TSAE Board of Directors Room Reservations The Woodlands Resort 2301 N. MIllbend Dr., TheWoodlands, TX 77380 (281)367-1100
Last Name First Name Arrival Departure Confirmation #
BradyLinda9/14/20249/17/20243116207742
BrownAmy
DavisAngela
GeorgeKelly
MADEOWNRESERVATION
MADEOWNRESERVATION
MADEOWNRESERVATION
JohannsKate9/14/20249/17/20243117646924
JostLindsey9/14/20249/17/20243114502439
MeynersGinger9/14/20249/17/20243110001074
MitchellTrevor9/13/20249/17/20243115041938
OrwigTyler
MADEOWNRESERVATION
PillmanMollie9/14/20249/16/20243110821649
RobinsonShirley9/14/20249/17/20243117946590
RodenAlysia9/14/20249/17/20243116630953
SalasAndres9/14/20249/17/20243110528555
SpearsKanice9/14/20249/17/20243117757766
TerryGloria9/14/20249/17/20243108587739
TurnerLauren9/14/20249/17/20243111544526
VanEedenHillPaulina9/14/20249/17/20243113967260
If TSAE made yourhotel reservation, and you have a change please inform TSAE staff as the hotel will not accept changes to the Master Rooming List from outside of TSAE staff.
MISSION VISION
Providing association professionals a community for collaboration, learning and leadership growth.
TSAE is a thriving, diverse community of professionals; perpetually leading, shaping and advancing the association industry in Texas.
CORE VALUES CORE VALUES
SERVANT HEARTED
We are a people-first organization. At our core, we are here to be of service to our association professionals and partners who organize people to accomplish a purpose.
CONNECTED
We exist to create connections and foster a diverse network of professionals in and beyond Texas that benefit our members and the society they serve.
KNOWLEDGE-DRIVEN
We are a trusted partner for continuous learning and professional development. We have a commitment to modeling best practices for association management and advancing the profession.
INNOVATIVE
We are committed to trying new things. We constantly scan the horizon to stay ahead of trends not only to advance our own organization, but also to help our members advance theirs.
TRUSTWORTHY
We approach our work with integrity knowing our members trust us to provide credible and reliable counsel. They look to us to help them grow their own careers and advance the associations they serve.
DIVERSITY + INCLUSION POSITION STATEMENT
TSAE aims to be a resource and model for members and organizations on effective practices that drive successful Diversity, Equity and Inclusion initiatives. TSAE believes in fostering a culture amongst our members that is diverse, inclusive and equitable to all. Through diverse perspectives, an inclusive culture and equal opportunities, we are Better Together!
TSAE BOARD VALUES
Engage Authentically
Ask questions and be curious. Get okay with being uncomfortable. To build trust with others, make it a brave space for you and others to show up as your/their whole self. You’re meant to be here. Your diverse insights and perspective are vital.
Land the Plane
When it’s time to make the decision, we will make the decision and move forward together.
Govern with Accountability
We hold ourselves and each other accountable to the mission and values of TSAE. Our commitment is shown through preparation, focus, intentionality, and data-driven decision making
Lead with Foresight
The Board is committed to continuously evolving and elevating its standards, ensuring excellence and integrity in every aspect of its operations to set a benchmark for industry leadership and innovation.
CONSENT AGENDA
TSAE Board of Directors Meeting AGENDA
December 7, 2024
Kalahari Resorts & Conventions
Round Rock, TX
8:30 a.m. – 12:00 p.m.
Our Mission:
To provide association professionals with a community for collaboration, learning, and leadership growth
I. Call to Order – 8:30 – 8:55 AM
A. Welcome Comments Paulina van Eeden Hill, CAE, Chair
B. Roll Call - Successes/Celebrations – Gloria Terry, Chair-Elect
II. Consent Agenda – 8:55 – 9:00 AM
This section includes items that require Board approval/acceptance, unlikely to require discussion.
A. Board Agenda – December 7, 2024
B Board Meeting Minutes
1. September 14, 2024
C. Staff Department Reports (written reports submitted)
III. Board Development – 9:00 – 10:30 AM
A. Guest Speakers –
1. Workforce Landscape: Richard Froeschle
2. Legislative Landscape: Michelle Smith, PhD
3. Tax Reform Landscape: Mary Kate Cunningham, CAE
IV. Foresight – 10:30 – 10:45 AM
A. Conversation: ASAE Foresight Works – Splintered Society
V. Association Business & Updates – 10:45 – 11:15 AM
A. Finance
1. Review and Receipt of Financials Through 10/31/2024 – ACTION REQUIRED
Chair Paulina van Eeden Hill, CAE, called the meeting to order at 1:04 pm A quorum was noted as present by Immediate Past Chair, Trevor Mitchell, MBA, FASAE, CAE, CDP
II. Consent Agenda
Consent Agenda Items:
• Board Agenda – September 14, 2024
• Board Minutes – June 18, 2024
• Education & Events Report
• Marketing & Communications Report
• Membership Report
• Strategic Partnerships Report
Chair van Eeden Hill referred the Board of Directors to all the support materials provided in the Board Book prior to the meeting for in-depth details.
After no further discussion, a motion was made, seconded, and passed to approve the consent agenda
Chair van Eeden Hill thanked the staff for their work on the New Ideas Annual Conference and reminded the Board that Katy Markert would be leaving TSAE at the end of the month. The Board publicly thanked Katy for all of her work during her tenure at TSAE.
TSAE Staff were dismissed from the meeting and left the room.
Board of Directors
Meeting Minutes
September 14, 2024
The Woodlands Resort
The Woodlands, TX
III. Boad Development
A. Guest Speaker – Sharon Newport CAE Sharon Newport led the TSAE Board of Director through a board culture discussion.
Due to the nature of the discussion, there was no need for board approval.
IV. Foresight
A. ASAE Foresight Works Introduction – Alysia Roden CMP. CTA, CEM, Foresight Officer Foresight Officer Alysia Roden, CMP, CTA, CEM walked the board through ASAE’s Foresight Works and the various drivers of change identified by ASAE as discussion areas organizations should be discussing in preparation for the future. Each driver has identified discusses topics and at these board meetings the board will spend some time talking about a driver of change to continue to expand our scope into more strategic discussions. .
Due to the nature of the discussion, there was no need for board approval.
V. Association Business & Updates
A. Finance
1. Review of Board Financial Roles – Shirley Robinson, CAE, Finance Officer TSAE Finance Officer Shirley Robinson, CAE reviewed with the board the roles board members play when reviewing organizational finances. Discussing key data points to look for, specific roles each board member plays within their fiduciary responsibility, and how to best come prepared when reviewing organizational finances.
Due to the nature of the report, there was no need for board approval.
2. Receipt of Financials Through 7/30/2024 – ACTION REQUIRED
Brad Junnila with All-in-One Accounting joined the Board Meeting virtually. He reviewed the July financials in detail with the Board. Different in 2024,TSAE is recognizing membership payments as they are received instead of accruing them like done in previous years. However, event revenue is still being deferred to the actual date of the event. Women’s Summit, TSAE Open, and CEO Strategies did financially well in 2024 when looking at the financial dashboard. TSAE continues on a pace of financial growth towards the end of Q3 of 2024. Reserve ratio continues to improve and is now just under the target of 6 months. Membership Dues are still exceeding the budget in every membership category. Meeting Expenses continue to rise for TSAE like most associations
After no further discussion, a motion was made, seconded, and passed to receive the July 2024 Financials as presented
Following the motion Brad Junnila signed off virtually exited the meeting.
B. Executive Director Report
Executive Director Stout informed the Board of various project updates and industry announcements since the last meeting. The American Society of Association Executives (ASAE) announced their next ten locations for their Annual Convention from 2025 to 2034 with no Texas cities being announced. ASAE also debuted an Economic Impact Study for each individual state which is useful saving TSAE having to spend financial resources to produce our own. ASAE also discussed in detail 2025 Tax Reform Considerations at their most recent Annual Meeting. $4.6 trillion of tax relief is expiring on 12/31/2025. Members of Congress are proposing new tax relief and will require new sources of revenue from all sectors and could look at the 501c community as a possible answer to finding tax funding. Potential Revenue Sources: Royalties, Investment Income, Sponsorships, Membership Dues, Credentialing, Registrations, Education & Training Programs etc. No action by ASAE will be taken until after the results of the November election.
Due to the nature of the report, there was no need for board approval.
Board of Directors
Meeting Minutes
September 14, 2024
The Woodlands Resort
The Woodlands, TX
C. TSAE Bylaw Vote Update
The recent TSAE Bylaws vote concludes September 30 and as of today a majority of members have voted in favor of the bylaw change with only one (1) member voting against the change.
Due to the nature of the report, there was no need for board approval.
VI. Discussion/Action Items
A. Strategic Priorities
Understanding Member Needs to Create Value & Drive Growth: Divided the current Member Engagement Committee into two groups: Member Engagement Task Force and the Membership Strategy Task Force. With the Strategy Task Force taking on the asks from the June Board Retreat in looking into the creation of Special Interest Groups (SIGs) within the TSAE membership.
Empowering Innovation Through Risk Taking: Stout has secured several speaking engagements to university professors to discuss association management as a career path in early 2025 at the following.
-UNT: College of Merchandising, Hospitality & Tourism
Conversation with M.T. Hickman, MS, CMP about student involvement with TSAE
-Dallas College, School of Business, Hospitality & Global Trade
Conversation with Dr. Justin Lonon about student involvement with TSAE
-University of Houston Conrad Hilton School of Hospitality Conversation with Dr. Agnes DeFranco and Professor Arlene Ramirez about introducing association management to students; been asked to speak to their class of hospitality students during Gourmet Night Week April 2025.
Advancing DEI to Foster Community & Member Success: TSAE’s DEI Committee has been working all year long on various objectives. Collecting DEI resources from TSAE membership to feature quarterly, researching various DEI position statements and models to compare to TSAE, developed a standardized TSAE list of demographic questions for TSAE to ask during onboarding, working on launching a campaign to collect member demographic information in their profiles and working on language as to WHY TSAE is collecting this information.
Due to the nature of the report, there was no need for board approval.
B. Budget Priority Discussion
Chair van Eeden Hill invited Executive Director Stout to discuss with the Board of Directors priorities for the upcoming budget work. Stout outlined two major areas that the board can expect to see at the next meeting in conjunction with the budget for 2025. TSAE will be looking at the financial feasibility of adding a part-time administrative position to assist with daily duties within TSAE that are currently being divided amongst every department to execute. Also, an upgrade to TSAE’s Association Management Software that is necessary will be outlined. The version TSAE operates off currently will not be supported after 2027 and is no longer publishing upgrades or fixes for our current version. This upgrade was strongly encouraged in 2020 but staff made the decision to delay as long as possible to allow TSAE to regain some financial stability before taking on such an expense. With the 2024 forecast looking positive, now seems like the best time instead of leaving an upgrade to very last minute since upgrading does take time. This software is used to process membership dues, event registrations, any form of payments within TSAE.
Due to the nature of the report, there was no need for board approval.
A motion was made, seconded, and passed to move into Executive Session.
Board of Directors Meeting Minutes
September 14, 2024
The Woodlands Resort
The Woodlands, TX
IV. Executive Session
A. HSAE Update
An update was provided about the potential merger of Texas Society of Association Executives and the Houston Society of Association Executives.
After further discussion, no action was taken.
B. Executive Director Contract Renewal Update
Chair van Eeden Hill provided a final update to the board on finalizing the employment contract renewal for TSAE’s Executive Director position.
After further discussion, no action was taken.
After no further discussion, a motion was made, seconded, and passed to end Executive Session.
V. Adjourn
Chair van Eeden Hill l thanked the members of the TSAE Board for attending and looked forward to an exciting few days at New Ideas 2024
A motion was made, seconded, and carried to adjourn the TSAE Board of Directors Meeting at 4:59 pm.
Paulina van Eeden Hill, CAE
Date Ratified TSAE 2024-2025 Board Chair
EDUCATION AND EVENTS
DECEMBER 2024
Event Counts:
• Learn@Lunch Austin: 38
• Learn@Lunch Houston: 12
• GR Workshop: 2
• Celebration Luncheon:
Upcoming Educational Events
• Learn@Lunch Austin: January 7th
• CAE Spring Course: Feb 5th (Start Date)
• Women’s Summit Feb 11-12
New Ideas
EDUCATION AND EVENTS
DECEMBER 2024
Attendee by Function
Overall Evaluation
Percentages include attendees with functional titles provided in Imis profile.
EDUCATION AND EVENTS
DECEMBER 2024
Learn and Lunch
October- Austin
No survey data was collected for the Houston L@L.
Association 101
Our revised Association 101 is a seven-part live webinar series that supports new professionals in the association industry in learning about the operation and functions of an association.
We are in the process of updating session content and offering live webinars which will be converted to online modules and a bundle for professionals new to the association industry.
Sessions include:
Complete
• Legal Considerations
• Strategic Planning
• Government Relations
• Membership Recruitment and Retention
• Association Finance
• Volunteer Involvement
Scheduled
Volunteer Schedule Conflict have delayed this one
• Meetings and Events – December 19
EDUCATION AND EVENTS
DECEMBER 2024
CAE Crash Course
eLearning DOCs, an educational consultant organization, is working with TSAE to develop a 3hour CAE Crash Course that is to be released in February 2025 in alignment with the Spring 2025 Course. The program will consist of (8) 20-minute on demand videos that will be bundled on the TSAE webinar platform Seminar Web.
Event Planning Task Force
Women’s
Summit 2025
The Women’s Summit planning Task Force is seeking panelists for the 2025 panel discussions. Panelists should show experience in the outlined topic, bring valuable discussion and insights to the forum. Panelists may be any professional, member or non-member.
Panelists will receive a complimentary registration to the 2025 Summit in Allen, TX on February 11-12, 2025.
To submit interest in serving on a panel:
• Review the session descriptions and questions
• Prepare your responses. 2-3 sentences minimally requested for each question
The committee is also working to secure a keynote speaker and wish to include roundtables into the programming.
CEO Strategies 2025
The committee began by review proposal for the CEO Volunteer Leader Workshop and selected Avi Olitzky with the Olitzky Consulting Group as the new facilitator of the program.
The committee has also begun to develop a list of topics they would like to hear about at the CEO Forum They have identified Jeff Tenenbaum as speaker for a “Ask the Attorney,” session. Ideally the group would like to extend the session and include a 30-min overlap with an HR professional, who would also have an hour to provide “Ask the Expert” assistance.
Accelerate TSAE
The third session of this year’s program was held at the Houston TXCPA offices in Houston. Two participants were in attendance. Staff will review program evaluations and coordinate program for 2025 to align with the Better Mentor Program since these are working in tandem
EDUCATION AND EVENTS
DECEMBER 2024
EDUCATION AND EVENTS
DECEMBER 2024
Topics 2024 attendees want to see in 2025:
• Hotel contract negotiations, risk management, succession planning
• more on member engagement/retention/recruiting and board management
• how marketing has changed to service the multigenerational workforce
• Navigating Excel
• How to deal with consolidation. Governance implications for example
• More in depth information on responsible AI use vs what could be irresponsible
• presenting budgets or assess risk...maybe providing us scenarios so we can see budgeting in action and get more of a taste for association operations
• Managing employees remotely and in person - hybrid.
• Ethics
• Implementing project Mgmt. tools
• Volunteer management
• risk management
• Board Orientation
• CAE Know before you Test
• conducting employee performance evaluations
If you or someone on your staff or have a pro bono resource for one of these topics please reach out to Aaron.
MARKETING & COMMUNICATIONS REPORT
December 2024
TSAE Social Media Quarterly Update
Overall, followers / post reach continues to increase on all three social media platforms.
2024 TSAE Social Media Results
We had a strong year overall for social media engagement with a steady increase year to date in followers across allour social media platforms for 2024!
MARKETING & COMMUNICATIONS REPORT
December 2024
Association Leadership Magazine
The Nov/Dec and Jan/Feb issues of the magazine are completed!
We are just closing out the sales for the Nov/Dec issue for 2024, and have a combined total of $109,344 in magazine sales.
This is up from $93,059 from last year.
Comparison of YOY sales:
In addition, digital offering performance is strong. Sales from the Online Buyers Guide and the Sponsored eBlasts are up this year, showing a YOY sales increase on both generating $9,466 and $23,843 in sales respectively.
The sales cycle for the Magazine Microsite and retargeting go through the end of the year, so we arenearing the end of that cycle and have already outsold last year and then some at $40,418 and $32,835 in sales YTD.
Total sales on all offerings print and digital are up $14,562 over lastyear.
Editorial Calendar Finalized for 2025
The editorial calendar for 2025 has been setwith themes identified for each issue. Please consider submitting an article or other content that you thinkwould be a good fit for the Magazine. Publishing original content from our members and leadership is ideal and so appreciated.
Each issue will feature an Executive Director message from Steven to the members. We are continuing the Association Lifestyle featureand highlighting photo galleries from events to focus on the TSAE membership.
We are also continuing the additionaldistributions of the Magazine at key signature events – in 2025 including Women’s Summit and New Ideas – to help generate interest in advertising, encourage engagement with members, and help to attract new members.
Better by Association Podcast: Season 2
We are wrapping up Season 2 of our podcast series and launched three of the episodes over the last quarter. We willcontinue releasing these podcasts on a monthly basis, rolling out Season 3 starting in January.
Leading the Charge: Funding, Engagement,and Advocacy with Shirley Robinson
Episode Released: November 27
Downloads: 43
Episode topic:
Shirley reflects on theexperiences and lessons that led her to leadership at TLA. She discusses the critical skills needed to be a successful executive director, including budgeting, public speaking, and maintaining a healthy work-life balance.
MARKETING & COMMUNICATIONS REPORT
December 2024
Transfer of Power: A Conversation with Nita Scottand Lucinda Hart
Episode Released: October 24
Downloads: 91
Episode topic:
Nita and Lucinda discuss the unique leadership transition between a retiring CEO and the incoming one, highlighting the importance of clear communication and strategic planning for a seamless change.
A Shift in Member Engagement: A Conversation with Sara Sladek
Episode Released: September 26
Downloads: 116
Episode topic:
Sarah dives into the evolving landscape of member engagement, emphasizing the need for associations to adapt to shifting demographics.
Membership Counts for Past 3 Months
Membership Based on Geographic Location
• Austin 581 – 60%
• DFW 178 – 19%
• Houston 71 – 8%
• Other 125 – 13%
Membership Retention
** TSAE membership dues year is May 1 – April 30 for all members **
• Membership Retention measured between 2/1/2023 – 2/1/2024 = 95%
• Membership Retention measured between 6/1/2023 – 6/1/2024 = 91%
• Membership Retention measured between 9/1/2023 – 9/1/2024 = 88%
• Membership Retention measured between 11/1/2023 – 11/1/2024 = 90%
MEMBERSHIP REPORT
December 2024
Membership Updates Since Drops:
• Member drops took place on June 6, 2024 After drops, our membership total was 889 or 15.15% drop
• Drop counts the past 3 years:
o June 2022 after drops – 750
o June 2023 after drops – 847
o June 2024 after drops - 889
• Since June drops (889) membership has increased by 85 or 9% increase
• The current membership count surpassed January 2024 (962) by 12 members.
• Membership has increased by 30 since the last board report.
• This is the highest membership count we’ve had since the pandemic.
• Membership counts for all categories are at pre-pandemic numbers and projected to continue growing.
• We continue to see former members rejoin in addition to new members. Currently, we’re seeing higher growth in the Affiliate tier
• Since the last board report, gains are as follows: Association Professionals = 1.89%, Affiliates = 3.08%, Associates = 0%
Recruitment
Join Now and Renew in 2026!
• Target: Prospect Professional and Affiliates added to the database in the last 24 months with no history of membership.
Referral Program
• The referral program began January 2024.
• Timing: November-December
• Incentive: Pay for 12 months and receive additional months. New members will renew their membership on 4/30/26.
• Last year’s 6 months for 50% of dues promotion had 10 new members.
• The change was to allow more time for these first-time members to get acclimated to the community and find value in membership. As a note, most members who joined for 6 months in year’s past don’t end up renewing their membership.
• The campaign has brought in 4 new members thus far.
• NEW: Instead of a monthly gift card winner, we send a “Stanley” style cup and put fun and engaging items in the cup to give our thanks.
• 54 referrals listed in 2024 thus far.
MEMBERSHIP REPORT
December 2024
General Prospect Report
• Prospects who attend TSAE events are sent a “thank you for attending” email promoting membership and upcoming events.
• Prospects who sign up for our Newsletter, SeminarWeb, and Knowledge Hub are added to the database. I reach out by email and phone calls, promoting the benefits and features of TSAE membership.
• I continue to keep my availability on Calendly to schedule member benefit calls.
• All prospects forwarded by staff continue to be entered into the database.
Engagement
Engagement Scoring
• Engagement for Professionals category is up 16.61% compared to November 2023.
• Engagement by category compared to 2023
o Low/No Activity: +1
o At Risk: -21
o Median (Avg engagement): 0
o Active: +5
o Leader: +4
• Houston Social at Caracol Cantina sponsored by Visit Corpus Christi, March 27: 36 Registered, 30 attended
• Austin Social at Holey Moley sponsored by Visit South Padre Island, May 2: 75 Registered
MEMBERSHIP REPORT
December 2024
• Austin Social at Upstairs Circus sponsored by Visit Galveston, June 27: 37 attended
• Dallas/Plano Social at Fowling Warehouse sponsored by Visit Plano, July 24/25: 28 attended
• Austin Social at Electric Shuffle sponsored by Visit San Antonio, August 15: 24 attended
Breakfast & Belonging (B&B’s)
• ASAE Social: 62 attended
• Austin MEGA Social at Kalahari sponsored by Kalahari, Visit Austin, Visit Galveston, Visit College Station, October 28: 29 attended
• Dallas/Frisco Social at Side Car Social sponsored by Visit Frisco, November 7: 37 attended
• New networking event for TSAE members who joined within the last 5 years
• Part of our new member onboarding, the purpose is to build community and camaraderie within the membership
• March B&B (Fort Worth): 11 registered, 6 attended
• May B&B (Austin): 25 registered, 21 attended.
• October B&B (Houston): 12 registered, 10 attended.
TSAE’s Better Together Mentor Program
• Year 2 of the program has 14 pairs
• Time is provided at New Ideas for groups to meet.
• Participants are currently wrapping up their training and have begun meeting.
• An online community for both mentors and mentees are built and active.
MEMBERSHIP REPORT
December 2024
2025 Paper Directory
• Outreach to all member types to ensure their information is accurate.
• All updates were made in AMS.
• Design & editing phase concluded on 11/14/24.
• Expected delivery in December or early January.
Membership & Engagement Task Force
• The task force completed their Newbie/Ambassador work on 9/6
• The group assisted in panel selection, ambassador volunteers, Affiliate Pre-Conference Webinar, panel questions, and round table conversation.
STRATEGIC PARTNERSHIPS REPORT
Q4 HIGHLIGHTS
Total sponsorship revenue for 2024 is $581,005 which is 107% of our budget goal! TSAE had support from 63 sponsors this year!
The A iliate Commi ee Chair met with Nika on 10/24 Focus on A iliates Programming for 2025
We discussed the strategic direction for a iliate programming in 2025, emphasizing the need for innovative and engaging initiatives. We explored potential themes and topics that resonate with a iliate needs, such as professional development opportunities, co ee chats, and other potential educational engagement opportunities. Toni suggested gathering input from a iliates to identify their priorities and preferences.
Magazine Article
Toni proposed featuring an article in an upcoming TSAE magazine that highlights speci c topics for a iliates. This article would serve as a platform to share success stories, inspire other a iliates, and promote collaboration.
This would be a cool idea to have an “a iliates section” in the magazine.
Co ee Chats with A iliates and Possibly an AP for Feedback
To foster open communication and gather real-time feedback, we considered organizing informal co ee chats with a iliates. These sessions would encourage discussion on ongoing initiatives and solicit suggestions for improvements. Additionally, the idea of inviting a few association professional members to join these chats was raised to enhance the dialogue and provide expert insights on a iliate challenges and opportunities.
Earn CECs
We addressed the importance of continuing education credits (CECs) for a iliate members.
Next Steps:
Prepare a follow-up email to summarize key points and action items.
Schedule a commi ee meeting with all members for some time in late January. Association Supporter Invitation went out on 11/26/2024, because many of our Association Supporters signed up in December 2023.
Nika has been working on a new Sponsorship Portal. This will allow prospects to view the full prospectus, make their own selections, and make their payments online.
This will look and feel very similar to signing up for a TSAE event. (See Below)
and technological trends.
Forecasts
• Political and social polarization could be exacerbated, as more issues are labeled partisan or associated with a particular group. This could solidify social segregation via “bubbles”— calcifying different versions of how people perceive the world according to their social circles and where they live, among other factors.
• A splintered society will drive social instability and insecurity, as it is the result of corrosive processes that undermine existing institutions and social structures.
• As people self-segregate into like-minded communities, or around shared ideas, it could spark the rise of new social, commercial, and civic institutions that partially duplicate existing institutions but better mirror the ideas and values of their supporters and users.
• As splintering spreads, the danger of people further disengaging from political and social institutions will riseing due to lack of trust or a failure to believe in their efficacy.
• Ideological leadership—of all stripes—will cause leaders and organizations to be perceived as partisan and politicized.
Key Uncertainties
Whether a breaking point will occur, resulting in either instability or a slow return to social cohesion
• The potential for restoration of trust in institutions
•
Effects of varying levels of trust across different institutions and social groups
• Potential for re-engagement in shared civic discourse
•
Effects of a potential external unifying event, such as war or terror attack
The Splintered Society
Supporting Trends
• The politicization of American lifestyles. Americans’ political values are shaping their lifestyle choices.
• Millennials the most liberal generation. Pew Research Center has consistently found that millennials (people age 24-40 in 2021) are “considerably more liberal” than all other living U.S. generations. These progressive values may be a lasting generational trait, not merely youthful idealism.
• Partisanship more bitter. The partisan divide among U.S. voters is sharper and more bitter than in decades.
• “Alt tech” social media. American political polarization is affecting technology with the rise of an “alt tech” ecosystem that is creating alternatives to popular social-media platforms.
• Political polarization and class. In the United States, political polarization between the college-educated and those with a high school degree is becoming more extreme.
• Job polarization. High-skill and low-skill jobs are growing, while middle-skill jobs decline.
• Popularity of partisan companies. According to a 2021 Axios/Harris poll, consumer brands with “strong political reputations” were among the most popular. Patagonia, which took a public stand against the former Trump administration, was the most popular brand. REI, with a similar reputation, joined the list at number 11. Conservative brands also did well, with Chick-fil-A up seven spots to number four and Hobby Lobby joining the list at 53, while MyPillow.com (93) and The Trump Organization (100) also made the list.
Related Drivers of Change
• Rejection of Expertise
• Ethical Consumption
• Reputation by the Numbers
• Declining Trust
• American Instability
• American Inequality
Notable Data Points
SPLINTERED VIEWS ON HIGHER ED
A 2019 survey found 59% of Republican-leaning respondents believed higher education has a negative impact on society, compared to 18% of those who lean Democrat.
Source: Pew Research Center.
LACK OF POLITICAL CONSENSUS
A May 2021 poll found that 53% of Republican
respondents believed Donald Trump to be the legitimate President
of the United States. As a whole, 75% of Americans believe Joe Biden is the legitimate President.
The Splintered Society
Strategic Insights
• By dint of their size and purpose, associations can serve as a positive force for consensus and as a safer arena for members with differing ideas to come together to discuss and debate.
• Associations and organizations will need to be aware that a growing number of formerly innocuous internal and external activities will be viewed by some as “political” in a broad sense.
• Any issue can be infected by polarization, whatever the intentions of organizations and companies. A neutral stance itself can be labeled political. Competing interests will attempt to use associations as chits in polarized battles. Sometimes associations will be forced to take sides—and sometimes this could be desirable.
• Associations will be affected by internal segregation and polarization issues, many with potential splintering effects. Associations and organizations will need to develop policies and procedures to mediate these potential splits to mitigate negative effects.
• Associations will need to be aware of the potential impacts of polarization and splintering on funding and membership recruitment and retention. In particular, government funding could be affected due to divergent views and seesawing policies.
• Leaders will need to seek a diversity of viewpoints to get a full understanding of stakeholders’ perspectives—which could be increasingly difficult when social and political views are grounded in different perceptions of what is moral or just.
Timing
• Stage: Growth, though polarization has continued for decades
• Speed: Moderate, but the trend and its effects are accelerating
Potential Alternative Futures
• The two-state solution: America becomes a de facto two-culture country in a mild cold war, with power and policy seesawing between the two sides and sociopolitical segregation in many parts of life and the economy.
• Younger generations hold sway: The size of the millennial and Gen Z generations and the values they hold spark a civic renaissance.
• Popping the bubbles: Citizen, corporate, and journalistic efforts to counter filter bubbles pay off, raising comprehension and civility across divides.
The Splintered Society
Take Action
• Prepare for more intense issues management. What political, economic, and social issues could draw you into public debate and potentially splinter your association? Prepare to act quickly: Delay and waffling only make a difficult situation worse.
• Revisit whether staying neutral remains a viable option. Regardless of what your governance documents require or how carefully you avoid lobbying, some members will push you to get involved in issues beyond your traditional mission. If they perceive neutrality as inaction or indifference, they may leave.
• Strengthen your leaders’ facilitation skills. Association leaders could be naturals for leading the difficult conversations ahead in local communities and national forums. Start equipping them now with strong facilitation skills and processes that enable people to act together to create solutions.
• Turn staff into healers of the breach. Every point of contact among staff and members can be an opportunity to heal or do harm. Polarizing conversations also occur in the workplace. Hire for empathy and a diversity of experience and perspectives.
• Enable self-organization to voice different perspectives. Associations historically have enabled special interest groups to form within their ranks. Giving people the opportunity to work from within your organization may forestall the desire to find or form other associations better aligned with their views.
• Anticipate political risk in conference site selections. You could be only one election cycle away new law from potential trouble with a future conference site. Discuss these concerns as cause for cancellation and relocation in contracts and insurance agreements.
Who Will Be Affected
Associations that represent members with a significant public interface have been the first to be drawn into issues of social, economic, and political difference—that is, education, healthcare, youth development, communications and media, entertainment. Ultimately a splintering society creates a diffcult social and business climate for all organizations.
About ASAE ForesightWorks
ASAE ForesightWorks is a deliberate, evidencebased research program and line of products to provide association professionals with a continual stream of intelligence about the changes facing the association industry, including
• regularly updated action briefs;
• tools for applying insights from the research in your association;
• guidance in performing environmental scans;
• opportunities to engage with peers around the research.
Ultimately, the program’s mission is to empower association leaders to create a culture of foresight in their associations and to lead their organizations confidently into the future.
Keyword Search
To continue researching this change driver, use these search terms alone or in combination: political polarization, economic polarization, self-segregation, partisanship, media filters, media bubbles, fake news, social segmentation, cold civil war, red blue divide.
Check the asaecenter.org/foresightworks webpage and follow ASAE Research Foundation on LinkedIn for updates on new findings and events.
ASSOCIATION BUSINESS | UPDATES
EXECUTIVE DIRECTOR FINANCIAL STATEMENT COMMENTARY
Celebrations: Our Signature Events did well in 2024 INCLUDING New Ideas 2024 as well as hitting records on customer satisfaction. Even Celebration Luncheon is looking to be very successful for us again due to sponsorship sales for this event keep growing year after year. Incredibly pleased with the financial performance of almost all of our offerings – not just the larger Signature Events in 2024.
Again, while a portion of this growth is still due to the new way we are recognizing memberships we have made financial gains in all of our areas overall. Our third-party offerings are also doing well with Naylor ad sales, e-mail blasts, retargeting.
Heartburn: The end of year always brings a tight cash flow after we pay all of our big conference bills. It is something we always watch towards the end of year is our spend until January. However, things relax again in early January with membership renewals kick-off and continued sponsorship sales However, despite being tight it is NOT as tight as it has been the past few years offering some breathing room. We also have some concern about some sponsors not returning at same levels in previous years for various reasons.
• Cash and Investments: $245K
• Deferred Revenue: $74K
• Net Assets: ($14K)
• YTD Revenue $1.40M, exceeding budget by $148K
• YTD Expenses $1.17M, under budget by $81K
• Net Revenue $230K, favorable budget variance of $229K
2024 Projection s – We couldn’t be more excited about our 2024 projections. For those that have been serving with us for a few years now, understand how far TSAE has come to not only break event at the end of 2024 but to potentially end in the black with a surplus offering a potential in rebuilding reserves is almost shocking.
Metrics
• Operating Cash is $127K, total cash/investments $118K
• Current Ratio is at 1.8
• Net Margin is very strong for the year at 16%
• Reserve Ratio is just over 3 months
Cash on hand available for operations.
Measures the ability of an organization to meet its short-term obligations. A current ratio greater than 2.0 helps to ensure there are sufficient resources to service any current debt or obligations.
Net margin indicates the ability of an organization to produce a surplus which could be drawn on in future years if needed.
Measures how long your cash reserves will cover operating expenses. A ratio of 6 months or greater ensures there are sufficient funds to cover operating expenses if an organization experiences a funding interruption.
Texas Society of Association Executives Balance Sheet Comparison
As of October 31, 2024
Texas Society of Association Executives Statement of Cash Flows
January - October, 2024 Wednesday, Nov 27, 2024 01:34:51 PM GMT-8
2025 BUDGET COMMENTARY
The TSAE staff completed a strategic review of all of TSAE event offerings. In that review, staff looked at revenues, expenses, staff capacity, and general member interest.
• Registration fees for TSAE events will remain the same in 2025.
• Pricing for all sponsorship opportunities will see a slight increase in 2024.
• Membership dues will remain the same in 2025.
• Build a budget for 10-20k in the positive with the goal to deposit a minimum of 10k into reserves at the end of the year.
Understanding Member Needs to Create Value & Drive Growth Empowering Innovation Through Risk-Taking Advancing DEI to Foster Community & Member Success
GENERAL & ADMINISTRATIVE
Within this area of the budget are revenues from the TSAE Job Bank, ED Speaking Engagements, Darling Promo Endorsement Royalties, and Sublease/Conference Room Rental Income. Our professional dues staff membership to ASAE, Technology Needs – IT Support, IMIS (AMS) Server Hosting, Office Internet, Website Hosting, Higher Logic Community, IMIS Licenses, Adobe License, Insurance (D&O/General Lability), ZOOM licenses, QuickBooks Online subscription, Bill.com subscription, One (1) Office Copier/Printer/Scanner Machine Rental, Computers/Equipment, Office supplies, Office rent, VoIP Phones, Merchant Fees, Committee Expense, Sponsorship Development, Taxes, Staff Salaries, Health Insurance, Professional Development/Training, Audit, Professional Services (Accounting/Graphic Design), Staff/Travel for general TSAE business.
• Sublease Office within TSAE Office Suite – APRO has renewed their lease for 2025. Darling Promo is reducing their rental from an office space to a mailbox in 2025.
• Continue the sale of conference room meeting space to TSAE stakeholders.
• Maintaining current staffing levels of five (5) full-time employees.
• TSAE Staff member attending ASAE Fly-In March 25-26 in Washington DC to participate in tax reform advocacy.
• NEW – Additions of one (1) part-time administrative position.
• NEW – Upgrading of TSAE’s Association Management Software – IMIS 2017 to IMIS
• TSAE will continue to be an CAE Approved Provider Fee now charged to SAEs by ASAE: $295 Annually
• NEW - Added travel to universities, colleges, and high schools to discuss association management as a career choice.
• Continue to offer the TSAE merchandise store through 2025 with the addition of 12 new items to the TSAE Merchandise store.
MEMBERSHIP
This budget area also contains expenses for the six total socials, the TSAE membership activation at New Ideas, the printing and mailing of the membership dues invoices for those who elect to receive paper invoices, the prizes for the membership referral program (brought in 54 members in 2024) as well as TSAE promo items and staff travel to various Texas cities to execute these events.
• TSAE hopes to see a 2% increase in each membership category based on 2024 actuals equivalent to 17 new members.
• Hold Quarterly Leadership Listening Tours with various stakeholder groups.
• Continue to hold Member Breakfasts in three (3) Large Hub Cities (Austin, DFW, Houston) Event geared towards members in 1-5 years of their membership.
• Hold three socials outside of the Austin area – DFW, ASAE, Houston
• NEW – Tenure Appreciation present members with 20+ years of membership with a gift of appreciation and staff visit.
• TSAE will no longer offer a stand-alone Mega Social. Staff will work with CVBs to find a different way to introduce CVB representatives to our association community.
• NEW - With the creation of potentially two special interest groups within the TSAE membership providing virtual opportunities and at signature events opportunities for connection.
BOARD
This budget area includes our usual Quarterly Board Dinner sponsorships, governance support for attending the June Board Retreat for those who take advantage of the expense reimbursement, plaques for our outgoing Board members, food and beverage for sponsored board dinners/meetings and staff travel associated with attending quarterly Board Meetings.
• Increased Food & Beverage as well as Audio Visual to reflect contracted menu pricing.
• NEW – Due to the three-year strategic plan coming to an end, a professional facilitator has been budgeted to assist with that process.
• NEW - The Summer Board Retreat is going from one and a half (1.5) days to two (2) days to allow more time for strategic discussions.
PUBLICATIONS
This budget area contains revenue for our TSAE Magazine/Magazine Microsite, Membership Directory, Online Buyers Guide, Multiview Royalties, Website Ad Sales, Retargeting, Meetings Profile Study, Sponsored E-Blasts, TSAE Knowledge Hub, Monthly Newsletters, and Podcast Sponsorships. With our established partnerships most of these activity expenses are covered by the partner and not TSAE.
• Association Briefings Podcast Agreement to continue, along with referral incentives
• TSAE Knowledge Hub brought in over 5k in 2024 TSAE is expecting to maintain that
• Naylor agreements will continue through 2025 with Naylor making sales for: TSAE Magazine, Magazine Microsite, TSAE Job Board, Retargeting Ads, Sponsored E-blasts, Membership Directory, Online Buyers Guide, Website Ad Sales
• Multiview agreements which include weekly briefs and will continue through 2025.
• NEW – Continue to sell 2024 Compensation & Benefits Study throughout 2025.
• NEW – Publish Meetings & Events Profile in Q3 2025 for sale
CEO STRATEGIES
This budget area contains the revenue and expenses for the CEO Forum and the CEO/Volunteer Leader Workshop – including speakers, staff travel to both events, and sponsorship deliverables.
• NEW – CEO Forum, due to being a Texas Legislative Year, will be held closer to Austin –Georgetown- in hopes leaders will find it easier to attend.
• Continue offering CEO Forum exclusive sponsorship to non-competing destination companies for the CEO Forum programming (such as business operations, hoteliers, venues, etc.).
• Visit Fort Worth continues their exclusive destination sponsor of all CEO programming within TSAE for 2025.
EDUCATION
This budget area contains revenue for our Association 101 program , our Learn@Lunch programs, tPeerPower Ups, and our new Meeting Planner Lunch. Also, home to our CAE Study Group registrations, CAE sponsorships, food and beverage expenses for the CAE event at New Ideas and gifts for the New CAEs with the addition of the new CAE Cram Session. Our webinars both live attendee and on-demand revenue lives here as well including sponsorships for our webinars. With the SeminarWeb (webinar provider) agreement there are no current expenses associated with our webinars and TSAE asks volunteers to speak at these as opposed to paid speakers.
• NEW – Association 101 launching in February 2025. This virtual program will offer a self-paced virtual offering covering the basics of association management for those starting out in the space or wanting to get a better understanding of our industry. The areas include: Finance, Strategic Planning, Meetings & Events, Membership Recruitment & Retention, Government Affairs, and Legal Considerations in Association Management. The offering will be able to be offered beyond state lines to the greater SAE community at the national level.
• NEW - TSAE will be launching a self-paced CAE Cram Course in Q1 2025. This in-kind partnership with LMS and content creator eLearningDoc to establish a CAE Cram Course for $799 for Members; $1095 for Non-Members; this will have a potential revenue stream with no costs involved, thanks to the in-kind partnership. This offering can be offered to other SAEs in our community creating a potential revenue source.
• Accelerate TSAE (TSAE’s Leadership Academy) will be offered if a minimum of 10 participants apply to participate.
• Due to the initial success in 2024, TSAE will offer again the Planner Power Lunch which is a lunch for meeting planners in a smaller group.
• TSAE will continue to offer Peer Power-Ups (virtual roundtables) as a member benefit with a $75 fee for non-members similar to the popular CEO Corner Office Conversations offerings just not as frequent. Using our current ZOOM licensing there would be no expense to this additional program.
• Continue to offer DEI Education recommended and coordinated by TSAE’s DEI Committee at signature and stand-alone events.
WOMEN’S SUMMIT
This budget area contains revenues/expenses associated with this specific event including audio visual, food and beverage, printing of the program flyers, speaker fees, speaker travel, and staff travel to Frisco to execute the event.
• Maintain pricing registration levels for members vs. non-members for a $300 difference.
• Increased the number of registrants based on 2024 actuals.
• Increase sponsorship offerings as well as increase sponsorship offerings prices.
• Allen CVB Is offering some additional host funding to offset costs for speakers and the reception on day one of the event.
NEW IDEAS
This area contains all of the revenue/expenses specific to this event, including 9:01 After Party expenses, New Ideas T-shirts, sponsorship deliverables, speaker fees, staff travel to the event, TSAE Awards, printing/mailing of marketing brochure, photography, food and beverage, replenish ribbons, and audiovisual equipment, and U-Haul rental.
• Due to the proximity of the 2025 host destination we are predicting a slight increase in registration revenue (+3%) from 2024 actuals with New Ideas not being held in San Antonio for nine (9) years.
• The Experience Hall will return for 2025 bringing even more sponsorship opportunities with new activities offering more space flexibility being housed at a Convention Center as opposed to a hotel.
• Part of the CEO premium membership fee will be applied to registration for the event.
• The 9:01 After Party will return again in 2025, serving as a fundraiser for TSAE. This is NOT included with standard registration tickets to this event would be sold separately for $125
TSAE OPEN
This area contains all of the revenue/expenses specific to this event including non-sponsoring vendor registrations, replenish badge holders, Top Golf facility rental, Top Golf food and beverage, photography, prizes/awards for winners, and sponsorship deliverables.
• TSAE will continue to sell the entire Top Golf floor of golf bays.
• Maintain price for paid registrations for non-sponsoring vendors (this event is free to association professionals)
• Maintain sponsorship opportunities to the existing offerings: Beverage Cart Sponsor, Lunch Sponsor, Welcome Sponsors, Giftbag Sponsor, Beat the Pro Sponsor, Door Prize Sponsor, Awards Sponsor, and of course Team Sponsor.
CELEBRATION LUNCHEON
This area contains revenues/expenses associated with this specific event, including paid registrations, sponsor-purchased tables, sponsor activation stations, and the Silent Auction, audio visual needs, food and beverage associated with the lunch, photography, musician, and any sponsorship deliverables
• Silent Auction will return in 2025 with donated prizes as a fundraiser event.
• Offering a new sponsorship opportunity with the Luncheon Award Sponsors.
• Event Activations/sponsorships have increased in sales in 2024 and TSAE expects the same in 2025.
