Learning by Association

On this episode of Learning by Association, host Bill Sheehan sits down with Rob Barnes, chief executive officer and co-founder of Betty.ai, and Andrea Holovach, chief operations officer at the International Society of Automation (ISA), to explore how artificial intelligence is reshaping the association landscape. 

Rob and Andrea share ISA’s journey of implementing AI through “MIMO,” a member-facing tool designed to unlock decades of trusted industry knowledge and deliver it in real time. They discuss how associations are uniquely positioned to lead in the age of generative AI—not just as content creators, but as trusted sources in a world increasingly filled with unreliable information. 

The conversation dives into how AI can move associations beyond traditional search and static content toward dynamic, personalized knowledge experiences that meet members exactly where they are. They also explore the cultural shifts required to adopt AI successfully, including the importance of organizational alignment, trusted partnerships and the courage to experiment. 

 They also spoke about a few key topics, including:  

• why associations are uniquely positioned to win in the age of generative AI 
• how ISA increased engagement and surfaced hidden content through AI 
• the shift from cohort-based personalization to real-time individual knowledge needs
• protecting intellectual property while expanding access to content 
• how AI can break down organizational silos and unify the member experience 
• the role of trust, governance and guardrails in successful AI adoption 
• emerging opportunities for non-dues revenue through AI-powered content licensing

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

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Bill Sheehan speaks with Patricia (Patti) Montague about how associations can strengthen member value, adapt to change, and build for long-term sustainability.

In this episode of Learning by Association, host Bill Sheehan welcomes Patti Montague, CEO of the School Nutrition Association (SNA) and School Nutrition Foundation (SNF), for a conversation about leading associations through disruption, change, and growth.

Drawing on more than three decades of experience in association leadership, Patti shares how SNA has evolved to support more than 50,000 school nutrition professionals while navigating workforce shortages, shifting member expectations, rising costs, and rapid technological change. Together, Bill and Patti explore how associations can rethink member value, strengthen engagement, and build sustainable models that support both their mission and long-term success.

The discussion also examines the growing role of learning, credentialing, and AI in helping associations prepare members for the future. Patti offers practical insights into balancing innovation with financial realities, designing events that deliver meaningful value, and helping boards understand the importance of investing in growth, technology, and professional development.

 Key topics covered in this episode include:

• How associations can strengthen member value while navigating financial pressure

• Why learning and professional development are becoming strategic growth drivers

• The role of community and peer connection in attracting and retaining members

• How associations can approach AI adoption while maintaining trust and credibility

• Rethinking conferences, events, and engagement models to balance experience and affordability

• The importance of credentialing, upskilling, and career development for the next generation of professionals

• Why sustainable growth requires balancing mission impact with sound business decisions

• How associations can prepare members and staff for ongoing technological change

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

On this episode of Learning by Association, we explore how rethinking learning as a core strategy can help member organizations stay relevant in an increasingly competitive and fast-changing landscape. Host Bill Sheehan speaks with Rozalyn Werner-Arcé, executive director of the Ontario Public Buyers Association (OPBA), about how associations can deliver meaningful value through education, community and professional development. 

Rozalyn shares how OPBA is evolving its approach to learning through its Public Procurement Learning Lab, adopting blended learning models and continuously updating content to meet the needs of modern learners. She also discusses the importance of community in driving engagement, the role of trusted information in today’s environment and how associations can bridge knowledge gaps as experienced professionals retire. 

Other key topics Bill and Rozalyn covered in this episode include: 

• the shift from learning as a program to learning as a strategic driver of association value 
• how blended learning models can improve engagement and knowledge retention 
• the importance of community and networking in attracting and retaining members 
• strategies for keeping educational content relevant and up to date 
• how associations can address generational shifts and evolving learner expectations 
• the growing role of AI and emerging skills in shaping the future of professional development 

This conversation underscores how associations are evolving beyond traditional models to play a more strategic role in their industries. By prioritizing learning and delivering trusted expertise, associations can continue to support their members in navigating change and advancing their careers. 

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan speaks with Neal Couture, CEO of the American Society of Nondestructive Testing (ASNT), about what it really takes to transform an association into a high-performing, future-ready organization. 

Neal shares how he helped ASNT shift from a dues-dependent membership model to a data-driven, business-minded enterprise focused on delivering measurable value. He explains why associations must stop thinking in terms of dues and non-dues revenue and start thinking in terms of products, markets and trust. 

Neal also unpacks the governance changes that supported ASNT’s transformation—from redesigning board selection and reducing board size to implementing comprehensive board training rooted in fiduciary responsibility. 

Bill and Neal also explore several timely themes, including: 

• why associations must operate like businesses to remain competitive 
• the shift from member-driven to mission-driven leadership 
• how some associations may benefit from a freemium membership model to expand reach without cannibalizing revenue 
• upskilling staff and restructuring teams to drive innovation 
• why trust is an association’s greatest competitive advantage in the age of digital content 
• how artificial intelligence is reshaping both member value and competitive risk 

Neal offers a candid look at the cultural, structural and financial shifts required to modernize an association—providing a practical roadmap for association leaders who want to move beyond tradition and build organizations that deliver sustained value to both members and the industries they serve. 

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan is joined by Dr. Gleb Tsipursky, behavioral scientist, bestselling author and CEO of Disaster Avoidance Experts, to explore why artificial intelligence is no longer a “nice to have” for associations but a strategic necessity. 

Together, Bill and Gleb unpack how AI can help associations address some of their most pressing challenges, including declining membership, rising costs and growing expectations for personalized learning and engagement. Gleb shares a practical framework for AI adoption that starts with efficiency, builds staff confidence and ultimately unlocks new value for members through smarter services, learning experiences and revenue opportunities. 

The conversation also dives into the psychology behind AI resistance, why leadership modeling matters and how associations can move past fear and hesitation by starting small with pilots, governance and transparent tools. Drawing on real-world examples, including innovative work with the American Society for Nondestructive Testing, Gleb illustrates how associations can position themselves as trusted guides for members navigating an AI-driven future. 

Key topics discussed in this episode include: 

• why AI adoption is accelerating faster than past disruptions 
• how associations can use AI to improve efficiency before redesigning workflows 
• overcoming staff and board resistance by demystifying AI tools 
• the role of chatbots, learning personalization and member data in driving value 
• how associations can lead their professions through AI upskilling and thought leadership

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, host Bill Sheehan welcomes Jackson Boyar, CEO and co-founder of RallyBoard, for a wide-ranging conversation on one of the most pressing challenges facing associations today: Meaningful member engagement in an attention economy.

Drawing on his background as the founder of Mentor Collective and his work with associations across industries, Jackson shares why connection is becoming the defining value proposition for associations, particularly for millennials and Gen Z professionals. Together, Bill and Jackson explore how cohort-based programs, peer learning and mentorship can help associations move beyond transactional engagement toward deeper, more authentic member experiences.

The discussion also examines how associations can leverage their unique social capital to differentiate themselves from big tech platforms, create year-round value beyond the annual meeting and rethink engagement, learning and community as strategic drivers of relevance and growth .

Key topics covered in this episode include:

• Why traditional engagement metrics fall short and what real engagement looks like
• The role of cohort-based learning and peer connection in attracting younger members
• How associations can design intentional member experiences that foster trust and loyalty
• The intersection of learning, mentorship and community as a competitive advantage
• Opportunities to scale connection while supporting staff capacity and sustainability

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, Bill Sheehan sits down with Letty Kluttz, Senior Vice President of Education, Membership and Programs at the Association for Professionals in Infection Control and Epidemiology (APIC), to explore the growing trend of microcredentialing in associations. Letty shares APIC’s journey in launching microcredentials, why they matter and how they complement existing certifications. The conversation covers practical steps for getting started, lessons learned and strategies for ensuring these offerings deliver value to members and the industry. 

Key Themes discussed in this episode include: 

• what microcredentials mean for associations and how APIC defines them
• why microcredentials are gaining traction in healthcare and beyond 
• steps to launch a successful microcredential program 
• avoiding confusion with certifications with clear guardrails 
• leveraging partnerships, SMEs and existing content 
• marketing, pricing and demonstrating value to members 
• how microcredentials can attract new audiences and younger professionals 
• continuous improvement and the importance of content strategy 

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

In this episode of Learning by Association, we explore how associations can successfully navigate digital transformation by rethinking their approach to learning and member engagement. Host Bill Sheehan speaks with guest, Ayça Donaghy, CEO of the Lighting Industry Association (LIA), who shares a compelling roadmap for how associations can gain the trust and approval of their boards, align with vendors and build learning strategies that drive industry-wide impact.

Donaghy offers practical insights into how she secured board buy-in by reframing learning as a strategic asset rather than a cost centre. She also discusses the importance of involving staff and members early in the process, treating learning platforms like integral parts of the team and using pilot programs to demonstrate tangible value.

They also spoke about a few key topics, including:

• The challenges facing associations today, including sustainability, regulation and widening skills gaps
• The shift from traditional in-person training to blended, scalable digital learning models
• How LIA repositioned learning as a strategic growth enabler to win board support
• The importance of board and vendor alignment—and how to foster it
• Member-driven course development and the power of volunteer engagement

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

The partnership between an association and its sponsors should deliver value to both parties. When these partnerships are built on shared goals and a mutual return on investment, everybody—including your members—wins.  

In this episode of Learning by Association, Bruce Rosenthal, sponsorship strategist/consultant at Bruce Rosenthal Associates, LLC., walks through the importance of sponsorships in generating non-dues revenue that can be invested back into your association. In this light, these partnerships are taken from being transactional to transformative. 

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.  

Is your association ready to lead in a fast-changing world? 

As competition grows and change accelerates, associations must do more than adapt—they must stand out. 

In this episode of Learning by Association, host Bill Sheehan sits down with Artesha Moore, FASAE, CAE, president and CEO of Association Forum, to explore how being nimble, agile and innovative can help associations effectively serve their members, industries and communities in the future. 

You’ll learn: 

• Why associations must shift from member acquisition to building loyal, lifelong customers 
• How to understand your market share, including the threat from non-traditional competitors 
• The role of technology and AI in driving efficiency and innovation 
• How the right partnerships and sponsorships can fund bold new initiatives 
• Why becoming a trusted source of information and community is more important than ever 

Whether you're an association executive, nonprofit leader, or industry changemaker, this conversation is packed with insights to help you lead with purpose and agility. 

To follow us on social media, find us on LinkedIn or Facebook @D2L. You can also check out our YouTube channel @Desire2LearnInc for the video version of this podcast and so much more. Please take a moment to rate, review and share the podcast, and reach out with comments and ideas for future episodes.

For more content like this, visit D2L.com/Learning-by-Association.

Don't miss our other show, Teach & Learn, a podcast for curious educators.

To learn more about how D2L is transforming the way the world learns, visit our website at D2L.com.