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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.
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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How does your organization get started with AI? How does an organization develop deep AI expertise in AI, which arguably is the most transformative technology we will see in our lifetimes?In this episode of Associations Thrive, host Joanna Pineda interviews Amith Nagarajan, Chairman of Blue Cypress. Amith discusses:His ecosystem of companies that is focused on helping associations transform digitally through positive disruption.How he stumbled across associations 30 years ago and never looked back.How the people in the association market care deeply about their mission and members.How there are two types of innovation: customer-led innovation and inspiration that comes from other sources, including outside the industry.How, as a leader, he allocates a couple of days a week to experimentation.When to kill ideas that don’t make sense, even if those products are in flight.What leaders need to do is create more free time for themselves to think.How most of his time is spent being a cheerleader for AI to associations. In his opinion, AI is the most transformative technology that any of us will experience in our lifetimes.When it comes to AI, doing something is better than nothing. Start by allocating 15 minutes a week. By the end of the year, you will have developed deep AI expertise, especially when you dedicate time company-wide.How AI is here, and whether we ride the wave or are crushed by it, it will continue to accelerate and evolve for decades to come.Blue Cypress has several events coming up about associations and AI (see links in the show notes).References:Blue CypressSidecar GlobalBlue Cypress Events
Entrepreneurs, small business owners, and immigrants want to transfer their businesses to their children. Trust and estate attorneys make those transitions happen.In this episode of Associations Thrive, host Joanna Pineda interviews Deborah McKinnon, Executive Director of the American College of Trust and Estate Counsel (ACTEC). Deborah discusses:Her career journey to becoming Executive Director of ACTEC and her experience working with boards of large and small non-profit organizations.How ACTEC fosters engagement among its members through its Institutes, activities such as involving ACTEC fellows in the website redesign, and through educational content, including their podcast series.How ACTEC Institutes act as a training ground for young attorneys, instilling ACTEC's values and preparing them for Fellowship. How trust and estate law is important to small business owners who want to pass their assets to their heirs.The importance of attracting and involving young attorneys in trust and estate practice.How ACTEC can put on events, webinars, podcasts, and educational content through the involvement of their members and ACTEC’s amazing staff.ACTEC’s criteria for becoming a member includes at least 10 years of experience, community involvement, and nomination by a current ACTEC Fellow.How ACTEC has fosters continued learning, sharing information about the profession, and staying current on legislation affecting trust and estate law in different states.At meetings, ACTEC fellows who have been members for less than 5 years get a blue dot on their name tags. ACTEC fosters a culture wherein leaders are trained to seek out blue-dot members to make the new Fellows feel welcome and involved.References:ACTECACTEC Institutes
If your association went away tomorrow, what would be lost and who would miss it? In this episode of Associations Thrive, host Joanna Pineda interviews Michael DiFrisco, ED, American Academy of Cosmetic Dentistry (AACD). Michael discusses:How cosmetic dentistry is on the rise; brands like Invisalign have become household names.How cosmetic dentistry is not a recognized specialty, but cosmetic dentists need specialized training.How membership numbers resurged after the pandemic. AACD Identified and catered towards best-fit members: the members who support the organization and are supported by the organization.How accredited members are the most engaged, and most likely to renew their memberships.How a recent membership survey allowed AACD to learn that 52% of their members are retiring within the next 5 years.For this year’s annual conference, AACD reached out to practice transition companies to become exhibitors; they sold out these spots!How AACD is reaching out to younger professionals to make up for the upcoming membership cliff.How AACD created the Dental Dojo to create a community for members.How ACCD created the Esthetic Skill Studio to compete against for-profit organizations. While updating their strategic plan, AACD asked their leadership and members, “If AACD went away tomorrow, what would be lost and who would miss it?” The answer was very clearly ACCREDITATION and it would be missed by accredited members and their patients.AACD has research that shows accredited members are more successful than regular members and regular members are more successful than non-members.Michael’s amazing formula for helping organizations articulate their brand promise: We are the only (blank) organization that does (blank) for (blank).References:AACD websiteDental DojoEsthetic Skill StudioAnnual Conference
What do you do when your name no longer represents your organization? How do you create urgency among lawmakers and the public so that those you serve have a chance to live fulfilling lives?In this episode of Associations Thrive, host Joanna Pineda interviews Joe Lindahl, CEO of Mission MSA. Joe discusses:How Multiple System Atrophy is a rare neuro-generative disease that is a movement disorder like Parkinson’s, but it is much worse because of the speed at which the disease progresses.The organization’s rebrand from Multiple System Atrophy Coalition to Mission MSA to lend clarity and urgency to their mission to cure MSA. Mission MSA is the largest funder of research into MSA, after the NIH.His journey working for different organizations, including working for an association management company, and many medical associations.The transition from working for a professional society to working for a nonprofit.How having patients, care partners, and industry researchers on his Board gives the organization insights and perspectives from the entire MSA ecosystem.How Mission MSA provides seed grant funding to support new ideas, and collaborative ideas to help companies attract larger pots of funding.How Mission MSA is supported mostly through fundraising.Their support services to patients, especially newly-diagnosed patients, including a patient support line that is staffed by trained volunteers and staff, and peer supporters who meet with patients in person.MSA Connect, their new, private community platform for patients and care partners.The new MSA Centers of Excellence that provide interdisciplinary care from trained healthcare professionals who know about MSA and how to care for MSA patients.Mission MSA’s advocacy efforts, including support for the National Plan to End Parkinson's Act, which will bring together internal and external stakeholders to find a cure for Parkinson's Disease and other movement disorders.When a person gets diagnosed with a debilitating disease, they become eligible for disability payments and Medicare after two years, but that waiting period is too long for MSA patients, because of the speed of disease progression. Mission MSA is advocating for patients to get these disability payments and access to Medicare much sooner.March is Multiple System Atrophy Awareness Month. Please spread the word about MSA!References:Mission MSA websiteMultiple System Atrophy Awareness Month
Sometimes, donations to a non-profit can be burdensome for the organization. Many nonprofits lack the infrastructure to accept physical assets like cars and real estate. But automobile and real estate donations allow non-profit organizations to raise large amounts of money, and allow contributors to easily donate in a more significant way.In this episode of Associations Thrive, host Joanna Pineda interviews Howard Pearl, CEO of Charitable Adult Rides and Services (CARS). Howard discusses:How CARS is a non-profit that provides fundraising services to other nonprofits. CARS takes the automobile and real estate donations slated for specific nonprofits, sells them at auction, and then remits 80% of the proceeds to the designated nonprofit.How CARS uses the proceeds from the sale of autos and real estate to benefit those in need in the San Diego area.How he went from interim CEO to full-time CEO when he realized he loved the CARS mission and saw the huge potential in its services and staff.How the organization has grown in size threefold with virtually zero staff turnover.How credit, respect, and effective management allow staff to flourish and approach their work creatively.How he devotes himself to giving his staff the tools, budget, and people to get the job done.How staff at any level at CARS can make a decision; they will only be reprimanded for making mistakes if they repeat their mistakes. How he makes all new hires read the book “The Gratitude Diaries” by Janice Kaplan.How CARS now supports nonprofits across the country.References:CARS websiteMake a donation formThe Gratitude Diaries by Janice Kaplan
How do you set guidelines and parameters for contentious conversations to keep discussions civil? How do you bring voices to the table that have been historically excluded?In this episode of Associations Thrive, host Joanna Pineda interviews Matthew Hughes, CEO of the World Affairs Councils of America. Matthew discusses:How WACA is a trade association of Local Councils around the country that bring diplomats, journalists and professors to communities, to foster discussion and understanding about foreign affairs and global issues.His journey from the education world to the association world.How and why world affairs should matter to everyone in the US, despite our domestic issues.How WACA develops partnerships with organizations that provide local councils with resources and speakers.How WACA helps local councils put on great programs, run high performing nonprofits, and be sustainable.How the WACA100 trains local council leaders and volunteers for the jobs of running a local council, promoting events, fundraising and running a sustainable organization.How WACA trains local councils to manage difficult discussions around polarizing issues to remain true to WACA’s mission of informed civil discourse.How WACA inspires the next generation of citizens to contribute to the discussion through the Academic WorldQuest program.How WACA’s annual conference last November saw an increase in attendance and was a big success.References:WACA Website Find A Council! Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/tobias-voigt/nexusLicense code: M2POPMBVFCE0RIPZ
What’s it like to work for a for-profit vs. nonprofit company? How do you support your members during boom times, as well as downtimes?In this episode of Associations Thrive, host Joanna Pineda interviews James Thomas, Executive Director of the American Society of Home Inspectors (ASHI). James discusses:When and why ASHI was founded.The value of certification for a home inspector, as well as meeting the needs of licensed and unlicensed members.Why the home inspection business experiences a downturn during boom times when buyers waive their home inspections, as well as during slow periods when the housing market stagnates.How ASHI’s code of ethics helps to ensure that there is no conflict of interest in home inspections.James’ journey working for for-profit companies, venture-backed companies, and associations.The similarities and differences between running a for-profit and a nonprofit (there are fewer than you might think)!ASHI’s task force that sought to determine what members need in today's education market.Investing in member education, including investing in a new learning management system (LMS) and continuing to provide online education by reimagining all of the courses and making them all free for members.How AHSI’s event programming this year includes an in-person conference and a virtual summit.References:ASHI websiteASHI Education ASHI - Find An Inspector Inspection World
How do you rebuild trust in an organization? How do you bring back the members who previously felt excluded? How do you help your members navigate the AI landscape?In this episode of Associations Thrive, host Joanna Pineda interviews Laura Caputo, Executive Director of the Romance Writers of America (RWA). Laura discusses:How romance is the largest fiction genre.How RWA defines romance as a work of fiction with a happily ever after ending, or happy for now.How RWA supports all writers of romance, including those who are working on their first book, the newly-published, even the best-selling authors.Her journey from being a bankruptcy attorney to Chief of Staff of an association, to Executive Director of RWA.How RWA imploded in 2019 amidst allegations of systemic bias against members of color, LGBTQ members, and poly members. The controversy led to the resignation of the President, Executive Director, and, eventually, the entire board.How the membership dropped from 10,000 members to 2,500 members, which led to RWA moving from being self-managed to being managed by an association management company.How Laura, her staff, and her new Board have worked really hard to rebuild trust with the members and instill inclusiveness across the entire association and their chapters.How RWA has been doubling down on member services, including services that help authors get published, the RWA communities, and the RWA conferences.How AI affects the profession in so many ways. For example, some writers are using AI to write their books and for some, this isn’t okay. But AI is also training on authors’ work, allowing random people to “write in the style of Nora Roberts”; should this be allowed and how does this affect an author’s work and reputation?References:Romance Writers of American websiteVox article: Bad Romance
What’s really working to change hearts and minds when it comes to diversity and inclusion? What’s the CEO journey like when you’ve been in an organization for a long time?In this episode of Associations Thrive, host Joanna Pineda interviews Meredith Gibson, CEO of the Association for Women in Science (AWIS). Meredith discusses:How she determined that what motivates her in her career is mission.When she became CEO of AWIS, she had conversations with staff, including someone who she thought was interested in the CEO job.The organization’s renewed commitment membership and relationships (with members, chapters, and staff) in 2018.AWIS’ Summer of Science which educates the public about how science impacts our world.AWIS advocates on issues that fall between gender and science, including DEI curriculum, Title IX activities, bullying, sexual harrassment, bias in hiring.One day DEI events can be exciting but they don’t change behaviors and habits. The AWIS Inclusion Project is a 90 day learning experience that gives participants a small activity or reflection every day in order to create new habits and insights.How AWIS changed the corporate sponsor package to allow anyone at the companies to access member benefits. This has exploded membership and participation!How Meredith’s superpower of conversation and how she’s able to ferret out insights from members, Board leaders and staff.References:AWIS websiteAWIS Inclusion Project
What is social insurance? Who does it benefit? Answer: Everyone!In this episode of Associations Thrive, host Joanna Pineda interviews William Arnone, CEO of the National Academy of Social Insurance. William discusses:What social insurance is – Social Security, Medicare, unemployment insurance and workers compensation. The US government pools risks across the entire country and then provides universal benefits to people in need.How the Academy is the largest community of scholars and experts on at least one area of social insurance.The Academy’s membership process: you can’t just join, you must be nominated.How the Academy of nonpartisan. The Academy does the research and lets others advocate.Bill’s winding journey as a staff in Congress, running an area agency on aging, serving as Board Chair of the Academy, and then becoming CEO of the Academy.The questions to ask yourself when considering a job and when thinking about your legacy: Is what you’re doing meaningful and does it have impact?The skills you need to run a think tank: legal training, fundraising skills, communication skills, and so much more!The Academy’s intentional efforts to diversify the membership, including considering life experience as a form of expertise.During this election season, the Academy wants the discussion about social insurance to be based on evidence, and not ideology.How the Academy has a newsletter that anyone can sign up for to become better educated about the issues surrounding social insurance.How there are holes in the social safety net, including programs for people who are part of the so-called “gig economy.”.References:NASI website
In this episode of Associations Thrive, host Joanna Pineda interviews Jose Segarra, Executive Director of the Association of College and University Auditors (ACUA). Jose discusses:Who ACUA members are: they are internal auditors in colleges and universities. ACUA members audit policies, procedures and compliances with these policies.How the rules around college athletes and the DEI programs that are being sunset because of the recent Supreme Court decision are keeping ACUA members up at night.Jose’s journey in different associations and his experience working for association management companies.How the profession or industry represented by an association strongly affects the culture and personality of the Board and association.The challenges associated with managing two associations at the same time, especially when their annual meetings happen in the same month.How ACUA’s community is powering the association and how volunteers manage the discussions and nurturing of the communities.How ACUA members author guides and resources that help all members do their jobs better and be successful.How and why ACUA decided to take their Summit virtual this year in order to reach more members and manage costs.Bostrom’s culture and commitment to diversity, which Jose believes is helping the company to thrive.Jose role as one of the five founding Board members of Association Latinos. Last year, Association Latinos held its inaugural awards ceremony, honoring two members during Hispanic Heritage Month.How a big part of Association Latinos’ mission is to elevate the profile of members in the association community.References:ACUA websiteBostrom websiteAssociation Latinos websiteAssociation Latinos on LinkedIn
How do you support your members when a lot of their work evaporates because of government regulations? How do you educate an entire ecosystem about your members’ work?In this episode of Associations Thrive, host Joanna Pineda interviews Pam Donahoo, CEO, America's Mortgage Banking Attorneys, aka USFN. Pam discusses:How she got introduced to associations because of her mother, who ran an association.Pam’s advice for getting to know an association and its industry or profession when you’re a new executive.How USFN rebranded to become America’s Mortgage Banking Attorneys.How USFN supported its members during the pandemic, when the US government froze all banks’ ability to foreclose on homeowners.How USFN doesn’t just educate its members, it educates its members’ customers and government officials.What banks and USFN members are doing today to keep homeowners in their homes.What USFN is doing to nurture and cultivate the next generation of members and leaders.How USFN is rethinking its conference, education, and other offerings.References:USFN websiteThe Source
What do a plane hijacking, the war in Ukraine, the COVID-19 pandemic, a hurricane in Louisiana and a deep freeze in Texas have in common? They all contributed to a crisis in the global supply of fertilizer!In this episode of Associations Thrive, host Joanna Pineda interviews Corey Rosenbusch, President and CEO of The Fertilizer Institute (TFI). Corey discusses:The critical importance of fertilizer, without which the human population would drop by 50% because of mass famine.How COVID was a gift because it gave him time to get to know his members at the start of his tenure at TFI.The events of 2021 that led to a huge crisis in the fertilizer market (the black swan event).The issues that keep members up at night, including volatile fertilizer markets, supply chain issues, the ability to make massive capital investments, and sustainability.How TFI communicated directly with farmers, who are TFI members’ customers, to explain why fertilizer prices were increasing so much during the pandemic.The nuanced advocacy and lawmaker education that TFI engages in.How TFI has been merging with other associations and the issues surrounding organization mergers.How trust is so important in an organization. Staff and members need to trust TFI and its leadership, and TFI leaders need to trust their staff to do a good job.TFI’s hybrid staff policy which does not have any specific mandates re: days in the office.Global Fertilizer Day on October 13.References:TFI website
How can servant leadership revolutionize an organization? How do you serve the needs of healthcare professionals AND patients and their families? How do you reinvent your conferences so they cater to the needs of members, and don’t focus on the venue?In this episode of Associations Thrive, host Joanna Pineda interviews Adam Levy, Executive Director of the American Cleft Palate Craniofacial Association (ACPA). Adam discusses:How babies with cleft palate and craniofacial differences (we don’t call them birth defects anymore) are born to families all over the world, not just overseas.How Adam feels professionally fulfilled by holding a servant leadership role at ACPA.As ED of ACPA, he wants his team members to be successful; their success is his success!The importance of clarity in the job: Do staff have clarity about their tasks? Is Adam clear about his vision and expectations?How ACPA pivoted to provide patients with learning resources about conditions and treatments.How advocacy has become an integral part of ACPA's activities, advocating for patients and their families, especially when it comes to what insurance companies will cover.How ACPA is retooling their conferences to be less structured around a venue, but optimized for attendee education and connections.References:ACPA WebsiteFind an ACPA Approved Team
Note: Be sure to listen until the very end, after the outro, for the bloopers. :-)This episode of Associations Thrive is a little different. Host Joanna Pineda had the opportunity to sit down with some of the top podcasters in the association industry. Dave Coriale, Delcor Technology Solutions and host of Reboot ITKiki L’Italien, Association Chat and host of Association ChatBen Muscolino, Breezio and AMSGeek and host of The Association PodcastDave Will, PropFuel and host of Association StrongThey talked about a few of their favorite episodes, key themes of governance, reinvention and entrepreneurship that keep popping up during the podcast interviews, and how the podcasts are changing them.
What does it mean to truly celebrate culture within the scientific community and why does it matter today? What role does mentoring play in shaping the careers of emerging scientists and leaders in STEM?In this episode of Associations Thrive, host Joanna Pineda interviews Juan Amador, Executive Director or the Society for Advancement of Chicanos/Hispanics & Native Americans in Science (SACNAS). Juan discusses:SACNAS's goal to increase the representation of Chicanos, Hispanics, and Native Americans in STEM.SACNAS's motto of "celebration, not assimilation." Juan explains this as celebrating science, community, and culture and bringing one's true self to science, including cultural expressions, and building stronger communities.The importance of mentoring in Juan’s career.How SACNAS has a variety of mentoring programs, including official mentoring, long-term mentoring and episodic mentoring during the SACNAS annual conference.What it means to him to be the first recipient of the Association Latinos Estrella Award, awarded last October 2023.References:SACNAS websiteAssociation Latinos websiteAssociation Latinos Inspira Award
In this episode of Associations Thrive, host Joanna Pineda checks in with Leah Monica, Director of Marketing at Matrix Group International and Ray Stankiewicz, Director of Client Services. They look back on a year of Associations Thrive podcast episodes. They discuss:Their favorite podcasts, outside of Associations ThriveEpisodes that stood out for them this yearEpisodes that surprised themKey themes that echoed through multiple episodes, including:The theme of the importance of having a great culture in order to have a high-performing organizationGovernance and the importance of having great Board-staff relationsOrganization rebranding and website redesignsHow associations and nonprofits helped the US navigate and overcome the pandemicWe’re looking forward to another great year of CEOs sharing their journeys and the things that their organizations are doing to thrive.
How do you grow your company while maintaining relationships and quality? How do you stay on top of industry trends to be responsive to industry needs?In this episode of Associations Thrive, host Joanna Pineda interviews Loretta DeLuca, CEO & Owner of DelCor Technology Solutions (DelCor). Loretta discusses:Her beginnings in the association space and the founding of DelCor.How Delcor is run by a triumvirate (Loretta, Dave, Brian) and how they bring a wide range of experiences and perspectives to the company.The ways in which DelCor is expanding to provide more resources and services to the 501(c) sector.How DelCor has managed its growth, in order to maintain relationships, its reputation and the quality of its services.How DelCor has “boots on the ground,” or people who are tasked with spotting industry trends.Why associations should spend time mastering data analytics to further understand their members' needs.Modern methods of educating younger generations about the positive missions and goals of 501(c) organizations.References:Delcor websiteThe 501(c) IT Maturity ModelDelcor’s podcast, Reboot IT
How do you lead an organization that does great work AND is a great place to work? In this episode of Associations Thrive, host Joanna Pineda interviews Marcie Finney, Executive Director at the Cleveland Cord Blood Center (CCBC). Marcie discusses:What umbilical cord blood is and why we bank it.The differences between a private cord blood bank and a public cord blood bank.The life-saving treatments that are now available because of research enabled by cord blood and stem cell transplants.Marcie’s journey from being a researcher to running the CCBC.The work she’s done to make CCBC a great place to work, including better infrastructure, a new strategic plan, updated job descriptions, and so much more.How the CCBC is part of the Cord Blood Association, which brought cord blood banks together and helped them achieve FDA licensing.The importance of racial and ethnic diversity in the cord blood units stored by public cord blood banks, especially as the US population is growing more diverse.How CCBC supports groundbreaking research into new treatments for all sorts of diseases, including leukemia, autoimmune disorders, cerebral palsy, and HIV.How creating a diverse cord blood inventory is a national resource.How nurses call donors when their baby’s cord blood is going to be used; these are some of the best calls they make!Why moms should consider donating their babies’ cord blood to a public cord blood bank.References:Cleveland Cord Blood CenterNational Marrow Donor Program Cord Blood AssociationParent’s Guide to Cord Blood Foundation
What’s really working to attract Black, Hispanic and Native American professionals to the world of business? In this episode of Associations Thrive, host Joanna Pineda interviews Blane Ruschak, President of The PhD Project. Blane discusses:His personal journey from auditor to recruiter to head of The PhD project.The importance of diversity in the business community and how The PhD project is making a difference by recruiting diverse candidates to get their PhDs and become professors at business schools around the country.How The PhD supports its members through conferences, training and mentoring. The PhD project has a 90% PhD completion rate, a number unheard of in other programs.How they help new PhDs become better teachers and researchers through training and conferences.When The PhD project was founded, there were fewer than 300 Black, Hispanic and Native American professors in US business schools. Today, there are over 1700!How their members become PhDs and professors to give back, make a difference in their communities, and conduct meaningful research.References:The PhD Project websiteThe PhD Project on LinkedInMember Stories
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