Associations Thrive

How can humanitarian organizations respond more effectively to both natural disasters and systemic inequities around the globe? What is the role of empathy, listening, and local leadership in disaster response?

In this episode of Associations Thrive, host Joanna Pineda interviews Sharon Eubank, Executive Director of Humanitarian Services of the Church of Jesus Christ of Latter-day Saints. Sharon discusses:

• How the Church’s humanitarian mission is an outward expression of faith, guided by the principle of loving all people regardless of geography, faith, or politics.
• The global priority of supporting children under five, including maternal health, vaccinations, nutrition, clean water, and early development.
• How public health leadership from women in the 1800s shaped their modern initiatives.
• Why development efforts must be locally led and how assumptions from outside can lead to ineffective or even harmful aid.
• The impact of intensifying global disasters and responding to seven “100-year” disasters in just one year.
• The scale of their work: over 3,800 projects, $1.45 billion spent, and 6.6 million volunteer hours across 192 countries.
• Her new book, Doing Small Things with Great Love, and the key principle that “money is only half the answer.”
• Her leadership principle: “My solution to your problem will always be wrong. The answer is inside you.”
• How anyone can start helping by simply visiting their local school or city council and asking, “What do you need?”

References:

• LDS Humanitarian Services Website
• Get Sharon’s brand new book!

How do you lead a volunteer-run organization into its next phase of growth without losing its identity and heart? And how can associations support members who are often behind the scenes but shape what the world sees?

In this episode of Associations Thrive, host Joanna Pineda celebrates Hispanic Heritage Month with returning guest Josie Hernandez, Executive Director of Casting Society (CSA) and President of Association Latinos. Josie discusses:

• How Casting Society represents global casting professionals working in film, TV, theater, reality, commercials, and new media.
• The Society’s advocacy that led to a new Academy Award category for casting, debuting at the 2026 Oscars, a monumental achievement for the profession.
• How Josie led CSA’s transition from a volunteer-run structure to professional management through her firm, Bostrom.
• The business processes, governance practices, and SOPs that helped Casting Society grow revenue, membership, and influence.
• How CSA supports its diverse membership through its Training and Education Program , delivered by Casting Society Cares, which helps casting assistants advance their careers.
• The unique Artios Awards, held simultaneously in three cities, Los Angeles, New York, and London, to honor excellence in casting across media.
• Association Latinos’ signature event, Conexiones, a one-day summit designed around cultural leadership and lived experience, taking place October 10 in Chicago.
• How Association Latinos has grown organically, yet intentionally, with a volunteer base that now helps lead programming and strategy.

References:

• CSA Website
• Artios Awards Events
• Association Latinos Website
• Conexiones Event
• Josie Hernandez on episode 59 of Associations Thrive about Association Latinos
• Josie Hernandez on episode 109 of Associations Thrive on the Workforce Trends Survey

If instant translation is in everyone’s pocket, why learn another language? How do associations continue to provide value in the face of thriving social networks, AI,and challenges to traditional membership programs?

In this episode of Associations Thrive, host Joanna Pineda interviews Larry Paska, Executive Director of the American Council on the Teaching of Foreign Languages or ACTFL. Larry discusses:

• ACTFL as the “original social network” for world language educators.
• A field-wide focus on quality and proficiency: standards, teacher-prep guidance (via accreditation partnerships), and research that maps what languages are taught and where.
• Language proficiency assessments developed by ACTFL and administered via an exclusive licensee that drives important revenue for the association. 
• The Language Connects Foundation’s scholarships for teachers and students, micro-grants for research, and initiatives that raise the profile of language learning.
• How AI in language learning isn’t a replacement for teachers, but a tool to support personalization and deepen learning.
• Dual-language immersion as a compelling model because it builds true proficiency and deepens cultural understanding.
• How ACTFL has maintained DEI as a strategic pillar because you can’t have multilingual and multicultural without DEI.
• How employers need staff who can communicate across languages.

References:

• ACTFL website

How do we support children in school and beyond, especially during a time of cultural, political, and economic fragmentation? What role can associations play in elevating the power of families and communities in education?

In this episode of Associations Thrive, host Joanna Pineda interviews Howie Berman, Executive Director of the National PTA. Howie discusses:

• The mission and reach of the National PTA as the oldest child advocacy organization in the U.S.
• Why membership is open to all—not just parents—and the importance of shared community responsibility.
• The unique challenges of leading a professional association whose members are not tied by a single profession.
• How National PTA is professionalizing volunteerism by offering structured training and envisioning certification tracks.
• Howie’s first 90 days as Executive Director, which included a “listen and learn” tour across state PTAs, and conversations with past presidents and partners.
• The importance of amplifying student voices, reimagining events, and removing barriers to leadership in traditional organizational structures.
• Challenges in federated membership structures and how National PTA is working to improve visibility and communication.
• National PTA’s commitment to equity, including multilingual resources and engagement of families in Title I districts.

References:

• National PTA Website

How do associations support an industry as fast-changing and influential as advertising? How can associations nurture the next generation of professionals while advocating for policy that protects the industry?

In this episode of Associations Thrive, host Joanna Pineda interviews Steve Pacheco, President and CEO of the American Advertising Federation (AAF). Steve discusses:

• The four pillars of AAF’s mission: education and lifelong learning, events and recognition, advocacy and government affairs, and diversity, equity, and inclusion.
• The Mosaic Center and its 30-year commitment to DEI in the advertising space.
• The strength of AAF’s multilevel membership: students, professionals, and corporate members like Google, Meta, and TikTok.
• AAF’s student engagement efforts, including the National Student Advertising Competition (NSAC) and the Most Promising Multicultural Students program.
• How AAF pivoted during the pandemic, replacing 33% of live event-driven revenue with virtual programs and strengthening club communications.
• AAF’s strong focus on workforce development and real-world student education to address industry recruitment gaps.
• The AAF's leadership in government affairs, including opposition to ad taxes and engagement with lawmakers on AI, privacy, data usage, and advertising to children.
• AAF’s advocacy in a fragmented policy environment—federal, state, and international—where lawmakers often lack understanding of the advertising ecosystem.
• Why Steve believes the advertising industry is undergoing the most dynamic transformation in 50 years, and how AAF is helping members adapt and thrive.

References:

• AAF Website

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