Revenue Speaks

Freida Smith is the immediate past president of the California Health Information Association (CHIA) and a passionate advocate for leadership, member engagement, and the power of communication.

In this episode of Revenue Speaks, Freida shares what it really takes to lead through change, why communication and leadership are inseparable, and the importance of listening in 360 degrees: to the board, the members, and the CEO. From strengthening board relationships to ensuring every member has a voice, she explores how intentional listening and authentic communication can turn uncertainty into opportunity.

Because great leadership isn't about you. It's about the people you represent, the organization you serve, and the trust you build along the way.

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Links Mentioned In the Show

California Health Information Association — https://californiahia.org/

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🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

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Jill Felty is a copywriter and messaging strategist who helps businesses and organizations find the words that inspire people to buy, donate, give their time or connect with a mission. Her secret? Know what to say, know who you are saying it to and do not lose the personality along the way.

In this episode, Jill shares why we overcomplicate communication, how a clear brand message can become an organization's True North, and why the best storytelling positions your audience as the hero, not your business. She also makes the case that energy does not have to mean being loud or filling every sentence with an exclamation point; it means finding the words, personality and passion that make your message authentically yours.

Because communication does not have to feel like climbing Mount Everest. Sometimes, you just need to know where to take the first step.

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Don't miss out on future episodes filled with valuable insights and tips.

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Join our professional network and stay connected with the latest updates:

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Links mentioned in the show:

Felty & Co — https://www.felty.co/

Visit Our Websites

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

Freddie Silveria does not get a second take. No script. No editing. No rewind.

Freddie is the owner of FSA Auctions and one of Sacramento's most trusted nonprofit fundraisers. Built entirely on word of mouth, FSA Auctions has helped mission driven organizations raise millions through live auctions, galas and special events. And at the center of every single one? Communication.

In this episode Freddie shares the golden nuggets he collects during cocktail hour, the communication checklist behind every successful fundraiser and why consistent storytelling keeps donors connected long after the gala is over. He also shares the glass of tap water that sold for far more than anyone expected and the basket of vegetables that went for $5,000.

Spoiler. Freddie's answer to the Revenue Test will make every leader stop and listen.

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Links mentioned in the show:

FSA Auctions — www.fsaauctions.com

CASA Sacramento — www.casasacramento.org

Robert's Family Development Center — www.rfdc.org

Make-A-Wish — www.wish.org

River City Food Bank — www.rivercityfoodbank.org

Habitat for Humanity — www.habitat.org

United Way — www.unitedway.org

Visit Our Websites

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

Someone Sheila admires deeply asked her a question after listening to all prior episodes of Revenue Speaks: why does communications as infrastructure matter so much to you?

What followed was a conversation seven episodes in the making.

Eric Grotenhuis of Page Design Group turns the mic on Sheila Johnston to uncover where her passion for communications as infrastructure actually began. It started in Mr. Osborne's class in high school with a case study. Six presidents. A global crisis scenario. And a room full of advisors waiting to be heard. Sheila chose to listen to every single one before making her move.

Everything she has built since, including Revenue Speaks, started in that moment.

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners. This podcast is produced in partnership with Page Design Group.

🎙️ www.revenuespeaks.com👉 www.luminaripartners.com🎨 www.pagedesigngroup.com

What happens when a nonprofit arts gallery becomes the economic heartbeat of a community?

MaryTess Mayall has spent her entire career at Blue Line Arts, from intern to guest services associate to programs coordinator to co-director to Executive Director. And in that journey she discovered something that most people never connect. When art thrives, revenue follows. Not just for the gallery. For the entire community.

In this episode of Revenue Speaks, host Sheila Johnston sits down with MaryTess to explore how Blue Line Arts has used communication as infrastructure to drive the creative economy in Roseville and Placer County. From public murals that changed foot traffic patterns to running groups that now route their paths around public art, from paddle wars at Gallery Gala to a strategic arts plan that is changing arts education across an entire county; this episode is a masterclass in what happens when communication becomes the foundation of a mission.

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners. This podcast is produced in partnership with Page Design Group.

🎙️ www.revenuespeaks.com

👉 www.luminaripartners.com

👉 www.pagedesigngroup.com

0:03 Introduction and Welcome

1:43 Meet Blue Line Arts and Its 60 Year Legacy

3:00 From Intern to Executive Director

6:05 The Friday Updates That Changed Board Engagement

9:41 How Communication Improved Planning and Programming

13:41 The Creative Economy and How Blue Line Arts Drives It

15:55 Art Is the Language That Does Not Need Translating

16:57 How Public Murals Fueled Community Growth

23:24 The Blank Wall That Changed a Neighborhood

25:04 Leading a Small Team With Big Impact

28:25 How Board Members Help Grow the Organization

30:46 Advocating for Arts Education in Placer County

32:21 Growth Comes From Listening Learning and Adapting

33:36 Where to Find Blue Line Arts

Most executives inherit a lot of words when they step into a new role. Mission statements. Strategic plans. Reports. Frameworks. Stephanie Stephens inherited all of them. And then she used the power of communication to turn them into something that changed everything.

In this episode of Revenue Speaks, host Sheila Johnston sits down with Stephanie Stephens, Executive Director of the California Park and Recreation Society, for a conversation about what happens when a leader listens first, communicates intentionally and builds a strategic framework that every member, staff member and board member can rally around.

They talk about the CARD framework. The wall that became a chain link fence. The dotted line between communication and revenue. And why the risk of not doing something is always greater than the struggle of doing it.

Stephanie brings the kind of authentic, energetic and deeply human leadership that reminds every mission driven leader why this work matters.

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners. This podcast is produced in partnership with Page Design Group.

🎙️ www.revenuespeaks.com

👉 www.luminaripartners.com

👉 www.pagedesigngroup.com

Jeff Holden, founder and host of the Nonprofit Podcast Network, has spent years helping mission driven organizations get their stories seen, heard, told and shared. He does not just believe in the power of storytelling. He has built an entire platform around it. And the results speak for themselves.

In this episode of Revenue Speaks, host Sheila Johnston sits down with Jeff for a conversation about what it really means to use communication as infrastructure. From the pandemic origin story of the Nonprofit Podcast Network to the unexpected ways organizations have used their podcast episodes — grant applications, job seekers, university certificate programs — this episode is a masterclass in what happens when storytelling becomes strategy.

"If you can't get your story seen, heard, told and shared, your organization is not going to succeed." — Jeff Holden

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners. This podcast is produced in partnership with Page Design Group.

🎙️ www.revenuespeaks.com👉 www.luminaripartners.com🎨 www.pagedesigngroup.com

Links Mentioned in the show:

• Nonprofit Podcast Network — https://www.nonprofpod.com/people/jeff-holden/
• Imperfect Heart — www.imperfectheart.com
• Silver Wishes — www.silverwishes.org
• Big Day of Giving — https://www.sacregcf.org/impact/big-day-of-giving
• Multipoint Content Strategies - multipoint content strategiesimp
• Revenue Speaks — www.revenuespeaks.com
• Luminari Partners — www.luminaripartners.com
• Page Design Group — www.pagedesigngroup.com

Subscribe to Our Channel:

Don't miss out on future episodes filled with valuable insights and tips!

👉 https://www.youtube.com/@RevenueSpeaks

Subscribe to YouTube and hit the bell icon to stay updated.

Connect with Us on LinkedIn:

Join our professional network and stay connected with the latest updates:

🔗https://www.linkedin.com/in/sheilabjohnston/

🔗https://www.linkedin.com/company/luminaripartners/

🔗https://www.linkedin.com/company/page-design-group

Visit Our Website:

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

Most executives build their legacy in one organization. Greg Wilson, CAE builds his across many.

In Episode Three of Revenue Speaks, host Sheila Johnston sits down with Greg, a seasoned interim association executive with nearly 30 years of experience, for a conversation about what communication really looks like during organizational transitions, leadership changes and succession planning.

They cover the CEO vs Executive Director title debate, the red binder strategy, the surprising power of relationships and why growth comes from challenge, confusion and adversity. Spoiler. After this episode every leader is going to want to start with themselves first.

In the end, communication is always the bridge.

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners, and produced in partnership with Page Design Group.

Subscribe and take the Revenue Alignment Assessment at www.revenuespeaks.com.

• Greg Wilson, CAE — www.gregjwilson.com
• Revenue Speaks — www.revenuespeaks.com
• Luminari Partners — www.luminaripartners.com
• Page Design Group — www.pagedesigngroup.com

Subscribe to Our Channel:

Don't miss out on future episodes filled with valuable insights and tips!

👉 https://www.youtube.com/@RevenueSpeaks

Subscribe to YouTube and hit the bell icon to stay updated.

Connect with Us on LinkedIn:

Join our professional network and stay connected with the latest updates:

🔗https://www.linkedin.com/in/sheilabjohnston/

🔗https://www.linkedin.com/company/luminaripartners/

🔗https://www.linkedin.com/company/page-design-group

Visit Our Website:

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

Eighty eight years. Three generations. One bold decision that changed everything.

In Episode Two of Revenue Speaks, host Sheila Johnston sits down with Maggie Bender Johnson, President and CEO of Bender Insurance Solutions — a third generation family business that became 100% employee owned and one of the most compelling examples of what happens when communication becomes the backbone of organizational transformation.

Maggie brings a rare combination of legacy leadership and bold innovation to this conversation. From growing up with insurance in her DNA to almost choosing a different path entirely, her journey to the CEO chair is as unexpected as it is inspiring.

What You Will Hear:

Sheila and Maggie explore what it truly means to lead a company through one of its most significant transformations. From the moment Maggie decided employee ownership was the right move to the communication strategy that made it work, this episode is a masterclass in what happens when a CEO chooses people over profit.

They talk about the misconceptions surrounding ESOPs and how Maggie and her team dispelled them through intentional, consistent communication. They explore how changing her own leadership style made her a better communicator and a stronger CEO. And they have an honest conversation about imposter syndrome, executive coaching and what it means to honor a legacy while forging your own path.

This episode also shines a bright light on the extraordinary power of saying sorry, celebrating your team and training every person in your organization to tell the story of what makes you different.

Revenue Speaks is hosted by Sheila Johnston, Founder and CEO of Luminari Partners, and produced in partnership with Page Design Group.

Subscribe and take the Revenue Alignment Assessment at www.revenuespeaks.com

Links Mentioned in the show:

Bender Insurance Solutions: https://mybendersolutions.com/

Revenue Speaks — www.revenuespeaks.com

Luminari Partners — www.luminaripartners.com

Revenue Alignment Assessment — www.revenuespeaks.com

Toastmasters — https://www.toastmasters.org/

_____________________________________

Subscribe to Our Channel:

Don't miss out on future episodes filled with valuable insights and tips!

👉 https://www.youtube.com/@RevenueSpeaks

Subscribe to YouTube and hit the bell icon to stay updated.

Connect with Us on LinkedIn:

Join our professional network and stay connected with the latest updates:

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🔗https://www.linkedin.com/company/luminaripartners/

🔗https://www.linkedin.com/company/page-design-group

Visit Our Website:

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

Every podcast has a first episode. Not every first episode sounds like this.

Jim Anderson has spent 22 years as President and CEO of Associations West proving that communication is not overhead. It is infrastructure. In this first episode of Revenue Speaks, host Sheila Johnston sits down with Jim for a conversation thirteen years in the making.

They cover membership growth, brand evolution, strategic storytelling and the one role every executive team is missing. Spoiler. After this episode every executive is going to want their own Jamie.

In the end, it all comes back to communications.

Links Mentioned in the show:

Associations West — www.associationswest.org

Revenue Speaks — www.revenuespeaks.com

Luminari Partners — www.luminaripartners.com

Revenue Alignment Assessment — www.revenuespeaks.com

_____________________________________

Subscribe to Our Channel:

Don't miss out on future episodes filled with valuable insights and tips!

👉 https://www.youtube.com/@RevenueSpeaks

Subscribe to YouTube and hit the bell icon to stay updated.

Connect with Us on LinkedIn:

Join our professional network and stay connected with the latest updates:

🔗https://www.linkedin.com/in/sheilabjohnston/

🔗https://www.linkedin.com/company/luminaripartners/

🔗https://www.linkedin.com/company/page-design-group

Visit Our Website:

For more resources, articles, and information, check out our website:

🌐 www.revenuespeaks.com

🌐 www.luminaripartners.com

🌐 www.pagedesigngroup.com

_____________________________________

0:00 Introduction: Where Communication Becomes Growth

0:46 Meet Jim Anderson: 22 Years of Mission Driven Leadership

2:57 What Is an Association and How Is It Different From a Nonprofit?

5:40 What 38 Years in Mission Driven Work Teaches You About Communications

6:12 Breaking Through Communication Clutter

7:33 Getting Everyone Aligned on Your Mission

8:42 Embedding Communication Into Your Team Culture

10:06 Strategic Plans That Do Not Drive Decisions

11:19 Too Many Metrics Causing Organizational Confusion

13:01 How a Simple Membership Model Change Drove 45% Growth

15:14 How Do You Actually Listen to Your Members?

17:09 Building a Data Driven Culture

18:19 Keeping Your Board at the Right Level

20:19 When Your Brand No Longer Represents Who You Serve

27:34 Funding and Leading Innovation on a Limited Budget

30:07 Hiring the Right Communications Talent

31:38 How Jamie and Strategic Storytelling Changed Everything

33:51 Why Asking Good Questions Is So Hard

34:35 Leading Change When People Resist It

35:32 When Should You Start Your Strategic Thought Shift?

37:39 The Two Reasons Most Executives Get Let Go

38:55 The Moment It All Comes Back to Communications

39:02 Closing Thoughts and Revenue