Podcast
Associations Thrive
Hosted by Joanna Pineda · EN
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.
29episodes
Episodes
Newest firstAll episodes
181. Michele Jones, EVP/CEO of NIA, on Her Long Tenure, National Standards, and Member Value in a Consolidating Industry
1w ago00:27:40Tap to summarizeWhat if one of the most important contributors to energy efficiency, worker safety, and emissions reduction is also one of the most overlooked? And in an industry facing consolidation and private equity pressure, how can an association help members see the value of community, standards, and education?In this episode of Associations Thrive, host Joanna Pineda interviews Michele Jones, EVP/CEO of the National Insulation Association (NIA). Michele discusses:How NIA represents more than 250 companies across the mechanical insulation industry, including contractors, distributors, manufacturers, fabricators, and metal building laminators.What mechanical insulation is and why it matters.How industry consolidation and private equity ownership are affecting membership, dues, sponsorships, foundation giving, and conference attendance across the association.Why NIA is launching a “dog and pony show” roadshow to meet directly with member companies.How NIA just held its 70th convention, celebrated in Puerto Rico with strong attendance and recognition of past presidents.How NIA is partnering with AMPP to develop national insulation installation standards.NIA’s new Learning Management System.Why Michele believes mechanical insulation still does not get the respect it deserves, even though it lowers energy costs, reduces pollution, protects personnel, and keeps systems running properly.References:NIA Website
Transcribe →
180. Wade Tetsuka, President of UST, on Payments, Peer Learning, and Education as a Bridge to Success
2w ago00:25:27Tap to summarizeWhat happens when a fintech leader decides that serving the association community means doing far more than processing payments? And in an environment where associations are under pressure to deliver more value with limited resources, how can they create learning and connections that truly help members thrive?In this episode of Associations Thrive, host Joanna Pineda interviews Wade Tetsuka, President of U.S. Transactions Corporation (UST) and UST Education. Wade discusses:How UST helps associations accept credit card and ACH payments through AMS, LMS, and event platforms, while also helping reduce fees and improve service.Why payment processing becomes an especially important decision point when associations are changing AMS platforms.How UST Education began as simple peer-to-peer lunch roundtables for association IT directors and grew into a major educational platform.How the pandemic accelerated UST Education’s virtual programming and enabled it to serve association professionals across the country.Why Wade believes companies should connect with the communities they serve in a more meaningful way, and how education became that “sweet spot” for him.Why education is the common thread across Wade’s work, board service, and leadership philosophy, and why he sees it as “the great equalizer in society.”What the AANHPI association community means to Wade, and why representation and visibility matter for future Asian American leaders.References:UST Website
Transcribe →
179. Whitley Richards, CEO of Cause Strategy Partners, on Nonprofit Board Placement, Governance Training, and Leadership Development
3w ago00:28:36Tap to summarizeWhat if one of the most effective ways to strengthen nonprofit leadership is to rethink how board members are recruited, trained, and supported? And in a time when AI is reshaping work and human skills matter more than ever, how can associations and nonprofits help members build the judgment, empathy, and strategic thinking that only real service can develop?In this episode of Associations Thrive, host Joanna Pineda interviews Whitley Richards, CEO of Cause Strategy Partners. Whitley discusses:How Cause Strategy Partners is a board placement and governance training provider that works across the United States, the UK, and Hong Kong.How the company has placed about 3,300 professionals onto the boards of more than 1,500 nonprofit organizations over its 11-year history.How Fortune 500 companies partner with Cause Strategy Partners because they want scalable ways to connect employees to meaningful board service as part of leadership development and corporate social responsibility strategies.Cause Strategy Partners’ Board Lead program that prepares professionals before, during, and after placement to become effective board members, while offering the service free to nonprofits of many sizes, including smaller organizations with modest budgets.How the organization “flips” the board recruitment model by inviting individuals to identify nonprofits they care about and explain why they want to serve, creating stronger commitment from the outset.How Whitley wants to bust the myth that nonprofit boards are social clubs; today’s boards require serious leadership, strategy, and accountability.References:Cause Strategy Partners Website
Transcribe →
178. Michael Coleman, General President of SMART, on Apprenticeships, Member-Centered Benefits, and Advocating for Families and Communities
4w ago00:30:14Tap to summarizeWhat does it look like when an organization does more than represent workers and actually builds a community, a career pathway, and a better life? And how can associations help members thrive when workforce shortages, family pressures, and mental health challenges are all converging at once?In this episode of Associations Thrive, host Joanna Pineda interviews Michael Coleman, General President of the International Association of Sheet Metal, Air, Rail, and Transportation Workers (SMART). Mike discusses:How SMART represents more than 230,000 sheet metal, rail, transit, and transportation workers across the United States and Canada.How SMART’s culture of mentorship helps members grow professionally and personally, with experienced members guiding apprentices and newer workers.Mike’s own journey from “floundering” young worker to apprentice, supervisor, local leader, international executive, and ultimately General President.Why apprenticeship is such a powerful model: members earn while they learn, build real skills, gain certifications, and avoid student debt.How SMART is growing membership by widening the recruiting pipeline and reaching veterans, underrepresented communities, and women.How programs like Helmets to Hard Hats and SMART Heroes help service members transition into rewarding union careers.How SMART is making the trades more accessible by addressing real-life barriers, including offering childcare stipends and paid maternity leave.How SMART advocates on issues that go beyond union priorities and affect the public at large, including indoor air quality, fire life safety systems, and safer schools and buildings.How the merger with the transportation union expanded SMART’s reach, while fairness, dignity, safety, and good middle-class jobs remain the values that unite all members.References:SMART Union Website
Transcribe →
177. Pamela Silberman, Co-founder, Board Member, and Treasurer of STANA, on Smell and Taste Disorders, Patient Advocacy, and Public Health Awareness
Apr 2300:28:55Tap to summarizeDid you know that a loss of smell or taste can be an early indicator of Parkinson's, Alzheimer’s and other dementias? And in an environment where smell and taste disorders are underdiagnosed, underfunded, and often dismissed, how can an association step in to educate patients, influence research, and push for better care?In this episode of Associations Thrive, host Joanna Pineda interviews Pamela Silberman, Co-Founder, Board Member, and Treasurer of the Smell and Taste Association of North America (STANA). Pamela discusses:How STANA is the first patient organization in the United States, Canada, and Mexico focused on people living with smell and taste dysfunction.The many causes of smell and taste disorders, including congenital conditions, infections, allergies, traumatic brain injuries, sinus issues, aging, and COVID-19.How millions of people are affected by smell and taste dysfunction.Pamela’s personal journey after permanently losing her sense of smell following a sinus infection, and how that experience led her to help found STANA.Why STANA advocates for routine and universal smell and taste testing, both to improve diagnosis and to identify links to other conditions such as Parkinson’s, Alzheimer’s, and other dementias.How smell and taste dysfunction can affect mental health, nutrition, safety, social confidence, and overall quality of life.How STANA supports patients through education, virtual community, programming, and practical conversations about cooking, nutrition, texture, and adapting to flavor loss.How STANA is pushing for more patient-centered research by training patients to serve as research partners, not just research subjects.References:STANA Website
Transcribe →
176. Andrea Wood, President & CEO of ACCP, on the Business Case for CSR, Shared Value, and Building Member-Centric Community
Apr 900:35:50Tap to summarizeWhat happens when corporate citizenship is no longer a “nice to have,” but a business imperative under scrutiny? And how can associations help members prove value when the environment turns uncertain?In this episode of Associations Thrive, host Joanna Pineda interviews Andrea Wood, President and CEO of the Association of Corporate Citizenship Professionals (ACCP). Andrea discusses:How ACCP serves professionals responsible for corporate social responsibility (CSR), social impact (CSI), and ESG efforts, acting as liaisons between businesses and communities.The critical importance of making the business case, linking CSR to employee recruitment, retention, morale, reputation, and financial performance.How younger workforce expectations are accelerating demand for meaningful corporate community engagement.Why the most effective CSR strategies embrace a shared value approach, simultaneously benefiting the business and the community.How ACCP supports members with practical, ready-to-use toolkits and resources so small teams don’t have to “start from scratch.”ACCP’s evolving engagement strategy: virtual summits, sold-out in-person conferences, regional meetups, and targeted programming for career stages.How ACCP is helping members navigate political and economic scrutiny by doubling down on data, research, and clear communication of impact.The role of associations as extensions of staff for under-resourced members who need insights, benchmarking, and peer support.Andrea’s leadership approach: listening deeply, staying informed on external trends, and rapidly adapting programming to meet the moment.References:ACCP WebsiteMaking The Case
Transcribe →
175. Eric Ellman, President of NCRA, on Building Trust, Turning Around an Association, and Elevating Member Value
Apr 200:33:16Tap to summarizeHow do you rebuild an association that is struggling financially, operationally, and reputationally, and turn it into an organization that members are excited to invest in?In this episode of Associations Thrive, host Joanna Pineda interviews Eric Ellman, President of the National Consumer Reporting Association (NCRA). Eric discusses:How NCRA represents mortgage reporting companies and tenant screening companies that provide regulated data to mortgage lenders, landlords, and property managers.How NCRA members act as the “go-betweens” of the industry, combining data from credit bureaus and public records to help mortgage lenders and landlords assess risk in housing.Why the Fair Credit Reporting Act (FCRA) is the governing touchstone of the industry and how it functions as a foundational privacy law.How trust sits at the center of the consumer reporting ecosystem, from consumers, to data furnishers, to reporting agencies, to end users.Why Eric says he is having more fun in this role than at any other point in his career, thanks to culture, trust, and the ability to make a meaningful impact quickly.How he inherited an association in significant financial trouble and immediately focused on stabilizing finances, improving communications, revamping branding, and strengthening public policy work.How NCRA reimagined its annual conference by rebranding it as Elevate, upgrading the content, creating stronger sponsor value, and building energy around the event experience.How Eric personally led sponsor conversations, helped generate record-breaking sponsorship support, and brought in nine new sponsors in roughly 14 months.How NCRA asked members for a special assessment, explained the financial situation transparently, and earned overwhelming member support through a compelling vision for the future.What’s ahead for NCRA in 2026, including continued growth, stronger advocacy, and Elevate 2026 in New Orleans.References:NCRA Website
Transcribe →
174. Gwyn Donohue, CAE, ED of ASAMW, on Small-Staff Leadership, Member Value, and Reinventing Governance
Mar 2600:20:53Tap to summarizeHow do you rebuild an association when you inherit the top job, lose key staff almost immediately, and have to figure everything out in real time? And in a relationship-driven industry like commercial construction, how can an association help members strengthen connections, prove value, and grow even when the staff team is tiny?In this episode of Associations Thrive, host Joanna Pineda interviews Gwyn Donohue, CAE, Executive Director of the American Subcontractors Association Metro Washington (ASAMW). Gwyn discusses:How ASAMW represents subcontractors, suppliers, and service providers across Maryland, Virginia, and Washington, DC, serving as the “moving parts” behind commercial construction projects.How Gwyn came into her first chief staff executive role in July 2025 and quickly found herself running the organization with almost no transition playbook when a longtime staff member left just five weeks into her job.How ASAMW relied on highly engaged members and committee chairs to preserve institutional knowledge and keep major programs moving.How Gwyn and the team pulled off the organization’s marquee event, the Subby Awards Gala, a 450-person event with a complex awards program and voting processHow Gwyn modernized ASAMW’s tech operations.How ASAMW is growing membership by leaning into LinkedIn, increasing visibility, promoting sponsor recognition, and meeting the construction community where it already is online.Why Gwyn made governance a priority.What 2026 looks like for ASAMW.References:ASAMW Website62nd Annual Subby Awards Gala
Transcribe →
173. Johnnie White, CEO of AACE, on the Endocrine Care Team, Patient Education, and Microlearning
Mar 500:31:34Tap to summarizeWhat happens when 50 million people need endocrine care… but there are only about 4,000 practicing endocrinologists to see the complex cases? In an environment where misinformation is everywhere and specialist capacity is limited, how can an association help clinicians and care teams deliver better outcomes at scale without diluting quality?In this episode of Associations Thrive, host Joanna Pineda interviews Johnnie White, CEO of the American Association of Clinical Endocrinology (AACE). Johnnie discusses:How AACE’s membership is ~6,000 worldwide, with predominantly physicians and a growing “endocrine care team” that includes NPs, PAs, pharmacists, and primary care clinicians.The sobering workforce math: “there’s not enough endocrinologists” for the volume of diabetes (and other endocrine disorders), and why AACE prioritizes educating the broader care team.How members get access to endocrine-specific education, guidelines, publications, and networking with field experts.The strategic shift from “endocrinologists” to “endocrinology” and how a bigger tent supports care delivery while keeping endocrinologists as the clinical leaders who develop guidelines.AACE’s patient-first digital strategy: landing visitors on the patient portal first, then routing clinicians to the healthcare/member portal.How AACE built “patient journeys” (diabetes, thyroid, obesity, and more) to counter misinformation and provide understandable, trustworthy guidance for patients and caregivers.Why AACE’s patient content is heavily used not only by patients but also by clinicians who refer patients to it for education and reinforcement.The organization’s non-traditional education mix, including podcasts as an accessible channel for timely topics, and microlearning with short modules, tracked for continuing education credit.Johnnie’s leadership philosophy, “Mamba Mentality,” is a continuous quest to improve, seek feedback, and empower experts on the team.References:AACE Website
Transcribe →
172. Bob London, FASAE, CAE, ED of Alpha Phi Omega, on Leadership Through Service, Capital Campaign Success, and Practicing Foresight
Feb 1900:32:31Tap to summarizeWhat does it take for a 100-year-old, campus-based organization to stay relevant in a world of virtual chapters, AI search tools, and shrinking higher education enrollments?And in an era of time poverty, information overload, and eroding trust, how can associations help young leaders not only serve—but truly thrive?In this episode of Associations Thrive, host Joanna Pineda interviews Bob London, FASAE, CAE, Executive Director of Alpha Phi Omega (APO). Bob discusses:How APO develops leadership skills through service on nearly 300 campuses, measuring long-term success by how alumni improve their communities after graduation.Why APO focuses exclusively on leadership, fellowship, and service, and how its partnership model with universities differentiates it from other campus organizations.How APO has endured for 100 years by attracting students who are committed to improving their communities, regardless of political or cultural turbulence.The bold decision to remove “campus-based” from APO’s vision statement, and what that means for the future of the organization.Why time is APO’s biggest barrier to membership, and how the organization helps students manage “time poverty.”How Bob fosters a culture of calendar control and focused work within his staff, encouraging everyone yo protect their “golden hours.”APO’s successful $6.5 million capital campaign, combining cash and planned giving to secure the next 100 years while keeping student membership costs to just $85 for a lifetime.Why foresight thinking is now embedded in APO’s board culture, and how scenario exercises and agenda restructuring have shifted the board’s focus toward long-term plausible futures.The signals Bob is watching closely: disruption in higher education and the explosion of information overload.References:APO WebsiteMusic from #Uppbeat (free for Creators!):https://uppbeat.io/t/paul-yudin/quiet-flightLicense code: KJRRI6GHC7WKCLDT
Transcribe →