Associations Thrive

Hosted by Joanna Pineda

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184

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Jun 2026

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About the show

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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60 recent

June 11, 202632 min

184. David Walsh, ED of VSAE, on Member Recruitment, New Member Engagement, and Learning Pathways

What if your association's most effective membership recruiters aren't staff at all, but your members themselves?In an era where association professionals have countless options for education, networking, and professional development, how can associations create such a strong sense of belonging that members actively recruit, welcome, and mentor new participants?In this episode of Associations Thrive, host Joanna Pineda interviews David Walsh, Executive Director of the Virginia Society of Association Executives (VSAE). David discusses:How VSAE serves more than 450 association professionals and industry partners across Virginia, providing education, leadership development, networking, and peer exchange opportunities.How VSAE is expanding its reach throughout Virginia, including launching the Northern Virginia Association Exchange to better serve professionals in the state's largest association market.David's unique association journey, influenced by his mother’s 40-year association career and his progression through membership, marketing, advocacy, and executive leadership roles.How VSAE's annual conference attracted more than 200 registrants and over 50 first-time attendees, the strongest attendance numbers in more than a decade.How volunteer leaders personally reach out to prospective members and conference attendees, creating authentic peer-to-peer invitations rather than relying solely on marketing campaigns.How VSAE's membership committee serves as mentors and ambassadors, ensuring first-time attendees feel welcomed and connected from the moment they arrive.VSAE’s Learning Pathways that help members identify educational content aligned with their career stage, role, and professional goals.How VSAE's Northern Virginia programming combines education, peer exchange, and community-building to create meaningful opportunities for association professionals to learn from one another.References:VSAE WebsiteNorthern Virginia Association Exchange

June 4, 202630 min

183. Emily Bardach, Executive Director of AWPA, on Advocacy, Strategic Planning, and Building Momentum

When your industry is everywhere but almost invisible, how do you tell your story? And how can associations help members navigate tariffs, supply chain pressures, and changing market dynamics?In this episode of Associations Thrive, host Joanna Pineda interviews Emily Bardash, Executive Director of the American Wire Producers Association (AWPA). Emily discusses:How AWPA represents companies that manufacture wire and wire products, from bridge cables to tiny springs in Windex bottles.Why “wire is everywhere,” touching construction, infrastructure, agriculture, defense, medical devices, automotive parts, and everyday household products.How AWPA is a small but vital industry association with about 85 members, many of them family-owned businesses.Why association staff must understand each client’s unique culture, including details like whether spouses are important at events.How AWPA shifted its advocacy focus from “free and fair access to wire rod” to “building a resilient wire industry across the full supply chain.”How strategic planning helped AWPA’s board align around a new mission, vision, and playbook.How AWPA took risks with its annual conference, including booking a higher-end venue, stronger speakers, and better storytelling through photography and video.How AWPA is building momentum through advocacy, LinkedIn, facility tours with members of Congress, and more frequent Hill visits.References:AWPA Website

May 28, 202623 min

182. Celeste Warren, Founder of Destination STEM, Inc, on Representation in STEM, Virtual Access, and Building the Future Workforce

What happens when young people never see anyone who looks like them in the careers they dream about pursuing? And how can associations, nonprofits, and mission-driven organizations help members build stronger, earlier, and more inclusive talent pipelines in response?In this episode of Associations Thrive, host Joanna Pineda interviews Celeste Warren, Founder of Destination STEM, Inc. Celeste discusses:How Destination STEM provides resources, educational awareness events, mentoring, tutoring, and scholarships to students of color and students in need who want to pursue STEM-related degrees and careers.Why representation matters so much, especially for middle school and high school students who are just beginning to imagine what their futures could look like.How Destination STEM uses college students and young professionals as virtual mentors for younger students, creating relatable role models who feel accessible and real.Why Celeste believes STEM pipeline work must start early, long before employers begin looking for talent in the current labor market.How Destination STEM’s family founding story, with Celeste, her daughter, and her son building the organization together, has become part of its unique appeal and authenticity.How the organization is doubling its scholarships and using its annual awards and recognition banquet as both a celebration and a major fundraising vehicle.Celeste’s big vision for Destination STEM: larger-scale conferences, stronger guidance for students, and a bigger role in building the future STEM workforce.References:Destination STEM Website

May 21, 202627 min

181. Michele Jones, EVP/CEO of NIA, on Her Long Tenure, National Standards, and Member Value in a Consolidating Industry

What 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

May 14, 202625 min

180. Wade Tetsuka, President of UST, on Payments, Peer Learning, and Education as a Bridge to Success

What 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

May 7, 202628 min

179. Whitley Richards, CEO of Cause Strategy Partners, on Nonprofit Board Placement, Governance Training, and Leadership Development

What 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

April 30, 202630 min

178. Michael Coleman, General President of SMART, on Apprenticeships, Member-Centered Benefits, and Advocating for Families and Communities

What 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

April 23, 202628 min

177. Pamela Silberman, Co-founder, Board Member, and Treasurer of STANA, on Smell and Taste Disorders, Patient Advocacy, and Public Health Awareness

Did 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

April 9, 202635 min

176. Andrea Wood, President & CEO of ACCP, on the Business Case for CSR, Shared Value, and Building Member-Centric Community

What 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

April 2, 202633 min

175. Eric Ellman, President of NCRA, on Building Trust, Turning Around an Association, and Elevating Member Value

How 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 WebsiteMusic from #Uppbeat (free for Creators!):https://uppbeat.io/t/paul-yudin/quiet-flightLicense code: KJRRI6GHC7WKCLDT