ASAE & The Center for Association Leadership’s board approved a name change for the organization.
Based on a recommendation from a task force appointed by board, the organization’s name will become simply ASAE. The tag line, which was part of the official name, will be “The Center for Association Leadership.”
In addition, the current nonprofit entity will become the ASAE Foundation, with the tagline “Advancing Association and Nonprofit Leadership” to support the organization’s mission in the areas of research, leadership and innovation.
Velma Hart, chairperson of ASAE’s board said that the name change will lead to “less confusion about the mission of our organization with external audiences, who may not realize the tremendous impact of our sector.”
The organization will continue operating under its current brand, with more information scheduled to be released at the 2010 Annual Meeting & Exposition, Aug. 21-24 in Los Angeles. In the upcoming months, ASAE staff will meet with the creative team at Ogilvy PR Worldwide to craft a strategy for integrating the changes into the existing brand and infrastructure.
