Skip to main content
Virtual Summit

Venturing Into Uncharted Waters: How to Innovate and Embrace Risk to Ensure Your Association Thrives in the Future

Three Part Series (Dates Needed)

Schedule at a glance


Venturing Into Uncharted Waters: How to Innovate and Embrace Risk to Ensure Your Association Thrives in the Future.

Facilitated by Sheri Jacobs, FASAE, CAE
President & CEO, Avenue M Group

Whether you're a seasoned association professional or new to the field, this webinar series will inspire you to embrace innovation, take calculated risks, and achieve the membership growth your association deserves. Don't miss this opportunity to learn from one of the association community's most dynamic and insightful leaders.

Join Sheri Jacobs, FASAE, CAE, an award-winning professional wildlife photographer and pioneering thought leader in the association community, in this three-part series as she shares her images and her insights on embracing risk and fostering innovation. Drawing from her remarkable adventures across all seven continents, Sheri will reveal the crucial lessons she learned throughout her career and provide specific association examples that will help you and your organization innovate and thrive.

Attendees of this program will receive a free, signed copy of Sheri's new book, Venturing Into Uncharted Waters! Books will be shipped after September 1 to the mailing address provided during registration.

CAE Hours: 1 CAE credit hour per session, for a total of 3 CAE credit hours for the full program. ASA is the Registered Provider of this program.

Session 1: Membership Recruitment Reimagined - September 19, 2024 (2:00 - 3:00pm ET; 11:00am - 12:00pm PT)
During the first of three sessions, Sheri will guide you through a transformative process of reframing your approach to identifying and communicating your value proposition. With increased competition and a rapidly changing environment, it’s essential to provide members with something they will value and to do so, you need to think and act differently. And that takes risks.  

  • Learn how to create a new member recruitment campaign by unleashing your creativity and generating fresh ideas to acquire new members.
  • Develop a Member Value Canvas (MVC) that connects the dots between your members' problems/challenges and your organization's benefits.

Session 2: Transforming Member Engagement - September 26, 2024 (2:00 - 3:00pm ET; 11:00am - 12:00pm PT)
This session will incorporate fresh new perspectives on how to better utilize existing programs, products, and services, as well as how to develop new initiatives that engage and cement member loyalty, all while fostering a culture of creativity and bold experimentation.

  • Learn grassroots outreach methods for onboarding new members.
  • How to leverage social media channels using engaging content.
  • Develop an ongoing engagement program for new and retiring members.

Session 3: Embracing Risk and Innovation to Create More Value - October 3, 2024 (2:00 - 3:00pm ET; 11:00am - 12:00pm PT)
By reframing risk as an essential component of progress and learning from failures along the way, you'll gain the tools needed to steer your organization through change with grace and assurance. Join us to unlock the power of innovative thinking and ensure your association remains relevant and thrives well into the future.

  • Learn how to fearlessly navigate the process for developing offerings to increase member value.
  • Discover how to generate 100 new ideas for growth opportunities, assess the viability of current offerings, and make confident decisions about your association's offerings. 


Sheri Jacobs, FASAE, CAE's Profile

Sheri Jacobs, FASAE, CAE Related Seminars and Products

President & CEO

Avenue M Group

Long before Sheri founded Avenue M Group, she questioned why so many associations spent their time (and money) pushing information out to its members rather than taking the time to understand and engage them. Over time, she thought, the lack of engagement could impact member recruitment and retention. She vividly remembers working on a direct mail campaign during the day and, that evening, moving a stack of promotional mailings from her mailbox to the garbage bin under her kitchen counter. It was in this moment that she realized how essential it was for associations to create a two-way street (or Avenue) between their organizations and their members (M) if they wanted to remain relevant in the future.

Sheri believed associations needed to understand what matters to their members, understand their stressors and challenges, and determine how to provide meaningful and accessible solutions at a price members were willing to pay. This would require listening to members and rethinking the value proposition, delivery channels, and/or pricing model. Sheri chose the name, Avenue M Group, because she had a strong desire to help associations engage their members (or create a two-way street) and achieve their missions.

About ASA / ALC

The Association Societies Alliance (ASA) is the association for chief executives of local, regional, multi-state, national, independent, autonomous not-for-profit societies of association executives (SAEs), whose organizations are governed by a volunteer board of directors. The purpose of The Alliance is to provide opportunities for liaison and cooperation between association society executives for the purpose of sharing information, learning from experience of others, improving the management quality provided to association executive organizations, to provide liaison with ASAE on issues of mutual interest, and to represent association society executives in forums requiring that representation.

ASA collectively represents more than 4,000 trade, professional and individual membership associations in 40 states including: AL, AZ, AR, CA, CO, CT, FL, GA, HI, IL, IN, KS, KY, LA, MA, ME, MI, MN, MS, MT, NH, NM, NY, NV, NC, ND, OH, OK, PA, RI, SC, SD, TN, TX, UT, VT, VA, WA, WI and WY.

ASA membership is proud to also represent associations in Australia and New Zealand

For more information about ASA, please contact Grant Carpenter, CAE

*About the Alliance Learning Collective (ALC)

The ALC is a collaboration between six Societies of Associations Executives to bring high quality educational opportunities to association professionals across the U.S. They are members of the Association Societies Alliance.

Powered by CE21

We hope you are enjoying your experience using our Virtual Conference technology. 
CE21 is also a proud sponsor of the conference. 

Please fill out your information below to enter yourself in our give-away and schedule a demo regarding CE21's product line.


CE21 is proud to be a sponsor and the software powering the Strengthening Your Facilitation Skills: Enhancing Your Impact as an Association Professional Virtual Summit. CE21’s technology platform has been created from the ground up to be incredibly adjustable and flexible, allowing organizations to spend less time dwelling on “the how” and more time on serving your clientele by reliably delivering high quality content. We hope you enjoy your experience using our technology.


Constructed as a complete, cloud-based CE registration, delivery and automated certification system, the CE21 Learning Management System (LMS) encourages members of organizations to expand their knowledge and stay current on the newest developments, regulations and standards in the way they desire (or demand!).

Created under the paradigm that continuing education is central to the association's success, we are combining our Award-Winning LMS with a powerful set of tools that utilize automation to help create efficiencies that will make for a seamless experience for your members, staff and other stakeholders.


CE21 offers a spectrum of services to help you customize your event. We can help you record and stream your in-person events, host events that incorporate in-person and virtual components, and host a fully virtual conference with robust accreditation features.