When associations plan for a marketing refresh, the default response is often to increase activity. More email sends, more content, more promotions, more channels. That kind of momentum can feel like progress, but it rarely delivers better outcomes on its own. What associations actually need heading into 2026 is focus. A refresh works best when it starts with an […]
SMPS went through a 2-year rebranding to better tell its story and those of members. Rebranding improved its messaging andand membership appeal.
Does your association know why someone would want to work with you? Employer branding is your organization’s reputation as a place to work.
We examine how the Associated General Contractors of America (AGC) turned their magazine, Constructor, into a brand, expanded its reach and increased audience accessibility. Read the case study here.
With a perfect storm of economic, demographic and technological forces bearing down on trade associations, the pressure to retain members and maintain their status as relevant industry thought leaders has reached a new sense of urgency.
By Hank Berkowitz
In these challenging times, associations of all types and sizes are scrutinizing their branding and design to see if it still resonates with members. See the results of last month's reader poll.
Going through the re-branding process with the American Society of Interior Designers (ASID) reinforces the idea that changing an association's brand is essential to staying relevant. However, it takes time to produce a result that accurately represents your organization.
By Lyle Fitzsimmons
Career centers have long played an important role in helping members find direction. But as Gen Z becomes a larger share of the workforce, associations have an opportunity to rethink how career support is delivered. Many younger professionals are approaching work with less interest in traditional management paths, more concern about long-term stability, and stronger interest in flexibility and […]
“With great power comes great responsibility.” Uncle Ben’s immortal words to Peter Parker have echoed through decades of Spider-Man lore. That famous lesson is a reminder that power only matters when it is put to work. Association career centers have power. Real power. Access to tens of thousands of engaged professionals. Trust built over years. A […]
Running a lean association doesn’t mean your impact has to be limited. In fact, small staff associations often have unique advantages when it comes to agility, innovation, and member connection. That’s the focus of the latest episode of the Association Adviser Podcast, where Tip Tucker Kendall, CAE, Executive Director of the National Grants Management Association […]