Conventional wisdom says culture change is hard, if not impossible, and it takes years and years of hard work, mostly driven by the CEO. As is often the case, conventional wisdom is wrong. In this session, we've got both association executives and consultants who have extensive experience in doing the hard (but very possible) work of culture change. They'll share lessons learned from both their successes and some of their frustrations. We'll give you some concrete models that you can apply in your context, like how to create a culture team to drive the work, writing up culture priorities in concrete language, and developing specific plays for a culture playbook.

Jasmie Notter, Anne Nevel, Greg Roth, Michael Grant

The US higher education system and traditional pathways into employment are being disrupted by a host of factors, from rising costs and increasing student debt, to the lingering effects of the global recession, to the difficulties the post­secondary environment faces when trying to help students develop the skills they need for employment in today’s hyper­complex world. At the same time, associations are desperate to attract new and younger members. Is this a perfect storm or an opportunity?

In this session, speakers will share highlights from their research into the dramatic changes occurring in the realms of education and employment; how these changes pose an opportunity for associations; and stories of associations embracing their role as nurturers of the next generation of professionals and members. Attendees will learn about the scope of disruption affecting the US education system and its impact on the future of employment; appreciate how associations can bridge the education to employment gap; and explore practical strategies to implement at associations to make a meaningful difference.

Shelly Alcorn, Tracy Petrillo, Elizabeth Weaver Engel

Rebranding is more than just changing your logo and tagline. It's an association's personality, their promise to members and their value proposition. A successful rebrand could increase visibility, membership, member engagement, and revenue. But how do you know if a rebrand is right for you? And how do you determine the level of rebrand, get buy-in, and measure return on investment? In this discussion, a DELP scholar and executive director, alongside two ASAE award-winning rebranding campaign leaders, will share their real life rebranding stories to help you determine whether your association needs a rebrand, to what extent, and how to launch and measure your efforts.

Sheri Singer, Donte Shannon, Bridget Krause, Andrew Navolio

Although the magic of in-person events will never be replaced, there is an excellent opportunity to virtually connect your members and deliver learning content.

In this session, the speakers will share their stories running and growing virtual conferences. They’ll discuss the relationship with their in-person conferences, the challenges of operating virtually, revenue opportunities, and the unique forms of connection that the digital space can facilitate among members.

Arianna Rehak, Megan Denhardt, Victoria Fanning, Candice Davis