ASAE Selects THRUUE Inc. as Strategic Planning Consultant

March 30, 2020

WASHINGTON— With the full participation of the ASAE and ASAE Research Foundation Board of Directors, ASAE launched a strategic planning process on March 20. The meeting was conducted by THRUUE Inc., the firm chosen to facilitate the organization’s strategic planning process. THRUUE Inc. was chosen from a field of six finalists who submitted proposals to ASAE through an open selection process.

THRUUE Inc. demonstrated deep knowledge and experience in strategic planning processes and applying creative, adaptable tools and techniques that provided measurable results across associations, non-profits and for-profit entities.

“We are excited to have the talented staff at THRUUE guide us through the strategic planning process,” said ASAE President and CEO, Susan Robertson, CAE. “When the board gave approval for ASAE to pursue a new strategic plan in November, we could not have imagined that we would be in the midst of a global pandemic as we began the process. However, the current climate reinforces the critical need for not only ASAE, but all organizations, to have a solid strategic plan in place. We look forward to involving the ASAE community in coming months.”

“THRUUE is honored to serve ASAE as it reimagines its next chapter of impact and growth. THRUUE’s work to align strategy and culture is especially critical now, as member organizations must make strategic decisions to find new ways to thrive now, and in a post-Covid-19 world,” said Jame Cofran, CEO, THRUUE Inc.

MEDIA CONTACT: Lauren Precker, CAE,, 202-626-2735.

About THRUUE Inc.
THRUUE is an expert strategy and culture consultancy that helps leaders set their strategy and shift their culture to grow, achieve greater impact, and thrive. Founded in 2012, THRUUE serves clients in commercial and nonprofit sectors from its Washington, DC headquarter office. For more information:

About ASAE
ASAE is celebrating 100 years of making society smarter, better and safer. The Centennial anniversary represents ASAE’s role as a leader and supporter of progress and innovation in the association industry. ASAE is a membership organization of more than 48,000 association executives and industry partners representing 7,400 organizations. Since it was established 100 years ago, its members have and continue to lead, manage, and work in or partner with organizations in more than a dozen association management disciplines, from executive management to finance to technology. With the support of the ASAE Research Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge, and future-oriented research for the association and nonprofit profession and provides resources, education, ideas, and advocacy to enhance the power and performance of the association and nonprofit community. Visit ASAE at