Association Strong

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Mar 2026

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About the show

Welcome to the podcast where we offer insight from both a seasoned Association Exec and an Entrepreneur. Tom Morrison and Dave Will discuss and debate hot topics in the association community every other week. You will learn about new trends and gain inspiration that will help you drive value and engagement, and run an efficient and effective association like a business.

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March 17, 2026Episode 7751 min

Technology, Online Communities and Private Equity Impact on Associations

In this episode of the Association Strong Podcast, Tom and Dave sits down with Connor Sibley, CTO for Higher Logic for a forward-looking conversation on how technology is reshaping the association landscape. From the rapid evolution of digital tools to the growing importance of online communities, Connor shares insights on how associations can use technology to deepen member engagement, deliver greater value, and stay relevant in a fast-changing world. The discussion also explores the increasing role of private equity in the association space, what it means for association strategy, and how organizations can think about growth, partnerships, and long-term sustainability. Connor brings a practical perspective on where the opportunities are, where the risks may lie, and how leaders can navigate this new environment. Whether you are an association executive, board leader, or industry partner, this episode offers valuable insights on technology trends, digital community building, and the evolving business dynamics shaping the future of associations.

January 7, 2026Episode 7659 min

How to be the Ultimate Connector and Build Your Network

In this engaging episode of the Association Strong Podcast, Tom Morrison and Dave Will sit down with Ginger Johnson from Powered by Connection to unpack what it truly means to be an ultimate connector—and why connection is one of the most powerful skills any leader can develop. Ginger shares practical, real-world strategies for building a strong, authentic network by intentionally connecting people in ways that create mutual value. This isn’t about collecting business cards or transactional networking—it’s about becoming the person others trust to open doors, spark collaboration, and elevate entire communities. In this episode, you’ll learn: Why the best networks are built on generosity, not self-promotion How to spot opportunities to connect people for win-win outcomes Simple habits that turn everyday interactions into lasting relationships How being a connector strengthens your leadership, influence, and impact Whether you’re an executive, volunteer leader, or emerging professional, this conversation will challenge you to rethink networking—and inspire you to become the kind of connector everyone wants in their corner. 🎧 Listen in and start building a network that works because you do.

November 4, 2025Episode 751 hr 1 min

Association Boards and AI... The Big Questions to be Asking

In this thought-provoking episode of Association Strong, hosts Dave Will and Tom Morrison sit down with Jeff De Cagna, a leading voice on association foresight and strategy, to unpack the critical conversations every board should be having about Artificial Intelligence. From rethinking governance and member value to understanding the ethical and strategic implications of AI, this episode dives deep into how associations can embrace AI as a catalyst for innovation and growth—not a threat to tradition. If you’re a CEO, board member, or association professional looking to lead confidently in the age of AI, this episode will challenge your thinking and inspire action. So listen in...

October 9, 2025Episode 7433 min

How Engagement and Value Lead to 4,000% Growth

Don't miss highly informative recap from myself and Dave Will on our recent energizing webinar we produced for the UST Education Series. We discuss what does 4,000% growth look like—and more importantly, how do you achieve it in today’s fast-moving, distraction-filled world? we share with you the keys behind the A.L.I.V.E. framework that has propelled MTI’s growth since 2007. Discover how a bold blend of engagement strategies, smart technology and willingness to take risk propelled MTI’s value to engage over 80% of their members into their key member touch points. If you would like to watch the original UST webinar, CLICK HERE.

August 6, 2025Episode 7352 min

Creating NEW Non-Dues Revenue Through Sponsorships

Every association is striving to ad greater value to suppliers and partners to create new or increased revenue from sponsorships. For many, this is a challenge. Don't miss this episode as Tom and Dave interview Bruce Rosenthol on the keys to driving non dues revenue through sponsorships and partnerships. Bruce unveils the creative ideas he unpacks in his new book on this very topic. Listen in and learn...

July 8, 2025Episode 721 hr 3 min

Forward Thinking Associations and AI Are Converging... Here's HOW!

In this episode, Tom and Dave have an in depth and engaging discussion with Robert Barnes, CEO of Betty AI on how forward thinking associations are capitalizing on AI to build value, engagement and connection in their associations. This is a must listen episode. Listen in...

June 24, 2025Episode 7154 min

Everything AI... Now and in the Future

In this episode, Tom and Dave have an engaging conversation with Meredith Ellison, Executive Director of the Association for the Advancement of Artificial Intelligence. Tom, Dave and Meredith unpack where AI is headed, how it is impacting associations and their members and the possibilities surrounding AI. Listen in...

May 28, 2025Episode 7046 min

Driving Engagement Through Unlimited Educational Offerings

With the labor shortage being every association's #1 challenge for their members, education and training is the #1 need for members. Training drives productivity, efficiencies, lessens error rates and empowers employees to make good decisions in their job duties. In this episode, Tom and Dave interview Wade Tetsuka, President of UST and Founder of the Presidential Forum on the power and value of education and training in association business model.

May 13, 2025Episode 6958 min

Can You Say Freemium to Membership

As member needs and wants keep changing, so does membership models. Don't miss this episode as Tom and Dave interview Pat White and Nealy Wheat on the new Freemium membership model with the American Society of NonDestructive Testing.

April 15, 2025Episode 6852 min

Building the Association Value and Future With Vision, Boldness and Risk

In this episode, Tom and Dave interview Matt Croson, President and CEO of the American Gear Manufacturers Association on how to build value and the future through vision, being bold and taking risk. Listen in...