Association Strong

In this episode of the Association Strong Podcast, Tom and Dave sits down with Connor Sibley, CTO for Higher Logic for a forward-looking conversation on how technology is reshaping the association landscape. From the rapid evolution of digital tools to the growing importance of online communities, Connor shares insights on how associations can use technology to deepen member engagement, deliver greater value, and stay relevant in a fast-changing world. The discussion also explores the increasing role of private equity in the association space, what it means for association strategy, and how organizations can think about growth, partnerships, and long-term sustainability. Connor brings a practical perspective on where the opportunities are, where the risks may lie, and how leaders can navigate this new environment. Whether you are an association executive, board leader, or industry partner, this episode offers valuable insights on technology trends, digital community building, and the evolving business dynamics shaping the future of associations.

In this engaging episode of the Association Strong Podcast, Tom Morrison and Dave Will sit down with Ginger Johnson from Powered by Connection to unpack what it truly means to be an ultimate connector—and why connection is one of the most powerful skills any leader can develop. Ginger shares practical, real-world strategies for building a strong, authentic network by intentionally connecting people in ways that create mutual value. This isn’t about collecting business cards or transactional networking—it’s about becoming the person others trust to open doors, spark collaboration, and elevate entire communities. In this episode, you’ll learn: Why the best networks are built on generosity, not self-promotion How to spot opportunities to connect people for win-win outcomes Simple habits that turn everyday interactions into lasting relationships How being a connector strengthens your leadership, influence, and impact Whether you’re an executive, volunteer leader, or emerging professional, this conversation will challenge you to rethink networking—and inspire you to become the kind of connector everyone wants in their corner. 🎧 Listen in and start building a network that works because you do.

In this thought-provoking episode of Association Strong, hosts Dave Will and Tom Morrison sit down with Jeff De Cagna, a leading voice on association foresight and strategy, to unpack the critical conversations every board should be having about Artificial Intelligence. From rethinking governance and member value to understanding the ethical and strategic implications of AI, this episode dives deep into how associations can embrace AI as a catalyst for innovation and growth—not a threat to tradition. If you’re a CEO, board member, or association professional looking to lead confidently in the age of AI, this episode will challenge your thinking and inspire action.  So listen in...

Don't miss highly informative recap from myself and Dave Will on our recent energizing webinar we produced for the UST Education Series.  We discuss what does 4,000% growth look like—and more importantly, how do you achieve it in today’s fast-moving, distraction-filled world? we share with you the keys behind the A.L.I.V.E. framework that has propelled MTI’s growth since 2007. Discover how a bold blend of engagement strategies, smart technology and willingness to take risk propelled MTI’s value to engage over 80% of their members into their key member touch points. If you would like to watch the original UST webinar, CLICK HERE.

Every association is striving to ad greater value to suppliers and partners to create new or increased revenue from sponsorships.  For many, this is a challenge.  Don't miss this episode as Tom and Dave interview Bruce Rosenthol on the keys to driving non dues revenue through sponsorships and partnerships.  Bruce unveils the creative ideas he unpacks in his new book on this very topic.  Listen in and learn...

In this episode, Tom and Dave have an in depth and engaging discussion with Robert Barnes, CEO of Betty AI on how forward thinking associations are capitalizing on AI to build value, engagement and connection in their associations.  This is a must listen episode.  Listen in...

In this episode, Tom and Dave have an engaging conversation with Meredith Ellison, Executive Director of the Association for the Advancement of Artificial Intelligence.  Tom, Dave and Meredith unpack where AI is headed, how it is impacting associations and their members and the possibilities surrounding AI.  Listen in...

With the labor shortage being every association's #1 challenge for their members, education and training is the #1 need for members.  Training drives productivity, efficiencies, lessens error rates and empowers employees to make good decisions in their job duties.  In this episode, Tom and Dave interview Wade Tetsuka, President of UST and Founder of the Presidential Forum on the power and value of education and training in association business model.

As member needs and wants keep changing, so does membership models.  Don't miss this episode as Tom and Dave interview Pat White and Nealy Wheat on the new Freemium membership model with the American Society of NonDestructive Testing. 

In this episode, Tom and Dave interview Matt Croson, President and CEO of the American Gear Manufacturers Association on how to build value and the future through vision, being bold and taking risk.  Listen in...

In this engaging session, Tom and Dave interviewing Eric O'Connor, Chief Innovation Officer of the American Association of Nurse Anesthesiology and unpack the strength of building the future of association innovation through experimentation and teams in a 65,000 member association.  Listen in....

Don't miss this dynamic conversation as Dave Will interviews Joanna Pineda, Chief Troublemaker and CEO of the Matrix Group.  In this podcast Dave and Joanna breakdown the keys to the innovation in the digital age and how it connects to messaging, member value and engagement.  

This week, Tom and Dave, interview Michael Hoehn from the International Association for the Study of Lung Cancer on how IASLC has focused its value and messaging on specific needs expressed by members.  Michael shares how asking the right questions and listening for their specific needs has led to amazing engagement from their 9,000+ members.  Listen in...

In this episode, Tom and Dave break down the keys to driving digital, demo days and virtual experiences that connect members, suppliers, value and content.

In this episode, Tom and Dave interview Deborah Kemper from the San Mateo County Bar Association.  Deborah breaks down how she taps into her member's emotions to drive value, engagement and volunteerism.

Hosts Tom Morrison and Dave Will interview Garry Shapiro,, CEO of the Consumer Electronics Association.  CTA produces  the largest trade show is America, the Consumer Electronics Show in Las Vegas.  Gary shares the opportunities and challenges with leading incredible growth, getting it all done with a balance of life.   

Listen in as Association Strong Hosts Tom Morrison and Dave Will share some of the key challenges facing associations, recap of some of the great guests in 2024 and the exciting content coming in 2025 from Association Strong.

WOW!   Don't miss this episode of Association Strong podcast as Tom and Dave interview award winning CEO, Sheri Jacobs.  She is founder and CEO of Avenue M Group.  Sheri breakdown amazing research and methodologies on the do's and don't of maximizing value and engagement within associations.

It doesn't matter how talented the association CEO or staff is.  If you have a dysfunctional board who isn't engaged, the board will stand in the way of progress, innovation and growth.  Listen in as Tom and Dave interview Hardly Smith, author of the book, Stop the Nonprofit Board Blame Game.  This book focuses on how to break the cycle of frustrating relationships and benefit from fully engaged board.  Hardy Smith brings a wealth of knowledge from his time a NASCAR and advocating for nonprofits.

All we can say is WOW on this one.  How would you like to triple your revenues in your association in 5 years?  Many might think that is impossible.  However, our guest Todd Hauptli, CEO of the Association of American Airport Executives did just that.  In 5 years he took AAAE from just over $30 million in revenues to over $100 million.  No matter what size your association is, there are great take a ways in this episode.  Listen in...

AI is taking the association industry by storm.  So may associations have concerns but many are jumping in and embracing the tools AI brings to make the impossible... possible.  Tom Morrison and Dave Will have a very engaging and thought provoking conversation with Robert Barnes, CEO of Betty Bot, a leading AI technology provider in the association space.  This is a must listen!

All we can say is WOW on this incredible episode.  Tom Morrison & Dave Will interview Amber Worthen, Founder of ASW Communications on EVERYTHING communications and email.  Amber unpacks the keys to email marketing, what to do, what not to do and how to frame messaging that gets action.  Must listen for any association professional.

Don't miss this episode of Association Strong as Dave Will from PropFuel digs into everything podcasting with other well know podcasters in the association space.

In this episode, Tom and Dave do a deep dive into how to drive and keep membership engagement high in the midst of leadership transition.  Tom and Dave interview Michael DiFrisco CAE, Executive Director of the American Academy of Cosmetic Dentistry shares his journey of member engagement after being promoted to Executive Director  fo AACD after 10 years as Chief Marketing Director.

In this episode, Tom and Dave interview Sarah Sladek, CEO of Sarah Sladek and Company to talk about her new best selling book MemberSHIFT.  Sarah unpacks an array of trends, data and best practices on member value, recruitment and engagement.

Tom and Dave score another winning member engagement interview with Russ Webb, CEO of the Bar Area Apartment Association.  In this episode Russ unpacks how the engagement strategy their association when he was hired totally turned around their value proposition and grew membership and revenues at record levels.  This episode has a lot of energy and inspiration!

Don't miss this must hear episode as Tom and Dave interview Jay Owen, CEO of Business Builders, on everything AI!  Jay is a leading expert on digital technology and shares what AI is, what it is not, how to use it effectively in associations and best practices.  

One of the keys to success in any association is developing future leaders in both member companies as well as association volunteers.  In 2007, the Metal Treating Institute launched its YES Executive Management Training Program.  MTI's program has become one of the top management training programs in the association space and now sells out two years in advance.  Tom Morrison, CEO of MTI and Dave Will interview Kyle Howlin and John Borneman from The Corps Group, who have been the facilitators of the YES program for MTI since 2009.  Listen in as Tom, John and Kyle unpack the keys to leadership and how to create a successful training program that creates your future leaders.

No matter how great your engagement strategy is, if you don't market or communicate it effectively, it is doomed for failure.  In this episode, Tom and Dave interview Allegra Tasaki, Communications Director for the National Association of Bond Lawyers.  In this episode, Tom, Dave and Allegra share the keys to having an effective communications strategy that drives your member engagement.

In this episode, Tom and Dave hosts Kerri McGovern, Senior Director of Membership with the Association of Corporate Counsel.  In this episode, Tom, Dave and Kerri discuss building an engagement strategy that hits the mark with meeting member needs and wants and how to sustain it long term.

In this episode, Tom and Dave interview Jeff Rogan, Senior Director of Membership at the American Rental Association.  In this episode, Tom, Dave and Jeff breakdown the key elements to having an engagement strategy that is agile and ever evolving in the world of rapid change.

In this episode of Association Strong's series on maximizing engagement, Tom and Dave host Pat White, Member Engagement Manager from the American Society of NonDestructive Testing.  Tom, Dave and Pat do a deep dive into the key elements of what works and doesn't work in engaging members.

In this episode of Association Strong's series on maximizing engagement, Tom and Dave interview Keith Ellis, Chief Engagement & Growth Officer with the International Institute of Business Analyst.  Tom, Dave and Keith dig into the keys to engagement strategy when you have a diverse group of member needs all across the globe.

With the vast array of medical associations in any state, standing out among the competition takes an intentional and well thought out engagement strategy.  In this episode, Tom and Dave interview Michell Laws from the North Carolina Medical Society on how they engage their members in a fast changing environment within the medical community.

Does your association have multiple associations or competition that makes it tough to stand out?  So many industries like construction, healthcare and manufacturing has exactly that.  Tom Morrison and Dave Will interview Mark Gedris, Vice President of Member Engagement at the Construction Management Association of America on how CMAA provides incredible value to collaborate and stand out among the competition in the construction industry.

Taking your member engagement that turns your association into a powerhouse is not an easy under taking.  It takes strategy, teamwork and execution.  Tom Morrison and Dave Will interview Edson Olds from the International Student Exchange Program on how ISEP transformed its engagement strategy to send over 60,000 students across the world in an immersive, life changing, study abroad program. 

Ever thought about turning your membership model upside down, converting members into investors and even doing away with your networking events?  If not, you will not want to miss this session in our series on member engagement.  Tom Morrison and Dave Will interview Mark Field, Senior Vice President of Investor Development and Experience on how the Knoxville Chamber of Commerce did just that and experienced record growth.

Having a incredible vibe in your membership engagement strategy is what brings the secret sauce to your members that brings out their passion for the association.  Don't miss this highly informative and inspiring session as Tom Morrison and Dave Will unpack the keys to member engagement at the Global Business Association from Christina Salu, Vice President of Membership.

Don't miss this highly informative episode as Tom Morrison and Dave Will interview Amanda Kaiser on their latest study release on trends and best practices on maximizing member engagement.  Amanda also unpacks key elements from her new best selling book on membership engagement.

As associations look for creative ideas to develop new funding and non-dues revenue sources, many overlook the opportunities sponsorships and partnership programs bring.  Tom & Dave has a highly informative conversation with Bruce Rosenthal, a leader in helping associations drive innovation and value through sponsorships and partnerships.  Don't miss this discussion.

In today's associations change is happening at a hyper speed pace and demands on association professionals are coming at you from every angle.  This speed of change demands effective leadership and communications to your board and membership to help them navigate the future.  Tom and Dave discuss with Carrie Santos, CEO of Entrepreneur Organization on the keys to being the calm in the storm and living out your value that drives association brand loyalty and retention.

Associations who don't embrace a digital mindset for serving their members will quickly become irrelevant in the future.  Fast paced change, demand for real time information and a new generation are all driving everything in an association to be provided digitally.  Tom and Dave discuss the keys and steps to an effective digital transformation for any association in education, communication and member engagement.

Member relations plays a huge role in helping drive member value and engagement.  Don't miss this very informative podcast as Tom Morrison and Dave Will discuss the power of member relations in association engagement with Anne Pritchett, Senior VP of Policy and Research with emphasis on Member Relations with PhRMA.  Dave, Tom and Anne discuss how PhRMA connects their 33 members to their value proposition and over a hundred workgroups with industry issues and advocacy.

Designing an engagement strategy through members that drive membership engagement is every association's dream.  Don't miss this podcast as Tom Morrison and Dave Will unpack the keys behind building a successful member ambassador program with Paul Walsh from the European Business Aviation Association on how their association designed an ambassador program that drove their brand, value and engagement.

The labor drought every association and the memberships are struggling with is causing a lot of heart ache in the growth outlook for the future.  Top onto that the current trends on inflation and supply chain issues and the storm seems even worse.  Don't miss this highly informative podcast as Tom and Dave talk with Ron Hetrick, Chief Labor Economist at EMSI, on the long term impact of labor trends coming out of the pandemic and the impact of inflation and supply chain issues.  It is eye opening with a silver lining for the future.  

This highly energetic episode of Association Strong features Tom and and Dave interviewing Mandi Graziano from the Hospitality Performance Network on the trends and resurgence of meetings in 2022 and beyond.  Mandi is a long time meeting coach and professional planner.  Tom, Dave and Mandi cover everything you can imagine on the meeting front including new ways meetings are launching, meeting attendance, new engagement strategies and how to leverage third parties and CVBs to maximize your budgets, attendance and meeting resources.  

The likes of Yelp and Trip Advisor have been game changers in the B2C world of business.  Associations have the potential to sit in the driver seat of the next phase of review sites focused on B2B and create new levels of sponsorship and non-dues revenues.  In this episode, Tom Morrison and Dave Will interview Teri Carden, Founder of 100 Reviews, the association industry's leading provider for review sites.  Listen in as Tom, Dave and Teri unpack the future of review sites and what it means for associations. 

If it is one area of communication that the COVID area exposed, it was the lack of online community.  So many associations rely heavily on in-person meetings and connection.  And rightly so.  It is what many members want.  But during COVID, associations had to think differently about engagement and connection.  Online communities became a driving force for many to keep their members connected in a disconnected environment.  Listen in as Tom Morrison and Dave Will interview Ben Muscolino, President of Breezio, to hear the why, what and how to starting and driving an online community to maximize member engagement.

It is one thing to have an online community.  It is another to have vibrant activity built around trust within your community.  Tom Morrison and Dave will interview Kiki Litalien, founder and creator of Association Chat, one of the association industry's most vibrant communities over the last 12 years on the keys to driving an online community.  

One of the key elements in meeting members needs is through active listening.  It is through active listening that you hear your member's pain points, which is where the highest value opportunities are.  Listen in as Tom Morrison and Dave Will interview Guillermo Ortiz de Zarate, Chief Innovation and Information Officer for NCARB on how actively listening to members led them to creating a certification structure that drove value and engagement in their association.