Key Takeaways from ASAE 2024: Insights and Reflections

I had the privilege of attending the ASAE Annual Meeting in Cleveland, Ohio, in August 2024. Here are some of the most significant takeaways from the event:

1. The Association Community is Looking for Common Ground

The theme of ASAE 2024, “In Unity We Thrive,” underscored the importance of coming together with a shared vision. Rather than focusing on what divides us, the emphasis was on finding common ground. U.S. Poet Laureate Amanda Gorman, in one of the general sessions, beautifully articulated this by stating, “Unity does not mean being the same. It means that in spite of our differences, we find the same ground on which we can stand, and that’s our care, our principles, and our values. Find the people who are different and see if there’s something that connects you.”

2. The Rise of AI in Association Management

Artificial intelligence (AI) was a dominant theme at ASAE 2024. From chatbots to content repurposing, AI applications were omnipresent, demonstrating their growing importance in the association community. During the meeting of the International Associations Advisory Council, which I chair this year, Matt Riley, CAE delivered a valuable presentation on how AI can be leveraged to save time for volunteer activities, highlighting the transformative potential of AI in association management.

3. Sustainability: Progress and Challenges

Sustainability was another critical topic at the event. ASAE made significant strides this year, building on last year’s efforts in Atlanta. The 2024 meeting featured initiatives aimed at reducing single-use plastics and other waste, with Destination Canada taking a leading role by sponsoring a large sustainability-themed booth. Kudos to Destination Canada for setting a strong example in sustainability. For more on ASAE's sustainability efforts, visit here.

4. Revenue Generation: A Central Focus

Revenue generation was a recurring theme throughout the event, with numerous sessions dedicated to the topic. Discussions ranged from restructuring corporate sponsorships and pricing strategies to increasing revenue through online learning content. Notably, the session on international revenue diversification, led by Dianna Steinbach, MBA, CAE and Brant Insero , provided excellent insights into expanding revenue streams globally.

5. The Threat to Tax-Exempt Status of 501(c) Organizations

A significant concern raised at ASAE 2024 was the potential threat to the tax-exempt status of 501(c) organizations. There have been increasing calls from prominent US legislators and think tanks to impose the full 21% corporate tax rate on all non-donation revenue, including membership dues, sponsorships, investment income, and educational program revenue. ASAE has initiated an advocacy campaign to combat this, spearheaded by the brilliant Mary Kate Cunningham, CAE .

6. Association Governance in the Spotlight

While association governance might not seem like the most exciting topic, when issues arise, it can quickly escalate to become headline news. This was evident several times over the past year, making it a critical area of focus for association leaders and their boards.

7. Meeting Safety and Security

Safety and security at meetings were also discussed in detail, with a notable session led by Teresa A. based on the recently launched "Associations Guide to Risk and Crisis Management," a collaboration between ASAE: The Center for Association Leadership , RIMS (Risk and Insurance Management Society, Inc.) , and ASIS International . This guide provides valuable insights into ensuring the safety and security of association events.

8. Cleveland: A Surprising and Delightful Host City

Cleveland exceeded expectations as the host city for ASAE 2024. Contrary to its reputation as a gritty rustbelt city, Cleveland presented a wonderfully regenerated downtown that was walkable, livable, clean, and safe. The city’s vibrant small shops, restaurants, bars, and impressive architecture made it a delightful destination. Kudos to David Gilbert and his team at Destination Cleveland for their exceptional hospitality.

9. What Associations Can Learn from McDonald's Global Franchise Model

A key highlight from ASAE 2024 was a session I had the pleasure of leading alongside Amy Biedenharn, CAE , Jessica Lombardo , and Donald Paul Whittle . Titled "Crafting a Globally Relevant Value Proposition: The Vital Role of Components", our session drew a full house and sparked deep conversations about the role of components—such as chapters, affiliates, regions, councils, and communities—in crafting a global value proposition.

Components are often the closest connection to members and play a critical role in shaping the member experience. However, due to their volunteer-led nature, limited resources, and varying levels of maturity, the value they deliver can differ significantly. This variability raises important questions about brand consistency, baseline quality, and the integration of components into a unified global value proposition. We explored how associations can maintain flexibility to cater to local needs and culture while ensuring a consistent member experience globally. The collaboration between the International Associations Advisory Council and the Component Relations and Volunteer Management Professionals Advisory Council made this session a resounding success, highlighting the importance of such cross-council partnerships.

These takeaways from ASAE 2024 highlight the evolving landscape of association management, with a strong emphasis on unity, innovation, sustainability, and revenue generation. As the association community continues to navigate these challenges and opportunities, events like ASAE 2024 provide invaluable insights and inspiration for the future. My thanks go to Michelle Mason, FASAE, CAE and her wonderful staff team at ASAE: The Center for Association Leadership , in particular Amy Hissrich , Megan Denhardt, CAE and Brittani C.L. Harris .