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 Website
• Which States are Best for Remote Workers? 2025 Remote Obligations and Mobility (ROAM) Index - Foundation - National Taxpayers Union
• NTU’s Taxpayer Defense Center
• Inside the One Big Beautiful Bill Act: Major Tax Provisions and Their Impact - Foundation - National Taxpayers Union
• NTU’s Taxpayers for IRS Transformation
• 18 Great Places to Work in the DC Area

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 Website
• TFI’s Why Fertilizer
• ACA’s What is Counseling?
• An example of read aloud functionality using AI

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 Website
• Lindsay Currie’s Previous Episode on Associations Thrive from October 2022
• ASAE’s ForesightWorks Framework

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/clarity
• License code: RQWZMZXYSBVT16ZW

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 Website
• Higher Logic’s Thrive product
• Higher Logic’s 2024 Association Member Experience Report
• Higher Logic’s 2024 Association Email Benchmark Report

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 Website
• 2022 Associations Thrive interview with Alan DeYoung

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

How do we prevent strategic plans from sitting on a shelf and instead embed them into an organization's DNA? How can associations become true communities of practice where learning and innovation are peer-led?

In this episode of Associations Thrive, host Joanna Pineda interviews Mike Moss, President of the Society for College and University Planning (SCUP). Mike discusses:

• SCUP’s mission as a professional society focused on integrated planning in higher education.
• The difference between strategic planning and integrated planning—ensuring plans are continuously executed, aligned, and adjusted across departments.
• Why SCUP’s members are often responsible for planning, even when it’s not in their job titles.
• SCUP’s new strategic plan that emphasizes becoming a peer-led community of practice rather than an expert-driven organization.
• Major structural changes to governance, including a new set of flexible bylaws and reimagined committees to better support member collaboration.
• The transition of SCUP staff—via retirement and new hires—to reflect the new direction, along with upskilling existing staff.
• Enhancements to their annual conference to foster group-based learning and peer-driven sessions.
• The SCUP Exchange, a digital collaboration platform that empowers members to connect and lead discussions without top-down oversight.
• A new, simplified, and more affordable membership model designed to increase access and participation across campuses.

References:

• SCUP Website

What happens when your mission to support underrepresented communities in academia suddenly comes under political scrutiny? And how can your association stay true to its values while navigating legal and societal change?

In this episode of Associations Thrive, host Joanna Pineda interviews Alfonzo Alexander, President and CEO of The PhD Project. Alfonzo discusses:

• How The PhD Project recruits business professionals from diverse backgrounds to pursue PhDs and become business school faculty.
• The organization’s impact in increasing the number of underrepresented faculty from just 250 in 1994 to 1,600 today.
• Why the organization is still vital, as faculty of color make up less than 4% of all business school professors.
• The “mentor effect,” wherein representation among faculty encourages underrepresented students to pursue academic and business careers.
• The shift in application policies to remove demographic requirements in response to investigations under the Trump administration.
• The organization’s efforts to support members through mentorship, community-building, and guidance—not financial aid.
• Continued strength in the PhD pipeline and a highly attended 2025 conference, even amidst institutional pressures.
• New revenue diversification efforts, including partnerships, masterclasses, and showcasing thought leaders from within the PhD Project community.

References:

• The PhD Project Website
• Associations Thrive episode 69 with Blane Ruschak, former President of The PhD Project

How do associations stay resilient in times of personal and professional change? How can they remain a trusted space when trust is in short supply?

In this special episode of Associations Thrive, host Joanna Pineda reconnects with fellow podcasters Dave Coriale and KiKi L’Italien. Dave and Kiki discuss:

• KiKi's Academy of Leaders Award from ASAE and how this award means so much to her.
• How DelCor is navigating the loss of co-founder Loretta DeLuca while staying grounded in its mission and values.
• The dual experience of grieving and moving forward, and how organizations can honor both emotions.
• The need for intentional leadership during times of transition and challenge.
• Joanna’s upcoming book about associations’ unsung contributions during the pandemic, featuring 25 chapters of inspiring stories.
• Their respective podcast themes: leadership, trust, technology, and relationships.
• The increasing pressure on associations to be safe, trusted places for differing viewpoints.
• How association IT leaders must evolve from order takers to strategic partners.
• The role of trust in the AI era and how associations must double down on protecting member data and trust.
• Personal stories of finding joy amidst challenges, from KiKi’s time with her daughter to Dave’s “walk and talk” calls and Joanna’s “no zero days” mantra in 2025.

References:

• Dave Coriale, DelCor Technology Solutions and host of Reboot IT
• KiKi L’Italien, Association Chat and host of Association Chat