Learning by Association

On this episode of Learning by Association, we explore how rethinking learning as a core strategy can help member organizations stay relevant in an increasingly competitive and fast-changing landscape. Host Bill Sheehan speaks with Rozalyn Werner-Arcé, executive director of the Ontario Public Buyers Association (OPBA), about how associations can deliver meaningful value through education, community and professional development. Rozalyn shares how OPBA is evolving its approach to learning through its Public Procurement Learning Lab, adopting blended learning models and continuously updating content to meet the needs of modern learners. She also discusses the importance of community in driving engagement, the role of trusted information in today’s environment and how associations can bridge knowledge gaps as experienced professionals retire. Other key topics Bill and Rozalyn covered in this episode include: the shift from learning as a program to learning as a strategic driver of association value how blended learning models can improve engagement and knowledge retention the importance of community and networking in attracting and retaining members strategies for keeping educational content relevant and up to date how associations can address generational shifts and evolving learner expectations the growing role of AI and emerging skills in shaping the future of professional development This conversation underscores how associations are evolving beyond traditional models to play a more strategic role in their industries. By prioritizing learning and delivering trusted expertise, associations can continue to support their members in navigating change and advancing their careers. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan speaks with Neal Couture, CEO of the American Society of Nondestructive Testing (ASNT), about what it really takes to transform an association into a high-performing, future-ready organization. Neal shares how he helped ASNT shift from a dues-dependent membership model to a data-driven, business-minded enterprise focused on delivering measurable value. He explains why associations must stop thinking in terms of dues and non-dues revenue and start thinking in terms of products, markets and trust. Neal also unpacks the governance changes that supported ASNT’s transformation—from redesigning board selection and reducing board size to implementing comprehensive board training rooted in fiduciary responsibility. Bill and Neal also explore several timely themes, including: why associations must operate like businesses to remain competitive the shift from member-driven to mission-driven leadership how some associations may benefit from a freemium membership model to expand reach without cannibalizing revenue upskilling staff and restructuring teams to drive innovation why trust is an association’s greatest competitive advantage in the age of digital content how artificial intelligence is reshaping both member value and competitive risk Neal offers a candid look at the cultural, structural and financial shifts required to modernize an association—providing a practical roadmap for association leaders who want to move beyond tradition and build organizations that deliver sustained value to both members and the industries they serve. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan is joined by Dr. Gleb Tsipursky, behavioral scientist, bestselling author and CEO of Disaster Avoidance Experts, to explore why artificial intelligence is no longer a “nice to have” for associations but a strategic necessity. Together, Bill and Gleb unpack how AI can help associations address some of their most pressing challenges, including declining membership, rising costs and growing expectations for personalized learning and engagement. Gleb shares a practical framework for AI adoption that starts with efficiency, builds staff confidence and ultimately unlocks new value for members through smarter services, learning experiences and revenue opportunities. The conversation also dives into the psychology behind AI resistance, why leadership modeling matters and how associations can move past fear and hesitation by starting small with pilots, governance and transparent tools. Drawing on real-world examples, including innovative work with the American Society for Nondestructive Testing, Gleb illustrates how associations can position themselves as trusted guides for members navigating an AI-driven future. Key topics discussed in this episode include: why AI adoption is accelerating faster than past disruptions how associations can use AI to improve efficiency before redesigning workflows overcoming staff and board resistance by demystifying AI tools the role of chatbots, learning personalization and member data in driving value how associations can lead their professions through AI upskilling and thought leadershipTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan welcomes Jackson Boyar, CEO and co-founder of RallyBoard, for a wide-ranging conversation on one of the most pressing challenges facing associations today: Meaningful member engagement in an attention economy.Drawing on his background as the founder of Mentor Collective and his work with associations across industries, Jackson shares why connection is becoming the defining value proposition for associations, particularly for millennials and Gen Z professionals. Together, Bill and Jackson explore how cohort-based programs, peer learning and mentorship can help associations move beyond transactional engagement toward deeper, more authentic member experiences.The discussion also examines how associations can leverage their unique social capital to differentiate themselves from big tech platforms, create year-round value beyond the annual meeting and rethink engagement, learning and community as strategic drivers of relevance and growth .Key topics covered in this episode include:Why traditional engagement metrics fall short and what real engagement looks likeThe role of cohort-based learning and peer connection in attracting younger membersHow associations can design intentional member experiences that foster trust and loyaltyThe intersection of learning, mentorship and community as a competitive advantageOpportunities to scale connection while supporting staff capacity and sustainabilityTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, Bill Sheehan sits down with Letty Kluttz, Senior Vice President of Education, Membership and Programs at the Association for Professionals in Infection Control and Epidemiology (APIC), to explore the growing trend of microcredentialing in associations. Letty shares APIC’s journey in launching microcredentials, why they matter and how they complement existing certifications. The conversation covers practical steps for getting started, lessons learned and strategies for ensuring these offerings deliver value to members and the industry. Key Themes discussed in this episode include: what microcredentials mean for associations and how APIC defines themwhy microcredentials are gaining traction in healthcare and beyond steps to launch a successful microcredential program avoiding confusion with certifications with clear guardrails leveraging partnerships, SMEs and existing content marketing, pricing and demonstrating value to members how microcredentials can attract new audiences and younger professionals continuous improvement and the importance of content strategy To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, we explore how associations can successfully navigate digital transformation by rethinking their approach to learning and member engagement. Host Bill Sheehan speaks with guest, Ayça Donaghy, CEO of the Lighting Industry Association (LIA), who shares a compelling roadmap for how associations can gain the trust and approval of their boards, align with vendors and build learning strategies that drive industry-wide impact.Donaghy offers practical insights into how she secured board buy-in by reframing learning as a strategic asset rather than a cost centre. She also discusses the importance of involving staff and members early in the process, treating learning platforms like integral parts of the team and using pilot programs to demonstrate tangible value.They also spoke about a few key topics, including:The challenges facing associations today, including sustainability, regulation and widening skills gapsThe shift from traditional in-person training to blended, scalable digital learning modelsHow LIA repositioned learning as a strategic growth enabler to win board supportThe importance of board and vendor alignment—and how to foster itMember-driven course development and the power of volunteer engagementTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

The partnership between an association and its sponsors should deliver value to both parties. When these partnerships are built on shared goals and a mutual return on investment, everybody—including your members—wins.  In this episode of Learning by Association, Bruce Rosenthal, sponsorship strategist/consultant at Bruce Rosenthal Associates, LLC., walks through the importance of sponsorships in generating non-dues revenue that can be invested back into your association. In this light, these partnerships are taken from being transactional to transformative. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Is your association ready to lead in a fast-changing world? As competition grows and change accelerates, associations must do more than adapt—they must stand out. In this episode of Learning by Association, host Bill Sheehan sits down with Artesha Moore, FASAE, CAE, president and CEO of Association Forum, to explore how being nimble, agile and innovative can help associations effectively serve their members, industries and communities in the future. You’ll learn: Why associations must shift from member acquisition to building loyal, lifelong customers How to understand your market share, including the threat from non-traditional competitors The role of technology and AI in driving efficiency and innovation How the right partnerships and sponsorships can fund bold new initiatives Why becoming a trusted source of information and community is more important than ever Whether you're an association executive, nonprofit leader, or industry changemaker, this conversation is packed with insights to help you lead with purpose and agility. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Every association wants to show leadership in its space. But amid a sea of uncertainty, that can be easier said than done. Fueling growth might mean looking beyond what you’ve done before and exploring what you can do next. What programs, practices and processes are holding you back? Where else can you look for guidance? In this episode of Learning by Association, host Bill Sheehan talks with Artesha Moore, president and CEO of Association Forum, about the importance of innovation in navigating the changes ahead of us.  They discuss: taking inspiration from other industries when it comes to new business strategies having difficult conversations to challenge the status quo and encourage innovation getting boards engaged so they become active participants in strategic initiatives leaning into partnerships with vendors, suppliers and partners providing high-quality experiences that continue to deliver sought-after value and promote community engagement Artesha's insights into leadership, governance and the future of associations make this episode a must-listen. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Associations play crucial roles in promoting and protecting industry interests while providing community, education and support for members. However, the landscape is changing rapidly. Competition now comes from influential individuals, training providers and social media platforms, and technological changes feel like they’re happening at lightning speed.In this video, Bob Moore, MA, MS, FASAE, CAE, executive director with the American College of Osteopathic Family Physicians and the ACOFP Foundation, discusses how associations can adapt and thrive. Topics include:Connecting With New Audiences: Strategies to engage and attract new members.Onboarding Processes: Establishing solid onboarding and reboarding for members and staff.Strengthening Relationships: Building strong partnerships with vendors and suppliers.Standing Out: Rising above the clutter to become trusted industry sources.Community Building: Cementing associations as the connective threads that bring people together.To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Non-dues revenue is becoming an increasingly important source of income for many associations—enabling innovation, relevance and financial stability in an increasingly competitive landscape.In part two of our conversation, Sean Soth, executive vice president of strategy and global partnerships for the Society of Clinical Research Sites (SCRS) and founder and leadership advisory board chair for Professionals for Association Revenue (PAR), explores:the need for associations to adopt an entrepreneurial mindset and invest in business developmentthe hurdles that can get in the way of associations bringing non-dues initiatives to lifeways to align all constituents—staff, board members, business partners and members—around a shared missionthe value that associations can continue to provide as trusted sources of information for members and industries alikestrategies associations can leverage to engage more effectively with their supplier and vendor communitiesTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Increasing non-dues revenue is critical for associations, especially in the face of evolving member expectations and economic pressures. It’s about sustaining growth and delivering valuable services that move members and the industry forward.But wanting to accelerate non-dues revenue is one thing. Bringing initiatives to life is another. For many associations, it can feel like a big shift, testing traditional membership models and putting pressure on already precious resources.The key is to make sure your approaches to generating non-dues revenue align with your association’s mission and reflect your members’ needs and goals.In this episode, Sean Soth, executive vice president of strategy and global partnerships for the Society of Clinical Research Sites (SCRS) and founder and leadership advisory board chair for Professionals for Association Revenue (PAR), joins us to talk about:navigating the evolving landscape of association revenuedeveloping mission-centric strategies for generating non-dues revenuegetting buy-in for different membership models from association leadershipelevating business development to enable sustainable growthleaning into the expertise vendors and industry partners bring to the tableTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Artificial intelligence (AI) has the potential to be transformative for associations. It can be a catalyst of innovation that enables you to engage with members, partners, sponsors and other stakeholders in more targeted, personalized and effective ways. It will also have an impact on your membership, changing the expectations they have and the support they need to thrive in their careers.In this episode, Julian Moore, an AI and Partnerships Consultant, joins us to talk about how you can use AI to help your association attract, engage and retain more members and cement its role as a trusted source of information within your industry.To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Artificial intelligence (AI) isn’t a fad. It’s here to stay. Associations need to be prepared to use it, but many also have concerns about how AI will impact day-to-day operations and the larger ways in which associations serve the industries and members they represent. In this episode, Julian Moore, an AI and Partnerships Consultant, joins us to discuss what associations need to know about AI, how they can make strategic use of it, and why they’ll continue to play a crucial role in supporting the needs of the industries and members they serve.To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Associations might face some major changes, but they continue to bring tremendous value to the professions and people they serve. They advocate for their industries, elevate the voices of experts, and give members a place to advance in their careers.At the heart of bringing these goals to life is an association’s staff.In part two of our conversation with Tracy Folkes Hanson, CAE, President & CEO of CSAE, we explore:personalizing experiences that meet members where they’re atnurturing a healthy, dynamic workplace cultureproviding professional development opportunities and pathwaysadapting to meet the evolving needs of employeesrallying around a shared value proposition and making sure every member of staff has the ability and confidence to articulate itTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Associations are facing a tidal wave of change. Membership demographics, member expectations, staff turnover, emerging tech—these factors and more are putting pressure on what associations do and why they do it.What do these changes mean for associations? Should we regard them as threats, or can we see them as opportunities? They’re a bit of both.On one hand, they’ll compel associations to reevaluate core practices and offerings. On the other, they also create chances for associations to cement themselves as the trusted, authoritative experts and leaders in their space.Joined by Tracy Folkes Hanson, CAE, CEO of CSAE, we take a closer look at:the role have associations traditionally played in serving their industries, members and staffthe trends, opportunities and challenges we’re seeing bubble upwho these changes are impacting the mostTo follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Offering learning experiences that are accessible doesn’t just support members with a disability. It can benefit everyone. In this episode, we explore what makes education accessible and the ripple effects it can have across the membership and for the association. Our host, Mark Jones, CAE, is joined by Amy Morrisey, president of Artisan E-Learning. Some of the topics they discuss include:what we mean when we talk about accessible learning why associations need to put accessibility at the forefront how creating accessible education experiences can help associations reach bigger, broader audiences tips and best practices for designing content that’s accessible Plus, hear about examples from other industries and the lessons they hold for associations. To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Members look to associations to help them thrive in their professional lives—especially in an age of accelerated change. Easier said than done. What do people want to learn? How do they want to learn it? How can associations set themselves apart in an increasingly competitive landscape? In this episode, our host, Mark Jones, CAE, is joined by Artesha Moore, FASAE, CAE, president and CEO of Association Forum. Some of the topics they touch on include the opportunities and challenges of catering to a multi-generational workforce, the role associations can play in enabling richer skills development, and the ways associations can reimagine how, where and when they deliver education experiences.To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.For more content like this, visit D2L.com/Learning-by-Association.Don't miss our other show, Teach & Learn, a podcast for curious educators.To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.