From Members to Movement: Building Authority and Influence in Modern Associations, Charities and Unions
From Members to Movement: Building Authority and Influence in Modern Associations, Charities and Unions
🗓 Date: Wednesday, April 23, 2025
📍 Location: Unit 4, 70 South Lambeth Road, Vauxhall, London SW8 1RL
Influence and authority are no longer defined solely by titles or public statements. Today, they’re built through consistent action, credible voices, and strong relationships—especially the ones you already have with your members.
This in-person workshop will equip leaders in associations, charities, and unions with practical strategies for growing their visibility, strengthening their voice in the sector, and positioning their organisations as trusted authorities.
You’ll hear from two leading voices in membership and community:
🎙 Gordon Glenister, Influencer Marketing Expert and Founder of Membership World
🎙 Francisco Opazo, VP of Growth & Community at Membership World and Founder of Led by Community
Together, they’ll guide you through a day of learning and collaboration focused on building influence from the inside out.
🔍 What you’ll learn:
🟠 The Influence Framework
Define what makes an association influential today. Learn how to assess your current authority and understand where to focus your efforts.
🟠 From Members to Movement
Discover how to identify champions within your membership, activate peer-led advocacy, and create programs that position your members as credible amplifiers of your message.
🟠 Communication that Builds Credibility
Learn how to craft messages that resonate across audiences—media, policymakers, partners—and build trust through storytelling and clarity over time.
🟠 Digital Tools and Community Tactics
Explore the platforms, tools, and digital strategies that help you reach the right people and track your organisation’s growing influence.
🟠 Crisis and Credibility
Understand how to protect your organisation’s reputation and respond to challenges in a way that strengthens long-term trust and authority.
🗓 Agenda:
9:00 AM – 9:30 AM: Welcome and Introduction
• Course objectives and overview
• Icebreaker: Share your association’s biggest influence challenge
9:30 AM – 10:30 AM: Understanding Industry Influence
• What makes an association influential?
• Case studies of associations leading change, including the top 100 most influential index
• How to measure your current influence and authority
10:30 AM – 10:45 AM: Morning Coffee/Tea Break
10:45 AM – 12:15 PM: Building a Strategic Influence Plan
• Defining your association’s unique value proposition
• Identifying key stakeholders and influencers in your industry
• Mapping your influence ecosystem
12:15 PM – 1:00 PM: Lunch Break
1:00 PM – 2:15 PM: From Members to Movement: Turning Association Members into Influence Amplifiers
Explore how to activate your members as your greatest source of influence. This session will demonstrate how associations can identify, engage, and elevate champions within their community to drive credibility, authority, and organic reach.
Key Learnings of this segment by Francisco Opazo:
• Member segmentation: identifying your natural advocates and high-trust voices
• Creating pathways for champions: ambassador and superuser programs
• Co-creation as influence: inviting members to contribute to campaigns and content
• Social proof: leveraging member testimonials and success stories
• Metrics: tracking member-driven influence through engagement and reach
2:15 PM – 3:30 PM: Digital Tools and Tactics for Expanding Influence
• Using social media platforms to amplify your message
• Collaborating with influencers and key opinion leaders
• Monitoring and analyzing your digital impact
3:30 PM – 3:45 PM: Afternoon Coffee/Tea Break
3:45 PM – 4:45 PM: Effective Communication and Messaging Strategies
• Crafting messages that resonate with diverse audiences
• Leveraging storytelling to enhance credibility
• Best practices for engaging media and thought leaders
4:45 PM – 5:00 PM: Closing and Key Takeaways
• Review of the day’s key insights
• Actionable steps for implementation
• Participant Q&A and feedback
This workshop is designed to be interactive and actionable. There will be plenty of time for group discussion, examples, and reflection. You’ll leave with insights you can immediately apply to your current work and long-term strategy.