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Member Magnetism: Attraction and Retention

Amid an ever-changing landscape, associations find themselves charting new territory in membership, where sustainability hinges on creativity and innovation. With the traditional, ‘one-size-fits-all’ membership model losing ground, associations must engage with those interested in their services and content through various avenues.


Join us as we delve into real-life examples of associations that have successfully adapted, redefining their offerings to members and a broader audience. We will explore how they have embraced change to remain relevant and thrive.


27 February 2024


10:40 am - 11:25 am


  • Callum Clench
    Callum Clench
    Executive Director

    Callum has been IWRA’s Executive Director since early 2016. He is a policy expert in sustainable development & business practices, with a particular focus on water. Prior to IWRA, he worked for Climate-KIC which is one of the “Knowledge and Innovation Communities” set up in 2010 by the EU’s European Institute of Innovation and Technology. From 2010 to 2012 he was a policy advisor at the World Water Council, managing projects on water and green growth, ecosystem services, the water-food-energy nexus, and water for development in Africa. After the WWC he co-authored a water and green growth report for the OECD in 2012. Callum also worked at the UK’s Sustainable Development Commission, reporting directly to the Office of the Prime Minister.

  • Hoda Barakat
    Hoda Barakat
    International Association for the Protection of Intellectual Property National Group (AIPPI-UAE)

    Hoda graduated from the UK with a Bachelor’s and Master’s degree in law and then worked in the UK before coming to Dubai in 1995. In Dubai she established and led the intellectual property department of a leading regional law firm for 15 years. In late 2011, Hoda established her own boutique law firm Hoda Barakat Legal Consultancy focusing on providing clients with strategic legal advice especially in IP and commercial matters. She has worked closely with both private and public sectors and often acts as the bridge between the two. Today, Hoda is still seen as a leader in the field of IP and is the current President of the International Association for the Protection of Intellectual Property National Group (AIPPI-UAE). In recognition of her work over the years, Hoda has been awarded several awards and accolades.

  • Jeanette Gass
    Jeanette Gass
    Senior Program Manager, Global Engagement

    Jeanette Gass is Senior Program Manager, Global Engagement at ICMA where she implements ICMA’s Global Engagement Strategy with a focus on relationship management. She holds a Master of Arts in Global Communication from George Washington University and a Master of Science in Nonprofit & Association Management from University of Maryland Global Campus. She received her Bachelor of Arts in International Studies from The University of Iowa with a focus in international communications. Outside of work, she is Vice President for the Association of Certified Nonprofit Professionals, a Foundation Board member for Phi Sigma Pi National Honor Fraternity, and an active member ASAE having served in many different volunteer roles. She is a recipient of Association Forum’s Forty Under 40 award, a participant in ASAE’s NextGen Summit, and a member of the 2023 class of Women Who Advance Associations.

  • Martin Sirk
    Martin Sirk
    Sirk Serendipity

    Martin Sirk founded the strategic consultancy Sirk Serendipity in 2019. His areas of expertise and interest include meeting design, association strategy and development, social and economic impact of meetings, destination marketing, networking theory, and the future evolution of the meetings industry. He is a frequent media commentator, event designer and moderator on these topics. Major clients include Global Association Hubs Partnership, (advising Brussels, Dubai, Singapore and Washington DC how to assist international associations in achieving their strategic goals), tech start-ups and international associations and meetings industry companies including IMEX, Destinations International, International Association for the Study of Pain, International Union for the Conservation of Nature, SITE, UFI, and AI-driven interpretation company Wordly. From 2002 to 2018, Martin was CEO of ICCA, the International Congress and Convention Association. Prior to that he held senior positions with Hilton International and the British Tourist Authority, working and organising meetings in all regions of the world.

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