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.

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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.

Every association wants to show leadership in its space. But amid a sea of uncertainty, that can be easier said than done. Fueling growth might mean looking beyond what you’ve done before and exploring what you can do next. What programs, practices and processes are holding you back? Where else can you look for guidance? 

In this episode of Learning by Association, host Bill Sheehan talks with Artesha Moore, president and CEO of Association Forum, about the importance of innovation in navigating the changes ahead of us.  

They discuss: 

• taking inspiration from other industries when it comes to new business strategies 
• having difficult conversations to challenge the status quo and encourage innovation 
• getting boards engaged so they become active participants in strategic initiatives 
• leaning into partnerships with vendors, suppliers and partners 
• providing high-quality experiences that continue to deliver sought-after value and promote community engagement 

Artesha's insights into leadership, governance and the future of associations make this episode a must-listen. 

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.

Associations play crucial roles in promoting and protecting industry interests while providing community, education and support for members. However, the landscape is changing rapidly. Competition now comes from influential individuals, training providers and social media platforms, and technological changes feel like they’re happening at lightning speed.

In this video, Bob Moore, MA, MS, FASAE, CAE, executive director with the American College of Osteopathic Family Physicians and the ACOFP Foundation, discusses how associations can adapt and thrive. Topics include:

• Connecting With New Audiences: Strategies to engage and attract new members.
• Onboarding Processes: Establishing solid onboarding and reboarding for members and staff.
• Strengthening Relationships: Building strong partnerships with vendors and suppliers.
• Standing Out: Rising above the clutter to become trusted industry sources.
• Community Building: Cementing associations as the connective threads that bring people together.

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.

Non-dues revenue is becoming an increasingly important source of income for many associations—enabling innovation, relevance and financial stability in an increasingly competitive landscape.

In part two of our conversation, Sean Soth, executive vice president of strategy and global partnerships for the Society of Clinical Research Sites (SCRS) and founder and leadership advisory board chair for Professionals for Association Revenue (PAR), explores:

• the need for associations to adopt an entrepreneurial mindset and invest in business development
• the hurdles that can get in the way of associations bringing non-dues initiatives to life
• ways to align all constituents—staff, board members, business partners and members—around a shared mission
• the value that associations can continue to provide as trusted sources of information for members and industries alike
• strategies associations can leverage to engage more effectively with their supplier and vendor communities

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.