For the past 90 years, ASAE has been your source of research-based knowledge, a leader in professional development, and your voice on Capitol Hill, advocating on behalf of the association community. But most importantly, we have been the community on which you relied. As we continue our focus on these areas, we remain true to our commitment to advancing the profession, and you.

As our environment changes, however, our organization has to evolve to adjust the positioning and the way we communicate with external audiences. Future opportunities and challenges require our organization to grow. Thus, following careful deliberations, the ASAE & The Center for Association Leadership Boards today approved a new name for our organization: ASAE with a tag line The Center for Association Leadership. The unified name will help us position and communicate more effectively what we do for the association and nonprofit community. We also expect there will be less confusion about the role of our organization as we reach out to engage with new groups and individuals.

One of our goals is to equip the next generation of leaders with the knowledge and skills required to successfully manage the challenges and opportunities we will face in the future. That’s why we’re going to introduce a new fundraising vehicle, the ASAE Foundation, with a tag line Advancing Association and Nonprofit Leadership, to support and expand the innovative nature of our organization in the areas of research, leadership and innovation. The Foundation will be flexible, responsive and future-focused, serving a critical role among our members and the association community.

And to broadcast the value of associations, we’re going to expand the awareness campaign launched last year. The Power of A highlighted the unique resources associations can leverage to address many of the pressing issues facing America today—issues like stimulating job growth, getting the economy on track, energy, healthcare and education, to name a few. We need to continue showing the value of associations to society and The Power of A conveys this message. To achieve that, we decided to more closely integrate the messaging of the campaign into our overall communication platform.

The name change, the creation of the Foundation and the broader application of The Power of A messaging will create clarity and synergy around who we are, and how we serve the association community and the individuals within this profession. Although the changes are effective today, the organization will continue operating under its current brand with more information being released at our Annual Meeting & Exposition in Los Angeles this August.

For more information, visit the FAQ section on our website. Thank you for your continued support and for your membership in ASAE, the Center for Association Leadership.

John H. Graham IV, CAE
President and CEO
ASAE

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