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2018 Summer Newsletter




Hello from the depths of summer! 


By the time August arrives I’ve got Arizona cabin fever—confined too long inside by the heat. Thank goodness AzSAE has a solution!

Image a cooler climate, a jeep tour at sunset, connecting with old and meeting new association friends, delicious meals, three site visits at fantastic properties, a Verde Valley train ride over lunch and beautiful red rocks. Add in VERY affordable room rates and three education programs focused on wellness so you can sustain your focus for your organization. And to top it off, your coworkers, partners and family are also welcome at this fantastic event.

You must make time to attend the AzSAE 2018 Executive Getaway in Sedona! The program starts with lunch and an educational program on Friday, August 3 and ends with lunch and a wellness program focused on YOU on Sunday, August 5.  This signature event was put together by volunteers who understand your needs as an association executive. The three educational sessions--a wellness program, memory dynamics and the art of mind/body balance—are perfect topics for a Sedona weekend. Please visit and click on Events to register and join me for the Executive Getaway!

Warm regards (no pun intended), 
Debbie Webber, CAE

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Unwind, Relax, Rejuvinate at the AzSAE Getaway in Sedona!
August 3 - 5, 2018

Join us at the 2018 AzSAE Executive Getaway in Sedona, AZ!  This year we will explore and enjoy the eclectic and stunning natural beauty of Sedona. We've got a great line up of speakers and activities that will help you unwind and re-energize. Please plan to join us for this special getaway in the red rocks! Deadline to register is Friday, July 20!



Friday, August 3 / Poco Diablo Resort
Association Executives/Meeting Planners are complimentary
Supplier/Vendors have a special rate of $109


Saturday, August 4 / Hilton Sedona Resort at Bell Rock
Getaway rate for all is $79
*All Room reservations will be made by AzSAE Office.

Members: $150
Non-members: $250
Guests: $100 per person

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Leadership Forum

This 1-day conference provides association professionals at all levels with the opportunity to refine their knowledge base, evaluate their current practices, discuss challenges and solutions and connect with the leaders, thinkers and doers in the nonprofit community.


Friday, September 14

Registration/Networking: 8:30am
Presentations: 9:00am – 3:30pm


The Wigwam

300 E. Wigwam Blvd.
Litchfield Park, AZ 85340


Member - $99 ($75 for additional staff: requires one member at full rate)

Non-member - $125



Join AzSAE’s diverse membership of chief executives and managers representing local and global trade associations, philanthropic organizations, hotels and resorts, and small businesses in the 2018 Forum’s Tradeshow on September 14 at the Arizona Wigwam Resort.  Connect with industry professionals while you display, demonstrate, and discuss the latest products and services to assist an organizations’ growth.  This exposition opportunity includes registration for the full day’s program and a table with two chairs to promote your organization – all occurring around programming focused on optimizing networking and providing a flow of attendees to your tradeshow table. 
Register today to connect with potential new customers, reinforce and establish new relationships, and network with distributors and industry influencers for just $195 for AzSAE members and $250 for non-members.

Registration is open!





Meet Laurie Williams,
Account Executive for SOS-Association Management Solutions

As an Account Executive at SOS for the past two years, Laurie enjoys the challenge of working with multiple nonprofit and professional associations. Every day brings something different and she loves helping her clients grow and prosper. Prior to joining SOS, Laurie served as the Interim Executive Director of the Maricopa County Bar Association and the Executive Director of the Rosson House Heritage Square Foundation & Guild.

Laurie became a member of AzSAE in 2017. She appreciates the continuing education and professional development opportunities offered by AzSAE as well as the chance to share ideas and learn from colleagues.

Fun Facts:
Laurie enjoys cooking. Her lasagna with homemade sausage is incredible!
She is a native Arizonan, born and raised in the Phoenix area.
She has two wonderful children.
Laurie and her husband like to dine at locally owned restaurants and are always up for trying new foods.

Contact Laurie:

SOS-Association Management Solutions

(480) 289-5761;  








Send completed forms before September 7 to


Download a form here!





Sponsorship Marketing: The Challenges Facing Associations

By James M. Personius

Personius & Company /


First of a three-part series, based on the book, “Secrets and Techniques of Sponsorship Marketing: What every association, conference, convention, and seminar needs to know to effectively sell and grow their sponsorships.”


Just about every association executive director or CEO says that increasing non-dues revenue is important for their association’s long-term success. Almost every association executive wants more sponsors and sponsorship revenue. Yet, every association that we interviewed finds it difficult to meet and sign new sponsors. We found that these executives want better, more cost-effective ways of selling sponsorships—but, on the whole, they don’t know what they don’t know and don’t know whom to ask. There is a huge need for help, but it certainly is not coming from the sponsor side.


Why do associations struggle with sponsorship marketing?

Our research shows that less than 1-2% of all associations use professional contractors or full-time dedicated staff for sponsorship marketing and sales. The other 98-99% of associations rely on in-house employees or volunteers to sell sponsorships. We found that virtually none of these in-house employees or volunteers has received any sales training. Moreover, these people are usually charged with other association and event tasks, such as event planning, logistics, registration, communications, housing, speakers, and even answering the phone. This one-hat-among-many model for sponsorship marketing is practically an association industry standard. We also found that most staff and volunteers do not like selling sponsorships; prefer doing other association tasks; and think that “selling” is or should be somebody else’s job. Worse, many staff and volunteers think sponsorship selling is drudgework or demeaning charity calling/dialing for dollars/begging. Finally, a huge percentage of staff and volunteers do not understand the importance of the non-dues revenues to the association and cannot explain the business value of sponsoring; they often think the main objective of sponsorship marketing is to get “free stuff” for the attendees’ bags. So, why do associations struggle with sponsorship marketing? In short, using untrained, unfocused people to do low-priority tasks that they dislike, who do not understand the point or value of what they are selling, and who cannot communicate that value to potential sponsors is not a recipe for sponsorship marketing success. Naturally, associations relying upon this model are going to struggle.


The goal of our book is to help associations learn new thinking and approaches to make “selling” more comfortable and create a cost-effective, repeatable process for sponsorship marketing. We want to alter the current power dynamics between associations and sponsors by helping to train and strengthen associations.


Read the full article here


Next Newsletter: Sponsorship Marketing: The Critical Association Roles for Success


© 2018, Personius & Company, Inc. All rights reserved.



Executive Getaway in Sedona, AZ

August 3-5, 2018


Leadership Forum at The Wigwam

Friday, September 14, 2018


October Social Mixer at The Scott Resort and Spa

Thursday, October 11, 2018

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The ASAE Annual Meeting & Exposition is where thousands of association professionals and industry partners gather to exchange resources, strategies, solutions, and more. Over three days of learning, growing, and finding inspiration, attendees gain a year’s worth of practical ideas and colleague support to fuel their work as leaders in the association industry. Share your inspiration with others at the 2018 ASAE Annual Meeting & Exposition. See you in Chicago!

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March - July, 2018

Krysten Dobson, Arizona Health Care Association

Laura Herring, KCA Association Management

Michelle McFeters, Four Points by Sheraton Phoenix South Mountain

Becky Miller, Arizona Transit Association

Kristina Morgan, Sechler Morgan CPAs, PLLC

Kathleen Rivera, AdamsChandler, LLC

David Voepel, Arizona Health Care Association


Susan Brenton, Professional Direction, Inc. - 32 years

Tina Litteral, CAE, Hon. AIA American Institute of Architects Arizona Chapter - 23 years

Beverly Babb, CAE, AdamsChandler, LLC - 21 years

Cindie Hubiak, Arizona Society of Certified Public Accountants - 18 years
Sheri Armer -18 years

Terri Gibbs, AdamsChandler, LLC - 17 years

Susan Stein-Kregar, CAE, CNAP, CAE, Desert Lotus Group LLC - 15 years
Pam Ferguson, Association for Career Technical Education of Arizona - 15 years

Carrie Sherman, State Bar of Arizona - 13 years
Gemenie Babb, AdamsChandler, LLC - 13 years

Jarrett Ransom, National Association of Exclusive Buyer Agents - 12 years

Sonia Hammrich, Lodge on the Desert - 11 years

Cindy Hesch, Capitol Consulting, LLC - 10 years
Ken Strobeck, League of Arizona Cities and Towns - 10 years

Holly Abbott, Desert Diamond Casino Hotel - 9 years

Jessica Young, Flagstaff Convention & Visitors Bureau - 8 years
Suzanne Jones, Association of Energy Services Professionals - 8 years
Terri Zimmer, CIVANA Carefree - 8 years
Lisa Zarda, United States Swim School Association - 8 years

Penny Allphin, Hassayampa Inn/Aris Hospitality - 6 years


Five Years
William Peterson, MBA, CAE, National Speakers Association
David Godlewski, Southern Arizona Home Builders Association
Roger Nelson, West Maricopa County Regional Association of REALTORS
Kevin Earle, Arizona Dental Association
Beverly Giardino, Arizona Dental Association
Kayte Comes, Community Associations Institute - Central Arizona Chapter


Four Years
Shannon King, Association of Energy Services Professionals
Victoria Camagong, Crowne Plaza Phoenix Airport
Donna Seawards, CAE, CNAP, ACP Illinois and Indiana Chapters
Koriann Morales, Better Business Bureau Serving Greater Arizona
Shannon Carter, The Arizona Spinal Cord Injury Association


Three Years
Heather Long, Arizona Funeral Cemetery and Cremation Association
Todd Davis, People Development LLC.
Peg Winter, Life Member
Cynthia Zwick, Arizona Community Action Association


Two Years
Doug Kacena, Twin Arrows Navajo Casino Resort
Jennifer Ward, MSEC
Leslie Brearley, Sedona Chamber of Commerce & Tourism Bureau
Baron Glassgow, Arizona Naturopathic Medical Association


One Year
Thomas Kube, Aging Life Care Association
Wendy Anderton, Global Ties Arizona 
Dave Umlah, The Camby Hotel
Richard Emmerling, Wyndham Garden Phoenix Midtown
Danae Norris, Hilton Tucson El Conquistador Golf & Tennis Resort
Harold Wong, Dr. Harold Wong & Associates
Jacqueline Carroll, Dr. Harold Wong & Associates
Jeff Witt, Crowne Plaza San Marcos Golf Resort
Mary Henry, AZHREF
Montie Slavin, Hilton Tucson East
Dixie Arthur, ASAE
Brad Feldman, BLF Management


Thank You to Our Key Partners



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10/28/2020 » 10/29/2020
2020 Executive Leadership Forum

November Annual Meeting and Luncheon