Association Laboratory Thanks Its Content Alliance for Increasing Research Participation by 40% in Looking Forward 2020

Association Laboratory Inc.

February 21, 2020 – Association Laboratory’s annual association environmental scan, “Looking Forward™,” a collaborative research effort conducted with leaders of the association management profession, saw its largest response to date thanks to its collaborative partnerships with state and national societies representing association executives through its Content Alliance.

The efforts of the Association Laboratory Content Alliance led to a 40% increase in responses in 2020.

Content Alliance members, known as SAEs (Societies of Association Executives), are the voice of association management professionals at the national, regional and state level.
This year marks Association Laboratory’s 9th annual environmental scan of the association strategy environment. Nearly 500 association leaders responded representing members in:

  • More than 20 sectors
  • Local, State, and National organizations
  • Trade and Professional organizations

The Content Alliance positively impacted response rates in 2020,” said Nikki Haton Shanks, Strategist at Association Laboratory. “Building a network of committed professionals seeking strong data directly contributed to our success this year.”

Members of the Association Laboratory Content Alliance are:

  • California SAE
  • Colorado SAE
  • Florida SAE
  • Georgia SAE
  • Indiana SAE
  • Iowa SAE
  • Mid Atlantic SAE
  • Ohio SAE
  • Tennessee SAE
  • Wisconsin SAE
  • New York SAE
  • Association Management Company Institute (AMCI)
  • American Association of Medical Society Executives (AAMSE)
  • Council of Engineering and Scientific Society Executives (CESSE)
  • Global Association Hubs Partnership (GAHP)

The report is a much-anticipated event by the association profession which has come to rely on it for insights and data to inform decisions about their organization’s future.

We are excited about our relationship with the 15 partner groups. Not only does it increase the diversity of responses, it widens the reach of the report and increases the value of association insights,” said Dean West, FASAE, Founder and President of Association Laboratory, Inc. “We are looking forward to strengthening these relationships and working with additional groups to broaden the research findings.”

Partner groups whose members participated in the research will have early access to the report before being released to the public. Members of partner groups also receive a complimentary copy of the report.

The Looking Forward™ 2020 report will be published and available in the spring of 2020 at a rate of $95.00 each and available at It is part of a product bundle that includes a webinar series and PowerPoint presentation to support discussion of the data within associations and other 501c organizations.

Visit for more information on Looking Forward™ as well as additional education reports and materials based on Association Laboratory research and events.

Association Laboratory Inc. helps association leaders make better strategic business decisions through collaborative engagements informed by state-of-the-art research and led by experienced association executives and business professionals.