Why Alliance, Not Association?
By Joe Way, PhD, CTS
Whenever someone says “HETMA” and attempts to then utter what the acronym stands for, I pause, hold my breath, and wait to see what word the letter “A” becomes. Will it be “alliance?” Will it be “association?” And, it’s usually 50/50. I either correct or congratulate. When the Higher Education Technology Managers Alliance was formed, BC and I made a deliberate choice to use the word “Alliance” rather than “Association.”
This distinction isn’t just about branding, it’s about belonging. While there are “members,” HETMA is not a membership organization. It is a cause that advocates and advances the interests of the vertical. It is a movement built through shared purpose: By us and for us. And that’s exactly why “Alliance” is not only the right term, but the only term that captures who we are and what we stand for.
In the world of higher ed, words matter. Titles, labels, and acronyms aren’t just semantics, they define purpose, philosophy, and approach. At first glance, that may seem trivial. But in truth, that single word marks a profound difference in identity and intention. It shapes how we lead, collaborate, and advocate for the higher ed AV and educational technology community.
All that to say, there is nothing wrong with an association, In fact, there are a lot of great associations and organizations that serve the higher ed vertical either in whole or in part. And, I/we support and encourage everyone to join every one of them, like:
-> AVIXA (Global): https://www.avixa.org
-> EDUCAUSE (Global): https://www.educause.edu
-> ETC (USA): https://www.etcollaborative.org
-> LTSMG (UK): https://ltsmg.co.uk
-> SCHOMS (UK): https://www.schoms.ac.uk
-> AETM (Australia & South Pacific): https://www.aetm.org
-> EUNIS (Europe): https://www.eunis.org
-> AVGROUPIE (Ireland): https://www.avgroup.ie
-> AVUSERGROUP (Global): https://www.avusergroup.com
-> MCUAV (Midwest USA): https://www.mcuav.org
-> NWMET (Northwest USA): https://www.nwmet.org
-> PAVSCA (Canada): https://www.pavs.ca
The choice to be an “alliance” allows HETMA to umbrella advocate for the needs of the vertical as well as other associations and organizations. What’s good for the higher ed AV vertical is what’s important to us. So, what is the importance of being an “Alliance?” I’ll break down our reasoning, and how that translates to the identity of HETMA itself.
Alliances Unite
An alliance is rooted in shared goals, peer collaboration, and collective action. Alliances form when independent entities like people, organizations, or institutions, come together because they realize their voices are stronger together than apart. An alliance model thrives on shared ownership, open dialogue, and a sense of common destiny.
That difference is the very heartbeat of HETMA. We are not a group waiting for someone to represent us. We are a “coalition of the willing” outwardly advocating for the needs of our people and our vertical within the greater industry. We are amplifying our voice through one another. The power of HETMA lies in its members being doers for the benefit of all. It’s to give a voice to those who wouldn’t or couldn’t have one otherwise.
Why the “Alliance” Model Works for HETMA
The higher ed AV sector is a unique intersection of IT, pedagogy, and technical innovation. Those who work in it are both customers and have customers of their own, while simultaneously being part of a $300B+ annual vertical. Professionals in our space are often concurrently technologists, educational leaders, and change agents at our various institutions. We design, manage, and sustain learning environments that define the modern campus experience. Yet, for decades, this role in the broader AV ecosystem was largely overlooked, caught between manufacturer priorities, integrator models, and relegated to being the end of the channel line.
That’s the gap an alliance fills. HETMA flips the script from “vendor-customer” to “channel partner.” It gives a voice to those who sit on the institutional side of the AV equation… the ones responsible for the long-term operation, adoption, and evolution of technology on their respective campuses. An alliance thrives on collaboration rather than competition. It’s about shared outcomes for the betterment of all. Whether it’s building advocacy with AVIXA to drive inclusion through the Prism Scholarship or launching the HETMA Approved and Advisory programs to elevate vendor partnerships, everything HETMA does stems from one principle… we’re stronger, we’re better, we’re more impactful… together.
That’s why HETMA doesn’t host members but rather seeks to mobilize them. Our committees, partnerships, and initiatives aren’t top-down directives. They’re living ecosystems where anyone can step in, contribute, and lead. In fact, every initiative was created because someone said during some meeting, “what if we could…” Every voice matters and is empowered and lifted up through the strength of the whole. This ensures that every individual’s story contributes to the narrative that is HETMA.
Collaboration Is King
In a standard organizational model, success is often measured by numbers: memberships, events, fundraising, etc. And there’s absolutely nothing wrong with that. I’d be lying if I didn’t say that HETMA measures those same metrics. I mean, we are in the midst of a #RoadTo10K initiative. However, the key is that in an alliance, success is measured by totality of impact, not bottom lines. It’s about the bridges built and the opportunities that change lives.
HETMA’s alliance approach has enabled collaborations that transcend the traditional silos of the AV industry. We work side-by-side with manufacturers to shape product development that actually meets campus needs. We partner with integrators to ensure accountability in business practices. We collaborate with adjacent industry organizations to amplify our collective voices. The HETMA alliance is an open door where everyone committed to the advancement of higher ed AV is welcome, without any membership barriers. The will and desire to impact change is the sole cost of admission. The alliance model encourages engagement between disciplines, sectors, and people who might not otherwise meet, yet are equally reliant on one another for success.
From Membership to Belonging
The choice of “Alliance” is also a cultural statement. It signals a shift away from transactional engagement toward transformational belonging. Members of associations often ask, “What do I get for joining?” Aka, “What am I paying for?” Members of an alliance ask, “How can I contribute?” That mindset shift transforms how we build community. It fosters ownership, not obligation. It replaces hierarchy with trust. It creates a space where technologists from R1 universities and community colleges alike stand shoulder-to-shoulder as equals, united by shared purpose rather than job titles.
This is why HETMA’s culture feels different. It’s not about structure, it’s about connection. It’s why when the community meets, whether it’s in-person or on the online platform, it doesn’t feel like an industry event, but rather a family gathering of peers invested in one another. That sense of belonging is the heartbeat of the alliance. It’s how advocacy becomes authenticity, and how professional development becomes personal growth. We build the foundation for the benefit of all to accomplish greatness, yet with empathy can and will support and encourage each individual when they fall.
Why It Matters Now
The world of higher education is changing faster than ever. Just in the six years HETMA has existed, the impact and awareness of the vertical has literally moved from “step-aside” to “front-of-mind” in the audiovisual industry. Not only have our technologies shifted from analog to digital, from physical to hybrid, from static to experiential, institutions that have truly thrived are those that embraced community-driven innovation. And the leaders who succeeded, and will continue to success in the future, will be those who see collaboration as power.
Therefore, being an alliance is more than a word choice, it’s a responsibility. It means we choose to offer a platform that leads with empathy, shares knowledge openly, and advocates not just for our institutions, but for each another. It means recognizing that our value doesn’t lie in the organization itself, but in what we build together.
So, when someone says “HETMA,” the “Association,” we smile, nod, and gently correct. Because we know the difference isn’t just a word, it’s an identity. It’s an empowered community of change-makers. And, empowerment is everything, especially when it’s by us and for us. HETMA isn’t just an organization, it’s a movement. It’s proof that when higher ed colleagues unite and advocate with purpose and passion, they can redefine not just how we use technology, but how we connect as people. And that’s what makes the “Alliance” more than just a name.
So, if you haven’t already, I invite you to learn more about the alliance that is HETMA at https://www.hetma.org, and join the community of change and growth at https://community.hetma.org.
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