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Session 2: Membership or Community or Customer?

Possibly the biggest question facing associations today: what kind of future relationship should we aim for with our stakeholders, and what business model(s) will make this viable? Old-school structures, reliant on members loyally turning up to annual meetings and paying their annual dues, have been broken apart by our online experience during the pandemic, as competition for attention has risen ten-fold, potential audiences for our content have ballooned massively, and world-class knowledge has become omni-channel and available from an incredible range of sources 24/7/365, whilst ad-hoc online communities have suddenly evolved from nowhere, potentially ready to become future (competitive!) associations. ASAE and association leaders will share their strategic approaches to this challenge, outlining how and why they have changed from previous models, and the key questions every association needs to ask before setting a new course.

Moderator: Genevieve Leclerc, Co-Founder & CEO, #Meet4Impact


21 February 2022


11:30 am - 12:30 pm




  • Amy Hissrich
    Amy Hissrich
    Vice President of Global and Web Strategy

    Amy Hissrich, MA, CAE joined ASAE in November of 2007 and currently serves as the Vice President of Global and Web Strategy. Beginning her career in digital, Amy has over 20 years’ experience managing projects for associations, non-profits, government agencies and Fortune 500 clients. Amy graduated Phi Beta Kapa from Dickinson College with a BA in Cultural Anthropology and holds a Masters in International Relations from the Johns Hopkins School of Advanced International Studies. She earned her Certified Association Executive (CAE) credential in 2015.

  • Ella Robertson McKay
    Ella Robertson McKay
    Managing Director, One Young World

    Ella Robertson McKay is the Managing Director of One Young World, the global forum for young leaders. Ella oversees the annual One Young World Summit which has taken place in ten different cities across the world, from Bangkok to Bogota. Since its inception in 2010, One Young World has impacted the lives of 30 million+ people. Ella is the co-author of How To Make A Difference – the authoritative handbook to activism; she has also written for Prospect, City AM, Glamour Magazine and The Telegraph. Ella read English Literature at Balliol College Oxford and began a law training contract with a Magic Circle firm before changing track and pursuing a career in the third sector. She is a school Governor at two schools, a primary and a secondary, and is training to be a Childline Counsellor. Ella stood for election in the Scottish Parliamentary Elections in 2021; she was on the Scottish International Debating team and was recently featured in British Vogue for her activism in getting more women into politics and was on the Management Today/Daily Telegraph list of 35 Women Under 35 in 2019

  • Geneviève Leclerc
    Geneviève Leclerc
    Co-founder and CEO #Meet4Impact

    Geneviève has over 25 years of global experience in congress management and consultancy for associations. She works as a content curator, facilitator, speaker and trainer with the association meetings industry and is specialized in sustainability and social impact practices. She is also the Managing Director of the International Society of Limnology.

    Geneviève is passionate about applying design thinking practices to accompany organizations through innovation. She has founded her current organization, #Meet4Impact, in 2019 and her work focuses on achieving greater social impact for large events. She has developed an “impact masterclass” for the industry and has co-created a framework that empowers organizations and offers a systematic process for creating and measuring the positive impacts of conferences. When not at work, Geneviève is enjoying the great outdoors or sailing the seas.

  • Marjorie Anderson
    Marjorie Anderson
    Founder, Community By Association

    Marjorie Anderson is an experienced community management professional with expertise in building a large global community for associations, and plays a leading role in developing Digital Communities at Project Management Institute. She is the Founder of Community by Association, L.L.C., an organization that dually supports community management practitioners in associations and nonprofits and that provides information and resources to these organizations enabling them to build a solid foundation for their community programs. She is skilled at developing cohesive community strategies that connect to organizational goals and consider the full user experience across an organization’s digital ecosystem. Marjorie has successfully led efforts to obtain buy-in across the business to highlight the value of the online community program, enabling the creation of holistic programs that connect community members to each other and the products/services within the organization. She also has experience transforming and revitalizing existing community programs to meet the needs of members and the business.

  • Nikki Walker
    Nikki Walker
    Global Vice President Engagement – Associations & Communities, MCI

    A globally connected association professional, business leader and management consultant, Nikki Walker has more than thirty years’ experience growing, consulting and developing associations around the world.

    As MCI’s Global Vice President Engagement – Associations & Communities, Nikki is responsible for ensuring MCI’s rich experience, expertise and innovations are uniquely aligned to solve each client’s needs and optimize growth and engagement with their wider community and eco-system.

    She oversees MCI’s regional hubs in Brussels, Dubai, Singapore, Washington, DC and Sao Paulo serving Europe, Middle East, Asia and North and Latin America, respectively, as well as many national offices and markets. Her global team of professionals help associations #createexperiences, through live, virtual and hybrid events; #designcommunications with strategic and digital transformation and #buildcommunities through consulting, management and engagement solutions.

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