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Looking Forward 2023 (Impact): First Look at Trends and Analysis

Total Credits: 1.5

Average Rating:
Digital Workshops |  Futures Research |  Strategic Leadership & Governance
Dean A West, FASAE |  Nicolette Haton Shanks, MBA, CAE |  Sarah Martis, CAE |  Jarrod Clabaugh, CAE |  Nikki Golden, CAE
1 Hour 30 Minutes
Audio and Video



Dean West, FASAE and a leading Futurist for the association community will familiarize you with data from Looking Forward 2022 (Impact), the most current and comprehensive examination of 75 critical factors affecting association members and the potential impacts on association strategy. The research covers factors affecting the association environment in six domains, including economic, information and technology, workforce, government, global as well as stakeholder perceptions.

Attendees will:

  • Understand the factors impacting association strategy 
  • Identify what associations are doing to strategically adapt
  • Utilize custom reporting to facilitate converssations that are unique to your Board or staff with access to the complimentary Looking Forward Dashboard, which houses three key studies of the association sector--Impact, Solutions and DEI

From economic and workforce factors to government and global factors and those factors dealing with uncertainty and adaptation, this is the most current and comprehensive database on the issues impacting associations and their strategies. This presentation will provide you with an interpretation of the new data and understanding on how associations are being affected by these outside factors influencing members, their relationship with associations and the challenges they create for strategy. In addition, there will be a panel discussion so you may hear from your peers how they view and use the data with their volunteer leaders and staff.

In addition, you will be provided with complimentary access to the Looking Forward Dashboard. This online customizable dashboard allows you to create custom reports, unique to your needs. You will also have the ability to review and customize data from:

  • Looking Forward (Solutions), which tested 120 strategies being implemented by associations to discover the ideas that association leaders believe are the most critical to success
  • Looking Forward (DEI), which looks at the perceptions, challenges and solutions to DEI issues.A certificate for 1.5 CAE hours will be issued to all attendees of the live workshop.

A webinar recording will be shared with all registrants. Please note that you must attend the live version to receive CAE credit.

Nucleus is the official Data Analytics Solution to the Association Research Alliance. 

Built on modern data lake technology, Nucleus brings together the vast amounts of member data currently stored in different systems used by associations (AMS/CRM, email marketing, events, learning/certification, online community and more) and makes insights into this data available to everyone: staff, leadership, components, the board – and even members.

When you browse a Looking Forward Dashboard you are using Nucleus, a version specially configured to deliver the results of this industry research in an easily-explorable format. We are thrilled to have been chosen as the official data analytics solution of the Association Laboratory Research Alliance and hope you enjoy this new way to delve into findings from this and other Looking Forward studies.

We invite you to browse the Analytics for Associations Success Kit to learn more about Nucleus and to contact us to discuss use cases at your organization at




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.

Nicolette Haton Shanks, MBA, CAE's Profile

Nicolette Haton Shanks, MBA, CAE Related seminars and products

Association Laboratory

Nikki Haton Shanks, MBA, CAE is a Strategist for Association Laboratory. She is responsible for leading client engagements and conducting qualitative and quantitative research specific to client goals. Nikki been involved with associations for over 10 years and is a recognized leader in association management having received Association Forum’s Forty Under 40 Award. She has been active in membership and volunteer engagement for the American Academy of Dermatology, American Society for Healthcare Risk Management, and American Academy of Periodontology. She is a member of the ASAE Healthcare Community Advisory Committee and volunteers with FSAE. She speaks and produces content on association topics related to content strategy, leadership, membership, and events.

Ms. Haton received her MBA from Benedictine University and her BA in International Studies (Spanish & Latin American Studies) from Loyola University of Chicago. She obtained her CAE in 2016

Sarah Martis, CAE's Profile

Sarah Martis, CAE Related seminars and products

Executive Director

Milwaukee Bar Association

Sarah Martis, CAE is a versatile professional in the association community. She blends her entrepreneurial spirit of innovation with strategy borne from experience in delivering unique and highly effective solutions to the associations she works with. She has spent 19 years honing her skills in the association management industry. Sarah cut her teeth at a large association management company and then helped to begin Association Acumen, an association management firm that grew from two employees to over fifteen, and one client to over ten in her nine years at the company. In 2016 Sarah began her first experience as an Executive Director of a stand-alone organization. She has been with the Milwaukee Bar Association, a 2,000 member (and growing!) organization since 2016. Sarah strongly believes in the value of professional authenticity to cut through the noise of the messages that are received by us, our clients and our colleagues on a daily basis.

Jarrod Clabaugh, CAE's Profile

Jarrod Clabaugh, CAE Related seminars and products

President and CEO

Ohio Society of Association Professionals

Jarrod A. Clabaugh, CAE is the president & CEO of the Ohio Society of Association Professionals and the OSAP Foundation. He has served in this role representing Ohio's nonprofit industry since May 2016. Clabaugh is the 2022/2023 chair of the Association Societies Alliance (ASA) and is president-elect of his local Kiwanis. He is also a member of the MBA Research Corporate Advisory Council.

Prior to his role with OSAP, Clabaugh was the chief communications officer for an association management company in Baltimore, MD and was the director of communications for the Ohio Restaurant Association. Clabaugh is a graduate of the Ohio University E.W. Scripps School of Journalism.

Clabaugh resides in Hilliard, Ohio and spends his free time with his beagle, Harper. 

Nikki Golden, CAE's Profile

Nikki Golden, CAE Related seminars and products

Association Laboratory

Nikki Golden, CAE, is a strategist with Association Laboratory, which helps associations make strategic business decisions—on everything from membership to strategic planning to educational programming/certification—using state-of-the-art research. Previous to this position, she was the executive director of the International Society for the Advancement of Spine Surgery.

Nikki has been recognized for her work in the association world, making the inaugural list of Association Forum of Chicagoland/USAE Forty Under 40 list. Nikki is an active member of Association Forum of Chicagoland, where she has served on the Editorial Working Group and Content Planning Committee, chaired the CAE Working Group and Membership SIG. She also frequently facilitates for the Association Forum’s CAE Study Course and its Association 101 program, has presented at Forum Forward and has been a contributor to FORUM magazine.

Nikki built her association career working in both marketing and membership, with the National Association of the Remodeling Industry and the National Roofing Contractors Association.