Uncertainty is a defining feature of the business landscape – and associations are not immune. From economic instability and rising costs to federal policy shifts and rapid technological shifts, associations today face challenges similar to those of their for-profit counterparts. The key difference? Many associations have yet to fully embrace the business-minded strategies needed to navigate this volatility.

High-performing businesses are actively examining their operations during the current economic environment, and associations must do the same. It’s no longer enough to lead solely with mission; associations must lead with both mission and business acumen. That’s why the theme of this year’s RevUP Summit, the in-person event from Professionals for Association Revenue (PAR), is Taking Care of Business.

“Associations lead with mission – as they should – and that’s why it is so vital to equip the entire association team with the business skills and mindset to bring that mission to life,” says Sean Soth, Leadership Advisory Board Chair for PAR.

For some association leaders, putting “business” front and center may feel like a departure from the traditional nonprofit ethos. But prioritizing business strategy doesn’t dilute your mission – it reinforces it. That’s a point echoed by culture strategist and 2024 RevUP main stage speaker Jamie Notter, who urges associations to shift their perspective.

“One of the things we’ve noticed in our culture assessments is that passion and purpose score high for everybody. It scores high in the corporate world, it scores high in government, it scores high in charity non-profits, and it scores high in associations,” says Notter. “The reason people stay in associations is because the culture is fine-tuned to help them be successful.”

Notter’s insight reminds us that associations don’t own purpose, and corporations don’t own business acumen. The most successful organizations in both spaces are those that blend the two into their culture.

Developing a culture where business strategy is prioritized leads to real, measurable results. From improved employee retention and member engagement to aligning revenue with mission and capitalizing on emerging market opportunities, associations that adopt a forward-thinking business mindset are positioned to lead within their industries.

RevUP 2025 is built to help associations do exactly that. This year’s event will address today’s challenges not only through targeted educational sessions, but also through valuable community interactions with peers and colleagues.

“In many associations profitability can be taboo,” says Erin Pressley, Senior VP Education, Training and Events for the National Rural Electric Cooperative Association (NRECA). “And this community gives me some insights and ideas for ways we can start talking about revenue in a more comprehensive way.”

Sessions will focus on adaptive business development, balanced product portfolios, leadership for the nonprofit space and value creation that combines purpose with business offerings.

Whether you're a C-suite executive refining your revenue strategy, a membership leader reimagining engagement, or a marketer looking to refine your messaging, RevUP 2025 will help you approach your work through a business lens.

Join association professionals who see business not as a compromise, but as a catalyst for growth and impact.

RevUP 2025 Taking Care Business
Business is Changing. Uncertainty is Certain.
Join PAR to Take Care of Business at RevUP 2025
In an era of economic shifts, geopolitical challenges, and rapid technological change, associations must adapt to thrive. RevUP 2025 equips you to navigate uncertainty with confidence, offering actionable strategies to future-proof revenue, strengthen member value, and lead with resilience.  View the Rates and Schedule Here and Register Your Team!