Revenue Excellence for Association Teams
Gold‑standard ideas, disciplined strategies, and premium connections for revenue‑driven associations
RevUP Summit is where association leaders and revenue producers do the real work of revenue excellence—designing stronger business models, deepening member relevance, and driving results that last.
You’ll plug into a close‑knit revenue community, work through practical strategies you can implement immediately, and leave with renewed confidence in your association’s revenue future.
NATIONAL HARBOR
November 3-5, 2026
For Revenue-Driven Association Teams
RevUP 2026 is built for association executives and revenue producers who are ready to experiment, test, and build what’s next in their business model. The ideal RevUP attendee:
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Is open to innovation and bold moves (and the small, scrappy wins) in packaging, pricing, and program design
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Wants concrete tools—scorecards, worksheets, competency assessments, and real-world case studies they can plug directly into their association’s revenue strategy
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Is curious about AI and agentic AI for prospecting and funnel management, whether they’re just getting started or already experimenting
ON THE MAIN STAGE
From Stakes to Strength: The Membership Tipping Point
The membership model is at a tipping point—and the next move is yours.
Phil Putnam delivers a keynote built for association leaders ready to turn rising stakes into strategic strength. Learn how to engage today’s multigenerational workforce, future-proof your membership model, and lead with intention—not uncertainty.
The Revenue Trust Gap: Why Skepticism Is Rising—and How to Fix It
Trust isn’t gone—but it’s no longer enough.
Henna Pryor unpacks the growing “revenue trust gap” and why strong relationships don’t always translate into revenue or engagement. Walk away with strategies to align messaging, strengthen buying signals, and convert credibility into results in a more skeptical market.
What Association Leaders Are Saying About RevUP
"There’s really nothing more special than getting to be among “your people, your tribe” at a gathering where everyone knows your professional trials, tribulations and also celebrates your same successes."
Kathy Bradley, CAE
NRECA
The thing I really have enjoyed so much about PAR is that the conversations aren't just tied to money, it's tied to all of the pieces that connect to money.
Tara Puckey
Radio Television Digital News Association
"[The RevUP keynote was] one of the best sessions I’ve experienced in a long time. Superb and impactful, I’m bringing back five pages of notes."
Anthony Simone
Bill of Rights Institute
"This event is an absolute must for executive directors, development professionals, and sales professionals working within associations and professional societies."
Andre Williams
ASTCT
I wish PAR was here earlier in my career, but I’m glad it’s here now.
John Bacon
ASAE
Attending as a team allows us to experience the sessions from different perspectives, spark fresh ideas, and return home aligned on opportunities we can put into action.
Leslie Katz
American Speech-Language-Hearing Association
"The PAR team set the gold standard with unmatched attentiveness to attendees and exhibitors while providing a seamless blend of valuable education and networking. Truly an exceptional event."
Bill Sheehan
LEAD
Empower your team and enhance your programs to drive sustainable revenue growth and organizational strength.
LEARN
Discover innovative approaches that balance mission-driven purpose with effective revenue expansion.
EARN
Explore actionable strategies and tactics designed to boost your association’s financial performance and resilience.
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.
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.