Shaping the Future of Supplier Member Value at Associations North

As your Board Chair, I want to share a glimpse into an important set of strategic conversations currently underway at Associations North, conversations centered on how we evolve and strengthen the value we deliver to our supplier members.

Supplier members have long been a vital part of our community. They contribute expertise, build meaningful relationships, and help fuel the innovation and learning that benefits all of us. But like any strong organization, we know we can’t stand still.

The Board of Directors has been intentionally asking: What does meaningful, modern supplier engagement truly look like and how do we design for it?

To help answer that question, we recently invited supplier members to participate in a generative discussion designed not just to gather feedback, but to deeply understand their experiences, expectations, and aspirations.

What we heard was both affirming and enlightening.

Yes, return on investment remains important, something Associations North has always taken seriously. But what stood out clearly is that value goes well beyond traditional measures.

Supplier members told us they are seeking:

• richer opportunities for professional development, stronger community connections, and more intentional integration into the broader membership experience.
• They want to move from feeling like vendors on the sidelines to partners embedded within the fabric of the organization.
• We also heard a desire for more opportunities to connect, not just with association professionals, but with one another. Supplier-to-supplier connections, shared learning, and peer exchange surfaced as meaningful and often untapped areas of value.
• In addition, there is a strong interest in vendor training and development opportunities that help suppliers better understand the association space and deliver even greater impact.

Another important theme emerged around utilization of expertise. Many supplier members expressed a willingness to contribute more than sponsorship dollars. They bring knowledge, networks, and capabilities that could be better leveraged to enrich programming, education, and strategic initiatives across Associations North.

At its core, the conversation pointed to a shift: from transactional relationships toward a more integrated, collaborative model grounded in shared value.

The Board is actively reflecting on these insights as we look ahead.

    •    What should we build?
    •    What should we rethink?
    •    And just as importantly, what might we need to stop doing to make space for what matters most

These are not abstract questions. They are guiding real decisions about how we design programs, create experiences, and define what supplier membership means in the years ahead. Most importantly, this is not a one-time conversation. It is the beginning of an ongoing dialogue.

To every supplier member who contributed your perspective, thank you. Your voice is shaping the future of this community. And to all members, know that your Board is committed to listening, learning, and evolving in ways that strengthen the value of Associations North for everyone.

We are excited about where this work is heading and we look forward to continuing to build it together.

The spirit of our supplier members? One brought Tobies famous donuts to the conversation!

Maria Huntley, CAE, MAM, CEO, Minnesota Academy of Family Physicians 
& 2026 Chair, Associations North Board of Directors