September 30, Towson, MD — The Professionals for Association Revenue (PAR) is pleased to announce the three finalists for the 2025 Pierre Award: American Geophysical Union (AGU), American Society for Nondestructive Testing (ASNT), and Society of Critical Care Medicine (SCCM).

The Pierre Award, now in its fourth year, honors the legacy of Christine Pierre, a visionary leader who founded the Society for Clinical Research Sites in 2012 with the mission of uniting the global research site community for long-term sustainability. Pierre’s ability to combine vision, innovation, and partnership to grow SCRS into a thriving global association continues to inspire this annual recognition. The 2025 award will be presented on November 5, 2025, at the PAR RevUP Summit in Annapolis, Maryland.

American Geophysical Union (AGU): Harnessing AI to Connect and Empower Scientists

As many associations explore how best to use artificial intelligence, AGU has taken a proactive approach by developing AI and Natural Language Processing-based products that create value for members while advancing scientific collaboration. These tools include personalized content and connection recommendations, a peer reviewer identification tool, a session finder, and similarity clustering applications for program generation. AGU has also deployed several successful hyper-personalized marketing campaigns and utilized AGU members as the beta testing population.

“The AI tools have supported AGU's revenues at every turn—membership, event value, higher quality publications and content, and specific marketing campaigns,” says Thad Lurie, Senior Vice President, Digital and Technology.

American Society for Nondestructive Testing (ASNT): Expanding Access Through Free Entry-Level Membership

ASNT is transforming engagement and growth by removing financial barriers to entry. In January 2025, the society launched a free entry-level membership program for students, early-career professionals, and global participants. The initiative has already welcomed nearly 2,500 new members, 79% of whom are entirely new to ASNT and engaging with the association for the first time. Beyond growing participation, the program has generated nearly $100,000 in non-dues revenue, strengthening ASNT’s long-term financial sustainability.

“Removing financial barriers expands reach to underrepresented professionals, positions ASNT as inclusive and forward-thinking, and provides a scalable model that other technical associations can replicate,” says Patricia White, ASNT Director of Membership and Engagement.

Society of Critical Care Medicine (SCCM): Elevating ICU Care Through Centers of Excellence

SCCM developed the ICU Centers of Excellence (COE) program for Intensive Care Units (ICUs) to encourage high-quality bedside intensive care and raise outcomes awareness across hospitals. The program recognizes ICUs with gold, silver, or bronze designations based on performance, combining structured improvement with expert coaching, peer collaboration, and real-time data for sustained quality improvement effort across hospitals. Developed by SCCM staff and members with input from volunteer leaders and demo sites, the program ensures tools and metrics remain relevant and equitable. In its first year, the ICU COE program generated more than $200,000, creating a scalable, multi-year revenue stream while driving meaningful improvements in patient care.

“The ICU COE program redefines QI with a structured, people-centered model that blends coaching, peer learning, and real-time data,” says Maria Jaba, SCCM Hospital Relations Manager. “It builds lasting hospital partnerships and fosters system-wide change rooted in empathy, teamwork, and continuous learning—moving beyond one-off education to sustained impact.”

Award Presentation and Recognition

The three finalists will present their initiatives on the main stage at the RevUP Summit on November 5, 2025, at the Graduate Hotel in Annapolis, Maryland, where the winner of the Pierre Award will be announced. Attendees will have the opportunity to learn from these innovative programs and connect directly with the leaders behind them.

Past Pierre Award recipients include the Infectious Diseases Society of America (IDSA), the Association of Clinical Research Professionals (ACRP), and the Society of Interventional Oncology (SIO). Each of these honorees has demonstrated how innovation and collaboration can expand impact and strengthen association business models—an ethos that the 2025 finalists continue to advance.

The Pierre Award honors associations that exemplify how vision, innovation, and partnerships can transform industries and advance missions.