Earlier this month, I attended ASAE’s Annual Meeting & Exposition. This has quickly become one of my favorite conferences, primarily because of the incredible opportunities to create new connections and reconnect face-to-face with those I’ve worked with in the past to help drive association member engagement and certification growth.
This year, the conference was centered around the theme “In Unity, We Thrive!” This powerful theme underscores the importance of collaboration and connection within the professional association industry. As I reflect on my conference experience, three things stick out to me that showcase this spirit of unity and growth.
- New Connections: Building the Foundation
In today’s interconnected world, forging new relationships is crucial for both personal and organizational growth. The conference provided numerous opportunities to expand my network with incredible association professionals and groups including the Professionals for Association Revenue (PAR) community.
At the PAR reception, I got the chance to speak with industry leaders and innovators, discussing emerging trends and potential collaborations. These connections opened doors to exciting possibilities:
- Discovering new avenues for non-dues revenue generation
- Identifying potential partnerships for expanding service offerings (If partnerships are on your radar, you really should watch the recording of our recent webinar on multi-channel partnerships.)
The wide range of connections made – from education technology firms to association management experts – reinforced the underlying thread of unity in driving innovation and growth. (You’ll see this thread a lot in my recap!) In my 17+ years working with associations through Holmes Corporation, I’ve seen this “growth through relationships” first-hand. When we create mutually beneficial and trusted partnerships, we can solve challenges and reach far greater goals than we could alone.
Key Lesson: Actively seek out and nurture new connections. These relationships can lead to innovative solutions and mutual growth opportunities.
- Reconnecting: Strengthening Bonds
While new connections are vital, the conference also highlighted the importance of nurturing existing relationships. Reconnecting with past and current partners allowed me to deepen my understanding of their evolving needs and reinforce our organization’s commitment to shared success. Plus, as an added bonus, I got to catch up with old friends in new phases of their own careers.
Beyond catching up, these reconnections provided valuable opportunities to:
- Share insights and learn from each other’s experiences
- Discuss potential expansions of existing partnerships
- Introduce partners to new contacts, facilitating wider industry connections
The time spent with current partners, such as APIC (Association for Professionals in Infection Control and Epidemiology), not only strengthened our business relationships but also fostered a sense of community and shared purpose.
Key Lesson: Invest time in existing relationships. Strong, long-standing partnerships form the backbone of a thriving, united industry.
- Global Connections: Growth Beyond Borders
Let’s be real: If associations aren’t already reaching out across global borders, they are considering it. ASAE and its conference provided a perfect platform for attendees to expand their global reach and perspective.
As a new member of the ASAE International Association Advisory Council (IAAC), I was excited to dive in and connect with other globally-minded association leaders and partners and to get started on key initiatives for the upcoming year:
- Planning international-focused events and webinars
- Sharing expertise on global certification strategies
- Connecting with associations looking to expand their international presence
The Global Community Reception hosted by the council not only facilitated connections between international and domestic associations but also fostered a truly global sense of unity.
I was also honored to moderate a session on international revenue diversification which provided insights into bold strategies for global expansion, highlighting how unity can drive success on an international scale. (Told you I’d come back to unity.)
Key Lesson: Embrace a global mindset. International collaboration and knowledge sharing can lead to innovative solutions and expanded opportunities for all.
In summary, the ASAE Annual Meeting & Exposition truly demonstrated how coming together in partnerships and across oceans can drive success in the association world. Personally, I had a great time building new connections, strengthening existing relationships, and expanding our organization’s global reach.
These takeaways remind me that our success is intricately linked to the success of others. When we come together – to share knowledge, to support each other’s growth, and to tackle common challenges – we create a stronger, more resilient industry.
I hope to see you at next year’s conference in Los Angeles, but let’s not wait a year to connect! The sooner we collaborate, the sooner we can drive your association’s member engagement and certification growth. I invite you to contact me directly at [email protected] or visit our website at HolmesCorp.com.
