The GAAP Playbook for Associations: From Trial Balance to Financial Statements and the Form 990

Associations face unique accounting and reporting complexities that require both technical expertise and practical judgment. This session provides a focused, real-world look at the financial reporting areas most relevant to association finance professionals. 
 
We will walk through a set of not-for-profit financial statements, compare them to for-profit financial statements, and highlight the financial information included on Form 990. Financial statement reporting for not-for-profits can vary widely across the sector. These critical topics will be discussed to help you make informed decisions that best suit your organization.
 
This course blends technical guidance with practical application to support stronger financial management and decision-making. Learn how to apply accounting principles to common association transactions, including membership dues, conference revenue and costs, inventory, and multi-entity structures (e.g., subsidiaries and foundations). 

Madeleine Bergeron-Edasi, CPA, CIA, Senior Manager, A&A, Clark Nuber PS
Mitch Hansen, Shareholder, A&A, Clark Nuber PS

REFLECT. REFRAME. RECALIBRATE: How to Show Up as a Leader When Everything Is Changing

Change is relentless—and your people don’t need you to have all the answers. They need trust, compassion, stability, and hope. In this powerful keynote, Rachel equips you to lead through uncertainty with confidence, resilience, and connection. Drawing from her own experiences with burnout and unexpected life upheaval, she introduces the Reflect. Reframe. Recalibrate. framework to help you strengthen the inner foundation required to lead others well. You’ll discover what Gallup research says people need most from leaders during times of change, learn the leadership combination that predicts effectiveness more than any other factor, and uncover the question that determines whether people stay engaged or check out. Most importantly, you’ll walk away understanding that before you can give your team what they need most, you have to build it within yourself first.

Rachel Druckenmiller, CSP®, Self-Leadership + Workplace Performance Expert

Stop Selling Membership and Start Building Community  

Most associations are working harder than ever to sell membership—more benefits, more programs, more tactics—yet loyalty continues to decline and engagement feels increasingly fragile. This session challenges the traditional sales-driven approach to membership and introduces a new framework rooted in community-building. Drawing on more than two decades of association leadership and executive engagement experience, participants will explore how to move beyond transactional thinking and intentionally design communities built on trust, shared purpose, clarity, and meaningful contribution. Learn practical strategies to strengthen belonging, deepen participation, and transform members from passive customers into connected, invested partners. Attendees will leave with actionable tools to evaluate their current engagement model, identify patterns that weaken loyalty, and create a community-centered strategy that fosters long-term connection and commitment. 

Angela Richardson, CAE, Council Director, Specialty Equipment Marketing Association (SEMA)

 

1:30 - 2:45 pm
Don't Plan Events, Plan Experiences - How to Design Events That Increase Engagement, Connection, and Member Value 

Great events don't happen by accident—they're intentionally designed to create meaningful experiences. In today's environment, members expect more than a packed agenda; they want opportunities to connect, engage, learn, and feel a sense of belonging.

This session will explore how associations can shift from event logistics to experience design, creating programs that deliver greater value for attendees and stronger outcomes for the organization. You'll learn practical strategies for designing events that encourage participation, foster networking, support learning, and create memorable moments that keep members coming back. From small meetings to annual conferences, discover how thoughtful experience design can strengthen member engagement, deepen connections, and transform your events from something members attend into something they genuinely value.

Angela Strecker, Event Producer and Owner, Blue Wings Events LLC

3:15 - 4:30 pm

Marketing Smarter, Not Louder: Leveraging AI, Video, and Volunteer Power to Maximize Mission Impact

Associations navigate limited budgets, small teams, and competing priorities as obstacles to effective marketing. At the same time, associations are uniquely positioned to tell powerful, mission-driven stories, often without realizing how many valuable assets they already have. This session is designed specifically for association professionals who want to increase membership visibility and engagement without increasing budgets or staffing. You will learn how to motivate and inspire volunteers and members as authentic mission-focused ambassadors, use AI tools to create and repurpose content efficiently, and leverage short-format video to engage their community and humanize your association’s mission. The session emphasizes practical strategies and actionable takeaways, helping you focus on what will works for your organization. Walk away knowing how to align marketing efforts, use AI tools to streamline content creation and messaging, and how to create authentic short-format videos that increase reach and engagement!

Bridgette Lehrer, M.A., Assistant Director, Marketing and Outreach, Berkeley International Study Program, UC Berkeley