177 Joe Routt Blvd, College Station, TX 77840 (888) 654-4436
Allen Mark 6/17/2025 6/19/2025 310320
Brown Amy 6/17/2024 6/19/2025 310322
Darling Jancy 6/16/2024 6/19/2025 310315
Davis Angela 6/17/2024 6/19/2024 310323
Hart Lucinda 6/17/2024 6/19/2025 310326
Jackson Michelle 6/17/2025 6/19/2025 310313
Johanns Kate 6/16/2025 6/18/2025 310314
Meyners Ginger 6/17/2024 6/19/2025 310324
Naylor Rachel 6/16/2024 6/19/2025 310316
Orwig Tyler 6/17/2025 6/19/2025 310325
Philips Kristen 6/16/2025 6/19/2025 310317
Pillman Mollie 6/16/2025 6/19/2025 310319
Robinson Shirley 6/17/2024 6/19/2025 310327
Salas Andres 6/17/2024 6/19/2025 310331
Spears Kanice 6/17/2024 6/20/2025 310330
Terry Gloria 6/16/2025 6/19/2025 310333
Thompson Lindsay 6/16/2025 6/19/2025 310318
Turner Lauren 6/17/2024 6/18/2024 310329
van Eeden Hill Paulina 6/16/2025 6/19/2025 310321
If TSAE made your hotel reservation, and you have a change please inform TSAE staff as the hotel will not accept changes to the Master Rooming List from
Tuesday, June 17
BOARD ITINERARY
Location
10:00 AM - 12:00 PM TSAE Board Orientation - New Board Members, Officers Honor Boardroom
12:00 - 1:00 PM Lunch Provided for New Board Members, Officers Honor Boardroom
1:00 - 5:00 PM Strategy Discussions - New, Returning, Outgoing Board Members Ross
6:00 - 9:00 PM Board Dinner & Tour Sponsored by Visit College Station George Bush Library
9:00 - 10:30 PM Cocktail Reception with Texas A&M Hotel On-Property; Brazos PDR
Wednesday, June 18 Event Location
7:30 - 8:30 AM Breakfast Served Traditions Room
8:30 AM - 12:00 PM Strategy Discussions Cont. - New, Returning, Outgoing Board Members Ross Room
12:00 - 1:00 PM Lunch Provided for All - New, Returning, Outgoing Traditions Room
1:00 - 3:30 PM Strategy Discussions Cont. - New, Returning, Outgoing Board Members Ross Room
5:30 - 7:30 PM Board Dinnner Traditions Room
Thusday, June 19 Event Location
7:30 - 8:30 AM Breakfast Available for All Laurel Room
8:30 AM - 12:00 PM TSAE 2025-2026 Board of Directors Meeting Ross Room
Gloria Terry Chair
Texas Council on Family Violence Austin, TX
Mollie Pillman, MS, MBA, CAE Finance Officer
SVP Member Engagement American College of Ermegency Physicians Irving, TX
Andres Salas Account Director FILO Austin, TX
Kristy Coviello, MBA Marketing & Communications Director
Shirley Robinson, CAE Executive Director Texas Library Association Austin, TX
2025-2026 Returning Board Members
Paulina van Eeden Hill, CAE Immediate Past Chair COO Strategic Association Management Austin, TX
Kate Johanns, CAE Foresight Officer Marketing & Communications Director Association of Texas Professional Educators Austin, TX
Kanice Spears, CMP Membership & Fund Development Director TTLA Austin, TX
TSAE Staff
Aaron Hernandez, CAE Education & Events Director
Amy Brown Senior VP Convention Sales & Services Visit Fort Worth Fort Worth, TX
Steven J. Stout, FASAE, CAE Ex-Officio Executive Director TSAE Austin, TX
Ronika Nash, CEM Strategic Partnerships Director
Angela Davis, MBA, CAE Board Development Officer CEO Society for Pediatric Radiology Houston, TX
Tyler Orwig VP, Association & Tradeshow Sales Visit San Antonio San Antonio, TX
Membership & Engagement Director
Carol Price Administrative Specialist
Brandon Owens
Mark Allen, CAE TXCPA Houston Houston, TX
Rachel Naylor Executive Director TAHPERD Austin, TX
Jancy Darling President Darling Promo Austin, TX
Alysia Roden, CMP, CEM Vice President of Sales Visit Austin Austin, TX
Incoming Board Members
Lucinda Hart, CAE, MBA Executive Director The Delta Kappa Gamma Society International Austin, TX
Kristen Philips, MBA, CAE Executive Director Stringfellow Management Group Austin, TX
Michelle Jackson, CAE Executive Director Texas PTA Austin, TX
Trevor Mitchell, MBA, FASAE, CAE, CDP President & CEO International Association of Venue Managers Irving TX
Linda Brady, CAE Executive Director Association of Workplace Investigators Wimberley, TX
Lauren Turner, CAE, CMP Account Director Strategic Association Management Houston, TX
Ginger Meyners, MBA, CAE Associate Director Texas Council of Administrators of Special Education Austin, TX
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:
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, EQUITY, INCLUSION, & BELONGING POSITION STATEMENT
TSAE believes that Diversity, Equity, Inclusion, and Belonging (DEIB) are essential, interconnected pillars that create a thriving and inclusive organizational culture. We are committed to fostering an environment where every member feels valued, included, and empowered to contribute to their fullest potential. By embracing diverse perspectives, equitable opportunities, and inclusive practices, TSAE drives retention, engagement, and innovation. We strive to be a resource and model for our members and their organizations. By advancing meaningful DEIB initiatives where all members feel integral to our shared success, we strengthen our community and reinforce that we are Better Together!
CONSENTAgenda
TSAE Board of Directors Meeting AGENDA
June 19, 2025
Texas A&M Hotel & Conference Center
College Station, 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 – 8:40 AM
A. Welcome Comments – Successes/Celebration Gloria Terry, Chair
B. Roll Call – Retreat Reflections – Paulina van Eeden Hill, CAE, Immediate Past Chair
II. Consent Agenda – 8:40 – 8:45 AM
This section includes items that require Board approval/acceptance, unlikely to require discussion.
A. Board Agenda – June 19, 2025
B. Board Meeting Minutes
1. March 26, 2025
C. Staff Department Reports (written reports submitted)
1. Education & Events
2. Marketing & Communications
3. Membership & Engagement
4. Strategic Partnerships
III. Finance 8:45 – 9:15 AM
A. Review of Financial Statements – Brad Junnila, All-in-One Accounting, Controller (10 mn)
IV. Board Development & Foresight Discussion – 9:15 – 10:45 AM
A. Board Development Discussion – Angela Davis, MBA, CAE
B. Foresight Discussion: Immigration Driven Demography
Break 15 minutes
VI. Discussion/Action Items – 11:00 – 11:45 AM
Items in this section are for discussion and may require Board action.
A. Executive Director Update – Steven J. Stout, FASAE, CAE, Executive Director (20 min)
1.Understanding Member Needs to Create Value & Drive Growth
2. Empowering Innovation Through Risk Taking
3. Advancing DEI to Foster Community & Member Success
B. Risk Framework Process – Shirley Robinson, CAE, Chair-Elect (25 min)
VII. Executive Session
VIII. Adjourn – 11:45 AM
A. Gratitude – Gloria Terry, Chair
Our Vision:
TSAE is a thriving, diverse community of professionals, perpetually leading, shaping, and advancing the association industry in Texas.
Board
of Directors
Meeting Minutes
March 26, 2025
Sheraton Austin Georgetown Hotel & Conference Center
Round Rock, TX
Texas Society of Association Executives Board of Directors Meeting
March 26, 2025
Sheraton Austinn Georgetown Hotel & Conference Center
Members Present:
Paulina van Eeden Hill, CAE
Gloria Terry
Trevor Mitchell, MBA, FASAE, CAE, CDP
Linda Brady, CAE
Amy Brown
Angela Davis, MBA, CAE
Ginger Meyners, CAE
Board Members Absent: Kanice Spears, CMP, Kate Johanns, CAE
Mollie Pillman, MS, MBA, CAE
Shirley Robinson, CAE
Tyler Orwig
Alysia Roden, CMP, CTA, CEM
Andres Salas
Lauren Turner, CAE, CMP
Steven Stout, FASAE, CAE
Guests Present: Brad Junnila (Virtual) with All-in-One Accounting, Aaron Wolowiec, FASAE, CAE with EventGarde, CMP Fellow (Virtual), Scott Neuendorf, CFA, CIMA, with Luther King Capital Management, Jeff S. Tenenbaum, Esq. with Tenenbaum Law Group.
I. Call to Order:
Chair Paulina van Eeden Hill, CAE, called the meeting to order at 8:33 a.m. Trevor Mitchell conducted a roll call and invited board members to share recent successes or celebrations. A quorum was present.
II.
Consent Agenda
Consent Agenda Items:
• Board Agenda – March 26, 2025
• December 7, 2024 - Board Minutes
• Education & Events Report
• Marketing & Communications Report
• Membership & Engagement 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.
Finance Officer Shirley Robinson, CAE asked for an amendment to the December 2024 minutes to reflect her attendance to the meeting in December.
After no further discussion, a motion was made, seconded, and passed to approve the amended consent agenda.
III.
Finance
A. Review of Financial Policies – Shirley Robinson, CAE, Finance Officer
Finance Officer Robinson led the review of internal financial policies alongside the TSAE Finance Committee. Robinson referred the board to the marked-up draft within the board book to see the detailed changes. The TSAE Finance Committee reviewed these proposed changes at their last meeting and are now recommending
Meeting Minutes
March 26, 2025
Sheraton Austin Georgetown Hotel & Conference Center
Round Rock, TX
to the TSAE Board of Director for approval and adoption.
After no further discussion, a motion was made, seconded, and passed to approve the TSAE Financial Policies as presented.
B. Review of Financial Statements – 1/31/2025
Brad Junila with All-in-One Accounting joined the meeting virtually at 8:53am. Junila provided a detailed review of the financial statements highlighting trends and answering questions related to revenue recognition particularly around membership and event income.
After no further discussion, a motion was made, seconded, and passed to receive the January 2025 Financials as presented. Following the motion Brad Junnila signed off virtually exiting the meeting at 9:09am
C. Investment Policy & Strategies
Invited Guest Scott Neuendorf, CFA, CIMA with Luther King Capital Management joined the meeting at 9:10am to speak to the board about the proposed drafted Investment Policy and Strategies. Neuendorf reviewed recommended strategies for TSAE as it begins putting savings into investments. He reviewed recommendations with the board based on the amount of savings TSAE currently has recommending movement from CDs to an investment account – with the set-up of the current CDs no movement can actually happen until August at the time of CD renewal due to the penalty CDs would assign to TSAE with an instant withdrawal Executive Director Stout informed the board Neuendorf had reviewed this policy with the TSAE Finance Committee, and the committee was recommending to for approval by the TSAE Board of Directors.
After no further discussion, a motion was made, seconded, and passed to approve the TSAE Investment Policy. Immediately following this discussion Neuendorf left the meeting at 9:30am
IV. Board Development & Foresight Discussion
A. TSAE DEI Committee Work Update
Guest Speaker Aaron Wolowiec, MSA, CAE, CMP Fellow who serves as TSAE’s DEI Committee Chair joined the meeting virtually at 9:43am. Wolowiec provided the board with an update on the work the committee has been doing over the past year while also addressing the submitted updated DEIB model presented for their approval later in the meeting.
Due to the nature of the report, there was no need for board approval. Wolowiec virtually left the meeting immediately following his presentation.
B. DEI Initiatives in Crosshairs
Invited guest Jeff Tenenbaum, Esq joined the meeting in-person at 10:10 am Tenenbaum spoke to the board on his latest article on DEI Initiatives in the Crosshairs of the Administration and what steps he is seeing with his association clients take in response to the increased scrutiny. Tenenbaum answered general questions from the board on the topic, seeking his insight into how groups are moving forward during this time.
Due to the nature of the report, there was no need for board approval. Tenenbaum left the meeting immediately following his presentation at 11:00am.
C. Strategic Discussion: How Can/Should TSAE Support Members in Current Environment with Diverse Needs?
Chair van Eeden Hill, CAE led a discussion with the board on TSAE’s role in supporting members in the current environment with so many members having such diverse needs. The board discussed similar conversations had by previous boards and what to do going forward. Identifying that getting involved in various areas could put TSAE at risk.
Due to the nature of the report, there was no need for board approval.
Meeting Minutes
March 26, 2025
Sheraton Austin Georgetown Hotel & Conference Center
Round Rock, TX
D. Strategic Discussion: Texas Legislative Bills & TSAE Involvement Discussion
Van Eeden Hill pointed out the two pieces of legislation versions included in the March Board Book. She explained the effects these bills would have on some memberships within TSAE. She opened the discussion again trying to assess the board position when receiving requests from members to get involved despite historically TSAE has played the role of connector and informer when addressing negative legislation that could affect some aspects of the TSAE membership.
In an effort to clearly define parameters around TSAE’s risk when determining a level of engagement in various areas that could be seen as controversial the board decided to create a Risk Assessment Task Force to create a method for TSAE to assess risk when asked to get involved in particular areas that could present risk for the association, a few members of the TSAE Board of Directors volunteered to assist with project.
Van Eeden Hill thanked the volunteers and encouraged the group to report back to the group at an upcoming meeting with their outcomes.
Due to the nature of the report, there was no need for board approval.
Discussion/Action Items
B. Executive Director Report
Executive Director Stout reviewed with the board. TSAE sent Membership & Engagement Director Brandon Owens to attend the ASAE Advocacy Day Fly-In. The main issue ASAE focused on this year was focused on tax reform and the potential harm taxing non-profits could cause our industry.
In late December TSAE served as guests hosts for ASAE’s podcast Associations Now Presents discussing tax reform.
Stout outlined his recent TSAE travel and speaking sessions since the last board meeting. Stout also announced TSAE has joined ASAE’s Community Impact Coalition as part of the Association Society Alliance. This coalition was created to specifically combat potential threats to non-profits – including associations –through tax reform changes.
The acquiring of the Houston Society of Association Executives is moving along. HSAE and TSAE will be holding a town hall with HSAE members in mid-summer sometime to discuss the changes. Both leadership of HSAE and TSAE will be in attendance.
Due to the nature of the report, there was no need for board approval.
C. DEI Position Statement Update
Chair van Eeden Hill referenced the DEI Position Statement submitted by TSAE’s DEI Committee for review and adoption. Also, pointing out that DEI Committee Chair, Aaron Wolowiec had reviewed the intent behind the update in his presentation earlier in the meeting.
After no further discussion, a motion was made, seconded, and passed to approve the updated DEIB Position Statement as presented by the TSAE DEI Committee.
D. 2025-2026 Chair-Elect & Board Slate
Immediate Past Chair Trevor Mitchell, MBA, FASAE, CAE, CDP, informed the board that the 2025 Nominating Committee held interviews on Wednesday, March 12. The committee was tasked with filling the following four Association Professional positions, two vacancies due to resignations, one affiliate vendor position, and of course the Chair-Elect officer position. The committee reviewed 39 initial nominations and interviewed eight final
Board of Directors
Meeting Minutes
March 26, 2025
Sheraton Austin Georgetown Hotel & Conference Center
Round Rock, TX
candidates. Immediate Past Chait Mitchell outlined the next steps for the nomination process with the board after the slate is approved by the board, per the bylaws, the slate will be distributed to the entire membership allowing members 30 days to submit written nominations. If no names are submitted after 30 days the candidates are considered elected by acclamation
2025-2026 Elected Officer & Director Positions
Chair-Elect: Shirley Robinson, CAE with Texas Library Association Directors - 1 Year Terms
Lucinda Hart, CAE with Delta Kappa Gamma International
Michelle Jackson CAE with Texas Parent Teacher Association
Director – 2 Year Term
Lindsay Thompson with Texas Healthcare Trustees
Directors – Three Year Terms
Mark Allen with the TXCPA Houston
Jancy Darling with Darling Promo
Rachel Naylor with Texas Association for Health, Physical Ed, Recreation Kristen Philips, CAE with Stringfellow Management Group
After no further discussion, a motion was made, seconded, and passed to approve the Nominating Committee Slate for 2025-2026 Officers & Directors.
E. 2025-2026 Executive Committee Nominations
Chair-Elect Gloria Terry, reminded the TSAE Board of Directors with the bylaws update from 2024 the board also now appoints the remaining members of the TSAE Executive Committee. Terry created an application process for those interested in serving and reviewed those submissions over the last few weeks. Based on those submissions Terry is presenting her recommendations to the board for the 2025-2026 appointed leadership positions for approval.
2025-2026 TSAE Executive Committee Appointed Positions:
Board Development Officer: Angela Davis, CAE
Finance Officer: Mollie Pillman, MS, MBA, CAE
Foresight Officer: Kate Johanns, CAE
Terry thanked the individuals for their willingness to further serve TSAE and looks forward to working together.
V. Executive Session
A motion was made, seconded, and carried to move the board into Executive Session at 11:43pm
A. Executive Director Performance Review Update
Immediate Past Chair Mitchell provided the board with an update on the performance review process for TSAE’s Executive Director.
After no further discussion, a motion was made, seconded, and carried for the board to come out of Executive Session at 12:04pm.
Board of Directors
Meeting Minutes
March 26, 2025
Sheraton Austin Georgetown Hotel & Conference Center
Round Rock, TX
VI. Adjourn
A. Gratitude
Chair van Eeden Hill thanked the members of the TSAE Board for attending and formally acknowledged those who were rolling off the TSAE Board of Directors after this meeting. She thanked them for their service and their continued support of TSAE.
Thanks to Linda Brady, CAE, Ginger Meyners, CAE, Lauren Turner, CMP, CAE, and Alysia Roden, CMP CTA, CEM
A motion was made, seconded, and carried to adjourn the TSAE Board of Directors Meeting at 12:07pm.
Gloria Terry Date
TSAE 2025-2026 Board Chair
EDUCATION AND EVENTS
JUNE 2025
Event Counts
• CEO Forum: 40
• Learn@Lunch April (Rockwall): 20
• Peer Power Up: Women’s Summit Discussions: 15
• Peer Power Up: Communications/Marketing: 12
• CEO Volunteer Leader: 33
• Meeting Planner Lunch:26
• Learn@Lunch June (Austin): 40
• Peer Power-Up: DEI: 12
Upcoming Educational Events
• Peer Power Up : July 11: Operations
• Learn@Lunch July 22 (Austin): AI Idea Share
• Learn@Lunch August 19 (Austin): AI Tools for Planning and Productivity
• Fall CAE Study Course: September 17 - November 12
• Learn@Lunch: October 9 (Austin)
• Learn@Lunch October 21 (Austin)
• Learn@Lunch November 4 (Austin)
Event Feedback
CEO Forum 2025
“I think the CEO Forum formula works - legal, HR, Problem solving together.” “Very well run/put together and topics were engaging and valuable.”
EDUCATION AND EVENTS
JUNE 2025
“My recommendation would be to focus on blending content with discussion. CEO's want to discuss with each other because don't get to in other times. Blending that into the content more would be great.”
“I would like more networking time.”
CEO Volunteer Leader Workshop
“Everything was great. If I had to choose, right now I'll choose using Smart Goals for everything. Smart goals are not new to me but I never thought about using them on a daily basis on my workload.”
“I loved the non-dues hackathon.”
“Avi did a tremendous job balancing high level thinking/views down to operational/ground floor. I found some of the concepts transferrable beyond my board practices into my work environment.”
June Learn@Lunch: Virtual Events Evolved: Engaging Members on Their Time
“This was one of the best lunch-and-learns I have attended. Kudos to Lacy for an hour of engaging content by herself!”
EDUCATION AND EVENTS
JUNE 2025
“Can't beat free parking, convenient location, free (tasty) lunch, meeting new people, and free education!”
“I'm sure this was very helpful for several in the room but for me personally there wasn't a ton of new info, although the work they have done over the last few months within their association to streamline virtual events is impressive!”
May 2025: Meeting Planner Power Lunch
“I really appreciated all the information that was shared at this luncheon.”
“This was very informative, and I enjoyed the casual luncheon, which provided an opportunity to connect with others.”
“I enjoyed this format; it was casual, and it worked for me as a more introverted person.”
EDUCATION AND EVENTS
JUNE 2025
Peer Power Up- April- Marketing and Communications
“A way to share resources after the meeting. Have quarterly”
“I love having these, I know it may be hard to have them more often, but that would be great!”
“Have them more often.”
Peer Power Up- April- Women’s Summit Discussions
No evaluation was disseminated for this program
Event Planning Task Force
New Ideas
The New Ideas task force reviewed over 50 keynotes to select Juan Bendana, Bendana International Inc., Jenifer Server, Principal, Sarver Strategies, Tracey Wilen, MBA, DBA, Visiting Scholar, Speaker/Researcher
The task force also reviewed 70 breakout sessions. Two hundred proposals were submitted this year for New Ideas our pool of keynotes and breakout sessions.
With the hard work of the committee, we have been able to announce keynotes earlier this year and the rest of the agenda will follow ahead of schedule.
The agenda will feature a large number of TSAE members speaking on a variety of topics. Interest in volunteering to speak for New Ideas is strong from within the membership as is the selection of those peers to speak from their peers over professional speakers/consultants.
EDUCATION AND EVENTS
JUNE 2025
Miscellaneous
• The CAE Crash Course has had seven registrants since launch.
• On April 22, I presented a virtual session on member engagement for the Texas Veterinary Medicine Association Texas Chapters. The session covered the TSAE Career Journey, live events, education, and committees and other volunteerism
Live National SAE Co-Hort Webinars 2025
Highlighted are TSAE Produced Webinars
When recording updated Association 101 sessions we offered these as part of the countrywide webinar programs. While using the recording after the fact to create the updated Association 101 bundle. The numbers NOT highlighted in blue only reflect Texas participants in webinars hosted by other SAEs. The numbers in blue are the full attendance for TSAE produced webinars including Texans as well as others from around the country.
MARKETING & COMMUNICATIONS REPORT
June 2025
TSAE Social Media Quarterly Update
TSAE followers / post reach continues to increase across our social media platforms due to continued engagement and interest. We’ve seen active engagement on LinkedIn and Instagram with steady increases in followers on these platforms. Follower numbers are trending in a steady state this quarter for Facebook
Association Leadership Magazine
The May/June issue (Theme: Workforce, Education & Training) has been published in print and digital formats. We’ve finalized the July/August issue (Theme: Unlock the Potential of Data/Data-Driven Decision Making) with the publication and digital release coming on June 27.
May/June Issue
June 2025
Editorial Enhancements for Association Leadership
We continue to make editorial enhancements for the Magazine. In addition to the focus on member-contributed content – we finalized our first “Affiliate Corner” column that will launch in the July/August issue. This column will be a regular feature in the magazine moving forward.
As noted in the Magazine for the column, “Affiliate Corner is a dedicated space to recognize and celebrate the contributions of our affiliate members professionals, partners, and supporters who play a vital role in advancing our shared mission. Affiliate members bring diverse perspectives, valuable expertise, and essential collaboration that strengthen our community…In each issue, we highlight individuals who stand out for their engagement, innovation, and commitment. Through brief interviews and personal stories, this section offers a glimpse into the motivations, accomplishments, and impact of those who support and enhance our community in unique ways.”
Mary Wilson, Director of Sales – Central Texas Region, Visit Fort Worth, is the featured member for the first Affiliate Corner column.
Magazine Advertising Sales for 2025 – Outpacing 2024
We have completed sales for the first four issues of the Magazine for 2025 (through July/August issue) and are ahead of sales from 2024. We finished the first two issues $700 ahead of last year. Total sales on all offerings, print and digital, are pacing over and above last year.
Print Magazine Sales
January/February
March/April
May/June
July/August
September/October
November/December
$16,775
$16,938
$22,566
$23,648
$11,365
$7,185
$98,477
MARKETING & COMMUNICATIONS REPORT
June 2025
Better By Association Podcast: Season 3
We launched three episodes of Better By Association over the last quarter and will continue releasing these podcasts every month throughout the year.
Strengthening the CEO-Volunteer Leader Relationship: A Conversation with Avi Olitzky
Episode Released: March 26, 2025
Downloads to Date: 84
Episode topic: Avi Olitzky, president and principal consultant of Olitzky Consulting Group, explores the unique and often complex relationship between association CEOs and volunteer leaders. Avi shares insights on the role of emotional intelligence, strategic planning, and shared purpose in building strong CEO-volunteer partnerships.
The Evolving Meetings and Events Experience: A Conversation with Aaron Wolowiec
Episode Released: April 24, 2025
Downloads to Date: 91
Episode topic: Aaron Wolowiec, FASAE, CAE, CMP, founder and president of Event Garde, explores what’s shaping the future of meetings and events. Aaron shares how he unexpectedly found his path in the industry and offers valuable insights into the lasting effects of the pandemic, shifting attendee expectations, and the increasing costs of AV, food, and beverage.
June 2025
Confidence, Connection & Care: Navigating Leadership in the Association Space
Episode Released: May 22, 2025
Downloads to Date: 63
Episode topic: Angela Davis, MBA, CAE, CEO of the Society for Pediatric Radiology, discusses the leadership lessons that have shaped her journey. Angela shares how she navigated the leap to CEO, the power of building a strong remote team, and her strategies for staying grounded amid uncertainty.
We have finalized the Better By Association podcast schedule through November, including several member guests to help generate strong engagement particularly with member listeners.
Better By Association Quarterly Highlights
Downloads this Quarter: 349
Downloads this Quarter by Various Locations: Texas has the top numbers. Note: This is not the complete list of download locations, but a sample.
Texas 184
California 22
Connecticut 11
Virginia 11 Colorado 8 Australia 4 Canada 3 Israel 2
2
All-time Downloads: 3,868
MARKETING & COMMUNICATIONS REPORT
June 2025
Consumption Rate: This is the completion rate or average consumption which measures how much of an episode listeners listen to. A high consumption rate is over 70 percent. The latest Better By Association episodes are trending to a medium to higher consumption rate per below.
Strengthening the CEO-Volunteer Leader
Relationship: A Conversation with Avi Olitzky 75%
The Evolving Meetings and Events
Experience: A Conversation with Aaron Wolowiec 65%
Confidence, Connection & Care: Navigating Leadership in the Association Space 58%
New Ideas Event Branding and Logo Development
We have finalized the logo and the associated Early Bird registration branding for the upcoming New Ideas Annual Conference in September. We developed the logo in collaboration with a local San Antonio artist, Cruz Ortiz.
We created promotional materials, including website features, email banners, and social media content (keynote speakers) featuring the logo.
We are finalizing the rest of the show branding – including on-site signage, stage branding, digital signage, social media materials, and other branded assets for the conference.
MARKETING & COMMUNICATIONS REPORT
June 2025
Launch of Non-Member Version of Association Insights Newsletter
Premiering with the May/June issue, we launched a non-member version of TSAE’s Newsletter, Association Insights. This is an additional distribution circulated to nonmembers. With this new distribution, we hope to encourage further engagement – i.e., membership, events, etc. We have also added enhancements to the newsletter design with color backgrounds to make the content more visually appealing and “clickable” and newer fonts and headers – all with the goal to continue to increase engagement.
New Marketing Tool & New Ideas Campaign – PropFuel
We are kicking off in June an email marketing campaign for New Ideas in our new marketing tool, PropFuel. PropFuel is a tool targeted to improve member insight and engagement. We will provide updates and results in future quarters. With the PropFuel campaign, our objective is to drive further engagement for New Ideas, and also to learn insights for optimizing future campaigns.
Membership Counts for Past 3 Months
Membership Based on Geographic Location
• Austin 559 – 61%
• DFW 156 – 17%
• Houston 64 – 7%
• Other 124 – 14%
Membership Retention
** TSAE membership dues year is May 1 – April 30 for all members **
• Membership Retention measured between 9/1/2023 – 9/1/2024 = 88%
• Membership Retention measured between 12/1/2023 – 12/1/2024 = 89%
• Membership Retention measured between 3/1/2024 – 3/1/2025 = 89%
• Membership Retention measured between 6/1/2024 – 6/1/2025 = 91%
MEMBERSHIP REPORT
June 2025
Membership Updates Since Drops:
• Member drops took place on June 4, 2025 After drops, our membership total was 908 or 15.76% drop.
• Drop counts the last 3 years:
o June 2023 after drops – 847.
o June 2024 after drops – 889.
o June 2025 after drops - 908.
• Before June drops, membership increased by 189 or 21.26% increase
• Membership grew by 78 since the last board report.
Retention
• Personalized Renewal Outreach: Implemented segmented email campaigns with tailored messaging based on member type and engagement level. Additionally, TSAE staff and the Membership Task Force called members who were about to expire.
• Grace Period Follow-ups: Launched friendly reminders during the grace period, offering multiple renewal options (online, phone, or check) to reduce barriers.
• At-Risk Member Reactivation: Initiated outreach to low-engagement members using PropFuel insights, focusing on reconnecting and reinforcing TSAE’s value proposition.
• Engagement Scoring Utilization: Integrated engagement scores to prioritize outreach to members most at risk of lapsing, ensuring efforts were focused and strategic.
PropFuel Metrics showed us reasons why members chose not to renew or shared their intents with us about renewing:
June 2025
June 2025
MEMBERSHIP REPORT
June 2025
Recruitment
• Prospect Nurture Campaign: A New User nurture campaign was launched to engage individuals who created TSAE accounts but had not yet joined. Over the past two months, the campaign has added 95 prospects, achieved a 9.4% conversion rate, and exceeded the 5% goal benchmark. Campaign emails have seen average open rates above 28% and click rates between 9–14%, signaling strong engagement.
• New Member Incentives: Tested incentives like free resources and access to TSAE community tools to encourage new joins.
MEMBERSHIP REPORT
June 2025
• Event-Based Prospecting: Captured non-member leads at TSAE events and initiated postevent outreach highlighting membership benefits and next steps.
• Jumpstart Orientation Integration: Used the new member Jumpstart sessions to onboard and engage new members quickly, reinforcing the value of membership early in the lifecycle.
• Referral Program Activation: Continued promoting the ongoing 2025 referral program, resulting in 19 member referrals to date.
Engagement
TSAE Socials
• A-Day Social at Acre Distilling Co. sponsored by Visit Plano, April 14:36
• Austin Social at Bouldin Acres – Braker Lane sponsored by Visit Corpus Christi, May 15: 29
• Houston Social at Warehouse 72 sponsored by Visit South Padre Island, June 12: 23
• Austin Social at TBD sponsored by Visit Galveston, July 17:
• Austin Social at TBD sponsored by Visit San Antonio, August TBD:
• ASAE Social:
• Austin Social at TBD sponsored by Kalahari, October 9:
• Dallas/Frisco Social at TBD sponsored by Visit Frisco, November 6:
Breakfast & Belonging (B&B’s)
• B&B Austin, TBD
• B&B Houston, June 12
• B&B DFW, November 6
Better Together Mentor Program
TSAE’s Better Together program successfully concluded its latest 9-month cohort with outstanding outcomes:
• 100% mentee and mentor satisfaction, exceeding Art of Mentoring benchmarks.
• 86% retention of matched pairs throughout the program.
• 100% of participants would recommend the program to others.
• Mentees reported gains in confidence, communication, networking, and career direction, while mentors experienced professional growth and leadership development.
• Participant feedback highlighted a desire for more structured activities, increased face-to-face opportunities, and longer program duration all of which are being considered for future improvements.
Prospects
• 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 a TSAE membership
MEMBERSHIP REPORT
June 2025
• All prospects forwarded by staff continue to be entered into the database.
Membership & Engagement Task Force
• I met with the entire task force on 6/5/25 Discussed optimizing Newbie/Ambassador Program at New Ideas. Discussions focused around reinventing the program and areas for improvement. The group also discussed creating a digital resource for new members to provide after our member orientation events
DEIB Committee
• Since the last board meeting the DEIB Committee has met two times: April 7, June Updates were given to the committee updating on the proposed DEIB model presented to the board at their March meeting The committee shifted their focus to future projects looking at building equitable systems within current TSAE systems (speaker selection, board selection), creating self-and/or organization assessment, modeling TSAE’s DEIB model and make it adaptable.
We’ve shifted much of our outreach to targeted campaign efforts via Informz, which has helped scale our messaging However, recognizing the value of personal connection, Nika is continuing one-on-one outreach strategy alongside these campaigns. We’re eager to compare the data later this year to determine which approach drives higher engagement and conversions.
Looking Ahead to 2026 Events
RFPs have been issued for 2026 Sponsored Events, including Learn@Lunch sessions and the Board Retreat.
As both the Informz campaigns and personalized outreach efforts continue, we’ll begin tracking and comparing performance metrics. This will help shape future marketing strategies and resource allocation for optimal ROI.
Enhanced Digital Sponsorships
We’re re-evaluating some of our digital sponsorships, such as podcasts and newsletters
ASSOCIATION Business/Updates
April 2025 Financial Highlights
Prepared for the TSAE Board of Directors
The April 2025 financials reflect a continued trajectory of strength and stability for TSAE. Below are several developments worth highlighting:
Strong Financial Position
• Cash and Investments total $389,680, a 19.8% increase over April 2024, supporting ongoing operational needs and long-term planning.
• The current ratio is 1.79, demonstrating a healthy balance between assets and liabilities and the organization's ability to meet short-term obligations.
Growth in Net Assets
• Net assets have nearly doubled, increasing from $28,970 to $55,144 year-over-year. This growth reflects successful program execution and disciplined financial management.
Successful Event Performance
• The Women’s Summit significantly outperformed budget projections, generating $90,320 in revenue and a net surplus of $36,023, exceeding expectations by over $14,000.
• TSAE Open revenue will increase to $72,900 after collecting the final two sponsorship payments. This event exceeded sponsorship revenue and had slight shortcomings in paid registrations. This event is free to association executives with non-sponsoring affiliates having to pay an attendance fee.
• The TSAE team is still exercising strong expense control ensured that margins remained largely intact.
Sponsorship and Advertising Strength
• Sponsorship income totaled $201,535, exceeding budget by $37,500, highlighting strong partner engagement.
• Advertising revenue saw significant growth year-over-year, with full budget realization across key products such as the TSAE magazine and membership directory.
Improved Net Margin
• TSAE’s net margin is 26%, an increase over prior years, indicating improved efficiency and the ability to generate operating surpluses that strengthen reserves.
Diversified Revenue Streams
• Continued contributions from royalties, job bank sales, webinars, and other non-dues revenue sources provide added stability and reduce reliance on membership dues alone.
Summary
TSAE enters the second quarter of 2025 with solid financial footing, strong event performance, and continued growth in reserves.
Key Balances
Summary
Signature Events
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 April 30, 2025
Texas Society of Association Executives
Balance Sheet Comparison
As of April 30, 2025
Texas Society of Association Executives
Texas Society of Association Executives
Texas Society of Association Executives
Profit and Loss
January - April, 2025
TEXAS SOCIETY OF ASSOCIATION EXECUTIVES
Budget vs. Actuals
January - April, 2025
TEXAS SOCIETY OF ASSOCIATION EXECUTIVES
January - April, 2025
TEXAS SOCIETY OF ASSOCIATION EXECUTIVES
Budget vs. Actuals
January - April, 2025
2025 Proposed Budget Amendment
May 9, 2025
Budget Correction Item Discovery:
In January the finance team noticed an initial shortfall in Membership Revenue . Initially, the short fall made sense due to illness throughout the TSAE office and January membership billing going out later than usual. When February financials were received we became concerned with a continued membership revenue shortfall which did not align with the positive renewal numbers staff had been seeing so far in 2025
After digging into the issue in detail with All-in-One Accounting the issue was discovered.
In 2024, TSAE modified the way it recognized membership revenue. Historically, TSAE had allocated membership revenue in each month of the membership year (May 1 – April 30). When the 2024 Budget was built in the Fall of 2023 that process was still in place. With the change to a new accounting firm in early 2024 the decision was made to recognize membership revenue in the month of its receipt. However, based on the previous model of budgeting and dues allocation, 2023 dues were still included in the first four months the 2024 budget.
Due to the change in our processes the 2023 overstatement was left in the budget inadvertently, which created the appearance of a deficit in the membership dues line in early 2025 despite successful recruitment and renewal efforts.
Budget Amendment Rationale:
2025 membership revenue has been reworked to include a projected 2% membership revenue increase WITHOUT prior year carryover funds included
The December board approved budget projected a positive year- end of over 35k in revenue. The team has taken this opportunity to revise membership projections and adjust other revenue and expense items now that we have more knowledge of other factors for 2025. Our new projection provides for a positive year- end bottom line of just over 15k in revenue.
Reviewed/Updated:
- The first four months of membership revenue in 2025
- The addition of the guaranteed Naylor Membership Directory Payment ($30k)
- The savings on a software expense initially thought TSAE would have to purchase now becoming and in-kind partnership. (14.5K)
- Removal of some operational expenses for 2025 (10k) Audiovisual Expenses for smaller education programs – Learn@Lunch; Accelerate TSAE.
Next Steps:
Working in tandem with All-in-One Accounting and TSAE Finance Officer, Shirley Robinson, we would like to propose amending the 2025 approved budget to accept the amended version recently updated version showing instead of a year- end revenue of 35k this version has a year- end revenue of 15k.
DISCUSSION ActionItems
Introduce/share with TSAE ONE sponsor lead/year (invite them to signature events)
Introduce TSAE to non-members/ membership prospects you have developed a relationship with
Nominate TWO candidates to serve on the TSAE Board of Directors
Attend ONE TSAE Social and bring/ invite ONE non-member - loop in staff
Support staff requests to speak, facilitate, moderate, contribute, write articles, etc.
Send personal congratulatory notes to new CAEs (assisted by TSAE staff)
Attend at least ONE signature event outside of New Ideas each year of service
Thank sponsors/partners with personal messages (assisted by TSAE staff)
Attend TSAE Board of Directors Meetings
General Part of Board’s Role in Advancing TSAE and our Community
Provide Testimonials when asked regarding Recruitment/Events/Sponsorships
Like/comment/share TSAE social media activity (if on social media)
Promote CAE path amongst own staff/colleagues
Answer Online Community Questions when asked by staff
Immigration-Driven Demography
SUMMARY: Immigration will remain the central driver of American population growth and diversity for decades to come, reshaping not only demographics but also values and attitudes. For associations, this creates a more diverse membership with more varied ideas, expectations, and needs.
Forecasts
• Immigration will continue to bring cultural and political shifts as new citizens add to American society. Immigrants’ prominence in U.S. media will continue to grow, leading to new cultural influencers.
• The fluctuating intensity of immigration due to political shifts and economic conditions will continue to affect all levels of the workforce, from unskilled labor (farms, factories) to highly skilled medical and technology workers.
• Polarization around immigration and resulting diversity issues will continue, though this may shift over time as younger generations with their own views of immigration become more influential.
• By the mid-21st century, immigrants from Asia will outnumber those from Latin America.
Key Uncertainties
Shifts in political administrations and the effects on policies and the numbers of documented and undocumented immigrants
•
Whether economic or cultural shifts in the U.S. and globally affect America’s appeal as an immigrant destination
• Immigrant fertility changes
• Whether younger generations drive changing attitudes about immigration
• Immigrants’ values and how they are expressed
Immigration-Driven Demography
Supporting Trends
• Population growth driver. The U.S. population is projected to grow from 331 million in 2020 to 441 million in 2065—88 percent of this growth will consist of future immigrants and their descendants.
• Asians now the largest share of new U.S. immigrants. China and India have replaced Latin American countries as the largest sources of arriving U.S. immigrants.
• Diverse millennials and Gen Zs. America’s younger generations are by far its most diverse. In 2018, the millennial generation was 44 percent non-white, while Gen Z (those born after 1996) was 48 percent non-white.
• America’s arriving non-white majority. The Census Bureau projects that the United States will be majority non-white by 2045. At the same time, the percentage of the population that is African American will also shrink.
• Immigration: millennial numbers-booster. The millennial generation contains more immigrants than any other living U.S. generation. Most of the current working-age immigrants who arrived in the United States between 2000 and 2015 are millennials.
• Immigration and population growth. According to the Brookings Institution, the current rate of immigration, should it continue, will more than offset the United States’ declining fertility rates, allowing the nation to continue to grow. The 2020 Census shows that most states had population growth declines or losses over the past decade.
Notable Data Points
THE MOST IMMIGRANTS
The United States has more immigrants than any other country in the world—about 45 million in 2018.
Source: Pew Research Center
NON-WHITE MAJORITY
Source: United States Census Bureau
ASIAN IMMIGRANTS
By 2045, the U.S. population will be 49.7% white, 24.6% Hispanic, 13.1% Black, 7.9% Asian, and 3.8% multiracial . Asians will become the largest immigrant group in the United States by 2055..
Source: Pew Research Center
Related Drivers of Change
• Dismantling Systematic Racism
• The Next-Gen Professionals
• American Inequality
• Diversity, Equity, and Inclusion
Immigration-Driven Demography
Strategic Insights
• Immigrants of all skill levels will be crucial for America’s workforce. Recognizing and even championing this role for immigrants, where appropriate, makes sense for associations and their members, as well as for the U.S. economy as a whole.
• Associations may also choose to directly help immigrant professionals (including students) integrate professionally. This would give associations access to new sources of members—and potentially even new connections to emerging markets of interest.
• Immigration will continue to bring greater diversity to association membership.
• Even though it is a hot-button issue, many associations will need to engage in the debate around immigration and will need to have a coherent policy. A deeper awareness of how immigration intersects with the interests and activities of members will be important.
• Changes in federal immigration policy could create disruptions across both skilled and unskilled workforces. In some cases, uncertain—not just more restrictive—immigration policies could result in sought-after workers going to other, more welcoming countries.
• Immigrant employees and members may introduce unfamiliar equity issues. For example, U.S.-based organizations with significant numbers of employees from a given foreign region may need to be sensitive to race, class, or caste issues in that region. Diversity training tailored for immigrants could become a need.
Timing
• Stage: Growing scale and impact
• Speed: Medium, though policy changes will move faster than demographic effects
Potential Alternative Futures
• Demography is not destiny: Economic effects and rapid acculturation result in lower rates of immigrant fertility.
• Less diverse, and thus older: A drop in immigration results in a demographic acceleration of the aging of the American population as there are fewer young arrivals and fewer children of immigrants to offset the older population.
• America’s flagging appeal: Cultural shifts both inside the United States (perceived growth in anti-immigrant sentiments) and outside (rising opportunity and stability in source countries) reduce immigration flows..
Immigration-Driven Demography
Take Action
• Examine your own demographic shifts and resulting needs. Some professions and trade groups are experiencing a strong influx of immigrant participation. They may have different cultural needs and priorities or expect a different value proposition to even become members. Immigrants from countries without a strong association culture may not understand and appreciate what can be gained from joining.
• Think local first, then global. Who the immigrants are will vary at the community level. Chapters and local affiliates may have specific immediate priorities not shared nationally or globally. Their frontline experience and relationships with local partners could help others learn faster how to serve specific populations.
• Increase your cultural competency. Aware of these demographic shifts, many associations now offer their members education and training in cultural competency. This is especially important for frontline workers in health and life skills fields, and valuable knowledge for anyone involved in designing and managing access to programs, including association executives responsible for membership and education.
• Get outside a U.S.-centric perspective. Associations aspiring to a global presence should be aware that migration is a global phenomenon offering real opportunities. Members who migrate are bridge builders connecting networks in their country of origin with their receiving country. U.S.-based members may appreciate assistance as they relocate and integrate into new cultures. Members can cultivate a common language of terms and concepts that define their field and overcome other language barriers. Non-U.S. members may find greater prestige in their affiliation than their U.S. counterparts.
Keyword Search
To continue researching this change driver, use these search terms: immigrants, immigration, United States and aging, birth rate, fertility, demography, population growth, refugees, chain migration, family-based immigration, Biden immigration policy, path to citizenship, Hispanic, Asian American”
Who Will Be Affected
Demography sets the baseline context for all organizations and businesses. With immigration projected to drive population growth for the next few decades in the United States, people will have to look to these newcomers as potential customers, clients, and members.
About ASAE ForesightWorks
ASAE ForesightWorks is a deliberate, evidencebased research program and emerging 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; and
• opportunities to engage with peers around the research.
Ultimately, the program’s mission is to empower association leaders to create a culture of foresight.
Check asaecenter.org/ForesightWorks and follow @ASAEresearch on Twitter for updates on new findings and events.
TSAE Board Risk Framework Summary
In March, the TSAE board initiated the creation of a Risk Task Force to develop a decision-making framework to help the Board evaluate and respond to issues that may carry legal, political, reputational, or member-perception risk. Grounded in TSAE’s mission and values, this framework supports consistent governance and provides clarity around when and how to act It is especially timely as new board members join and the association faces growing complexity in its internal and external environment.
The framework has five core components: Risk Categories, Guiding Principles, Threshold Criteria, Application in Practice, and a Decision Tree. Together, these tools provide a scalable process for strategic discussion, public positioning, and member trust
Risk Categories: What We Monitor
These categories help the Board quickly assess where an issue fits and whether it warrants strategic attention or delegation.
The framework outlines six categories of risk that may trigger Board-level discussion:
1. Financial Risk: Threats to revenue, reserves, or budget integrity.
2 Legal/Compliance Risk: Exposure to penalties or liabilities from regulatory or policy violations
3. Reputational Risk: Perceived misalignment with values or expectations that could erode trust.
4 Member Perception Risk: Polarizing issues where TSAE’s position or silence could affect member engagement or retention.
5. Operational Risk: Service disruptions, staffing challenges, or system failures.
6. Political/External Risk: Broader public policy trends that may affect associations or members
Guiding Principles: How We Decide
TSAE’s core values, DEIB statement, and governance philosophy inform every decision.
Decisions should be:
● Grounded in the mission and member value, not influenced solely by external pressures
● Transparent, ensuring members understand both actions and rationale.
● Equitable and inclusive, balancing member, vendor, and public interests.
● Consistent, so that similar issues are handled similarly over time
Threshold Criteria: When the Board Engages
The Board should formally review an issue when one or more of the following criteria are met:
● A high volume of member sentiment or concern is expressed.
● There is potential reputational risk or press attention.
● The matter may conflict with or support core values or long-term priorities.
● The issue has legal or financial implications.
● The matter affects the broader association or nonprofit sector.
Application in Practice: Where This Lives
This framework will be applied in several key areas:
● Strategic Planning: Identifying future-oriented risks or trends.
● Board Meeting Agendas: Guiding whether an issue needs review, deferment, or communication.
● Public Statements and Advocacy: Supporting decisions about when and how to respond.
● Policy Reviews: Embedding a risk lens into governance updates.
● Member Engagement and Education: Offering transparency into TSAE’s values-driven leadership approach.
Decision Tree: A Stepwise Approach
The Task Force created a simple series of questions to guide action:
1.Is TSAE directly impacted? If not, are we the right organization to respond?
2.Does this risk warrant action? If yes, is it urgent or longer-term?
3.Do we have enough information? If not, who gathers it?
4.Is a public statement or communication needed?
5.What’s the timeline? Should it be addressed now or later?
Looking Ahead: Integration and Implementation
The framework will be included in new board orientation and accessible under the foresight section of board resources. This living tool will evolve over time, guided by member feedback and Board experience. It ensures TSAE is proactive in building trust, protecting values, and advancing the mission.
