Pivot Point: Reshaping Your Business When It Matters Most, Sheri Jacobs, FASAE, CAE, writes that associations need to be nimble organizations. Addressing the challenges and disruptions that face our industry requires an ability to adapt or else risk being left behind. In this episode, Sheri discusses the insights she gleaned from interviewing dozens of association executives while writing her new book.
This episode of the CEOnly Podcast is graciously sponsored by:
Michelle Mason, FASAE, CAE
President and CEO, Association Forum
Michelle Mason is the President and CEO of Association Forum. Association Forum is the “association of associations” in Chicago. Founded in 1916, it has nearly 4,000 members. Prior to Association Forum, Michelle served as a managing director at the American Society for Quality (ASQ). In this role, she concentrated on business development, membership, component relations, innovation, advocacy, social responsibility, and process improvement efforts. Prior to she was Vice President of Strategic and Future Focused Research at the American Society for Association Executives (ASAE).
As the founder of Avenue M Group, Sheri Jacobs, FASAE, CAE, is a leader, innovator and visionary whose organization has helped more than 100 associations, small and large, tackle their most challenging issues. A senior executive, best-selling author (
The Art of Membership: How to Attract, Retain and Cement Member Loyalty published by ASAE and Jossey-Bass) and association management veteran with nearly 20 years of experience, Sheri applied her experience in research, marketing, strategy and pricing projects to create a unique firm that helps associations achieve their goals. Prior to opening Avenue M Group, Sheri served in staff leadership roles at the American Academy of Implant Dentistry, the American Bar Association and the Association Forum of Chicagoland. During her tenure at the Association Forum, she built award-winning campaigns that resulted in double-digit membership and meeting attendance growth. Over the years, Sheri has served in numerous leadership, speaking and volunteer roles, including chair of the ASAE Foundation Development Committee, chair of the ASAE Membership Council and a member of the Marketing Council and Professional Development Committee. She is the co-editor and a contributor to ASAE’s best-selling membership book, Membership Essentials (ASAE 2007 and 2015) and author of the ASAE marketing book 199 Ideas: Powerful Marketing Tactics That Sell (ASAE 2010). She has been invited to speak as a keynote or present at more than 100 industry conferences and events. In 2015, the Association Forum of Chicagoland awarded the John C. Thiel Distinguished Service Award to Sheri in recognition for her outstanding service to the association community. She is the 30th recipient of the Academy of Leaders Award. It is ASAE’s highest honor given to industry partners who have demonstrated exemplary support of ASAE and the entire association community.