campaign moving!
Case Snapshots: IAPCO and AuSAE in Action
IAPCO has developed global advocacy campaigns that showcase the value of certified congress organisers. Our ‘Unlocking Excellence’ campaign combines accreditation messaging with economic statistics to influence stakeholders across borders.
AuSAE, under Toni’s leadership, plays a pivotal role in building advocacy capacity among association leaders. Through policy guidance, networking forums, and executive learning opportunities, we support members in crafting advocacy strategies that resonate and deliver impact.
Clarify Your Objectives
Ask “What change are we seeking?” Is it policy reform, funding, recognition, or regulation? It is important to be specific. The objectives also need to be measurable to ensure that when reporting on the results your board and members can see what has been achieved. An example of this would be to change visitor immigration processes for conference delegates to ensure that maximum attendance is achieved.
Gather Evidence
Policymakers respond to credible data. Use research, economic impact studies, and member insights to build a case. At IAPCO, we regularly use member-driven statistics—like delegate numbers or event output—to communicate industry impact globally.
Tip: Commission independent studies or partner with academic institutions for added credibility.
Build Internal Alignment
Before going public, align internally. Are your board and members on the same page? Advocacy works best when it reflects a shared voice. At AuSAE, we encourage this through regular policy roundtables and strategic working groups and to build a transparent advocacy framework to be shared with members and stakeholders
Tip: Run a member poll or town hall to surface key issues and build buy-in.
Map Stakeholders & Allies
Create a stakeholder map: Who has influence over your issue? Who are natural allies? At IAPCO, we have invested in our relationships with our Strategic Partners to strengthen our advocacy reach.
Tip: Think beyond your own sector, engage your customers in the program. Cross-industry coalitions can carry more weight.
Craft a Compelling Narrative
Good advocacy tells a story. Combine human impact with data. Why does this issue matter to society, the economy, or voters? Avoid jargon. Use relatable language and personalise the message for different audiences.
Tip: Develop a short advocacy toolkit with core messages tailored to government, media, and members.
Choose Your Channels
Advocacy is multi-channel. Direct lobbying, media relations, grassroots campaigns, and social media all play a role. IAPCO’s ‘Unlocking Excellence’ campaign, amplified globally via Global Meetings Industry Day, is a good example of scalable advocacy.
Tip: Design a campaign timeline that includes key milestones and leverages national and global awareness days.
Empower Your Members
Grassroots support is essential and powerful. Your members need to be given the tools to write letters, meet local officials, and share stories. Create templates, explainer videos, and advocacy kits to lower the barrier to entry.
Tip: Nominate Advocacy Champions within regions to lead local efforts. If your campaign is global, consider asking members to translate the key messaging for greater traction.
Measure and Adjust
Track success: policy changes, media coverage, stakeholder engagement, member participation. Report back to your members and adjust your strategy as needed.
Tip: Use surveys and stakeholder interviews to assess what worked and what didn’t.
Final Thoughts: Leadership, Unity, and Action
Advocacy isn’t just a communications exercise—it’s a leadership function. Associations that embed advocacy into their strategic plan build stronger engagement, shape their external environment, and strengthen their long-term relevance.
As Sarah often says, “Advocacy is about bringing people with you. Not just to amplify the message, but to co-own the outcome.”
In short: Start with purpose. Speak with one voice. Act with strategy.
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Sarah Markey-Hamm is CEO of ICMS Pty Ltd and past President of IAPCO. Toni Brearley is the Chief Executive Officer of the Australasian Society of Association Executives (AuSAE).
IAPCO is a not-for-profit membership association, registered in Switzerland. IAPCO members are Professional Congress Organisers (companies, not individuals) who have qualified for membership under the detailed application process by demonstrating that they consistently deliver PCO services to their clients and partners at high-quality standards.