Associations Thrive

Joanna Pineda
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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.

  1. 153. Steve Pacheco, President and CEO of AAF, on Inspiring the Next Generation, Advocacy, and Staying Ahead of Industry Trends

    ٢١ أغسطس

    153. Steve Pacheco, President and CEO of AAF, on Inspiring the Next Generation, Advocacy, and Staying Ahead of Industry Trends

    How do associations support an industry as fast-changing and influential as advertising? How can associations nurture the next generation of professionals while advocating for policy that protects the industry? In this episode of Associations Thrive, host Joanna Pineda interviews Steve Pacheco, President and CEO of the American Advertising Federation (AAF). Steve discusses: The four pillars of AAF’s mission: education and lifelong learning, events and recognition, advocacy and government affairs, and diversity, equity, and inclusion.The Mosaic Center and its 30-year commitment to DEI in the advertising space.The strength of AAF’s multilevel membership: students, professionals, and corporate members like Google, Meta, and TikTok.AAF’s student engagement efforts, including the National Student Advertising Competition (NSAC) and the Most Promising Multicultural Students program.How AAF pivoted during the pandemic, replacing 33% of live event-driven revenue with virtual programs and strengthening club communications.AAF’s strong focus on workforce development and real-world student education to address industry recruitment gaps.The AAF's leadership in government affairs, including opposition to ad taxes and engagement with lawmakers on AI, privacy, data usage, and advertising to children.AAF’s advocacy in a fragmented policy environment—federal, state, and international—where lawmakers often lack understanding of the advertising ecosystem.Why Steve believes the advertising industry is undergoing the most dynamic transformation in 50 years, and how AAF is helping members adapt and thrive. References: AAF Website

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  2. 152. Pete Sepp, President, National Taxpayers Union, on Taxpayer Rights, IRS Reform, and Building Cross-Partisan Alliances

    ١٤ أغسطس

    152. Pete Sepp, President, National Taxpayers Union, on Taxpayer Rights, IRS Reform, and Building Cross-Partisan Alliances

    What does it mean to advocate for taxpayer rights in an increasingly polarized political landscape? Can alliances between the left and right yield real reform in tax policy? In this episode of Associations Thrive, host Joanna Pineda interviews Pete Sepp, President of the National Taxpayers Union (NTU). Pete discusses: How NTU, founded in 1969, is a nonpartisan organization focused on simpler, fairer, lower taxes, less wasteful spending, and taxpayer rights.NTU’s mission to fill gaps in the tax policy advocacy space, working on issues that other organizations ignore or overlook.Why NTU identified IRS reform as a key issue — and how they view it as a human rights concern, not just a policy issue.How NTU built a diverse coalition — including organizations like the ACLU and La Raza — to push for taxpayer rights reforms.NTU’s creation of the Taxpayer Defense Center to pursue public interest litigation in precedent-setting tax cases.How the NTU Foundation’s “Tax Basics” provides factual, accessible answers to common taxpayer questions.The internal practices that earned NTU a spot on Washingtonian’s “Best Places to Work” list, including entrepreneurship and low internal politics.Pete’s philosophy that association CEOs must focus on the “Four M’s” — Money, Money, Money, and Money — to lead effectively.His success in working across ideological lines by reading opposing viewpoints, reaching out, and finding common ground. References: NTU WebsiteWhich States are Best for Remote Workers? 2025 Remote Obligations and Mobility (ROAM) Index - Foundation - National Taxpayers UnionNTU’s Taxpayer Defense CenterInside the One Big Beautiful Bill Act: Major Tax Provisions and Their Impact - Foundation - National Taxpayers UnionNTU’s Taxpayers for IRS Transformation18 Great Places to Work in the DC Area

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  3. 151. Matrix Group International, Inc. Staff on the Mood of the Association Community, Lessons Learned from Recent Projects, and CEO Transitions

    ٧ أغسطس

    151. Matrix Group International, Inc. Staff on the Mood of the Association Community, Lessons Learned from Recent Projects, and CEO Transitions

    What is the mood of association executives in 2025? How are Associations utilizing AI to power their organizations? In this special episode of Associations Thrive, host Joanna Pineda is joined by colleagues from Matrix Group International, Inc.: Dave Hoernig, Vice President of Software Engineering, Jessica Parsley, Director of Project Management, and Tanya Kennedy Luminati, MatrixMaxx Product Manager. They look back on the trends they’re seeing in the association space. They discuss: How the mood among associations is cautious and uncertain, with many waiting to see how year-end dues renewals, product sales, and event registrations pan out.Budget planning for 2026 is underway, and how most organizations are projecting lean years, but many remain hopeful and continue planning.How associations are prioritizing technology integrations to connect their AMS, LMS, CRM, community platforms, and advocacy tools.How careful planning, frequent communication, and realistic budgeting lead to successful integration projects.How associations want their websites to tell the story of their industry or profession to the public, policymakers, and potential members.The importance of storytelling in recent website redesigns, including The Fertilizer Institute’s “Why Fertilizer” section and the American Counseling Association’s “Learn About Counseling” navigation item.Associations are cautiously implementing AI tools, such as read-aloud functionality, chatbots, and AI-powered search, while being mindful of privacy and costs.How preparing content for AI answer engines similar to SEO, but with key differences. Associations must focus on having indexable content, page summaries, and FAQs that answer commonly asked questions.How many associations are experiencing CEO transitions. References: Matrix Group WebsiteTFI’s Why FertilizerACA’s What is Counseling?An example of read aloud functionality using AI

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  4. 150. Lindsay Currie, Executive Officer of CUR, on Strategic Planning, Board Coaching, and Broadening Participation

    ٣١ يوليو

    150. Lindsay Currie, Executive Officer of CUR, on Strategic Planning, Board Coaching, and Broadening Participation

    How can undergraduate research prepare students for civic engagement in a complex world? How should associations respond when the work of their members is under attack? In this episode of Associations Thrive, host Joanna Pineda interviews Lindsay Currie, Executive Officer of the Council on Undergraduate Research (CUR). Lindsay discusses: CUR's mission to expand access to undergraduate research and its proven long-term impact on student success, graduation rates, and civic engagement.The current challenges facing CUR members, including political and funding pressures on research and higher education.The organization's new strategic plan, CUR 2030, which features three major goals and includes cross-cutting themes: broadening participation, organizational sustainability, and communication.The decision to shift from “DEI” language to “broadening participation” to maximize inclusivity and participation, while still preserving the core values.CUR’s investment in a board coach to help shift from a “doing board” to a “strategic board” culture, and how that coach continues to foster executive and board collaboration.A rigorous and confidential nominations process that improves the quality and alignment of board candidates, avoiding the pitfalls of popularity contests.A layered onboarding process for new Board members, including coaching, board retreats, and annual reorientation to ensure all board members are aligned and equipped to lead strategically.CUR's emphasis on data, standards, and recognition to position itself as a leader in undergraduate research across higher education institutions.A comprehensive rollout strategy for the new plan, starting with CUR's 300 elected volunteers and culminating in a Fall 2025 campaign for the broader membership. References: CUR WebsiteLindsay Currie’s Previous Episode on Associations Thrive from October 2022ASAE’s ForesightWorks Framework

    ٣٠ من الدقائق
  5. 149. Kyung Yoon, President & CEO of KACF, on Disrupting Philanthropy, Funding Grassroots Solutions, and Building Economic Security

    ٢٤ يوليو

    149. Kyung Yoon, President & CEO of KACF, on Disrupting Philanthropy, Funding Grassroots Solutions, and Building Economic Security

    What does it mean to be a philanthropist in a community that historically hasn’t seen itself that way? What if associations not only advocated for their members, but also mobilized them to give, together? In this episode of Associations Thrive, host Joanna Pineda interviews Kyung Yoon, President and CEO of the Korean American Community Foundation (KACF). Kyung discusses: How KACF was born out of a dinner conversation among Korean American professionals who wanted to give back to their community.The impact of the “model minority” myth on Korean and Asian American communities, and how it can obscure real needs.How KACF started with a grassroots “Dollar a Day” campaign to fund grants to Korean American nonprofits.Why KACF chose to become a community foundation and what that means for how they raise and distribute funds.How KACF has distributed over $17 million in grants since its founding in 2002, including over $3 million last year alone.The broad range of issues KACF funds to build economic security, from food insecurity to housing, health, and domestic violence.KACF’s commitment to systemic change, not just direct service, funding advocacy, and policy change efforts.How the Giving Summit engages the Korean American community in thoughtful, intentional philanthropy.How receiving a grant from MacKenzie Scott validated KACF’s work and expanded its impact.Kyung’s vision for a future where Korean Americans see themselves as funders and philanthropists with the power to uplift their own communities. References: KACF Website Music from #Uppbeat (free for Creators!):https://uppbeat.io/t/zoo/clarityLicense code: RQWZMZXYSBVT16ZW

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  6. 148. Rob Wenger, CEO of Higher Logic, on Online Communities, AI, and Associations as the Future of Knowledge Creation

    ١٧ يوليو

    148. Rob Wenger, CEO of Higher Logic, on Online Communities, AI, and Associations as the Future of Knowledge Creation

    How can associations remain relevant and valuable in an AI-driven world? How do associations create new knowledge while serving as the second source of truth in a world when search is dominated by AI engines? In this episode of Associations Thrive, host Joanna Pineda interviews Rob Wenger, CEO of Higher Logic. Rob discusses: Why people are prioritizing human connections over content at conferences, and how associations can support meaningful, year-round engagement.How Higher Logic’s Thrive platform integrates community, mentoring, volunteering, and marketing in a single ecosystem.Why virtual connections can be just as valuable as in-person ones, and how community platforms can reach younger and mid-career members who often don’t attend in person events.Why it’s a myth that trade associations can’t do online community due to competition, and what the data really shows.The existential threat to associations that delayed AI adoption creates, and why the window to act is closing fast.How Higher Logic is using AI and big data to automate over 200 types of marketing campaigns that associations often don’t have the resources to do.Why associations must become "the second answer engine" for their members when AI tools fall short.The role of associations in generating expert, original content that will feed and sustain AI innovation in the future.Rob’s journey from CTO to CEO, how he intentionally developed leadership traits over 20 years, and why he came out of retirement to lead Higher Logic again. References: Higher Logic WebsiteHigher Logic’s Thrive productHigher Logic’s 2024 Association Member Experience ReportHigher Logic’s 2024 Association Email Benchmark Report

    ٣٤ من الدقائق
  7. 147. Alan DeYoung, CEO of WEMSA, on Free EMS Education, Advocacy, and In Person Membership Visits

    ١٠ يوليو

    147. Alan DeYoung, CEO of WEMSA, on Free EMS Education, Advocacy, and In Person Membership Visits

    What happens when the people we count on to save lives… stop volunteering? How can associations support vital, yet undervalued, professions in today’s economy? In this episode of Associations Thrive, host Joanna Pineda interviews Alan DeYoung, Executive Director and CEO of the Wisconsin EMS Association (WEMSA). Alan discusses: The persistent challenge that EMS in Wisconsin is not legally mandated, leading to gaps in emergency care access across the state.A new state reimbursement program that will make EMS education free for Wisconsinites, removing financial barriers for individuals and employers alike.How WEMSA advocates for EMS through legislative efforts, including Alan becoming a registered lobbyist to deepen his influence and connections.The role of community-led initiatives, such as HOAs training members as first responders in rural areas.Why Alan believes being an outsider to the EMS profession strengthens his unbiased leadership and operational support role.How WEMSA uses tech stack reviews and system automation to maximize the impact of their small team.The importance of in-person member visits for member engagement, advocacy, member retention, and program development.A creative, non-dues revenue initiative to help EMS departments cover more of their costs by recovering patient insurance information that is often not collected in the rush of an EMS call.Why associations that implement education or industry-specific programs are more likely to thrive long-term. References: WEMSA Website2022 Associations Thrive interview with Alan DeYoung

    ٣٣ من الدقائق
  8. 146. Dr. Celia Zamora, ED of ACAPT, on Member Engagement, Global Expansion, and Building a New Vision

    ٣ يوليو

    146. Dr. Celia Zamora, ED of ACAPT, on Member Engagement, Global Expansion, and Building a New Vision

    How do you honor the legacy of a founding executive and also bring  innovation, structure, and new energy to an organization? How can associations build strong member relationships, especially during leadership transitions? In this episode of Associations Thrive, host Joanna Pineda interviews Dr. Celia Zamora, Executive Director of the American Council of Academic Physical Therapy (ACAPT). Celia discusses: How ACAPT is a trade association representing over 270 graduate-level physical therapy programs across the U.S.How physical therapy as a profession continues to grow due to factors like an aging population and new trends like "pickleball injuries." Celia’s nontraditional path to becoming an association CEO, including her PhD in Applied Linguistics.The impact of ASAE’s Diversity Executive Leadership Program (DELP) on her career trajectory.How she navigated the transition as ACAPT's second-ever Executive Director, honoring the founding leader’s legacy while introducing structure, processes, and accessibility.The listening tour she embarked on with members, including conversations with those who did not renew membership, to improve transparency and communication.ACAPT’s upcoming Education Leadership Conference, which marks the beginning of the next decade for the organization under new leadership.Plans to expand ACAPT’s global presence and foster international partnerships in physical therapy education. References: ACAPT Website

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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.

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    Joanna Pineda
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    © Copyright 2025 Joanna Pineda
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    Associations Thrive

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