Business Strategies for Associations in Uncertain Times: A Community Roundtable
Join your fellow PAR members for this open forum to share insights around adaptive business strategies during uncertain times. In the ongoing wake of uncertainty surrounding federal funding, market disruptions, new technology and workforce development, let’s learn together how to focus resources, engage stakeholders, and prepare for unexpected challenges to ensure organizational success. Share your challenges (and opportunities) navigating the current climate in association business. This is a space to connect, learn from peers, and discover innovative solutions together through shared experiences and community wisdom to help your association thrive.
Neal Couture, FASAE, CAE
Chief Executive Officer
Neal Couture is Chief Executive Officer of the American Society for Nondestructive Testing (ASNT) and is a member of the ASNT Board of Directors, ASNT Foundation Board of Trustees, and ASNT India Private Limited Company Board of Directors. He has more than 20 years’ experience as a leader in the not-for-profit industry and is a subject matter expert in association management. A Certified Association Executive (CAE) and Fellow (FASAE) of the American Society for Association Executives (ASAE), Neal serves on the Board of Directors for The Council of Engineering and Scientific Society Executives (CESSE).His previous positions include Associate Dean of Finance and Administration with Boston College, Director of Government Procurement Law and Business Programs with the George Washington University Law School, and Executive Director of the National Contract Management Association (NCMA). Prior to entering the nonprofit sector, Neal was a business manager in the aerospace and defense industry. He is a veteran of the U.S. Air Force and the California Air National Guard.
Robb Lee
VP, Marketing and Business Development
Robb recently joined CASE, the Council for Advancement and Support of Education, as VP, Marketing and Business Development. Previously, Robb was part of the Yes& leadership team, leading the agency’s teams and commitment to strategy and innovation. He has also served in a variety of executive roles including Chief Marketing and Communications Officer, and Chief Strategy Officer for ASAE in Washington, DC for 18 years.
Dan Cole
Executive Level Sales Leader
Dan Cole is a senior revenue and sales leader with deep experience as a Vice President of Sales, driving enterprise, partnership, and sponsorship revenue in complex B2B environments.
He is a proven builder of high-performing sales organizations, with a track record of owning pipeline and forecasting and executing go-to-market strategies tied directly to revenue growth and P&L results.
Dan is a trusted advisor to executive leadership, boards, and key stakeholders on sales strategy, revenue planning, and long-term market expansion. His areas of expertise include enterprise sales, strategic account development, contract negotiation, channel partnerships, sales operations, and international revenue programs.
He is known for disciplined execution, clear accountability, and building scalable commercial models that deliver consistent year-over-year performance.
Sean Soth
Founder & Leadership Advisory Board Chair
Sean Soth is the founder and Leadership Advisory Board Chair of Professionals for Association Revenue (PAR), a member community designed to help association teams grow revenue and build stronger business development cultures. Based near Baltimore with his wife and two boys, Sean has spent his career leading association teams across healthcare, education, legal, tech, engineering, and consumer sectors, always focused on better relationships, smarter programs, and healthier bottom lines.
He launched PAR in 2019 to create a place where association professionals and strategic partners could learn, share, and grow together around revenue and business impact. In his work with PAR, Hi‑Fidelity Group, and Webvent, Sean champions practical business development thinking — helping teams turn strategy into real results.
RESOURCES
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Professionals for Association Revenue (PAR) is a CAE Approved Provider.
Professionals for Association Revenue (PAR) is a CAE Registered Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.