In a time when socially conscious decision-making is more important than ever, event organizers are seeking innovative ways to make a difference. For the American Counseling Association (ACA), embracing SocialOffset offered a practical solution to complex challenges. Counseling is a profession with social justice at its core. Some members of the ACA community were unhappy that Florida—given its recent state legislation targeting minoritized communities—was the site of the association’s 2025 annual meeting. In response, ACA launched a multipronged community- building and marketing plan to center advocacy as a key conference theme. SocialOffset served as a key part of that strategy. The ACA Conference & Expo, which brings together nearly 3,000 counselors and counselors-in-training annually, is dedicated to fostering a stronger professional community. When planning their most recent event, ACA sought a way to align their programming with their values without compromising the attendee experience. By providing an alternative to boycotts, SocialOffset allowed ACA to uphold its mission of advancing mental health and well-being through advocacy, community, inclusion and research through its conference. “After engaging with Beth Surmont at 360 Live Media to enhance our broader conference strategy, a partnership with SocialOffset was a clear and easy decision,” said MJ Jones, ACA’s director of business intelligence and strategy. “In this political landscape, no event destination will perfectly align with everyone’s ethos; with SocialOffset, our members can invest their attention and dollars in the causes that the counseling profession believes in.” When ACA partnered with SocialOffset, they prioritized selecting vetted charities that aligned with their core values. “Our main priority for this initiative was choosing from the many organizations doing great work on the ground locally. Ultimately, we wanted to serve two causes most heavily impacted in our event city at the time our event was taking place,” they said. ACA selected My Brother’s Keeper (racial justice) and Zebra Youth (LGBTQ+ equality), two organizations dedicated to supporting and helping young people with marginalized identities in Orlando. Incorporating SocialOffset into ACA’s event strategy had a tangible impact. Representatives from the chosen charities were invited to attend the event and staff tables near registration, allowing them to connect directly with attendees and raise awareness of their important work. “Giving them the opportunity to speak directly with our members about the work they are doing and its impact in the community was invaluable,” Jone noted. “I believe this personal touch resonated with attendees and encouraged them to make donations while onsite.” The response from attendees was overwhelmingly positive. “This year’s event was widely regarded as our best yet,” ACA reported. “Many attendees and affiliates provided feedback that this year was memorable and impactful.” Using SocialOffset not only enhanced ACA’s event but also set a precedent for the future. “It wasn’t just about this one event; it was about setting a precedent for how we approach social challenges in the future,” ACA explained. “The importance of community cannot be overstated. The impact we collectively make with our time, energy, and dollars matters, and SocialOffset is helping to channel all of these tools into positive outcomes for people.” When asked what advice they would give to other event organizers, ACA’s response was clear: “Take the leap and forge this partnership. You have nothing to lose and everything to gain. Cultivate buy-in from leadership and designate one person’s role to focus on the campaign’s success onsite.” They also emphasized the importance of promotion. “Reach out to as many people as possible to spread the message—leadership, membership, social media, beneficiary organizations, etc. Every dollar counts, and you will learn how to make improvements to the campaign along the way. All it takes is getting started.” SocialOffset is a nonprofit that empowers event attendees and business travelers to align their spending with their values by donating directly to vetted, local charities. Offering a socially conscious alternative to boycotts, SocialOffset ensures that 100% of contributions support organizations making a real impact. Founded by industry leaders Elena Gerstmann, PhD, FASAE, CAE, and Beth Surmont, FASAE, CMP-Fellow, CAE, SocialOffset is transforming the way events drive positive change. This article was made possible with insights from Mason Jones, Director of Business Intelligence & Strategy at the American Counseling Association. CREATING MEANINGFUL IMPACT How the American Counseling Association Used SocialOffset to Drive Positive Change Case Studies 15
RkJQdWJsaXNoZXIy Nzc3ODM=