The American Society of Association Executives has approved a new strategic framework centered on advocacy, workforce development and member-driven innovation, while launching initiatives designed to strengthen the association-talent pipeline and raise awareness of the sector's value among policymakers and other stakeholders.
The framework, approved by the board during ASAE's Annual Meeting & Exposition in Indianapolis this past weekend, aims to guide the organization's priorities over the next three to five years. According to ASAE, more than 500 volunteer leaders, members and industry partners helped create the new direction through the most inclusive strategic-planning process in the organization's history.
“I am incredibly grateful to our Board, our dedicated volunteers, members, partners, and stakeholders who invested their time, ideas, and expertise in shaping this next chapter for ASAE," said Michelle Mason, FASAE, CAE, the organization's president and CEO. "Their contributions have given us more than a roadmap, they have given us the clarity and confidence to pursue meaningful growth."
Under the strategy, ASAE will focus on expanding the influence of associations, helping organizations prepare for workforce and business challenges, and improving how members engage with the organization as well as one another.
New innovation, advocacy efforts
Among the new initiatives is ASAE Labs, an innovation program designed to bring association professionals together to test ideas and develop solutions to common challenges. Through smaller "Mini-Labs," members will collaborate on emerging issues and pilot approaches that could be applied across the association community.
The board also approved funding for two major initiatives geared toward supporting the new strategy, the first being an expanded Trust Associations campaign. Originally launched in response to federal tax proposals that threatened associations, the effort now will become a longer-term advocacy initiative. ASAE plans to use the campaign to build greater understanding among policymakers and other influencers about the role associations play in industries, professions and communities at large.
The organization also is piloting the CAE Growth & Talent Ecosystem Initiative, addressing ongoing concerns about talent recruitment, retention and professional development across the association sector. ASAE will explore creating microcredentials tied to the knowledge areas covered by the Certified Association Executive designation, giving professionals additional ways to build skills and demonstrate expertise throughout their careers.
2026-27 board leadership installed
During the meeting, ASAE installed its 2026-27 board, made up largely of association executives from across the nonprofit sector: Sheri Sesay-Tuffour, CEO of the Pediatric Nursing Certification Board, began her term as chair of the board; Philip Bell, president of the Steel Manufacturers Association, became chair-elect of the board and chair of the ASAE Research Foundation board; Marc Cadin, CEO of Finseca, was named secretary-treasurer of both boards; and Jay Karen, CEO of the National Golf Course Owners Association, became immediate past chair.
ASAE also added several association leaders to at-large board positions, including Torey Carter-Conneen, CEO of the American Society of Landscape Architects; Kelly Mariotti, president and CEO of the Association of Home Appliance Manufacturers; Chris Swonger, president and CEO of the Distilled Spirits Council of the United States and Responsibility.org; Wendy-Jo Toyama, CEO of the American Epilepsy Society; and Robin Wiener, president of the Recycled Materials Association. Christopher Finelli, vice president of global sales and events for Hyatt Hotels & Resorts, will serve as the board's industry partner.
All told, the strategy and related investments signal where ASAE sees the greatest needs and opportunities for associations: building a stronger voice in Washington, developing the next generation of association leaders, and creating new ways for organizations to share ideas and solve problems.
