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Recorded Webinar

Looking Forward® (DEI): Perceptions, Challenges and Solutions for DEI in Associations - Recording

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Futures Research |  Strategic Leadership & Governance |  Diversity, Equity & Inclusion
Dean A West, FASAE
1 Hour 33 Minutes
Audio and Video

Tags: Fall 2021


Conversations about DEI are taking place every day among our volunteer leaders and staff. Unfortunately, these conversations are taking place without the data to guide decisions or monitor progress. Looking Forward® (DEI) is a ground-breaking study by Association Laboratory that is the first study of its kind to collect insights from the association sector on the perceptions, challenges and solutions to DEI issues.

Looking Forward® (DEI)  collected information from more than 400 CEOs and senior executive staff from trade, professional and other organizations across 20 professional and industry sectors. 

The study investigated four key questions.

  1. What are the perceptions of DEI in associations including definitions of DEI, importance of DEI, and the impact of DEI on association strategy?
  2. What are the primary challenges for successful DEI strategy in areas such as the professional pipeline, membership, subject matter experts and volunteer leadership?
  3. What strategies are association leaders implementing to address these challenges and create more diverse and inclusive associations?
  4. How are associations measuring the success of their DEI efforts and to what extent do they believe progress is being made?

Dean West, FASAE,  President of Association Laboratory and a globally recognized futurist and principal investigator of the Association Laboratory Looking Forward®  series will provide an interpretive analysis of the results.

In addition, participants will receive an Executive Summary of Looking Forward® (DEI) data.

Finally, participants will be provided with complimentary access to the Looking Forward® Dashboard. This online, customizable dashboard (powered by Gravitate) provides access to all three sector studies, allowing you to create and download customized reports to guide conversations with your volunteer leadership and staff. 

This study continues the efforts of Association Laboratory and the Association Laboratory Research Alliance to document emerging trends, issues and solutions in association leadership, management, and strategy and to investigate the future of the association business model.

Strategic Partners

This DEI webinar is presented free with support from our Strategic Partner, Advancing Organizational Excellence. Experts in crisis communications, organization strategy and communications, their DEI Practice Group is tailored to meet the unique needs of associations. Their benchmarking assessment tool allows all associations to pin-point where they are on their DEI journey and develop a roadmap that fits the culture and strategic objectives of the organization. For more information, contact Kimberly Kayler at 



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.