New Ideas Annual Conference
Education Sessions
Click Here to Download the Detailed Agenda!
NEW THIS YEAR!
Look for the "Best For" designation under each breakout session. We've identified the association management roles that will benefit most from each breakout session, making it easier to build a conference experience tailored to your responsibilities, interests, and professional goals.
Sunday, September 13
| 2:30 - 3:45 PM |
OPENING KEYNOTE SESSION In today’s association landscape, professionals are being asked to do more than ever before - create exceptional member experiences, drive engagement and retention, lead teams through constant change, and deliver innovative programs with limited time, energy, and resources. In the middle of it all, one thing quietly influences every interaction, meeting, event, and relationship: your energy. In this dynamic and interactive opening keynote, leadership speaker and Energy Intelligence™ expert Marli Williams introduces a powerful, human-centered framework to help association professionals lead with greater clarity, connection, and impact. Through engaging stories, audience interaction, and practical strategies, participants will discover how to manage their energy — not just their time — in order to elevate member engagement, strengthen relationships, and create meaningful experiences that people remember. This inspiring kickoff experience will leave TSAE attendees feeling energized, connected, and fully charged to lead with purpose throughout the conference and beyond. |
| 4:15 - 5:15 PM | CONCURRENT BREAKOUT SESSIONS |
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What AI Is Saying About You Right Now — And How to Change It |
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How Not to Become a Millionaire: The Association Ethics Game Show Who says learning about association ethics has to be boring? Join your hosts for our ethics edition of Who Wants to Be a Millionaire?, where we dive into the most important ethics knowledge all association professionals need to know, explore the craziest scenarios and situations where professionals really tried to be association “millionaires” (but you know, in the non-salaried way), and challenge your fellow peers to see if they can answer the toughest CAE-level ethics questions and win all of our (fake) money. Along the way, you’ll experience the power of gamification as a tool for creating engaging, memorable adult learning experiences. (Warning: Audience participation required! Celebrity guests may make appearances.) |
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If Revenue Could Talk: A Live Diagnostic for Associations What if your revenue could tell you exactly what’s working and what isn’t? In this interactive, story-driven session, attendees will step into a live diagnostic of a fictional, but very familiar, association facing flat membership, uneven program performance, and declining sponsorship. Together, we’ll interpret real-world revenue scenarios to uncover what the numbers are signaling about demand, relevance, and missed opportunity. But insight alone isn’t enough. Even when associations identify the right opportunities, they often fail to convert them due to unclear messaging and poorly structured program and offering pages. This session pairs Revenue Speaks, a framework for decoding revenue signals, with practical communication strategies that improve clarity, positioning, and conversion. Through guided discussion and real-time examples, participants will learn how to connect what their revenue is telling them with how their organization communicates value, so they can turn insight into action. Attendees will leave with a practical framework they can immediately apply to better understand performance and improve results across membership, programs, and sponsorship. |
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From Silos to System: How Associations Can Converge Content, Marketing, and Data Member journeys have changed — but most association structures haven’t. Content and marketing still operate in silos, often separated by a long-standing “church and state” divide. Meanwhile, today’s members are researching, learning, and making decisions across a fragmented, non-linear journey shaped by digital channels, peer networks, and AI. The result is missed opportunities to build trust, drive engagement, and influence outcomes. In this session, we’ll explore how leading associations are moving from disconnected efforts to a unified, converged model — where content, marketing, and data work together as one system. You’ll learn how to rethink your structure, align your teams, and create a content ecosystem that meets your audience where they are. We’ll also show how this strategy comes to life in practice, including how platforms like iMIS can support a more connected, data-informed approach to engagement. If your content feels fragmented — or your results aren’t matching your effort — this session will give you a clearer path forward. |
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A CEO-Only Conversation with Keynote Speaker Marli Williams Guided by Marli, participants will take part in an open, facilitated conversation centered on the real-time challenges association CEOs are navigating. This peer-driven session will create space for candid dialogue, shared insight, and practical reflection on how executives can lead with greater energy, clarity, and connection. Speaker: Marli Williams, M.Ed., Keynote Speaker *This session is open exclusively to CEOs and Executive Directors.* |
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Peer Power-Up: Operations Join your association professionals peers for a focused, peer-driven discussion on a specific area of association management. Designed to maximize idea-sharing and practical problem-solving, this facilitated session creates space for you to explore real-world challenges, exchange solutions, and learn directly from one another in a collaborative setting. There is no formal speaker — the value comes from the collective expertise, questions, and experiences of TSAE members in the room. |
Monday, September 14
| 9:00 - 10:00 AM |
KEYNOTE SESSION Time was, people had clear job roles. Graphic Designer. Copywriter. Web Developer. Event Planner. Membership Director. No more. As technology expands with tools like Canva, AI and video editing from your phone, the era of the Slash/Marketer has dawned. In many organizations, there is an invisible slash in your title and behind it is the expectation that you will be the marketing execution engine of your team, department or whole organization. Today, a single hire is expected to handle many if not all of those functions. Some thrive with the opportunity to expand, while others re crushed under the weight of expectations and workload. You’ll leave with:
Sponsored by the Austin Convention Center |
| 10:30 - 11:30 AM | CONCURRENT BREAKOUT SESSIONS |
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From Data to Dues: Turning Insights into Immediate Member Growth Most associations are drowning in data—but starving for action. Reports get built, dashboards get admired, and then… nothing happens. This session focuses on how to turn everyday data into real membership growth using practical, repeatable strategies. We’ll walk through specific reports that uncover quick wins, how to trigger automated follow-up based on member behavior, and how to connect paid advertising efforts directly to member conversion. Attendees will leave with actionable ideas they can implement immediately—no massive data overhaul required. |
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The Transactional Trap: Why Your Sponsorship Strategy is Stalling (and How to Fix it) Non-dues revenue remains a top priority for associations, yet many organizations find themselves stuck in transactional models—relying heavily on exhibits, event sponsorships, and advertising that deliver short-term revenue but limited long-term value. At the same time, member expectations are evolving, and corporate partners are seeking deeper, more strategic engagement. This session provides a practical, step-by-step approach to evolving from transactional sales to integrated corporate partnerships. Drawing on real-world examples and proven frameworks, attendees will learn how to identify untapped opportunities within their existing programs, align offerings with member needs, and build partnership models that deliver value to both members and corporate supporters. |
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Beyond the Ballroom: Events that Drive Year-Round Revenue Events are often seen as one-time revenue spikes, but the most successful associations treat them as year-round engines for both income and influence. In this session, you will learn how to design event strategies that extend their financial and relationship impact long after the closing session. We will cover how to build multi-touch sponsorship packages, repurpose event content for ongoing engagement, and connect attendees with your organization through post-event programming. By the end, you will have a framework to turn every event into an ongoing revenue generator that strengthens your connections with members, sponsors, and partners throughout the year. |
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From SEO to GEO: How Associations Get Found in an AI-First World Search is changing -- fast. Members and prospects are no longer just “Googling.” They are asking ChatGPT, Gemini, Perplexity, and other AI tools for answers, and those tools are supplying those answers instantly and authoritatively. That shift is fundamentally changing how associations get discovered, how credibility is assigned, and what content associations need to produce to drive engagement. In this session, we will introduce Generative Engine Optimization (GEO). This is the next evolution of SEO focused on how AI tools surface, summarize, and recommend organizations. Attendees will learn how associations can structure their websites, strengthen thought leadership, and develop content so they are not just searchable, but discoverable, quotable, and trusted by AI. This session moves beyond theory. Participants will review case studies and leave with a clear framework and concrete steps they can apply immediately to make sure their association remains visible, relevant, and competitive as search becomes AI driven. |
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Advocacy Without Friction: How Association Leaders Engage Policymakers Across Perspectives Association leaders face expectations to engage in public policy on behalf of their members; however, many remain hesitant due to concerns about partisanship, legal boundaries, and potential reputational risk. This hesitation often results in limited or inconsistent advocacy efforts, even when issues directly impact the industries they represent. This session presents an actionable model for advocacy that enables leaders to engage policymakers effectively without compromising their organization’s position or credibility. Rather than avoiding engagement or defaulting to neutrality, participants will learn how to identify where their priorities intersect with those of policymakers and communicate in ways that resonate across different perspectives. Participants will explore how policymakers interpret issues based on their roles, constituencies, and external pressures, and how associations can position their issues in ways that are relevant and constructive across those differing viewpoints. Using a structured activity and examples, attendees will practice identifying points of alignment, shaping messages for different audiences, and determining appropriate next steps for engagement. The focus is on helping participants move from uncertainty to a clear, actionable approach they can implement immediately. Grounded in the realities of leading within complicated situations, this session equips participants to engage policymakers with greater confidence, adapt their approach across audiences, and contribute meaningfully to policy conversations. Participants will leave with a practical framework and tools to support consistent, effective advocacy efforts. |
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Peer Power-Up: Member and Stakeholder Engagement Join your association professionals peers for a focused, peer-driven discussion on a specific area of association management. Designed to maximize idea-sharing and practical problem-solving, this facilitated session creates space for you to explore real-world challenges, exchange solutions, and learn directly from one another in a collaborative setting. There is no formal speaker — the value comes from the collective expertise, questions, and experiences of TSAE members in the room. |
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| 1:45 - 2:45 PM | CONCURRENT BREAKOUT SESSIONS |
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How Numbers Tell The Stories When you look at your association’s financial statements, what’s your first reaction—confidence… or a sudden urge to book a one-way ticket to a private island? You’re not alone. For many leaders, financials can feel overwhelming, confusing, or just plain intimidating. But what if those numbers actually held the key to telling your organization’s story—and moving your mission forward? In this session, we’ll break down financial statements into plain English and show you how clean, well-organized records can transform the way you lead. You’ll learn how to turn numbers into insights, insights into action, and action into measurable impact. By the end, you won’t just read your financials—you’ll use them to communicate your value, guide decisions, and strengthen your strategic plan. And who knows… you might just earn that trip to the island after all. |
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Beyond the Agenda: Leading Through Real Boardroom Dynamics This session is designed for experienced association leaders who already understand governance structures but want to strengthen their ability to lead in the moments where outcomes are actually shaped. Association leaders operate in environments where authority is shared, influence is informal, and decisions involve competing priorities and strong personalities. What happens between agenda items—when a board member challenges direction, when the same voices dominate, or when silence stalls progress—often determines whether alignment is achieved. This interactive session focuses on application, execution, and real-time problem-solving. Participants will learn how to navigate organizational dynamics and align stakeholders in high-stakes board and committee environments using practical, repeatable approaches. |
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Lights, Camera, Conversion: Membership Sales Lessons, Hollywood Style If “sales” feels like a dirty word in your membership work, you’re not alone. But the best membership professionals also have solid sales skills. Through a series of short, memorable movie clips from popular films, Lori & Carrie will reveal sales tactics that don’t feel salesy, improving your ability to drive membership recruitment and retention. We use hidden teaching moments from enjoyable movies that will enhance your real-world member recruitment and engagement. Laugh, learn, and leave with actionable strategies for better connections and conversions. Rethink your mindset. Reimagine how you approach membership recruitment to strengthen your message… and your results. Ditch the pitch and connect. Understand the types of questions that lead to more natural, comfortable sales conversations that are more likely to end with a “yes.” Build trust through authenticity. Learn how to leverage your current members’ experiences to connect with what matters most to your prospects. |
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Galveston Island Convention Center: Unscripted: A Back-of-House Adventure Step behind the scenes at the convention center for a fun, planner-focused look at what makes meetings and events run smoothly. This back-of-house tour will highlight the spaces, teams, and logistics that support seamless attendee experiences before attendees ever arrive. Best For: Meeting planners, event coordinators, operations staff, anyone involved in site visits or venue logistics |
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Peer Power-Up: Business Development Join your association professionals peers for a focused, peer-driven discussion on a specific area of association management. Designed to maximize idea-sharing and practical problem-solving, this facilitated session creates space for you to explore real-world challenges, exchange solutions, and learn directly from one another in a collaborative setting. There is no formal speaker — the value comes from the collective expertise, questions, and experiences of TSAE members in the room. |
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| 1:45- 4:45 PM | DEEP DIVE SESSION |
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From Audience to Action: Build a Focused Strategy for Engagement and Growth Most organizations are trying to reach too many audiences with too many messages through too many channels. The result is scattered effort, unclear priorities, and limited impact. In this hands-on workshop, you'll learn a practical framework for identifying the audience most critical to your organization's future and translating audience insight into focused communications and engagement strategies. Using guided exercises and peer discussions, you'll explore what matters most to your audience, clarify the value you provide, and identify actions that can move people from awareness and engagement to meaningful participation. You'll leave with a simple planning framework and a one-page strategy tool you can continue refining long after the conference ends. |
Tuesday, September 15
| 9:00 - 10:00 AM | CONCURRENT BREAKOUT SESSIONS |
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Membership Innovation: Flipping the Script on Engagement This session focuses on giving association professionals practical innovation tools they can use immediately to strengthen member and volunteer engagement. Participants will learn how to identify hidden assumptions in today’s membership and engagement models, and then “flip the script” using reframing techniques to unlock fresh approaches to recruitment, retention, and volunteer involvement. The session blends short presentations with hands-on group exercises, allowing attendees to analyze their current engagement challenges, generate new ideas with peers, and explore belonging-first engagement models that drive stronger connection and long-term loyalty. Association professionals will walk away with clear frameworks, actionable insights, and peer-tested strategies they can apply right away to transform the way their organization engages members. |
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The Value Agreement: A Non-Dues Revenue Framework for Association Leaders Sponsorship conversations across the association industry gravitate to transactions. Flat dues, tighter event budgets, rising procurement scrutiny and new expectations from every stakeholder have narrowed the value exchange between associations, sponsors, suppliers and members to a single variable: cash. Programs suffer as a result. This session offers association leaders a practical framework for running sponsorship as a negotiated value agreement, where multiple currencies carry measurable weight alongside dollars. Drawing on 15+ years across 600+ association events and perspectives from the supplier, planner, sponsor and independent consultant sides of the table, attendees will learn how knowledge share, audience access, credibility, pipeline and strategic introductions function as legitimate currencies alongside cash, and how to translate those currencies into transactional weight that finance teams, procurement and boards can actually work with. You will leave with language and structure you can apply to your next sponsorship conversation, before anyone at the table names a number. |
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Politics and Ethics: Strange Bedfellows or Necessary Partners? Association executives are trusted to advocate on behalf of their members—and that trust is the foundation of everything. But advocacy communications lives in ethically complex territory. What do you do when your messaging strategy serves the loudest members but not the broadest membership? When a press release is technically accurate but strategically misleading? When a coalition partner’s talking points conflict with your own members’ interests? This session brings two practitioners together to work through scenario-based case studies drawn from real advocacy communication challenges. We’ll explore the ethical tensions association executives face in advocacy communications: amplifying member voices without distorting them, navigating conflicting member interests, and knowing when “winning the message” crosses a line. Walk away with a practical framework for advocacy communications that is both powerfully effective and unambiguously ethical. |
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When the Room Gets Rough: Facilitation Skills for the Moments You Didn't Plan For You're already a facilitator — you just might not call yourself one. Every time you lead a team meeting, guide a committee discussion, run a board retreat, or moderate a panel, you're facilitating. And most of the time, it goes fine. But what about the moments that don't go fine? The offhand comment that lands wrong. The voice that gets talked over. The remark that crosses a line. These moments are brief, but they shape whether people feel safe enough to contribute — or whether they shut down entirely. This session equips you with practical, in-the-moment strategies for navigating disruptive and harmful behavior in group settings, so you can protect both the people in the room and the work you came together to do. |
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The 365-Day Engagement Engine: Mapping Automated Onboarding and Communications Plans for Long-Term Retention In an era of digital noise, associations must move beyond the "one and done" welcome email to build lasting member value. This interactive, workshop-style session pulls back the curtain on a proven 365-day automated member journey designed to boost engagement and retention. Drawing on the TASA framework, we will explore how to transition from generic communications to targeted "Benefit Buckets" that address specific member needs, from advocacy tools and leadership growth to personal milestones like birthdays and anniversaries. Attendees will move past theory into real-world application as they identify their own high-priority audiences and map out a strategic communication sequence. Using an interactive worksheet, you will draft a 4 part targeted email series ready for implementation. You’ll walk away not just with new ideas, but with a concrete action plan to transform your member onboarding from a passive process into a dynamic, year round support system. Best For: Membership directors, member services staff, engagement professionals, communications staff supporting onboarding |
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Peer Power-Up: Small-Staffed Associations Join your association professionals peers for a focused, peer-driven discussion on a specific area of association management. Designed to maximize idea-sharing and practical problem-solving, this facilitated session creates space for you to explore real-world challenges, exchange solutions, and learn directly from one another in a collaborative setting. There is no formal speaker — the value comes from the collective expertise, questions, and experiences of TSAE members in the room. |
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| 10:15 - 11:45 AM |
CLOSING KEYNOTE SPEAKER Life is made of moments. What are you doing to make the most of them? In Moment Maker, Carlos Whittaker teaches you how to make each moment count, so those moments add up to a life rich with meaning, deeply satisfying, and full of purpose. Carlos shares powerful stories and examples from ordinary life that have formed his practical and meaningful game plan for living on purpose and with purpose. All around you there are opportunities to meet a need, shift your focus, and begin healing. It is time to become a Moment Maker. |