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The Home for Association Business Development Champions
PAR helps association professionals build stronger, more sustainable businesses through
practical knowledge, proven resources, and a community that understands the work.
Built for the business of associations
PAR is a membership community for professionals with a vested interest in advancing association business. We connect people, ideas, strategies, and tools that help associations grow revenue, strengthen value, and make confident decisions.
Our mission: Inspiring revenue growth for association professionals through knowledge, resources, and community.
Revenue growth is a team sport
Association revenue responsibility does not live in one department. PAR supports professionals across the organization, including:
- Chief operating officers and executive leaders
- Business development and partnership professionals
- Membership and marketing leaders
- Education, events, and strategic growth teams
Different roles. Shared responsibility. Better association business.
The PAR community comes together at RevUP Summit.
Learn from peers. Build the relationships that move your work forward.
Leave with practical ideas you can put to use.
RECENT HIGHLIGHTS
Close Faster, Grow Smarter: 4 Sales Tactics That Build Revenue
Association revenue work is about more than filling sponsorship inventory. It is about creating opportunities that help partners connect with the people and priorities that matter to them — while supporting the association’s work and long-term sustainability.
Human Is the Strategy
Associations have never had more tools to communicate with members — or more ways to avoid actually connecting with them.
As AI-generated emails, automated outreach, and digital platforms make it easier to reach people at scale, connection expert Ginger Johnson urges association leaders to resist confusing communication with connection. Technology can make organizations faster and more efficient, but it can’t listen, read body language, build trust, or make members feel that they truly belong.
The Exhibitor Friction Report
You know the pattern: exhibitors arrive with high expectations. They leave with incomplete leads, fragmented data, and difficulty justifying next year’s budget. Swapcard asked exhibitors…
Poll: AI & Business Development
AI is reshaping association business development—tell us where it’s making the biggest impact for your organization.
Winning Member Trust in the Verification Era
Skepticism has become the default — and AI, information overload, and effortless personalization are making it harder for association revenue teams to earn trust. Ahead of her RevUP Summit 2026 keynote, workplace performance expert Henna Pryor explains why polished messaging can hurt more than it can help, how congruence builds credibility, and why showing your thinking may be the most powerful trust signal of all.
Know Who You’re Selling To: Why Ideal Customer Profiles Matter for Association Revenue
Association revenue teams are under pressure to grow sponsorships, exhibits, advertising, and membership without burning out staff or diluting the mission, and many feel stuck in a cycle of chasing any prospect who shows interest. For salespeople and business executives, that scattershot approach can lead to bloated pipelines, complicated one-off deals, and partners who never quite see the value your association delivers.
Connect With Revenue-Minded Association Leaders From
PAR Toolbox & Resource Directory
Save time, learn from others, and benchmark your work with your peers.
Education
Learn practical strategies through PAR’s education sessions, designed for association professionals driving business and revenue growth.
Coaching
Get focused guidance, perspective, and support to move your association’s business priorities forward.
Accelerators
Connect with peers in small, purposeful groups built to share challenges, exchange ideas, and create momentum together.
Power up your Revenue Potential!