As membership organisations look to diversify income beyond subscriptions, sponsorship, partnerships and other commercial opportunities are becoming increasingly important. But there's a balance to strike. Too much commercial activity, or activity that feels disconnected from members' interests, can detract from the member experience.

This session makes the case that it doesn't have to. The most effective approaches start with member needs — identifying where the right partners can add genuine value, bring useful expertise, or provide something the organisation couldn't otherwise offer. Seen this way, commercial income isn't separate from member value: it's one of the ways an organisation delivers it.

Drawing on Odyssey's work as commercial partner to leading professional bodies, this is a thought-leadership session with a clear point of view — what the best-commercialising organisations understand that others don't, and how to apply it. It closes with an open discussion, a chance to test the thinking against your own experience and hear how peers are approaching the same challenge.

By the end of the session, attendees will have:

• A clear way of thinking about commercial income as member value rather than advertising inventory

• An understanding of what the best-commercialising membership bodies do differently, and why it works

• Practical principles for building commercial partnerships that strengthen member trust rather than eroding it

• The chance to test the thinking against peers facing the same challenge

Key Information

► Tuesday 20th October 2026
► The Blake Room, The Ivy Soho Brasserie, 26-28 Broadwick Street, W1F 8JB
► Timings: 

• 12:30 - Registration & Lunch
• 13:30 - 15:00 - Seminar

►Ticket Prices: 

Is This Event for You?

To ensure high-level peer-to-peer networking and targeted strategic discussions, this forum is strictly curated for senior executives within the membership sector. You should attend if you are:

Senior leaders at membership bodies, professional associations and trade associations with responsibility for income, growth or commercial strategy - 

• Including CEOs
• Commercial Directors
• Heads of Commercial and Partnerships
• Membership Directors 
• Marketing Directors

Secure Your Place

Spaces are strictly limited to maintain an intimate environment for high-level discussion and peer networking.