Associations Thrive Joanna Pineda

This is a special episode of Associations Thrive. Director of Marketing, Leah Monica interviews Joanna Pineda, CEO and Chief Troublemaker of Matrix Group International, Inc. on the occasion of Matrix Group turning 25 this month. Joanna discusses:
When and why she started Matrix Group.How Matrix Group’s mission has not changed. We help associations and non-profits increase membership, increase revenue, increase engagement, and thrive in the digital space.How there is a real fit between the mission of associations and the capabilities of the web.How during the early days, Matrix group had MMM (Making Matrix Marvelous) nights, during which the staff would devote themselves to developing the internal systems that the organization needed to thrive, including the website, intranet, and extranet.The fortune taped to her desk that says: Nothing stays sold. We need to make sure that we demonstrate to clients that are still the best choice for them because of our services, tech, innovation, people, and culture, even if they picked us 10, 15, or 25 years ago.How to scale your services so that you offer your clients appropriate products and services during lean times and times when they can afford to make investments.How leadership development is one of the most important investments a CEO can make in her organization.Why she’s called the “Chief Troublemaker.”The story behind why Joanna doesn’t like to take no for an answer.The company fundamentals that are so important to the Matrix Group culture. Her favorites are “Do or do not. There is no try.” and “Don’t let your boss make a mistake.”How AI is changing how we do the work, as well as influencing new product development at the company.The advice that she would give to herself or any young entrepreneur just starting out.
References:
Matrix Group websiteOne of Joanna’s many blog posts on company fundamentals9th Anniversary blog post10th Anniversary blog post

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