Associations Thrive

Joanna Pineda
  • 5.0 (40)
  • Non-Profit
  • Updated Weekly

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.

  1. 5d ago

    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 WebsiteMGI’s 2026 Membership Marketing Benchmarking Report

    194. Jana Darling, President of MGI, on Why Membership Growth Is Getting Harder and Making Your Value Clear

  2. Sep 3

    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 WebsiteCAE Se Puede & Avanza ScholarshipConexiones 2026Latinx Treasures - Movies, books and articles to enjoy year round by Latinx creators

    193. Carlos Cardenas, CAE, President of Association Latinos, on Leadership, Cultural Superpowers, and Hispanic Heritage Month

  3. Aug 27

    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 WebsiteBridge Pass Program

    192. Cheryl Kreider Carey, CAE, CEO of SIIM, on Building Bridges Across Imaging, AI, and Creating a Culture of Belonging

  4. Aug 20

    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 WebsiteSPR Website

    191. Angela Davis, CEO of SPR and Yasmeen Fields, CEO of SBI, on Becoming Independent, Association Autonomy, and the Power of Executive Peer Networks

  5. Aug 6

    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 Websitetryfencing.org

    190. Phil Andrews, CEO of USA Fencing, on Growing a Niche Sport, Membership Models, and Media Partnerships

  6. Jul 23

    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 WebsiteStandards for Technological and Engineering Literacy (STEL)Engineering byDesign™

    189. Kelly Dooley, ED/CEO of ITEEA, on STEM Literacy, STEM Teaching Standards, and Non-Dues Revenue

  7. Jul 16

    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 websiteNir’s Business Artistry CourseFollow Nir on LinkedInNir’s Website

    188. Nir Hindie, Founder of The Artian Part Two: How Business Artistry Applies to Associations

  8. Jul 2

    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 WebsiteNir’s Business Artistry CourseFollow Nir on LinkedInNir's Website

    187. Nir Hindie, Founder of The Artian, Part One: What is Business Artistry?
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5
out of 5
40 Ratings

About

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.

Information

  • Creator
    Joanna Pineda
  • Years Active
    2022 - 2026
  • Episodes
    194
  • Rating
    Clean
  • Copyright
    © Copyright 2026 Joanna Pineda
  • Show Website
    Associations Thrive

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