This season has been kindly sponsored by Visit Spokane. Go to VisitSpokane.com to learn more.

Associations are under pressure to grow revenue, retain members, and stay relevant—often with fewer resources and more uncertainty. In this conversation, ASAE President & CEO Michelle Mason explains why the old business model is over and what’s working now: prioritizing retention, listening to the real “voice of the member,” reading behavioral data (not just surveys), and designing hybrid, distributed experiences that keep engagement alive year-round. She also shares ASAE’s “conscious inclusion” approach to DEI amid polarization, how to cultivate next-gen leaders without losing institutional wisdom, and why future-focused leadership means taking smart risks on behalf of your community. 

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Music: Inspirational Cinematic Piano with Orchestra