Tracy Judge, founder/CEO at Soundings Connect, says that associations have been the biggest driver of her career growth. She is pictured here (center) as a panelist at Cvent Connect 2022. Courtesy of Tracy Judge

Professional associations have always offered networking and professional development opportunities. And while industry associations differ in terms of size, networking opportunities, and education, one thing’s for sure, today’s meeting and event planners are seeking association connections to help bring their professional careers to the next level.

Whether you are new to the industry or a seasoned event planner, you’ve undoubtedly heard about the myriad of associations gracing the industry. And while these organizations have grown and evolved, the attention these entities have garnered over the years has also changed.

“The pandemic forced everyone to adapt and embrace virtual gatherings and offerings; and the expansion of virtual professional development has become a mainstay,” says Kimberly Stanséll, CMP, HMCC, event management and strategy consultant.

In addition to the annual or regional conferences, associations sponsor plenty more in-between virtual educational opportunities. Stanséll is able to regularly and consistently attend sessions to nurture her professional development now through live virtual sessions, and it helps her stay current on industry trends that keeps her in the know.

“There is no way I could attend a comparable number of sessions in person,” Stanséll says.

“However, as a solopreneur, I would like to see associations offer more benefits tailored to our sector, such as health and other insurances that we could access at a more reasonable rate.”

Top Associations

Stanséll recommends Meeting Professionals International (MPI), Professional Convention Management Association (PCMA) and the National Coalition of Black Meeting Professionals (NCBMP). Each association serves a different purpose, and Stanséll has an opportunity to give back as a leadership volunteer.

“Determine how an association aligns with your values and would support your professional development in the industry,” Stanséll says. One of her values is education and economic empowerment, so she uses her value filter to evaluate how an association’s offerings are aligned.

“Ask yourself what I would like to get out of the association and how can I give back and be an ambassador for the association and industry,” Stanséll says.

For example, PCMA offers two opportunities aligned with Stanséll’s values. The monthly virtual Circle Conversations with the Independent Event Organizers (IEO) and Medical Meetings Organizers (MMO) have also been quite helpful to her. Each group has exposed her to real-time case studies, issues, solutions and trends in respective professional areas. The IEO group has had candid discussions about fees and pricing on project bids, RFP sourcing challenges and solutions, rising event costs and budgeting, venue labor considerations, evolving health and safety policies, and whatever topics or concerns the group has. The MMO group has hosted several medical planners’ behind-the-scenes presentations of their recent major conferences.

“These presentations are insightful, instructive and capped off with a robust Q&A segment,” Stanséll says.

Conversely, Stanséll was able to give back to the association/industry serving as a professional mentor during PCMA U session for college chapters at Convening Leaders 2024.

For Tracy Judge, founder and CEO at Soundings Connect, associations have been the biggest driver in her career growth. Over the years, she has been a member of many of them depending on where she was in her career and her business objectives. She has been actively involved on boards and committees for PCMA and MPI and a member of SITE and CEMA as well.

“Associations continue to adapt based on industry needs and the changing behaviors and needs of their members,” Judge says. “The main reasons planners join associations are to:

• Be part of a community of business event professionals (typically in the market they live in)
• Stay educated and relevant in the business events industry
• Network with industry partners and professionals from all areas of the industry to gain the resources and contacts needed to execute their events

In Judge’s opinion, some of the prominent associations for planners include:

• Professional Convention Management Association (PCMA)
• Corporate Event Marketing Association (CEMA) – now owned by PCMA
• Society of Incentive Travel (SITE)
• Meeting Professionals International (MPI)
• Financial and Insurance Conference Professionals (FICP)
• American Society of Association Executives (ASAE)

A certified meeting planner and senior manager of strategic events, who prefers to remain anonymous, says that associations are now offering more virtual opportunities for education.

“Belonging to an association also seemingly provides opportunities for job searching and networking, although this requires a lot of effort,” she says. “For those that need to maintain certification, membership in an association is a requirement for renewal.”

This event professional was a member of MPI for many years and recently switched to PCMA, mostly because there is no local chapter of MPI in her area. However, she is finding that her local PCMA chapter holds a lot of its in-person events out-of-state and she does not have funds or time to travel to these association events.

“When I lived in another city, it was beneficial to belong to an association because of the networking and business opportunities,” the planner says. “Now that I’ve moved and changed jobs, it seems to be less beneficial. My employer has a limitation on covering expenses and reserves them for upper management, rather than rank and file.”

What To Look For

When evaluating what association to join, Stanséll recommends doing some online sleuthing about an association. For example, follow their social media postings, comb through their membership website, post a query through LinkedIn to groups you belong to and ask your colleagues for feedback to help you determine if an association is a fit for you.

“There is no set number of associations to join — focus on joining an association that offers you a give-and-take opportunity whether that be one, two, three or more or less association memberships for yourself,” Stanséll says. “Consider joining an association that is not industry-specific but caters to another area of your life and interest. For example, if you’re age 50, join AARP. There may be some cross-over benefit from adding this type of association to the mix.”

Judge recommends fellow meeting planners should consider in what stage you are in your career when choosing an association:

“For instance, MPI is great for early/mid-career planners while PCMA has stronger content and networking for senior and executive level planners,” Judge says.

Also, you will want to evaluate why you want to join an association and what is most important to you. If you want to build a community in the business events industry, Judge recommends you research which associations have events locally in your area and who has the best engagement from membership.

“It is best to attend a couple of events to feel out if it is the right community and environment for you,” she says. In addition, evaluate which association has the type of education you currently need. Do they have other education available that can help you on your career journey?

“Some associations have a niche market while others cover a broad spectrum of the industry. If you are interested in building a career in event marketing, CEMA may be the best for you,” Judge says. “If you are a planner in financial services, FICP may be the most valuable to you. Each vertical has different standards, regulations and event formats. In some instances, having deep knowledge of one vertical is valuable as you climb the corporate ladder.”

And some of the larger associations are focused on types of events. For instance, if you want to learn incentive travel, SITE provides great education on events and travel as a performance driver,  ASAE focuses on association events, and MPI focuses mostly on corporate events.

“Find your tribe,” Judge says. “It is best to try out different associations and to attend one of their large flagship events. Each association has a different vibe, and you want to choose the one you feel most comfortable in where you can be authentically you.”

Getting the Most Out of Your Association Membership

To make the most out of your association membership, plan on getting involved by volunteering to support association initiatives; attend virtual and in-person gatherings; share your feedback on annual membership surveys; and sponsor or donate when it aligns with your values.

And remember, an association membership can provide planners with an opportunity to get aligned with like-minded professionals, share resources, learn, network and volunteer — all of which can bolster your career.

“All of these components are critical to one’s professional growth and development, and it makes the journey more meaningful when you’re in such a give-and-take alliance,” Stanséll says.

Judge also recommends doing your research on which association is best for you and being a member of one at a time. “You only have so much time for networking and education, so go for quality over quantity,” she adds. “As you grow your career and network, you may find another association is better for you at that stage in your career and then make the change.”

As far as career enhancement, belonging to industry associations can significantly enhance a planner’s career by opening doors to new opportunities, providing platforms for professional visibility, and offering access to a network of peers and mentors. It also demonstrates a commitment to professional growth and a desire to stay relevant in the industry.

“If you are going to join an association, my recommendation is to get involved on a board or a committee,” Judge says. “This is how you develop the strongest relationships, and it is a safe place to push yourself past your comfort zone and improve your leadership and soft skills.”

Also look outside of associations for other industry groups and communities. As Judge points out, often these groups have less of a commitment, from a time and cost perspective, and can innovate faster to respond to market needs.

“For instance, Club Ichi is a community for event marketing professionals, Soundings Thrive is a community for freelance event professionals and any event professional seeking professional freedom,” concludes Judge. | AC&F |