The ASAE: The Center for Association Leadership (ASAE) has long been the pre-eminent membership organization for association executives and industry partners. With strong membership numbers and organizational health, ASAE sought McKinley guidance to explore opportunities for the association’s expansion of offerings and markets. Through a disciplined process, McKinley conducted staff interviews, an extensive data and field measurement analysis, a competitive scan of the market, and designed and deployed an electronic survey to current, former and prospective ASAE members. In the video, McKinley’s Shelley Sanner, CAE sits down with ASAE’s Mariah Burton Nelson, MPH, CAE, Vice President, Innovation & New Product Development and Robb Lee, Chief Marketing and Communications Officer to discuss the project and its results.
ASAE and McKinley are currently working together to implement McKinley’s recommendations.