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We treat the virus crisis with respectful pricing! In response to the impact of the COVID-19 pandemic, Association Laboratory has lowered the price of this product from $95 to $45 to support our association community.  ​  

Looking Forward 2020 is the association sector's leading environmental scan. The 9th Edition of the report is based on data collected from 500 trade and professional association CEO's and other senior executives. These leaders represent thousands of association members from more than 20 industry and professional sectors. It examines relevant differences between trade and professional associations. It highlights differences by association scope - from local to global. For the first time ever, Looking Forward 2020 includes insights by association CEOs into the strategies they believe will be critical to success. Looking Forward 2020 also incorporates findings from the Association Laboratory Study on the impact of COVID-19 on the association community.


Looking Forward is the association industry's most current, relevant and useful environmental scan. It will give you the evidence-based insight necessary to lead the conversation about your association's future. 

This investigation considered more than 50 different factors in the business environment with an impact on individual and organizational association members, as well as more than 40 implications for association strategy.
In addition, the study looked at over 25 potential solutions to the challenges facing associations.​



Dean A West, FASAE's Profile

Dean A West, FASAE Related seminars and products


Association Laboratory

Dean West is the founder and President of Association Laboratory Inc. He leads client engagements and is a frequent speaker and facilitator for national and global association leadership meetings.

Mr. West is a former association executive with experience as executive director, chief operating officer, and chief financial officer for both national and international membership organizations. He has been a consultant to the association community since 1992, and has provided services to hundreds of state, national, and international organizations.

Dean West is a nationally recognized expert in association management. He is a Fellow of the American Society of Association Executives. Mr. West authored the chapter on Membership Research for the ASAE book, Membership Essentials and the chapter on Marketing Professional Development Programs in the ASAE book, Core Competencies in Professional Development.

Mr. West is an experienced volunteer leader familiar with the demands of volunteer leadership. He is Past Chairman of ASAE’s Professional Development Council and has served on the ASAE Membership Council and the Editorial Board for the ASAE & the Center for Association Leadership Journal of Association Leadership. He is a former member of the Board of Directors for the Association Forum of Chicagoland.