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Associations Thrive

Joanna Pineda

This is Associations Thrive, the podcast celebrating successful associations and their leaders. Listen in as top association executives tell all, revealing the creative and innovative ways they’re increasing their bottom line, serving their members, and reimaging their organizations.

The Associations Thrive podcast is hosted by Joanna Pineda, CEO & Chief Troublemaker at Matrix Group International. Joanna’s personal mission and the mission of Matrix Group is to help associations and nonprofits increase membership, generate revenue and thrive in the digital space.

We believe that every association has a unique mission and unique story in how they’re serving their members, impacting their industry, and ultimately changing the world. Guests include top trade association, professional society, and non profit executives. We’re here to help amplify their stories so all associations can learn and thrive, together.

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English

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#202
Today · 26 min
202. Van Ton-Quinlivan, CEO of Futuro Health, on Solving the Healthcare Workforce Shortage, Debt-Free Career Training, and Scaling Through Technology
As America ages, who will provide the healthcare that our families and communities increasingly need? How can nonprofits bring together employers, educators, and communities to address critical workforce shortages? In this episode of Associations Thrive, host Joanna Pineda interviews Van Ton-Quinlivan, CEO of Futuro Health. Van discusses: How Futuro Health is a national nonprofit established with support from Kaiser Permanente to address the critical shortage of allied healthcare workers, including medical assistants, phlebotomists, and emergency medical technicians. How Allied health workers make up approximately 65% of the healthcare workforce, yet many of these career opportunities remain relatively unknown. How Futuro Health provides debt-free career training to adults and boasts an impressive 90% program completion rate through personalized coaching and student support. How Futuro Health works with 46 education partners across more than 120 locations, using data to track student progress, identify challenges, and intervene when learners need additional support. The organization's proprietary Human Touch Healthcare coursework that helps adults build essential workplace skills and the confidence to return to school. How telehealth is creating new healthcare careers, including Monitor Tech positions, and making digital literacy an increasingly important skill. How Futuro Health is partnering with organizations such as the Aspen Institute and Stanford Center on Longevity to explore ways to make direct-care jobs more attractive and reduce high turnover rates. References: Futuro Health Website
#201
November 5 · 29 min
201. Dan Wensley, CEO of GTIA, on Building Local Communities, Navigating AI, and Member-Guided Giving
How does an association reinvent itself after a major organizational transformation and use that moment to deliver more value to more members? In an industry being reshaped by AI, cybersecurity, and constant technological change, how can an association create the communities, resources, and guidance members need to navigate the future? In this episode of Associations Thrive, host Joanna Pineda interviews Dan Wensley, CEO of the Global Technology Industry Association (GTIA). Dan discusses: How GTIA was born in 2025 after the certification business of CompTIA was sold, leaving the newly formed trade association with an endowment and a mandate to focus on membership and industry growth. How GTIA represents thousands of companies and hundreds of thousands of individuals across the global IT services ecosystem, including managed service providers (MSPs), technology vendors, and organizations that support them. GTIA’s goal of delivering “more value for more members,” and how the association has nearly doubled its membership over roughly the past 18–24 months. How GTIA is focusing not just on creating resources, research, insights, and data, but also on increasing utilization by making sure members know those resources exist and understand how to use them. GTIA’s dramatic investment in local community, with 22 local chapters launched in about 10 weeks and another 24 in development. Chapters can set agendas based on the specific issues affecting members in their regions. How GTIA funds local chapter meetings, provides facilitators and community-management support, and asks for just 10 named members in a region to get a chapter started. Why Dan believes there has never been a more important time for IT professionals to come together as peers, especially as AI rapidly changes technology, cybersecurity, service delivery, business models, and customer expectations. GTIA’s AI initiatives, including a partnership with Texas A&M University around industry regulations, the new Managed Intelligence Alliance focused on AI adoption and management, and GTIA’s participation in the United Nations’ AI for Good initiative. How the GTIA Foundation is using the organization’s resources for member-guided giving. After giving away $1.9 million last year, the Board approved $5 million this year, with grants supporting nonprofits around the world and often helping organizations and communities through technology. How Dan brought a metrics-driven approach from the for-profit world to GTIA, measuring not simply whether the association produces programs and resources, but whether members actually use them and whether they have a tangible, positive impact. References: GTIA Website
#200
October 29 · 37 min
200. Joanna Pineda, CEO of Matrix Group, on 200 Podcast Episodes, Writing a Book, and What’s Next for the Company
What do 200 conversations with association CEOs teach us about leadership, resilience, and the extraordinary impact of associations? In this special 200th episode of Associations Thrive, the tables are turned! Leah Monica, Director of Marketing at Matrix Group International, and Tanya Kennedy Luminati, Director of MatrixMaxx, interview Joanna Pineda, CEO and Chief Troublemaker at Matrix Group International and host of Associations Thrive. Joanna, Leah, and Tanya discuss: How 200 episodes over four years have revealed recurring challenges facing association CEOs, including funding uncertainty, membership struggles, declining revenue, and the increasingly complex political and economic environment. How some of Joanna's favorite podcast guests have highlighted the importance of meaningful member engagement, helping members advance their careers, creating welcoming communities, and balancing technology with human connection. How an interview with Patty Montague, CEO of the School Nutrition Association, inspired Joanna to write When It Mattered Most, a book about the extraordinary work associations did during the COVID-19 pandemic. The incredible stories featured in the book, including how the School Nutrition Association helped keep children fed, the National Golf Course Owners Association worked to keep golf courses open, and the American Association of Airport Executives supported an industry devastated by the collapse in air travel. Why When It Mattered Most is written not just for association professionals, but for the general public, policymakers, and anyone who doesn't fully understand the essential role associations play in society. How Matrix Group is embracing AI and spec-driven software development to build better websites and applications faster. What's next for Matrix Group, including making MatrixMaxx AMS faster and easier to use, helping associations tell compelling stories about their impact, and using AI to create more opportunities for meaningful personal connections. References: Get Joanna’s book, When It Mattered Most Kindle & Paperback Hardback Barnes & Noble Buy elsewhere Visit Joanna’s website and learn about her writing, podcasts, and book MatrixMaxx AMS Episode 199 with Patti Montague, CEO of SNA Episode 198 with Devin Jopp, CEO of APIC & Tracey Moorhead, CEO of AAPACN
#199
October 15 · 27 min
199. Patti Montague, CEO of SNA, on Keeping Kids Fed, Advocating Through Crisis, and Protecting the Future of School Meals
What happens when schools close, but millions of children still need breakfast and lunch? How can an association help its members keep feeding students—and respond when rising costs threaten their ability to continue? In this episode of Associations Thrive, host Joanna Pineda interviews Patti Montague, CEO of the School Nutrition Association (SNA). Patti’s first appearance on the podcast inspired Joanna’s book, When It Mattered Most. In this return conversation, Patti discusses: How SNA represents 50,000 members in a profession that serves approximately 30 million school lunches and nearly 15 million school breakfasts every school day. Why serving meals outside cafeterias, delivering food on buses, and providing several days of meals at once required regulatory waivers that SNA secured for schools. How members began serving curbside meals immediately after schools closed. SNA’s advocacy for free breakfast and lunch for every student, and why Patti believes school meals are an investment in children’s health and ability to learn. How the pandemic strengthened SNA’s partnership with USDA and helped secure additional funding as food costs and supply chain pressures increased. Why staffing shortages, rising food and equipment costs, and inadequate reimbursements have created another crisis for school meal programs. How SNA is pressing Congress and federal officials for additional funding and higher meal reimbursement rates—and why meal program shortfalls affect other school district priorities. How SNA uses media coverage, social media, and members’ stories to communicate the urgency of the crisis, with Patti reporting that 80 percent of members are concerned about financial sustainability over the next three years. References: School Nutrition Association website
#198
October 8 · 43 min
198. Devin Jopp, CEO of APIC & Tracey Moorhead, CEO of AAPACN, on When It Mattered Most, How Associations Stepped Up During COVID, and the Lasting Lessons of the Pandemic
When the world was in crisis and people desperately needed trusted guidance, who stepped up to help professions, industries, healthcare systems, schools, and communities navigate the uncertainty? And what can associations learn from that experience about how to serve members, build partnerships, and lead during the next crisis? This is a special episode of Associations Thrive! Joanna’s new book, When It Mattered Most, launches today, October 8. The book tells the stories of 24 associations that did extraordinary things to protect professions, industries, schools, hospitals, and communities during the COVID-19 pandemic. Host Joanna Pineda interviews Devin Jopp, CEO of the Association for Professionals in Infection Control and Epidemiology (APIC), and Tracey Moorhead, President and CEO of the American Association of Post-Acute Care Nursing (AAPACN). Both are featured prominently in When It Mattered Most, and share the stories of how their organizations helped keep the world running during the pandemic. Tracey and Devin also share how their organizations have changed post-pandemic, including the addition of organizational members and a stronger emphasis on certifications. Finally, they discuss their recently completed strategic plans References: Get Joanna’s book, When It Mattered Most: Kindle & Paperback Hardback Barnes & Noble Buy elsewhere Visit Joanna’s website and learn about her writing, podcasts, and book APIC Website AAPACN Website
#197
October 1 · 36 min
197. Bridget Lee, Founder & ED of ALL Chicago, on Effective Governance, Board Training, and Empowered Communities
What does it take to turn passionate community advocates into effective board members? And how can associations and nonprofits better prepare volunteer leaders to govern instead of manage? In this episode of Associations Thrive, host Joanna Pineda interviews Bridget Lee, Founder and Executive Director of the Academy for Local Leadership (ALL Chicago). Bridget discusses: How Chicago is transitioning from a mayor-appointed school board to a fully elected 21-member board. ALL Chicago’s three pillars: Prepared Leaders, Empowered Communities, and Effective Governance. How ALL Chicago trains aspiring school board members to understand the responsibilities and complexities of governance. The important distinction between governance and management. Board members should focus on ensuring that systems solve problems rather than stepping in to solve individual problems themselves. How ALL Chicago makes its fellowship accessible by offering the program for free and paying participants a stipend. ALL Chicago’s Governance Compass Framework, which focuses on setting direction, protecting community values, holding the system accountable for student learning, being transparent, and governing collectively. Bridget’s larger vision that effective governance can lead to effective government—and that electing leaders is only the beginning. Success comes when leaders make things better for the communities they serve. References: ALL Chicago Website The Governance Compass Framework ALL Chicago on LinkedIn
#196
September 24 · 26 min
196. Randy Bowman, CEO of IACET, on Quality Continuing Education, Microlearning, and Responsible AI
How do learners know that the continuing education they receive is accurate and high quality? As AI and new technologies transform learning, how can associations ensure their education remains valuable and trusted? In this episode of Associations Thrive, host Joanna Pineda interviews Randy Bowman, CEO of International Accreditors for Continuing Education and Training (IACET). Randy discusses: How the organization’s roots go back more than 50 years to the creation of the Continuing Education Unit (CEU). How accreditation creates standards so learners and employers can trust the quality of continuing education. How the organization grew from about 385 accredited providers 10 years ago to approximately 650 today, while increasing retention to 93%. The growth of microlearning, including two- to three-minute lessons that learners can access when they need information immediately. How virtual and augmented reality are creating safer, more realistic training opportunities in dangerous professions. The shift toward competency-based education, where employers care increasingly about demonstrated skills rather than time spent in training. A new distinction for accredited providers designed to demonstrate responsible AI use and appropriate AI governance. Why Randy says their ultimate stakeholder is the learner, and describes the organization as a “noble guardian of the learner’s interest.” References: IACET Website Continuing Education Unit (CEU)
#195
September 17 · 37 min
195. Sheri Jacobs, CAE, CEO of Avenue M Group, on The Unexpected Power of Boundaries, Smart Risk-Taking, and Innovation
What if the thing holding your team back from innovation isn’t too many constraints, but too few? And how can associations create clear boundaries that give staff the confidence and freedom to experiment, learn, and move faster? In this episode of Associations Thrive, host Joanna Pineda interviews Sheri Jacobs, CEO of Avenue M Group, keynote speaker, and best-selling author. Sheri discusses: How AI is making information and education easier and faster to access, but associations have an important advantage: trust and reliability. The premise behind Sheri’s newest book, The Unexpected Power of Boundaries: “Growth happens at the speed of clarity,” and clarity comes from well-defined boundaries. Why telling teams to “think outside the box” can actually inhibit creativity. Unlimited choices can overwhelm people and cause them to default to familiar ideas. How leaders can define the why and the what—including the constraints—while giving their teams freedom to determine the how. Why leaders should reverse the speaking order in meetings. When senior leaders speak first, others tend to fall in line; inviting junior and frontline staff to speak first can surface ideas from people closest to members and customers. The important distinction between risk tolerance and risk capacity. Risk tolerance is about comfort; risk capacity is about how much an organization can actually afford to experiment, fail, learn, and recover. Why simply telling employees to “take risks” isn’t enough. Innovation happens when organizations combine psychological safety with clear boundaries around where experimentation is safe. How the “Best New Mistake Award” can encourage experimentation by celebrating employees who tried something, failed, learned from it, and used the learning to move the organization forward. Why associations should regularly examine whether their boundaries are outdated—and create a process for experimentation that defines hypotheses, assumptions, learning, and how results will be shared. How associations and conferences can turn inspiration into action by creating constraints such as a 30-day challenge that asks participants to take one smart risk and report back on what happened. References: Avenue M Group Website The Unexpected Power of Boundaries Book Pivot Point Book The Art of Membership Book
#194
September 10 · 30 min
194. Jana Darling, President of MGI, on Why Membership Growth Is Getting Harder and Making Your Value Clear
What happens when membership growth gets harder, even though the members you already have continue to renew? How can associations better communicate their value, attract new members, and create the engagement that fuels growth? In this episode of Associations Thrive, host Joanna Pineda interviews Jana Darling, President of Marketing General (MGI). Jana discusses: The findings from MGI’s 2026 Membership Marketing Benchmarking Report, now in its 18th year and based on responses from nearly 500 associations. How membership growth is getting harder. Only 38% of associations reported membership growth this year, down from 45% the previous year and close to a historic low for the study. Why associations “cannot renew their way to growth.” Retention remains relatively steady at about 82%, but without a steady pipeline of new members, organizations will eventually decline. How strong retention suggests that associations are delivering value once people join. The challenge is often communicating that value effectively to prospective members. Why engagement is “the engine of everything else,” and why associations should begin engaging prospects before they join. With members increasingly strapped for time, associations also need to make participation easy and meaningful. Why associations need to continually reevaluate their member value proposition. With information increasingly available through AI, open access, and other free sources, associations must understand what members value today. Organizations that conduct regular member research are more likely to report membership growth. How 39% of associations say an inability to articulate their value prevents them from offering a more compelling member value proposition. Jana says that if members are the business of an association, the value proposition should be central to everything the organization does. How associations can use the Membership Marketing Benchmarking Report to compare themselves with their peers, identify practices correlated with growth, set realistic expectations with their boards, and find opportunities to innovate and improve. References: MGI Website MGI’s 2026 Membership Marketing Benchmarking Report
#193
September 3 · 26 min
193. Carlos Cardenas, CAE, President of Association Latinos, on Leadership, Cultural Superpowers, and Hispanic Heritage Month
What happens when professionals stop viewing their culture as something they need to minimize at work, and start recognizing it as a leadership superpower? And how can associations create the spaces, programs, and opportunities that help underrepresented leaders build confidence, visibility, and pathways to leadership? In this episode of Associations Thrive, host Joanna Pineda interviews Carlos Cardenas, CAE, President of Association Latinos. Carlos discusses: How Association Latinos exists to increase the representation of Latino leaders throughout the association community, from mid-level management and the C-suite to nonprofit boards. Why the founders decided Association Latinos needed to become its own 501(c)(3), rather than remain an affinity group. The organization wanted to control its destiny, understand and serve its community directly, and develop programs specifically for Latino association professionals. How Association Latinos seeks to shine a spotlight on Latino professionals who are already doing great work while also “unlocking their confidence” so they recognize their own power and potential. How the CAE Se Puede program and Avanza Scholarship create pathways for Latino association professionals to earn the Certified Association Executive (CAE) credential, while a partnership with Sidecar creates opportunities to earn the Association AI Professional (AAiP) certification. Why a small organization needs to “think like an entrepreneur.” Association Latinos is building creative partnerships with organizations such as ASAE, Sidecar, and the LPGA Amateur Golf Association to provide greater value even without large, consistent revenue streams. How the inaugural For La Causa golf event introduces members to golf, gives volunteers an opportunity to relax and connect, creates value for partners and sponsors, and could eventually create a new fundraising stream. How Conexiones, Association Latinos’ education summit, uses a cohort model instead of a traditional choose-your-own-session conference format. Participants experience the program together in smaller groups, creating deeper relationships and longer-lasting connections. Why culture is part of the “special sauce, or salsa” of Conexiones. Association Latinos encourages professionals to bring their heritage, languages, ancestry, stories, and authentic selves into their leadership instead of feeling that advancement requires assimilation. How Association Latinos separated its Honores awards from Conexiones so award recipients, volunteers, allies, and community leaders could be celebrated more intentionally, and so the awards event could become a fundraising opportunity of its own. Why Hispanic Heritage Month should be more than a once-a-year spotlight. Carlos wants Latino thought leadership and stories elevated year-round, while also honoring the often “invisible layer” of parents, grandparents, immigrants, workers, and others whose sacrifices created opportunities for the generations that followed. References: Association Latinos Website CAE Se Puede & Avanza Scholarship Conexiones 2026 Latinx Treasures - Movies, books and articles to enjoy year round by Latinx creators
#192
August 27 · 19 min
192. Cheryl Kreider Carey, CAE, CEO of SIIM, on Building Bridges Across Imaging, AI, and Creating a Culture of Belonging
What does it take for a 45-year-old association to continually reinvent itself in a field being transformed by digitization and AI? And how can an association bring together professionals from different specialties, roles, and organizations to help shape the future of an entire field? In this episode of Associations Thrive, host Joanna Pineda interviews Cheryl Kreider Carey, CAE, CEO of the Society for Imaging Informatics in Medicine (SIIM). Cheryl discusses: How imaging informatics sits at the intersection of medical imaging, digital health, and technology management. How SIIM membership grew by more than 20% in 2025 as the association expands its reach across imaging specialties. How SIIM’s nearly 3,000 members represent five different personas, including clinicians across imaging specialties, scientists, developers, vendors, and imaging IT experts. How the organization’s ethos, “You Belong at SIIM,” reflects its commitment to bringing these different communities together. Why Cheryl describes SIIM as a “45-year-old startup.” The organization has reinvented itself as medical imaging evolved from film to digital and has had three different names over its 45-year history. How Cheryl works to create what she calls an “invisible culture,” inspired by successful sports coaches who build team chemistry that ultimately produces visible results. At SIIM, she describes the culture as “high emotional intelligence, low ego.” How SIIM partnered with the Digital Pathology Association to create a Bridge Pass: one streamlined payment that allows participants to attend both SIIM’s annual conference and the Pathology Visions Conference. How SIIM has been ahead of the curve on artificial intelligence, holding its first AI conference in 2017 and continuing to convene professionals around AI ever since. References: SIIM Website Bridge Pass Program
#191
August 20 · 28 min
191. Angela Davis, CEO of SPR and Yasmeen Fields, CEO of SBI, on Becoming Independent, Association Autonomy, and the Power of Executive Peer Networks
What happens when the organization that has managed your association for decades tells you that you have 18 months to find a new path forward? How can association leaders navigate a major operational transition while protecting their staff, serving members, and making smart decisions about what to keep in-house and what to outsource? In this episode of Associations Thrive, host Joanna Pineda interviews Angela Davis, CEO of the Society for Pediatric Radiology (SPR), and Yasmeen Fields, CEO of the Society of Breast Imaging (SBI). Angela and Yasmeen discuss: How SPR is a community of more than 3,000 physicians, trainees, and allied professionals dedicated to improving children's health through medical imaging, while SBI represents more than 4,200 breast imaging radiologists working to minimize breast cancer mortality and suffering. Why radiology has so many subspecialty associations. As Angela explains, “children are not small adults,” and specialized areas such as pediatric radiology and breast imaging require distinct expertise, education, and professional communities. How both SPR and SBI were managed for decades by the American College of Radiology (ACR), which provided the infrastructure, resources, expertise, and operational support that allowed smaller specialty societies to grow and thrive. How ACR ultimately decided to focus exclusively on its own mission, strategic plan, and members, giving the societies it managed 18 months to transition to a new management structure. How SPR and SBI evaluated different business models, including partnering with another radiology organization, working with an association management company (AMC), and becoming fully self-managed. Both initially partnered with AMCs before ultimately becoming standalone organizations. How becoming independent required Angela and Yasmeen to assume responsibility for functions that previously existed under the ACR umbrella, including HR, accounting, technology, investments, and operational decisions. How both organizations learned not to overcommit during a major transition. Today, both organizations combine small internal staffs with strategic outsourced support. How collaboration extends across the larger “House of Radiology.” Through gatherings like the ACR Inter-Society Conference, association executives and volunteer leaders learn from one another, develop stronger relationships, and see how their individual organizations fit into the broader radiology community. References: SBI Website SPR Website
#190
August 6 · 31 min
190. Phil Andrews, CEO of USA Fencing, on Growing a Niche Sport, Membership Models, and Media Partnerships
How does a sport that many people notice only once every four years build sustained, double-digit growth year after year? What can associations learn from USA Fencing about making a specialized community more visible, accessible, and relevant, without a giant marketing budget? In this episode of Associations Thrive, host Joanna Pineda interviews Phil Andrews, CEO of USA Fencing. Phil discusses: How USA Fencing is both an Olympic national governing body and a member-based association, serving approximately 800 clubs and more than 50,000 active fencers ranging in age from six to 86. Why fencing has experienced four consecutive years of double-digit growth.. Why associations cannot focus exclusively on serving the community already in front of them, but also make it easier for prospective members to walk through the front door. How the organization identifies celebrities, performers, business leaders, and other public figures with authentic ties to fencing, and builds relationships with them instead of relying on paid influencer campaigns. How USA Fencing’s strategic plan has addressed governance, operational excellence, collegiate partnerships, Paralympic athlete funding, brand growth, and revenue diversification beyond an events-heavy business model. The complexity of balancing the priorities of a 12-member board, athletes, coaches, referees, clubs, three fencing disciplines, Paralympic fencing, recreational members, and elite competitors. How USA Fencing is reconnecting former student fencers through data collection,, personal email collection, and alumni events that restore a sense of community across generations. References: USA Fencing Website tryfencing.org
#189
July 23 · 34 min
189. Kelly Dooley, ED/CEO of ITEEA, on STEM Literacy, STEM Teaching Standards, and Non-Dues Revenue
What does it take to prepare every student, not just future engineers, for a world shaped by technology, AI, and constant innovation? And what role should associations play in equipping educators to meet that challenge? In this episode of Associations Thrive, host Joanna Pineda interviews Kelly Dooley, Executive Director & CEO of the International Technology and Engineering Educators Association (ITEEA). Kelly discusses: Kelly's own journey from structural engineer to association CEO, and how association management became the career she never knew existed. How ITEEA has evolved from the American Industrial Arts Association into the leading professional association for technology and engineering educators, reflecting the changing nature of STEM education. Why every student, not just those pursuing STEM careers, needs technological and engineering literacy to thrive in today's world. ITEEA's Standards for Technological and Engineering Literacy (STEL) and how they define what students should know and be able to do. The association's Engineering byDesign™ curriculum, a PreK–12 STEM program that is now used by states, school districts, and individual educators across the country, and which generates significant non-dues revenue for the association. What it takes to convince an entire state to adopt an association-developed curriculum. The nationwide shortage of technology and engineering teachers, and how ITEEA is addressing recruitment, retention, mentorship, and career pathways through its new strategic plan. How AI is transforming education by helping teachers automate routine work while creating new challenges around student use, classroom policies, and AI literacy. References: ITEEA Website Standards for Technological and Engineering Literacy (STEL) Engineering byDesign™
#188
July 16 · 37 min
188. Nir Hindie, Founder of The Artian Part Two: How Business Artistry Applies to Associations
What if your conference wasn't designed around sessions, speakers, and logistics, but around how you wanted attendees to feel? How can your association bring more artistry, intention, and humanity into everything it does? In part two of this two-part special on Associations Thrive, host Joanna Pineda interviews Nir Hindi, Founder of The Artian. Nir discusses: What business artistry is, and why leaders should think of business as a platform for creative expression and human value, not simply optimization. Why association conferences should begin by asking, "What should this feel like?" rather than focusing first on speakers, logistics, or attendance goals. How associations can intentionally design conferences for the individual attendee, especially first-time attendees who arrive alone and often feel intimidated. Why post-pandemic conferences must prioritize human connection and community, since educational content is increasingly available online. How artists teach leaders to pay attention to invisible details that create meaningful experiences, even when attendees can't articulate why something feels exceptional. The Pixar meeting room story, and how changing physical environments can dramatically improve participation, collaboration, and idea generation. How storytelling should focus on members' problems, journeys, and transformations rather than organizational history, milestones, or statistics. Why associations should measure success not simply by attendance or satisfaction scores, but by whether their events genuinely transformed members' professional lives. References: TheArtian website Nir’s Business Artistry Course Follow Nir on LinkedIn Nir’s Website
#187
July 2 · 31 min
187. Nir Hindie, Founder of The Artian, Part One: What is Business Artistry?
Can an association create deeper member loyalty by focusing not just on solving problems, but on creating experiences that people genuinely care about? In an era where efficiency and technology dominate, perhaps the real opportunity for associations is to bring more humanity, intention, and artistry into every member interaction. In part one of this two-part special on Associations Thrive, host Joanna Pineda interviews Nir Hindi, Founder of The Artian. Nir discusses: What business artistry is and why it differs from creativity. Creativity solves problems; artistry creates meaning and emotional connection. How some of the world's most admired leaders, including Steve Jobs, Walt Disney, and Edwin Land, approached business as a form of creative expression rather than simply optimization. Why associations should think beyond delivering value and instead design experiences that members genuinely remember and care about. How seemingly small details, from onboarding experiences to event design to member communications, can communicate care, respect, and intention. Why organizations should optimize not only for efficiency, but also for emotional resonance and human connection. The role of awe in leadership, and how inspiring visions motivate employees, members, and stakeholders to become part of something larger than themselves. How founders and executives can become better storytellers by focusing less on features and facts, and more on purpose, motivation, and impact. This conversation is Part 1 of a 2-part interview. In Part Two, Nir explores how business artistry specifically applies to associations and nonprofit organizations. References: The Artian Website Nir’s Business Artistry Course Follow Nir on LinkedIn Nir's Website
#186
June 25 · 34 min
186. Phil Goldfeder, CEO of AFC, on Responsible Financial Innovation, Creating a Standards-Based Association, and Staying Warm and Fuzzy
How do you help an industry innovate at breakneck speed while ensuring consumer protection, trust, and regulatory compliance? And what role should an association play in bringing competitors, regulators, and innovators together to shape the future of an emerging industry? In this episode of Associations Thrive, host Joanna Pineda interviews Phil Goldfeder, CEO of the American Fintech Council (AFC). Phil discusses: How AFC has grown from roughly 25 members to more than 175 members and partners, while maintaining a retention rate above 95%. Why AFC intentionally brings fintech companies and banks together under one roof, creating collaboration rather than competition. How AFC differentiates itself as a standards-based organization that embraces regulation, compliance, and consumer protection. Phil’s career journey from public service, including roles with Chuck Schumer, Mayor Michael Bloomberg, and the New York State Legislature, to banking and association leadership. How Hurricane Sandy exposed the need for innovation in insurance and financial services and helped shape Phil’s professional path. Why Phil believes association leadership is remarkably similar to elected office: both are fundamentally about service, engagement, and impact. How AFC creates “safe spaces” where member CEOs can openly discuss challenges, best practices, and emerging business models. AFC’s advocacy efforts to educate policymakers and regulators on fintech innovations such as Buy Now, Pay Later and Earned Wage Access programs. How AFC’s annual summit maintains an intimate, collaborative atmosphere even as attendance has grown dramatically. References: AFC Website
#185
June 18 · 31 min
185. Jeff Morgan, President & CEO of CMAA, on Community as the Secret Sauce, Member-Driven Growth, and Global Certification
How does an association grow from 6,000 to 9,000 members without a membership sales team? What can associations learn from an organization whose members actively recruit the next generation on its behalf? In this episode of Associations Thrive, host Joanna Pineda interviews Jeff Morgan, President & CEO of the Club Management Association of America (CMAA). Jeff discusses: How CMAA represents professionals working across 3,500 member-owned clubs, including golf clubs, yacht clubs, city clubs, ski clubs, and more. How CMAA membership grew from approximately 6,000 members during COVID to 9,000 members today—with no membership sales team. Why private clubs experienced significant growth during and after COVID, including increased member demand, long waiting lists, and investments in facilities and amenities. CMAA’s highly intentional 12-month new member onboarding process, which includes welcome kits, monthly communications, quarterly Zoom sessions, and structured opportunities to build connections. The association’s long-running conference idea-sharing program, where members submit and share more than 100 best-practice posters that become a searchable knowledge resource for the profession. CMAA’s Certified Club Manager (CCM) credential, built around 12 professional competencies, continuing education, and a globally licensed certification model. How CMAA has expanded its influence internationally through partnerships, certification licensing, and conference participation from club professionals around the world. Why Jeff believes clubs are no longer simply physical facilities, but communities that remain connected through technology, virtual programming, and shared experiences. How “community” serves as the secret sauce behind both successful clubs and successful associations. References: CMAA Website
#184
June 11 · 32 min
184. David Walsh, ED of VSAE, on Member Recruitment, New Member Engagement, and Learning Pathways
What if your association's most effective membership recruiters aren't staff at all, but your members themselves? In an era where association professionals have countless options for education, networking, and professional development, how can associations create such a strong sense of belonging that members actively recruit, welcome, and mentor new participants? In this episode of Associations Thrive, host Joanna Pineda interviews David Walsh, Executive Director of the Virginia Society of Association Executives (VSAE). David discusses: How VSAE serves more than 450 association professionals and industry partners across Virginia, providing education, leadership development, networking, and peer exchange opportunities. How VSAE is expanding its reach throughout Virginia, including launching the Northern Virginia Association Exchange to better serve professionals in the state's largest association market. David's unique association journey, influenced by his mother’s 40-year association career and his progression through membership, marketing, advocacy, and executive leadership roles. How VSAE's annual conference attracted more than 200 registrants and over 50 first-time attendees, the strongest attendance numbers in more than a decade. How volunteer leaders personally reach out to prospective members and conference attendees, creating authentic peer-to-peer invitations rather than relying solely on marketing campaigns. How VSAE's membership committee serves as mentors and ambassadors, ensuring first-time attendees feel welcomed and connected from the moment they arrive. VSAE’s Learning Pathways that help members identify educational content aligned with their career stage, role, and professional goals. How VSAE's Northern Virginia programming combines education, peer exchange, and community-building to create meaningful opportunities for association professionals to learn from one another. References: VSAE Website Northern Virginia Association Exchange
#183
June 4 · 30 min
183. Emily Bardach, Executive Director of AWPA, on Advocacy, Strategic Planning, and Building Momentum
When your industry is everywhere but almost invisible, how do you tell your story? And how can associations help members navigate tariffs, supply chain pressures, and changing market dynamics? In this episode of Associations Thrive, host Joanna Pineda interviews Emily Bardash, Executive Director of the American Wire Producers Association (AWPA). Emily discusses: How AWPA represents companies that manufacture wire and wire products, from bridge cables to tiny springs in Windex bottles. Why “wire is everywhere,” touching construction, infrastructure, agriculture, defense, medical devices, automotive parts, and everyday household products. How AWPA is a small but vital industry association with about 85 members, many of them family-owned businesses. Why association staff must understand each client’s unique culture, including details like whether spouses are important at events. How AWPA shifted its advocacy focus from “free and fair access to wire rod” to “building a resilient wire industry across the full supply chain.” How strategic planning helped AWPA’s board align around a new mission, vision, and playbook. How AWPA took risks with its annual conference, including booking a higher-end venue, stronger speakers, and better storytelling through photography and video. How AWPA is building momentum through advocacy, LinkedIn, facility tours with members of Congress, and more frequent Hill visits. References: AWPA Website

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