The Malaysian Society of Association Executives (MSAE) elected new
council members during its recent 4th annual general meeting.
The re-elected council president, Sunny Chee, emphasised his
appreciation to the past and current council members and MSAE members
who sustained the group's activities during the country's lockdown.
Council members continued e-marketing activities, virtual education
and advocacy initiatives in an effort to drive engagement, even while
the pandemic caused a major hinderance to membership recruitment.
"Associations are identifying the need to be part of a collective
associations community voice, that is driving education and professional
development to grow their sustainability and success. Our primary
objective this year is to focus on member recruitment and to deliver
membership benefits," said Chee.
He added: “Thanks to the commitment of council members and the
support from the Malaysian Convention and Exhibition Bureau (MyCEB) we
have access to education initiatives and programmes that provide a
recruitment platform for new membership growth, additionally deliver the
membership benefits that will grow a future pool of professionals to
lead, manage and advance their career in a professional national
Dato’ Sri Abdul Khani Daud, CEO of MyCEB, said: “We are very aware of
how associations continue to be challenged in a rapidly changing
environment and MyCEB is looking forward to working with the new Council
to look for new and better ways to capture the diverse needs of the
The MSAE is currently focusing on four major pillars: to grow its
profile, strengthen its membership base, deliver education, and to build
awareness of the importance of national associations and their role in
driving collaboration with the business events industry.