Michelle Mason made history three years ago by becoming the first female CEO/president of the American Society of Association Executives, and the first African-American woman to lead the century-old institution during the most difficult time in modern history
How have you found your role as CEO/president of Association Executives (ASAE) so far?
This is a dream job and a really interesting, opportunity-filled time to be an association leader. There are numerous challenges to navigate, but I am very focused on the tasks before me and the future ahead.
My leadership style as a CEO is to encourage diversity of thought, trust and empowerment, so that we are leveraging the best ideas and individual skill sets to achieve a common goal – which is, ultimately, in service of our members. You never know where good ideas are going to come from.
And part of our success in the association business today is to focus on our organisational culture. We cannot be the high-performing team that our members need us to be if we are marginalising or creating barriers for some.
This is a complex, rapidly evolving environment that associations are operating in today, and that means ASAE must also evolve in support of our members’ changing needs.
How can associations navigate these numerous challenges and remain relevant in this association landscape?
The pandemic was probably the most disruptive event in modern society, at least in the last 50 years, and it forced all businesses – including associations – to reevaluate their value proposition.
But even before the pandemic, changes in technology, the workplace and information delivery systems necessitated that associations evolve to stay relevant.
As we navigate this era of rapid transformation, associations need to stay ahead of the curve and that requires environmental scanning and planning for change. There is also a lot of emphasis on collaboration now because we need to work together and leverage the talents of everyone, and put our best foot forward.
I think associations have done a good job of adjusting to the disruption being the ‘new normal’. The industry is leading in workforce development, DEIA (diversity, equity, inclusion and accessibility) and other areas that are critical to the global economy and societal advancement.
You are known for your passion and commitment to DEIA. What is ASAE doing for associations to embrace it?
The world is becoming a more diverse ecosystem and associations are in the business of bringing diverse people together in a common purpose. If we are to ensure the continued relevance and growth of associations in the future, we have to invest in DEIA, or what ASAE calls Conscious Inclusion.
ASAE continues to add to its Conscious Inclusion portfolio. Last year, we launched a new DEIA/Conscious Inclusion Micro-Credential Program for association professionals.
We have evolved our Diversity Executive Leadership Program to better align with ASAE’s new strategy and commitment to Conscious Inclusion. This year, we relaunched ReadyMe, which was tremendously popular last year and enables association professionals to continue to cultivate skills essential to the association C-suite.
ASAE will continue to add resources and tools to its Conscious Inclusion portfolio because this is an area where our members and the broader association community have expressed an interest that ASAE lead by example.
ASAE has a global footprint. You and vice president for international affairs, Amy Hissrich, have graced the online conferences of the Philippine Council of Associations and Association Executives. Is ASAE coming to Asia?
For US-based organisations like ASAE, the world is much more interconnected today, so our approach has been to seek to understand the environment and needs in Asia and other parts of the world; identify potential partner organisations that align with our mission, goals, and interests; invest in those relationships; and work collaboratively on projects and initiatives that create shared value and drive mutual growth and success.
Asia is a market where associations are growing in influence. We see this as an opportunity for collaborative thinking. No one has all the answers to the myriad challenges we face. Partnering with other organisations enables us to leverage our respective strengths and work toward innovative solutions and industry best practices.
Earlier this year, ASAE and the Singapore Exhibition and Convention Bureau (SECB) renewed and expanded our longstanding global partnership, as SECB celebrates its 50th anniversary. ASAE and SECB are committed to working together to strengthen the global association community and ensure a robust business events industry in Asia and around the world.
Could you give a preview of ASAE’s priorities and objectives in the immediate future?
ASAE is very focused on providing our members with strong professional peer communities. ASAE’s Community Groups – which have enabled association professionals with similar backgrounds and stories to develop deeper relationships – are connecting, collaborating and contributing to ASAE in significant ways.
In terms of educational programming and content, we are delivering the targeted tools and practical solutions our members need right now.
Earlier this year, we held our first-ever AI Summit because everyone in our community is trying to figure out what resources and tools they need to responsibly utilise AI. We now have an Association Coalition for AI as well, which is focused on championing public policies that promote the ethical, responsible and effective use of AI within the association community.
What about Destination 2026?
ASAE had been describing its strategic framework as “Destination 2026”, but we have reached a point where we can sunset that term. Our journey does not have a true destination or end point – it is ever-evolving.
In 2024, ASAE has four overarching priorities in our strategy. Those four priorities are: Create Member Value; Foster Workforce Development; Elevate Associations; and Enhance our Culture and Infrastructure.
From August 10-13, we were in Cleveland for the 2024 ASAE Annual Meeting & Exposition. The conference theme was In Unity, We Thrive, which focused on the power of connection and collaboration.
There, the ASAE Board and the staff envisioned what would come next, and 2025 strategic priorities were shared.
Next year, ASAE’s focus will continue to evolve in keeping with our members’ needs, so you will see even more content and focus in areas like AI, Conscious Inclusion, governance and strategic leadership, and workforce development.
