The American Society of Association Executives (ASAE) recently launched the "Trust Associations" campaign, a new national initiative designed to reinforce the vital role associations play in communities, industries and the economy, and to equip association professionals with clear, shareable messages that build public and policymaker trust.
Building on the momentum of ASAE and the Community Impact Coalition's successful 2025 tax reform advocacy, the campaign seeks to sustain strong relationships with policymakers amid ongoing scrutiny of the tax-exempt sector and a broader climate of declining institutional trust. Through targeted messaging, storytelling and media outreach, "Trust Associations" will highlight associations as trusted conveners, trusted standard setters and trusted advocates that drive progress, innovation and civic engagement.
"The 'Trust Associations' campaign underscores what we know to be true: that associations are an essential and trusted force in our society," said ASAE President and CEO Michelle Mason, FASAE, CAE. "At a time when trust in institutions is eroding, it's more important than ever to remind policymakers and the public that associations unite people around shared purpose, elevate professional standards and strengthen our democracy. This campaign is about reaffirming that trust — and amplifying the positive impact our community delivers every day."
The campaign will roll out in two phases: an initial phase focused on organic community engagement, followed by a broader earned media and advertising effort to reach national audiences. ASAE invites participation from across the association community.
Next week, ASAE will release a "Trust Associations" Campaign Toolkit to make engagement simple and impactful. The toolkit will include campaign branding, social media post prompts, ready-to-use graphics and a platform for submitting short videos that tell the association story.
For more information about getting involved, contact Kyle Hayes, ASAE's senior director of public policy.