When I joined my first professional association as a graduate student in 2003, I had no idea I was entering one of the most enduring and transformational relationships of my career.
It started with a name badge and a conference program, but quickly became a professional home — a place where I found mentors, community, and a deep calling to serve. Over the next two decades, I went all in. I didn’t just attend events or volunteer on the side; I embedded myself in the fabric of the organization. And it changed everything.
I believe in the impact of associations, not only for professional development, but because higher ed personnel need a safe place to land. Sometimes, membership in an organization is the only way to find people who really “get it.” Sometimes, listening to a conference presentation is the best way to feel reinvigorated in our student-centered work.
The future of higher education requires an inspired, energized workforce. I believe in the future of associations as an essential support system — and I know the future demands we do things differently.
My NASPA Story: A Career Commitment to Leadership, Innovation, and Service
Not long after that first NASPA conference, I started taking on leadership roles. I was the first graduate student representative on the Region VI board, where I advocated for student voting rights and began spearheading initiatives like NASPA’s Volunteer Central and the SA Speaks program for the Western Regional Conference (and later co-chaired it nationally). I supported the organization’s new technology competencies through the Tech Knowledge Community and co-led the 2022 annual conference’s virtual experience for over 1,400 attendees. Then, in 2023, I was honored as a NASPA Pillar of the Profession — a recognition that marked not just the past two decades of service, but a recommitment to the work still ahead.
So it’s safe to say, association involvement has been a hallmark of my professional experience. I have no plans to stop any time soon. In fact, I’m currently chairing the 2025 NASPA Western Regional Conference, guiding a 40-person team through our rapidly changing landscape to build a bold, inclusive, and strategic convening in Palm Springs this fall.
These achievements, these moments of service and support, have shaped who I am. They also provided a front-row seat to the power and potential of higher ed associations, inspiring me to build something new: The Engaged Association.
A New Era for Associations: From Burnout to Bold Strategy
Over the past 20+ years, I’ve watched our world and our industry change. Our professional organizations haven’t always adapted at the same pace. Now, it’s time to get real: associations are at a turning point.
From shifting member expectations to digital fatigue, the headwinds are fierce and growing — but so are the opportunities we have to rebuild systems, storytelling, and strategies that will help us meet this moment.
Here’s what we’re seeing across the field (and in the data):
Conference attendance continues to decline.
Association Laboratory’s Looking Forward 2024 report revealed that over 60% of association CEOs experienced lower event attendance than before the pandemic. And our own benchmarking work shows this isn’t just about health concerns or travel restrictions — it’s also a reflection of member fatigue and unclear value propositions. Members need to know why showing up matters.
Member retention is slipping.
According to Marketing General’s 2023 Membership Marketing Benchmarking Report, just 45% of associations reported membership growth — a significant drop. Your newest members are the least likely to renew, and younger professionals are more likely to expect on-demand value, peer networks, and digital-first engagement, not just a conference once a year.
Digital engagement is inconsistent and often under-leveraged.
Many associations struggle to move beyond announcements. Our audits show:
- Email click-through rates below 2.5% (well under nonprofit benchmarks)
- Social media content that emphasizes logistics over community-building
- Websites that may be visually polished but lack pathways for connection or action
In short: a lot of effort with little return — because the content isn’t centered on the members it’s meant to engage.
Volunteers are burning out.
Our interviews with association staff and board leaders show traditional volunteer pipelines are drying up. Leadership roles are going unfilled. Committee participation is inconsistent. And those who do raise their hand often aren’t equipped or supported with the tools to thrive, especially when everything feels urgent, all the time.
Internal teams are maxed out.
Behind the scenes, many associations are running lean. One or two staff members are tasked with managing email, social media, website updates, event promotion, and membership support with no clear workflow or integrated plan. Strategy is replaced by survival mode, which becomes unsustainable — and ultimately, uninspiring.
You can have the best programs in the world, but if your members don’t understand your impact and don’t feel a personal connection to your mission, they will disengage.
I created The Engaged Association to close that gap. Associations are hungry to lead with clarity and communicate with care — but that doesn’t happen by crossing our fingers and hitting send on yet another email campaign. It’s time to build digital strategies that serve the humans behind the screen, not just during conference season but all year long.
Lessons from the Inside: Helping Higher Ed Associations Evolve
The Engaged Association is a consulting and strategy service designed for CEOs, CMOs, communications directors, and board leaders at higher ed professional organizations. We work together to:
Audit Your Marketing & Communications
We assess your website, email, social media, and campaigns to understand what’s working, what’s not, and where you’re leaving member connection on the table.
Benchmark Against Peers
You’ll gain insight into how other associations are engaging — and walk away with actionable opportunities to elevate your efforts.
Clarify Your Brand Voice & Messaging
We help unify your organizational voice across departments and platforms, making it easier for your team to communicate with confidence and consistency.
Build a Member-Centered Content Strategy
From campaign calendars to storytelling workflows, we help you create systems that are sustainable for staff and meaningful for members.
Strengthen Executive Visibility & Alignment
We work 1:1 with association executives to refine their digital presence, align messaging with mission, and ensure the organization’s leadership voice reflects its values.
Let’s Reimagine What’s Possible
If you’re ready to move from announcements to engagement…
From confusion to clarity…
From burnout to strategy…
Let’s talk.
- Explore our services and case studies
- Subscribe to The Engaged Association newsletter for insights, resources, and practical tools to support your association’s next chapter.
