AFCI Member Update – Strategic Direction

Last week, AFCI hosted its first Virtual Town Hall in which AFCI Chair of the Board Jim Thielen, AFCI Executive Director Peter Finn and staff shared updates on important new initiatives, AFCI’s strategic plan and Creativation 2020. Thank you to all who attended and asked thoughtful questions regarding the direction of our organization.

If you were unable to attend the Virtual Town Hall, watch this recording or read a summary of the discussion below:

Changing the Management Paradigm

As many of you know, the AFCI Board of Directors changed the management paradigm of the association by partnering with SmithBucklin, a leading association management company. On April 1, SmithBucklin took full responsibility for the operational aspects of the Association. Now three months in, we are confident we made the right decision for the future of the Association. The board can effectively focus its energy and expertise on strategy, while SmithBucklin offers deep operational expertise in the areas of event management, education, administration, technology and marketing.

New Mission and Vision

This spring, the Board completed a strategic planning session during which we made decisions on the strategic direction of the association. With these changes, we developed a new mission and vision for AFCI that better encapsulates our goals, philosophies and the impact of our organization.

The new vision is:

An active creator in every home in the world.

The new mission is:

AFCI advances the global creative community by connecting, inspiring and educating the industry professional who in turn engage and enable creators.

We believe that these two statements, when executed well, will position the association and our members to be successful in the marketplace today and in the future. 

2020 – 2022 Strategic Plan

The Board also finalized AFCI’s 2020-2022 strategic plan, which defines the goals we want to achieve, how we will make decisions as an association and allocate resources, and what we will provide to the membership. Focused around three strategic pillars, we are confident the 2020-2022 strategic plan will set AFCI on the right course moving forward.


Exciting updates are underway for Creativation 2020, January 16-20 in Phoenix, Arizona. The show will include new seminars and workshops, more education and more ways to connect with AFCI and your peers on the show floor. The exhibit hall will include a revamped AFCI booth and pavilions centered around different categories, including: bead and jewelry, edible art, new exhibitors, new product showcase, stamping and yarn and needlecraft. The education schedule will be announced in early September, with early registration opening on September 23.

Year-round Education

AFCI is focused on providing year-round education to our members and the creative industries as a whole to serve, reach and inspire end consumers. Creativation 2020 education includes outreach to invited speakers, more education sessions on the show floor and an expanded array of session topics. Moving into 2020 and beyond, AFCI looks to provide online education opportunities for all AFCI’s audiences via webinars, podcasts and more.

Content Strategy

Coming this fall, AFCI will unveil a new website and content hub that will be easy to navigate and provide a user-friendly experience for members and non-members seeking resources that can help them run their businesses. Serving as the home for all AFCI content — from AFCI news and blog to Gradient articles — the content hub will be a valuable resource for our members. The new AFCI website will include a more sophisticated membership database and member center to support you as you interact with the Association.

AFCI is committed to listening to you, working to strengthen our relationships and delivering value in all that we do together. AFCI will continue to increase our membership engagements — including the formation of new committees for volunteer involvement, member visits by AFCI board members and staff and regular updates via email and Virtual Town Halls.

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