What's Happening?
The ASAE board of directors has approved a new strategic framework designed to deliver greater value to its members and help the association community navigate a rapidly changing environment. This framework, shaped by input from over 500 volunteer leaders,
members, and partners, is built upon three interconnected strategic pillars. These pillars are: 'Grow Influence & Impact,' which aims to convene leaders, elevate the voice of associations, and shape the future of the profession; 'Enrich Talent & Organizational Readiness,' focused on developing leaders, strengthening organizations, modernizing learning, and elevating association management as a profession; and 'Optimize the Member Experience,' which seeks to co-create solutions with members, foster connections, and deliver experiences that support organizational success. As part of the 'Optimize the Member Experience' pillar, ASAE is launching ASAE Labs, powered by ASAE Business Solutions, to test ideas and co-create solutions for emerging challenges. This agile framework replaces the previous 'Destination 2026' strategic plan, allowing for greater adaptability to changing circumstances and member needs.
Why It's Important?
This new strategic framework is important for the U.S. association community as it aims to strengthen the relevance and effectiveness of associations in a dynamic landscape. By focusing on growing influence, enriching talent, and optimizing member experience, ASAE is positioning itself and its members to better address contemporary challenges and opportunities. The emphasis on co-creation through initiatives like ASAE Labs signifies a shift towards more responsive and member-driven solutions, which can lead to more impactful advocacy, professional development, and networking opportunities. For the broader U.S. economy and society, strong associations play a vital role in setting industry standards, fostering professional growth, and advocating for specific sectors. By enhancing their capabilities, associations can contribute more effectively to workforce development, policy discussions, and economic innovation, ultimately benefiting various industries and professions across the country.
What's Next?
ASAE plans to transition this framework into action through new projects approved by the board. These initiatives include Certified Association Executive (CAE) aligned micro-credentials, which will be managed by the learning team, and a 'Trust Associations' campaign, to be handled by the public policy team. These ideas will be tested with members, starting at the leaders' retreat in New Orleans in November. The board has approved approximately $250,000 for each of these two primary strategic investments. Implementation is considered an enterprise-wide responsibility, with specific staff leads assigned to projects rather than a single person overseeing each pillar. The organization intends to prioritize adaptability based on member feedback, with no formal benchmarks established for the framework's pillars. The 'Trust Associations' campaign, launched in 2025, will continue as a cornerstone initiative, focusing on advocacy efforts to protect the association community's tax treatment on Capitol Hill.
Beyond the Headlines
The shift to an 'agile framework' reflects a broader trend in organizational strategy, acknowledging the rapid pace of change in today's world. This adaptability is crucial for associations to remain relevant and responsive to their members' evolving needs and the external environment. The focus on 'Trust Associations' also highlights a growing concern about the public perception and political standing of associations, particularly in the context of tax legislation and advocacy. By actively working to build and maintain trust, ASAE aims to safeguard the interests of its members and ensure their continued ability to influence policy and contribute to society. The introduction of micro-credentials signifies an adaptation to modern learning preferences and the demand for specialized, verifiable skills, which could have a ripple effect on professional development standards across various U.S. industries. This strategic evolution underscores the importance of continuous innovation and member engagement for the long-term viability and impact of professional organizations.
