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 Alex Pineda, Creative Director. They look back on the trends they’re seeing in the association space. They discuss:

1. How AI dominated 2025, with associations investing heavily in staff training, internal policies, and custom GPTs to boost content production and streamline workflows.
2. The AI tools that helped Matrix Group clients modernize outdated content by converting PDFs to HTML, summarizing large documents, and creating metadata and schema for better discoverability.
3. Why associations wrestled with how much previously gated content to expose for AI indexing, balancing member-only value with public visibility and relevance in AI search results.
4. “About the Industry” storytelling sections of a website becoming a trend, with associations crafting narratives to spotlight the importance of their fields not just to members, but to the public and policymakers.
5. How clients faced tighter budgets in 2025, making incremental updates and data-driven decisions more important than ever.
6. The notable rise of multimedia content, with podcasts and audio read-alouds replacing and supplementing long-form text to meet member preferences and improve accessibility.
7. How personalization is becoming easier with AI and how associations can now deliver customized recommendations for members, modeled after platforms like Netflix or Duolingo.
8. How AI is revolutionizing design and development, with tools that boost creativity, accelerate prototyping, and reduce tedious manual work.
9. How mobile-first and voice-enabled experiences are expected to surge, especially as younger members rely more on phones and smart speakers for web interaction.

References:

1. Matrix Group Website
2. See how TFI tells the story of the industry.
3. We made a few tweaks to the ALDA website in advance of a larger redesign in the future.

How do you tackle deforestation and climate change while strengthening local economies? What’s the role of trees in securing food, water, and livelihoods? And what if environmental nonprofits acted more like sales organizations, with scalable, partner-driven models?

In this episode of Associations Thrive, host Joanna Pineda interviews Hank Dearden, Executive Director of ForestPlanet. Hank discusses:

1. How ForestPlanet plants high volumes of trees at very low cost through partnerships with local NGOs.
2. Why ForestPlanet emphasizes community-led initiatives, vetting, and supporting tree-planting organizations in developing countries.
3. How planting trees revitalizes soil, retains water, and improves food and income security.
4. The role of agroforestry and permaculture in transforming degraded land into sustainable ecosystems.
5. Why tree planting is “the catalyst” in a larger chain of environmental and economic benefits.
6. The critical relationship between upstream tree planting and downstream mangrove restoration and fish population health.
7. How ForestPlanet works with corporate partners to plant trees for every product sold. These partnerships benefit ForestPlanet, local communities AND the corporations.

References:

1. ForestPlanet Website
2. Support ForestPlanet
3. The Hidden Life of Trees, by Peter Wohlleben

Music from #Uppbeat (free for Creators!):

https://uppbeat.io/t/zoo/clarity

License code: RQWZMZXYSBVT16ZW

How can hospitals in rural and underserved communities innovate, stay open, and thrive amid financial pressures and changing healthcare demands? And how can associations serve as the glue that binds competitors together for a common purpose?

In this episode of Associations Thrive, host Joanna Pineda interviews Richard Roberson, President and CEO of the Mississippi Hospital Association (MHA). Richard discusses:

• MHA’s nearly 100-year history of serving a diverse mix of public, private, religious, and rural hospitals across Mississippi.
• How MHA helps connect members to collaborate on shared challenges.
• MHA’s powerful advocacy work at the state and federal levels to support hospitals and ensure they are heard by legislators and agency leaders.
• The launch and impact of IntelliTrue, a health information exchange platform that improves care coordination, reduces readmissions, and helps avoid unnecessary healthcare costs.
• How IntelliTrue connects hospitals, physicians, FQHCs, insurers, and mental health centers, providing clinical data that enables better patient care.
• The innovation behind TrueCare, a provider-owned Medicaid health plan formed by MHA members to improve care and reduce friction between hospitals and payers.
• How TrueCare is governed by a consortium of large and small hospitals and currently serves 100,000 Medicaid recipients.
• The power of storytelling and how MHA collects stories through affinity groups, hospital visits, and direct community engagement to humanize healthcare policy.
• Mississippi’s distinction of having the lowest hospital costs in the country: a positive for patients but a challenge for hospital sustainability.
• Richard’s vision for the next five years: improved patient outcomes through reduced ER visits and better coordination between providers, supported by a stable policy and payment environment.

References:

• MHA Website
• IntelliTrue
• TrueCare Website

What if we treated every cancer diagnosis not just as a medical challenge but as a journey of hope, strength, and transformation? And what role can an organization play in fostering community and empowerment through that journey?

In this episode of Associations Thrive, host Joanna Pineda interviews Alissa McKinney, Executive Director of Above + Beyond Cancer. Alissa discusses:

• Iowa’s alarming cancer statistics and the environmental and behavioral factors contributing to the state’s high rates.
• How the medical community defines a survivor as anyone from the moment of diagnosis, not just those in remission.
• How Above + Beyond Cancer delivers mind-body-spirit programs for cancer survivors and caregivers, all free of charge.
• Above + Beyond Cancer’s 12-week evidence-based program with pre- and post-assessments to track participants’ strength and health improvements.
• Above + Beyond’s weekly offerings, like hiking, yoga, aquatics, and pole walking, specifically designed with input from healthcare professionals.
• Their rural outreach effort, a pilot program to expand cancer survivorship services into rural Iowa, in partnership with local cancer centers and YMCAs.
• The Transformational Journey program, including physically demanding treks in Patagonia and the Himalayas for survivors and caregivers.
• How one participant went from being unable to walk a mile to completing a 58-mile hike in Patagonia, rediscovering her strength and confidence.
• The Celebrate! gala, Above + Beyond Cancer’s signature event that honors organizations and individuals who uplift the cancer community.
• The upcoming 15th anniversary of Above + Beyond Cancer, including the launch of Iowa’s first-ever survivorship conference in June 2026.

References:

• Above + Beyond Cancer Website

How can your association foster inclusive, empowering spaces that go beyond professional development to create real human connections?

In this episode of Associations Thrive, host Joanna Pineda sat down with three Association Women Technology Champions (AWTC) leaders:

• Rebecca Achurch, CEO of Achurch Consulting and Secretary-Treasurer, Founder and Incoming Chair of AWTC
• Gretchen Steenstra, Director of Client Strategy at DelCor Technology Solutions and Past Chair and Founder of AWTC
• Jill Treby, Director of Membership at the American Association of Immunologists (AAI) and Chair of AWTC

They discuss:

• The founding and 5-year growth of AWTC as a community for women passionate about technology and leadership in associations.
• Why “champions” is a verb in AWTC’s name and what it means to be one.
• The evolution of AWTC’s signature event, Advance, and how it blends networking, learning, and personal development.
• How the Situation Room format during Advance fosters fast, impactful problem-solving through diverse perspectives.
• AWTC’s unique, inclusive membership model: free to join, with optional donations, and no barriers to entry.
• A growing recognition and awards program that celebrates women doing excellent work at all levels, not just lifetime achievers.
• AWTC’s commitment to access and belonging, including scholarship rates and no-cost virtual programs.
• The critical role of male allies and volunteers in supporting AWTC’s mission.
• How local groups (like in Chicago and Denver) are forming organically, expanding AWTC’s reach.
• Their excitement for 2026: expanded programming, deeper engagement, and a sustainable model that empowers volunteers to lead.

References:

• AWTC Website
• AWTC on LinkedIn
• AWTC Advance 2025

What does a small association need to go independent? And what does it take to transform an association into an entrepreneurial, nimble, and innovative organization?

In this episode of Associations Thrive, host Joanna Pineda interviews Addy Kujawa, CEO of the American Alliance of Orthopaedic Executives (AAOE). Addy discusses:

• How AAOE supports orthopedic and musculoskeletal practice executives, primarily C-suite leaders focused on the business side of practices.
• The organization’s evolution from being managed by AAOS to becoming fully independent, and thereby saving costs, increasing agility, and creating a tight-knit, high-performing staff team.
• The challenges and logistics of relocating the association from Illinois to Indiana, hiring new staff, and setting up operations from scratch.
• Why independence was the right decision: complete control, direct board governance, nimbleness, and a culture of ownership.
• How Addy introduced EOS (Entrepreneurial Operating System) to improve accountability, strategic focus, and communication. They began with a 90-day pilot that transformed into a permanent operating model.
• The success of EOS in fostering innovation, sunsetting underperforming programs, and promoting team-wide accountability and ownership..
• A young professionals council that created a resource guide for new orthopedic execs, and a revamped webinar program that grew from 15 to 50 annual events.

References:

• AAOE Website

What happens when schools don’t have enough psychologists to meet student needs? And how can associations help their members thrive in such an environment?

In this episode of Associations Thrive, host Joanna Pineda interviews Eric Rossen, Executive Director of the National Association of School Psychologists (NASP). Eric discusses:

• How NASP represents over 24,000 school psychologists across the U.S., many of whom serve multiple schools due to a national shortage.
• The difference between school psychologists and school counselors, and why having both creates “force multipliers” for student success.
• NASP’s advocacy work around federal funding, including the fight to restore grant money that was being used to address workforce shortages.
• How NASP is addressing the mental health of its members, who often work in isolated environments, under high stress.
• Eric’s leadership journey from school psychologist to association executive, and how earning his CAE signaled a full embrace of his role as an association professional.
• His leadership style shift, from “doing” to empowering, and how he intentionally built trust when stepping into the Executive Director role.
• Why National School Psychology Week is more than recognition of school psychologists: it’s a tool for public awareness and appreciation of a critical profession.
• NASP’s upcoming 2026 convention in Chicago, expected to be its largest ever, with Dr. Miguel Cardona as the keynote speaker.
• How NASP is making its convention more expansive and impactful by welcoming affiliated organizations to host events under its umbrella, creating a “bigger tent” for school psychology.

References:

• NASP Website
• NASP Annual Convention

How do you redefine a field that’s widely misunderstood, even among its own professionals? And how can associations become essential hubs for interdisciplinary collaboration in such a space?

In this episode of Associations Thrive, host Joanna Pineda interviews Nathan Victoria, Executive Director of the Society for Personality Assessment (SPA) and Vice President at NextGen Association Management. Nathan discusses:

• Why “personality assessment” doesn’t mean pop personality tests like Myers-Briggs or StrengthsFinder, but instead refers to integrated and multi-method clinical assessments used by psychologists.
• The clinical and legal applications of personality assessment, including for law enforcement, immigration, air traffic controllers, and reality TV casting.
• SPA’s historical roots as the Rorschach Institute, Inc., and how it’s evolving to reclaim and redefine personality assessment.
• The effort to define personality assessment within the organization and clarify its public perception.
• SPA’s reinvestment in infrastructure: website, branding, database, and strategic plan.
• The organization’s shift to AMC management through NextGen, and the benefits of a more efficient staffing model.
• How SPA supports international engagement with its first-ever conference outside the U.S., despite visa and travel challenges.
• SPA’s unique conference partnerships with smaller psychology organizations to share resources and cross-pollinate ideas.
• Nathan’s broader role in managing multiple associations simultaneously through NextGen and how technology and transparency enable success.

References:

• SPA Website
• NextGen AMC Website
• 2025 Expert Insights on Personality Assessment Virtual Conference
• 2026 SPA Convention

How do you lead when your industry is undergoing rapid transformation? How does an association respond when traditional revenue streams like trade shows are no longer viable?

In this episode of Associations Thrive, host Joanna Pineda interviews David Murillo, CEO of Compass Management Solutions and Executive Director of the Western Carwash Association (WCA). David discusses:

• How Compass Management Solutions serves nearly a dozen associations with full-scale and à la carte management services.
• The diversity of the car wash industry, which mom-and-pop operations, full service car washes, express models, and self-serve stations.
• How the Western Carwash Association (WCA) represents 900–1,000 car wash locations across 12 Western states.
• Why members join WCA today, especially for advocacy in highly regulated states like California and Arizona.
• The decision to integrate WCA’s once-thriving trade show into The Car Wash Show and how they planned for the post-trade show future.
• How WCA doubled down on regional advocacy and launched targeted education for underserved segments like self-serve and in-bay automatic operators.
• WCA’s recent rebrand to “Wash, Connect, Achieve” to reflect a more national and values-driven identity.
• Compass Management’s internal framework of “Superior Experience Engineering,” which emphasizes empathy and intentionality in everything from board meetings to signage at events.
• David’s approach to cultivating association talent, including hiring for leadership traits and supporting professional development and volunteer engagement.
• His experience as a DELP scholar and the profound impact it’s had on his leadership journey and network.

References:

• Compass Management Solutions Website
• WCA Website
• The Car Wash Show

Craft beer transformed American tastes—so how does the industry stay relevant in a crowded, flavor-filled beverage market? How can associations support their members during a time of economic uncertainty and competition from larger players?

In this episode of Associations Thrive, host Joanna Pineda interviews Bart Watson, President and CEO of the Brewers Association. Bart discusses:

• How the Brewers Association represents over 5,000 small and independent craft brewers across the U.S.
• The evolving landscape of the craft beer industry as it enters a mature, stable phase
• The impact of competing beverage innovations like hard seltzers, canned cocktails, and THC beverages on market share and consumer attention.
• The recent spin-off of the American Homebrewers Association and how both organizations benefit from their independence.
• The importance of renewed consumer education to engage new generations and promote local craft breweries.
• Why the Brewers Association continues to invest in consumer-facing platforms like CraftBeer.com and large-scale events like the Great American Beer Festival.
• How the association is rethinking its convention (Craft Brewers Conference® & BrewExpo America®) to focus more on business acumen, total beverage strategies, and meaningful networking.
• The significant challenges small brewers face with supply chain inflation, especially with aluminum and barley, and the association’s advocacy work on tariffs.
• Why gathering and analyzing data is a key member benefit, and how it helps level the playing field for smaller breweries.
• The role of local breweries in community life, especially during events like Oktoberfest, and how fresh hop beers are a seasonal must-try.

References:

• Brewers Association Website
• Great American Beer Festival
• CraftBeer.com
• Episode 131 with Julia Herz