In nearly every industry today, people discover professions, opportunities, and communities through digital storytellers—creators on LinkedIn, YouTube, Instagram, TikTok, and other platforms. These individuals have become some of the most influential voices introducing industries to the public long before a potential member interacts with an association.

Many associations already recognize excellence in leadership, advocacy, innovation, and service. But very few acknowledge the individuals who are shaping industry awareness every day through widely consumed digital content.

I’d like to propose a concept for the ASAE community to consider:

Introduce a “Content Creator of the Year” Award at Your Association’s Annual Conference

This award would allow each association—across all sectors—to highlight the creators who are educating, inspiring, and growing awareness of their field. Unlike traditional awards, this honor celebrates individuals outside (or at the edges) of the association’s membership who are still making a major impact.

Why Associations Should Embrace Content Creator Recognition

1. Creators Are the New Front Door to Your Industry

Short videos, posts, and educational content are often the first exposure someone has to a profession.
Recognizing these individuals builds a bridge between your association and a much broader audience.

2. A Powerful New Recruitment Pipeline

Creators bring in:

• Students
• Career changers
• Younger professionals
• People who would never otherwise discover your association

Associations can leverage this attention for membership, education, sponsorship, and events.

3. Expands Industry Visibility Beyond Traditional Channels

Most associations struggle to reach beyond their existing circle.
Creators already reach hundreds of thousands—even millions—of people interested in your field.

4. Increases Diversity of Talent and Voice

Digital creators often reflect broader diversity—professionally, geographically, and demographically—than traditional association pipelines.

5. Creates Buzz at Your Annual Meeting

Showcasing creators introduces a fresh, high-energy dynamic that resonates with younger members and new audiences.

6. Positions Your Association as Forward-Looking

Recognizing creators signals that storytelling, social media, and modern outreach matter.

How Associations Could Structure the Award

This concept is flexible and can be adapted to any association’s culture, size, and resources.

Step 1: Open Nominations

Accept nominations from members, staff, and the public. Look for creators who are:

• Accurate in their content
• Positive ambassadors for the profession
• Helping new audiences learn about the industry

Creators can also self-nominate.

Step 2: Select the Top Five Creators

Criteria may include:

• Educational value
• Engagement and reach
• Professionalism
• Alignment with your mission
• Creativity and audience impact

Step 3: Invite Finalists to Your Annual Conference

Option A – Full Sponsorship

• Registration
• Hotel
• Airfare or stipend

Option B – Partial Sponsorship

• Complimentary registration
• Creators cover travel or receive partial support

Option C – No Cost Model

• Creators attend at their own expense
• Recognition is the incentive
• Corporate partners may sponsor attendance

Step 4: Incorporate a Finalist Showcase

A short session where creators share:

• Why they create
• Who they reach
• How they inspire interest in the field

Step 5: Present the Award at a General Session

This can become a signature moment, emphasizing relevance and celebrating modern influence.

Why This Matters for the ASAE Community

Associations exist to grow, protect, and elevate their industries.

Content creators are already doing this—at scale—often without knowing the association exists.

By engaging these creators, associations can:

• Reach new audiences
• Strengthen brand recognition
• Boost membership pipelines
• Build meaningful modern partnerships

This initiative can help every association connect with the next generation on the platforms where they are already learning and engaging.

Closing Invitation

I’m sharing this idea to spark discussion among ASAE colleagues:

Would your association consider launching a “Content Creator of the Year” award?
What structure would work best for your community?

I’d love to hear how different organizations might adapt this and how we—as a profession—can better amplify the voices shaping the future of our industries.

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