A Finance Leader’s Guide to ASAE Annual 2025

From August 9 to 12, association professionals from the United States and beyond will gather in Los Angeles for the 2025 ASAE Annual Meeting & Exposition.  For CFOs and senior finance leaders, this is one of the most valuable opportunities of the year to step outside the daily routine and engage with peers who understand the financial and strategic realities of running a modern association.

SoundPost will be exhibiting at booth 602.  But before heading to the exhibit hall, finance professionals should consider how to make the most of the program.  This article highlights high-value sessions, events, and experiences that can support finance teams in building insight, operational resilience, and stronger alignment with cross-functional peers.

Strategic Sessions for Financial Decision-Makers

ASAE’s schedule includes several sessions tailored to those responsible for reserves, reporting, compliance, and business model innovation.  These are particularly relevant for finance leaders navigating risk and change in today’s environment.

Finance Feud: The Top 10 Finance and Accounting Issues Facing Associations

Date & Time: Monday, August 11 | 11:15 AM – 12:15 PM
Speakers: Janette Schwartz and Tracy Bowers, Cherry Bekaert Advisory LLC
This interactive session explores top challenges facing association finance teams, including cash flow, regulatory shifts, and staffing concerns.  Attendees will gain peer-tested strategies to strengthen financial operations.

Graduate Level Investing: Advanced Topics in Association Reserve Investment Management

Date & Time: Sunday, August 10 | 2:00 PM – 3:00 PM
Speakers: Diane Perrino (ASAE Business Services), Bill Fisher (Fiducient Advisors), Matt Gray (Brown Advisory), Nat Bartholomew (CLA), Allan House (Graystone Consulting)
Designed for finance professionals managing significant reserves, this session covers advanced asset allocation strategies, fiduciary governance, and emerging trends including ESG and cryptocurrency.

Tax Reform: Threats to Associations

Date & Time: Sunday, August 10 | 2:00 PM – 3:00 PM
Speakers: Mary Kate Cunningham and Kyle Hayes, ASAE
This legislative update outlines current tax reform proposals and their implications for nonprofits.  Attendees will learn how to assess organizational exposure and engage in ASAE’s advocacy efforts.

Comprehensive Financial Practices for Effective Reporting

Date & Time: Monday, August 11 | 3:30 PM – 4:30 PM
Speaker: Paul Preziotti, CPA (Partner, Johnson Lambert LLP)
Focused on clarity and communication, this session provides practical approaches to budgeting, reporting, and stakeholder engagement that build ownership and understanding across departments.

Charting the Course Beyond Membership: The Essential Role of Non-dues Revenue

Date & Time: Monday, August 11 | 2:30 PM – 3:00 PM
Speaker: Lisa Walt, LCW Business Intelligence
This session explores how associations can strengthen financial sustainability by diversifying revenue streams.  Topics include business model design and assessing revenue opportunities beyond dues.

Beyond the Breakouts: Wellness, Community, and Peer Connection

ASAE Annual is more than a schedule of educational sessions.  It is an opportunity to reconnect with peers and reflect on the role of finance within a broader leadership context.

• 5K Fun Run/Walk
  Sunday, August 10 | 6:00–7:15 AM
  A wellness-focused start to the day and an informal space for peer conversation.

• Opening Celebration
  Saturday, August 9 | 6:00–9:00 PM
  A chance to connect with colleagues and set the tone for the conference.

• Closing Celebration
  Tuesday, August 12 | 1:30–4:30 PM
  An opportunity to end the event on a high note with new and longtime peers.

• Habitat for Humanity Community Service Project
  Saturday, August 9 | 1:00–4:00 PM
  A hands-on service opportunity that reflects the association sector’s values.

• Foundation Headshot Studio
  Monday, August 11 | 10:30 AM – 4:00 PM
  Free professional headshots available throughout the day.

Visit SoundPost at Booth 602

SoundPost will be exhibiting at booth 602, alongside other Blue Cypress companies including Betty, rasa.io, MemberJunction, and Sidecar.  If your team is working to streamline financial operations or improve the connection between transactional systems and accounting workflows, we invite you to stop by.

We will be introducing SoundPost Bridge, a solution designed specifically for association finance teams.  It supports automated journal entries, revenue recognition, reconciliation, and reporting.  The goal is to help finance teams reduce manual effort, increase accuracy, and improve audit readiness across platforms.

Whether your current focus is shortening the monthly close, integrating your AMS and eCommerce systems, or preparing for growth, we welcome the opportunity to learn more about your priorities and share how we can help.

Closing Notes

ASAE Annual is one of the few events on the calendar where association finance leaders can step back and assess not only what they are doing, but how they are doing it.  The conversations that happen between sessions, the insights shared by peers facing similar challenges, and the exposure to new tools and strategies make this a meaningful investment of time.

Choose sessions that align with your goals.  Make time to connect with peers outside of finance.  And if closing the books faster, reducing risk, or integrating systems more effectively is on your mind, we hope you’ll visit SoundPost at booth 602.

We look forward to seeing you in Los Angeles.