There’s a special kind of energy at TSAE New Ideas. This was my first time, which made me what they call a “newbie.” I’m glad I went to the newbie meeting. It was well run, everyone was welcoming and supportive, and it set the tone for the whole conference.
Representing 108 with our team, I was ready to learn, connect and soak up a little Galveston Island energy. The sessions were great, and so was showcasing idealAMS in the Experience Hall, but what made it special was the people. We caught up with longtime clients and friends, swapped stories with partners we’ve worked alongside for years, and met association executives tackling the same challenges the whole industry is talking about.
Three days, a lot of big ideas and more than a few “we should work on that together” moments later, we came home with full notebooks and even fuller calendars.
Now that I’m back at my desk and adjusting from island time, here’s what stuck with me from the conference, and what I think every association professional should be watching.
- AI is already telling your story. Are you part of the conversation?
If one theme ran through the whole week, it was this: people don’t just Google your association anymore. They ask ChatGPT, Gemini or Perplexity, and they get one confident answer back.
Two sessions covered Generative Engine Optimization (GEO), the new cousin of SEO. In Charles Smitherman’s session, attendees asked AI tools about their own organizations in real time. On Day 2, Sam Kowalski and Paulina van Eeden Hill followed up with a practical GEO checklist.
My takeaway: Tonight, ask an AI tool what it knows about your association. If the answer makes you wince, that’s your to-do list.
- Sponsorship is growing up
I counted at least four sessions circling the same truth: selling booths and logo placements isn’t enough anymore. Julie Minnick’s “Transactional Trap,” Marc Ghafoori’s “Value Agreement,” KiKi L’Italien’s “Beyond the Ballroom” and the “If Revenue Could Talk” diagnostic all pushed us toward real partnerships. That means year-round value, multi-touch packages and recognizing currencies beyond cash, like audience access, credibility and knowledge sharing.
My takeaway: Before your next sponsor call, figure out what they need before anyone names a price.
- The “slash” in your title is real
Beth Brodovsky’s general session hit home for me. Communications Coordinator/Designer/Video Editor/Social Media Manager/Event Helper? Many of us have an invisible slash (or five) in our job titles. Her message was about capacity: how staff and leadership can talk honestly about workload, and how to let go of work that doesn’t move the needle.
Marli Williams’ opening keynote, on managing your energy and not just your time, fit right alongside it. She shared practical takeaways, electrified the room and even got everyone dancing. You couldn’t help but smile. Together, the two sessions gave the week a clear message: burnout is a strategic problem, not a personal failing.
My takeaway: Pick one task this month that doesn’t earn its keep, and stop doing it.
- Data is only useful if you act on it
“Drowning in data but starving for action” might be the most relatable line of the conference. Sessions like “From Data to Dues” and Jenny Jones’ “365-Day Engagement Engine” made the case for simple, automated member journeys that go well beyond a single welcome email. Think benefit-focused messages, milestone celebrations and, yes, birthday emails.
My takeaway: Map out what a new member hears from you in their first year. If it’s mostly silence after the first month, you’ve found your opportunity.
- Advocacy and ethics belong in the same sentence
From “Advocacy Without Friction” to “Politics and Ethics: Strange Bedfellows or Necessary Partners?”, several sessions explored how to engage policymakers across perspectives without compromising trust. And the ethics game show, styled after Who Wants to Be a Millionaire?, proved that CAE-level ethics can actually be fun.
What to watch for next
- AI visibility will become a standing agenda item, not a one-off project.
- Non-dues revenue will shift from transactions to long-term partnerships.
- Staff capacity and energy will move from HR conversations to strategy conversations.
- Automated, personalized member journeys will become the baseline expectation.
- Facilitation skills, in the boardroom and in tough conversations alike, will become a must-have for leaders.
A huge thank you to everyone who stopped by and connected with the 108 team in Galveston. To our longtime clients: it was so good to catch up in person. To the new friends we met along the way: we can’t wait to see where these conversations lead. And to TSAE: thank you for three days that reminded us why we love this industry and the people in it.
Galveston, thanks for the ideas, the energy and the dessert. See you next year!
Were you there? Share your favorite takeaway in the comments. We’d love to keep the conversation going.
