ASAE Annual Meeting Recap: What Associations Can Learn from Los Angeles

The ASAE Annual Meeting & Exposition in Los Angeles brought together thousands of association leaders, innovators, and partners, and once again proved why it’s one of the most important gatherings in the association calendar. Over three packed days, the event buzzed with discussions about the future of governance, the role of AI, and how associations can continue to deliver value in times of rapid change.

What stood out most, though, was the emphasis on human connection. Whether on the busy expo floor, in closed-door leadership sessions, or during informal networking meetings, the common thread was clear: people come to ASAE to find their community, exchange ideas, and build trust. This human element became a connector across themes, from strategy to technology to revenue growth, reminding us that at the core of every innovation is the drive to bring people together.

For Swapcard, it was a valuable opportunity to connect with association professionals, hear what’s top of mind for organizers, and explore how technology can better serve this dynamic community. 

Here are some of the other standout themes we took away from the ASAE Annual Meeting.

Governance and Strategic Foresight Are Evolving

Traditional models of long-term planning no longer feel sufficient in today’s climate. From economic uncertainty to shifting workforce dynamics, associations are rethinking how they approach governance and strategy. At the Annual Meeting, conversations centered on the importance of adaptability, moving from rigid five-year plans to more iterative, responsive approaches.

Sessions like Better Together: Successfully Integrating Foresight and Strategic Planning highlighted how tools such as ASAE’s ForesightWorks are helping boards and executives identify signals of change and translate them into practical action. From restructuring board models to rethinking membership strategies, leaders are embracing foresight as a way to prepare, not predict.

For event organizers, this reinforces the need to build agility into planning processes, ensuring teams and technology can flex as new challenges and opportunities emerge.

Finding Balance Between AI and Authenticity

With more than a dozen sessions dedicated to AI, it was impossible to ignore its presence at the Annual Meeting. Associations are exploring how to embed technology into their operations, especially for booth sales optimization, lead enrichment, and digital libraries maintenance.

However, the takeaway was clear: AI can enhance, not replace existing systems, yet. Speakers repeatedly emphasized that member engagement, trust, and authentic communication remain the differentiators for successful associations. As keynote speaker Susan Cain warned, relying on generative AI for content without human oversight risks stripping away the personality and authenticity that communities value most.

Event organizers can take inspiration here: experiment with AI for efficiency, but keep people and relationships at the heart of the experience.

Revenue Growth Through Smarter Partnerships

Another strong theme this year was non-dues revenue and the evolving role of exhibitors and sponsors. With budgets tightening and member expectations rising, associations are rethinking how they engage partners, moving beyond transactional booth sales to more strategic, year-round relationships.

One standout case study came from the Association of School Business Officials (ASBO), which shared how its corporate alliance program evolved from generating $375,000 annually to more than $2 million. By tailoring messaging, aligning internally, and introducing new partnership tiers, ASBO not only grew revenue but also achieved a 79% retention rate among partners. The lesson? Exhibitors and sponsors respond when associations take the time to understand their goals, personalize outreach, and create opportunities that extend beyond the conference floor.

Other sessions reinforced this idea, showcasing how floor plan design, data insights, and AI tools can unlock untapped revenue. Creative layouts and experiential zones don’t just improve attendee navigation, they also tell a story that helps exhibitors feel more connected to the event’s purpose. At the same time, data-driven approaches such as AI-powered lead enrichment help organizers identify high-potential prospects, speed up sales cycles, and build healthier pipelines.

Ultimately, the message for organizers was clear: revenue growth doesn’t come from pushing harder on sales, but from cultivating smarter, more meaningful partnerships. By viewing exhibitors and sponsors as long-term collaborators rather than one-off transactions, associations can create sustainable value for both their members and their bottom line.

Looking Ahead

The ASAE Annual Meeting was a powerful reminder that while technology and foresight are shaping the future, the heart of associations remains human. For organizers, the challenge and opportunity lie in balancing innovation with authenticity: leveraging tools like AI and data-driven planning, while continuing to foster the trust and relationships that drive impact.

At Swapcard, we left Los Angeles energized by the conversations, inspired by the creativity, and excited to continue supporting associations as they navigate what’s next.