UST Education

A Check-in on the Current Political Landscape’s Impact on Associations
2026-03-17 13:00 - 14:00 (America/New_York) | zoom.us/j/97494492284
Course Description:
We are now well into the current political landscape, where executive orders and legislation continue to drastically affect the landscape that associations operate in. While some early concerns have been erased, others have turned into real operational shifts. In this second, off-the-record check-in, Matrix Group CEO Joanna Pineda will facilitate a candid discussion with association executives across industries. Panelists will share what they are seeing as executive orders and legislation impact funding, membership, events, and even the WHY of organizations.
They’ll discuss:
The ongoing impact of executive orders
The impact of funding legislation on their operations and the agencies they work with
The impact of recent policy shifts on membership and event registrations
The broader impact on specific industries and professions
How members are responding as policies take hold
Where associations are finding clarity, and where they are still navigating gray areas
When they are choosing to engage publicly, and when are they opting for a quieter approach
How they are adjusting their advocacy to achieve wins for their sectors
Short-term adjustments vs. long-term shifts
Come join to hear directly from association leaders AND add your voice! We’ll kick this session off with remarks from the panel and then open up the discussion to the audience. This session will NOT be recorded and AI notetakers will not be admitted to allow for an open conversation.

Learning Objectives:
Analyze how association leaders are assessing the impact of the current policy environment
Identify strategies peers are using to respond as policy changes move from announcement to reality.
Apply new perspectives and questions to bring back to your leadership team and Board

Membership & Marketing Symposium
2026-03-05 09:30 - 15:00 | zoom.us/j/92963828596
Virtual Only Event
Membership & Marketing Symposium
Date: Thursday, March 5th, 2026
Time: 9:30 – 3:00 PM
This Symposium is a unique opportunity to engage with thought leaders and subject-matter experts who will guide us through the intricate and fascinating world of personal and professional development. Whether you are a seasoned professional, an emerging leader, or simply someone eager to enhance your understanding of these vital topics, this event is designed for you.
Agenda: Each session is 1 CPE/CAE Credit

Keynote Speaker: (9:30 – 9:50)
Erica Salm Rench, CMO, Sidecar

Session 1: (10:00-11:00 PM ET) Digital Marketing Analytics Starter Pack: Measuring What Matters for Membership Growth
Course Description:
Associations must go beyond vanity metrics to understand how digital marketing efforts truly impact membership goals. This session introduces a practical “starter pack” of analytics tools and strategies—spanning email, social media, web, and paid ads—that help organizations measure what matters.
Using real-world examples and actionable insights, attendees will learn how to align digital tactics with strategic membership outcomes, such as acquisition, retention, and engagement. We’ll explore how to use UTM codes and GA4 to track campaign performance, build meaningful reports, and answer leadership’s most pressing questions: Is our marketing working? Are we reaching the right people? Are we driving member value?
Whether you’re just starting out or refining your analytics approach, this session will help you build a data-informed strategy that strengthens member relationships and demonstrates impact.
Learning Objectives:

– Identify key digital marketing metrics across email, social media, web, and paid ads that signal progress toward membership goals.
– Apply UTM codes and GA4 reporting to track campaign effectiveness and user engagement across channels.
– Translate analytics into strategic insights that answer leadership questions and guide membership-focused decision-making.
– Benchmark performance using internal and external data to refine content and outreach strategies.
– Build a starter analytics toolkit that supports ongoing evaluation, optimization, and storytelling around member impact.

Speaker: Julie McDowell, Director, Strategic Communications & Digital Content at College of American Pathologists
CAE: Marketing & Communications
NASBA: Communications & Marketing

Session 2: (11:15-12:15 PM ET) Using AI to Power Smarter Membership and Marketing Strategies
Course Description:
AI is already reshaping how associations do the work they’ve always cared about: connecting people and industries, telling stories, and driving meaningful engagement. And it’s helping them do it in record time! While that speed opens up real opportunity, it also forces new strategic choices.
In this session, we’ll cover both the AI tools associations should be paying attention to and how to use them in day-to-day membership and marketing work AND how your overall strategy needs to change because of them. For example: How do you take advantage of working at scale while still maintaining your authenticity, credibility, and trust? How does your content strategy need to shift so your organization shows up as a source when AI is answering questions for your members? When does AI help create better, more responsive experiences, and when is a human touch still essential? You’ll leave understanding not just how to use AI, but how to rethink your membership and marketing strategies in response to it.
Learning Objectives:

– Understand how AI is changing membership and marketing strategy, not just speeding up the work
– Identify which AI tools are worth paying attention to and how associations are using them
– Identify where strategy needs to shift in response to AI

Speaker: Joanna Pineda, CEO & Chief Troublemaker at Matrix Group International
CAE: Marketing & Communications
NASBA: Communications & Marketing

Session 3: (12:45-1:45 PM ET) Members Aren’t Responding—Now What?
Course Description:
When your best marketing efforts fall flat, what’s really going on? This session helps you dig beneath the surface to discover why members tune out—and how to turn it around. Through interactive exercises, case studies, and honest conversation, learn how to spot whether the issue is segmentation, messaging, or product fit. Work with peers to rethink your approach, uncover fresh strategies for connecting with your audience, and leave with clear steps to boost member engagement and deliver genuine value for your association.
Learning Objectives:

– Diagnose the real reasons behind poor member engagement using segmentation, messaging, and product-fit frameworks.​
– Evaluate member data and campaign performance to identify what’s working—and what’s not—in your marketing strategy.​
– Differentiate between symptoms of marketing problems (like low open rates) and underlying product or value gaps within the association.​
– Redesign core marketing messages to align with meaningful member needs and motivations, avoiding one-size-fits-all communication.​
– Collaborate with peers to create actionable solutions and engagement strategies that can be applied immediately within your organization.​
– Implement a feedback and measurement loop to continuously improve marketing, segmentation, and product relevance over time.

Speaker: Laura Sparks, Director of Marketing and Communications at American Society of Appraisers
CAE: Marketing & Communications
NASBA: Communications & Marketing

Session 4: (2:00-3:00 PM ET) From Reactive to Strategic: Building a High-Impact Marketing Function in Today’s Associations
Course Description:
Association marketing teams are under extraordinary pressure—expected to drive membership growth, improve retention, support programs, and prove ROI, all while navigating shifting member expectations and limited resources. Too often, teams are stuck in reactive mode: juggling last-minute requests, unclear priorities, and a lack of measurable goals.
This session reframes marketing as a strategic, results-driving function—one that partners with leadership, makes data-informed decisions, and works from a clear quarterly plan. Grounded in real-world association examples, this interactive session will help attendees diagnose common dysfunctions, reset expectations with leadership, and build the operational foundation required for sustainable growth. Participants will leave with practical frameworks they can immediately use with their teams and executives.
Learning Objectives:

– Identify and assess common failure points in association marketing teams, including misaligned priorities, lack of strategic clarity, and unclear performance expectations.
– Apply a practical quarterly planning framework that helps teams stay focused, measure what matters, and communicate results to leadership more effectively.
– Implement strategies to shift the internal perception of marketing—from order-taking to strategic partner—through better goals, reporting, and cross-team collaboration.

Speaker: Brianne Wheeler, CEO/Owner at Levitate Marketing
CAE: Marketing & Communications
NASBA: Communications & Marketing

Webinar Series: How to Build/Develop a Podcast to Foster Trust and Engagement Within a Professional Community - Part 4: Sustaining Success and Evolving With Your Audience
2026-02-24 11:00 - 12:00 | zoom.us/j/92412045010
Course Description:
Success in podcasting isn’t just about launching—it’s about staying relevant and connected. In this session, we’ll explore how to sustain momentum, evolve your content, and grow your podcast alongside your audience. You’ll learn practical strategies for staying inspired, adapting your show to meet changing needs, and turning your podcast into a long-term community asset.

Learning Objectives:
Apply strategies to maintain content quality and consistency over time.
Use audience feedback to improve and evolve podcast content.
Identify opportunities to extend podcast engagement beyond episodes.
Create a long-term plan that aligns with both personal goals and audience interests.

To Watch this Webinar on the Media Library CLICK HERE!

AEO + GEO: The Future of SEO in an AI World
2025-07-17 11:00 - 12:00 | zoom.us/j/93051313220
Course Description:
As AI transforms how people search, is your association ready to keep up? The future of SEO isn’t just about keywords and rankings anymore, it’s about showing up in the answers AI delivers. That’s where Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) come in.
AEO turns your content into direct, reliable answers that AI prioritizes across voice assistants and search platforms. GEO takes it further—making your content more likely to be pulled into AI-generated responses and summaries in tools like ChatGPT and Google’s AI Overviews. Together, they represent a new approach to SEO, built for how information is found in today’s increasingly AI-driven world.
In this session, we’ll explore how AEO and GEO can give your association a powerful edge. You’ll learn how to turn your existing resources into content that AI recognizes, trusts, and surfaces—so your organization becomes the answer, wherever your audience is searching.

Learning Objectives:
Understand how AI is changing search—and why AEO and GEO are the next evolution of SEO strategy
Apply practical techniques to turn your content into direct answers AI tools can find, trust, and feature
Use AEO and GEO to boost your association’s authority, increase member engagement, and stay front and center in an answers-first world

To Watch this Webinar on the Media Library CLICK HERE!

How Are Executive Orders Impacting Associations? A Real-Time Check-in With Association Leaders
2025-06-11 13:00 - 14:00 | zoom.us/j/91364750986
Course Description:
Five months into a new administration, executive orders are rolling out fast and the ripple effects are hitting associations in very different ways. Some are in reaction mode. Others are taking bold stands. Most are somewhere in between.
In this interactive panel discussion, Matrix Group CEO Joanna Pineda will facilitate a real-time check-in with association executives from across different industries. They’ll share how the latest executive orders are impacting their work, their members, and their missions and what they’re doing about it.

Come join to hear directly from association leaders AND add your voice! We’ll kick this session off with remarks from the panel and then open up the discussion to the audience.

Learning Objectives:

Explain the latest Executive Orders and their impact on associations, including DEI programs, employment policies, and federal funding requirements.

Evaluate your association’s policies and programs to identify areas of potential legal, financial, or operational risk.

Identify and implement actionable steps to update governance practices, adjust policies, and ensure compliance while maintaining your association’s mission and commitments.

Preparing For, and Landing, Your First C-Suite or CEO Job
2025-05-28 13:00 - 14:00 | zoom.us/j/95067388406
Course Description:
In this webinar, you’ll hear from C-Suite executives and a recruiter in the association space about how to prepare for and land your dream job in the association and nonprofit industry. During this interactive panel, you’ll learn:

How to assess your capabilities objectively
What association and nonprofit boards look for, when searching for C-Suite candidates, especially CEO candidates
How to create a personal development plan to help you land your next C-Suite role
Where and how to search for C-Suite opportunities
The role of the recruiter in executive searches
Ways to prepare for your interviews with recruiters and boards
How working for an AMC could prepare you for your next C-Suite role
Common misconceptions about landing your first CEO job
Preparing for your first Board meeting after landing that CEO job

Learning Objectives:
Identify the key qualifications and competencies that boards and recruiters seek in C-Suite and CEO candidates.

Evaluate their own readiness for executive roles using frameworks for capability assessment and leadership development.

Develop a personal career advancement plan that aligns with leadership aspirations in the association or nonprofit sector.

Describe the executive recruitment process, including the role of search firms and strategies for effective interview preparation.

Discuss transition strategies for new CEOs, including relationship-building with boards and preparing for early leadership milestones.

To Watch this Webinar on the Media Library CLICK HERE!

Spring Symposium: Virtual Registration
2025-03-06 14:30 - 15:30 | zoom.us/j/92006922837
Empowering Change
Date: March 6th, 2025
Time: 10:00 AM – 3:30 PM
This Symposium is a unique opportunity to engage with thought leaders and subject-matter experts who will guide us through the intricate and fascinating world of personal and professional development. Whether you are a seasoned professional, an emerging leader, or simply someone eager to enhance your understanding of these vital topics, this event is designed for you.

Agenda: Each session is 1 CPE/CAE Credit

Session 1: (10:00-11:00 AM) Empowering Change Through Data: Bringing Your Data to Life
Course Description:

Data is the engine that drives transformative change and enables associations to create truly personalized member experiences. Empowering change begins with understanding who your members are, what they need, and how they’re evolving in their careers and interests. Static data can no longer keep up with dynamic member needs.
Discover how to empower change within your organization by bringing your data to life. We’ll explore strategies to ensure your data evolves alongside your members, remains accurate and relevant, and works seamlessly across systems to meet members where they are. By harnessing the power of data, you’ll be equipped to create impactful, personalized experiences that drive meaningful engagement and long-term growth.

Learning Objectives:

Explain how data empowers change and enables personalized member experiences.
Develop strategies to maintain dynamic, relevant member data.
Analyze methods for integrating data across systems to support evolving member needs.

Speaker: Cameron Aubuchon from PropFuel

Session 2: (11:15-12:15 PM) The Culture You Need in a Time of Disruptive Change
Course Description:
There is no one “right” workplace culture for everyone, but these days, there are some specific elements of culture that have become more important than ever—because they help you deal with rapid and disruptive change. Whether its publishing business models being upended, an unpredictable political landscape, or the unknown impact of AI, we are all dealing with change like never before, but our cultures may be getting in the way.
In this practical session, culture expert Jamie Notter will share research from his latest book that pinpoints the specific patterns inside most association cultures that need to be in place for you to manage change better, including elements of collaboration, innovation, agility, decision-making, and difficult conversations. He’ll help you spot the damaging patterns inside your culture and give you concrete strategies for changing your culture quickly in ways that improve your ability to deal with change.
Learning objectives:

Analyze patterns inside your culture that mess with success and slow down change.
Evaluate and prioritize areas of culture change based on specific challenges they face
Develop strategies for rapid and thorough culture change

Speaker: Jamie Notter from Propel

Lunch (12:15-1:15 PM)

Session 3: (1:15-2:15 PM) Disruptive Engagement: Redefining Member Value in the Digital Age
Course Description:
As our world rapidly evolves, so do concepts of membership, challenging associations to rethink their value propositions. Social media and global technologies are drawing individuals into niche, private groups, reshaping expectations for community and engagement. This keynote explores the generational shifts influencing how members perceive the value of their time, actions, and data—and the rewards they expect in return. Join us to uncover what these changes mean for the future of associations and gain insights on how to adapt your strategies to align with these emerging member expectations.
Learning Objectives:

Identify what members value most within your association
Evaluate whether you are meeting member needs
Develop strategies to keep members engaged year-round

Speaker: Dan Stevens from WorkerBee.TV and Marcus Leite from WorkerBee.TV

Session 4: (2:30-3:30 PM) The Human Element of AI: Making Technology Adoption Stick
Course Description:
AI is more than technology; it’s a transformative shift in how we work, think, and grow together as an organization. But here’s the truth: the challenges and opportunities that come with adopting AI aren’t unique to AI. They’re the same human factors we encounter with any major technology shift.
Successful technology adoption—whether it’s AI, a new CRM, or a digital platform—requires more than picking the right tool and rolling it out. It’s about what happens next. How do you ensure your team continues to focus on the tool, finds meaningful ways to use it, and integrates it into their daily workflows? What are the barriers that keep teams from fully leveraging these tools, and how can leaders help break them down?
In this session, we’ll talk about how to navigate these challenges, inspire curiosity, and ensure your team feels supported every step of the way. You’ll hear real-world stories about what works (and what doesn’t) when helping teams integrate AI – or any new technology – into their daily lives. Together, we’ll explore how leaders can make AI not just a passing trend but a lasting and meaningful part of their organization’s DNA.
Learning Objectives:

Learn how to evaluate technology solutions, communicate their value clearly to your team, and roll them out in a way that builds trust and enthusiasm across your organization.
Discover how to avoid the “launch-it-and-forget-it” trap by creating a culture of continuous improvement, where teams regularly revisit and refine how they use new tools like AI to meet evolving goals.
Identify common obstacles—such as resistance to change, lack of training, or unclear processes—and explore strategies for breaking down these barriers to help your team fully embrace new technologies.

Speaker: Joanna Pineda from Matrix

Our sessions will be led by thought leaders and subject-matter experts who have made significant contributions to these domains. Prepare to be engaged, informed, and inspired as you interact with individuals who have mastered the art of Empowering Change.

Spring Symposium Information
2025-03-06 10:00 - 16:45
Empowering Change
Date: March 6th, 2025
Time: 10:00 AM – 3:30 PM
**In-person exclusive content from 3:45-4:45 PM…see below for details
Location: In-person will be held at:
Higher Logic
4501 Fairfax Dr.
2nd floor
Arlington, VA 22203

This symposium is a unique opportunity to engage with thought leaders and subject-matter experts who will guide us through the intricate and fascinating world of personal and professional development. Whether you are a seasoned professional, an emerging leader, or simply someone eager to enhance your understanding of these vital topics, this event is designed for you.
Agenda: Each session is 1 CPE/CAE Credit

Session 1: (10:00-11:00 AM) Empowering Change Through Data: Bringing Your Data to Life
Course Description:

Data is the engine that drives transformative change and enables associations to create truly personalized member experiences. Empowering change begins with understanding who your members are, what they need, and how they’re evolving in their careers and interests. Static data can no longer keep up with dynamic member needs.
Discover how to empower change within your organization by bringing your data to life. We’ll explore strategies to ensure your data evolves alongside your members, remains accurate and relevant, and works seamlessly across systems to meet members where they are. By harnessing the power of data, you’ll be equipped to create impactful, personalized experiences that drive meaningful engagement and long-term growth.

Learning Objectives:

Explain how data empowers change and enables personalized member experiences.
Develop strategies to maintain dynamic, relevant member data.
Analyze methods for integrating data across systems to support evolving member needs.

Speaker: Cameron Aubuchon from PropFuel

Session 2: (11:15-12:15 PM) The Culture You Need in a Time of Disruptive Change
Course Description:
There is no one “right” workplace culture for everyone, but these days, there are some specific elements of culture that have become more important than ever—because they help you deal with rapid and disruptive change. Whether its publishing business models being upended, an unpredictable political landscape, or the unknown impact of AI, we are all dealing with change like never before, but our cultures may be getting in the way.
In this practical session, culture expert Jamie Notter will share research from his latest book that pinpoints the specific patterns inside most association cultures that need to be in place for you to manage change better, including elements of collaboration, innovation, agility, decision-making, and difficult conversations. He’ll help you spot the damaging patterns inside your culture and give you concrete strategies for changing your culture quickly in ways that improve your ability to deal with change.
Learning objectives:

Analyze patterns inside your culture that mess with success and slow down change.
Evaluate and prioritize areas of culture change based on specific challenges they face
Develop strategies for rapid and thorough culture change

Speaker: Jamie Notter from Propel

Lunch (12:15-1:15 PM)

Session 3: (1:15-2:15 PM) Disruptive Engagement: Redefining Member Value in the Digital Age
Course Description:
As our world rapidly evolves, so do concepts of membership, challenging associations to rethink their value propositions. Social media and global technologies are drawing individuals into niche, private groups, reshaping expectations for community and engagement. This keynote explores the generational shifts influencing how members perceive the value of their time, actions, and data—and the rewards they expect in return. Join us to uncover what these changes mean for the future of associations and gain insights on how to adapt your strategies to align with these emerging member expectations.
Learning Objectives:

Identify what members value most within your association
Evaluate whether you are meeting member needs
Develop strategies to keep members engaged year-round

Speaker: Dan Stevens from WorkerBee.TV and Marcus Leite from WorkerBee.TV

Session 4: (2:30-3:30 PM) The Human Element of AI: Making Technology Adoption Stick
Course Description:
AI is more than technology; it’s a transformative shift in how we work, think, and grow together as an organization. But here’s the truth: the challenges and opportunities that come with adopting AI aren’t unique to AI. They’re the same human factors we encounter with any major technology shift.
Successful technology adoption—whether it’s AI, a new CRM, or a digital platform—requires more than picking the right tool and rolling it out. It’s about what happens next. How do you ensure your team continues to focus on the tool, finds meaningful ways to use it, and integrates it into their daily workflows? What are the barriers that keep teams from fully leveraging these tools, and how can leaders help break them down?
In this session, we’ll talk about how to navigate these challenges, inspire curiosity, and ensure your team feels supported every step of the way. You’ll hear real-world stories about what works (and what doesn’t) when helping teams integrate AI – or any new technology – into their daily lives. Together, we’ll explore how leaders can make AI not just a passing trend but a lasting and meaningful part of their organization’s DNA.
Learning Objectives:

Learn how to evaluate technology solutions, communicate their value clearly to your team, and roll them out in a way that builds trust and enthusiasm across your organization.
Discover how to avoid the “launch-it-and-forget-it” trap by creating a culture of continuous improvement, where teams regularly revisit and refine how they use new tools like AI to meet evolving goals.
Identify common obstacles—such as resistance to change, lack of training, or unclear processes—and explore strategies for breaking down these barriers to help your team fully embrace new technologies.

Speaker: Joanna Pineda from Matrix

**

Our sessions will be led by thought leaders and subject-matter experts who have made significant contributions to these domains. Prepare to be engaged, informed, and inspired as you interact with individuals who have mastered the art of Empowering Change.

Spring Symposium: In-Person Registration
2025-03-06 10:00 - 16:45 | Higher Logic, 4501 Fairfax Dr 2nd Floor, Arlington, VA, 22203, United States
Empowering Change
Date: March 6th, 2025
Time: 10:00 AM – 4:45 PM
Location:
Higher Logic
4501 Fairfax Dr.
2nd floor
Arlington, VA 22203
This symposium is a unique opportunity to engage with thought leaders and subject-matter experts who will guide us through the intricate and fascinating world of personal and professional development. Whether you are a seasoned professional, an emerging leader, or simply someone eager to enhance your understanding of these vital topics, this event is designed for you.

Agenda: Each session is 1 CPE/CAE Credit

Session 1: (10:00-11:00 AM) Empowering Change Through Data: Bringing Your Data to Life
Course Description:

Data is the engine that drives transformative change and enables associations to create truly personalized member experiences. Empowering change begins with understanding who your members are, what they need, and how they’re evolving in their careers and interests. Static data can no longer keep up with dynamic member needs.
Discover how to empower change within your organization by bringing your data to life. We’ll explore strategies to ensure your data evolves alongside your members, remains accurate and relevant, and works seamlessly across systems to meet members where they are. By harnessing the power of data, you’ll be equipped to create impactful, personalized experiences that drive meaningful engagement and long-term growth.

Learning Objectives:

Explain how data empowers change and enables personalized member experiences.
Develop strategies to maintain dynamic, relevant member data.
Analyze methods for integrating data across systems to support evolving member needs.

Speaker: Cameron Aubuchon from PropFuel

Session 2: (11:15-12:15 PM) The Culture You Need in a Time of Disruptive Change
Course Description:
There is no one “right” workplace culture for everyone, but these days, there are some specific elements of culture that have become more important than ever—because they help you deal with rapid and disruptive change. Whether its publishing business models being upended, an unpredictable political landscape, or the unknown impact of AI, we are all dealing with change like never before, but our cultures may be getting in the way.
In this practical session, culture expert Jamie Notter will share research from his latest book that pinpoints the specific patterns inside most association cultures that need to be in place for you to manage change better, including elements of collaboration, innovation, agility, decision-making, and difficult conversations. He’ll help you spot the damaging patterns inside your culture and give you concrete strategies for changing your culture quickly in ways that improve your ability to deal with change.
Learning objectives:

Analyze patterns inside your culture that mess with success and slow down change.
Evaluate and prioritize areas of culture change based on specific challenges they face
Develop strategies for rapid and thorough culture change

Speaker: Jamie Notter from Propel

Lunch (12:15-1:15 PM)

Session 3: (1:15-2:15 PM) Disruptive Engagement: Redefining Member Value in the Digital Age
Course Description:
As our world rapidly evolves, so do concepts of membership, challenging associations to rethink their value propositions. Social media and global technologies are drawing individuals into niche, private groups, reshaping expectations for community and engagement. This keynote explores the generational shifts influencing how members perceive the value of their time, actions, and data—and the rewards they expect in return. Join us to uncover what these changes mean for the future of associations and gain insights on how to adapt your strategies to align with these emerging member expectations.
Learning Objectives:

Identify what members value most within your association
Evaluate whether you are meeting member needs
Develop strategies to keep members engaged year-round

Speaker: Dan Stevens from WorkerBee.TV and Marcus Leite from WorkerBee.TV

Session 4: (2:30-3:30 PM) The Human Element of AI: Making Technology Adoption Stick
Course Description:
AI is more than technology; it’s a transformative shift in how we work, think, and grow together as an organization. But here’s the truth: the challenges and opportunities that come with adopting AI aren’t unique to AI. They’re the same human factors we encounter with any major technology shift.
Successful technology adoption—whether it’s AI, a new CRM, or a digital platform—requires more than picking the right tool and rolling it out. It’s about what happens next. How do you ensure your team continues to focus on the tool, finds meaningful ways to use it, and integrates it into their daily workflows? What are the barriers that keep teams from fully leveraging these tools, and how can leaders help break them down?
In this session, we’ll talk about how to navigate these challenges, inspire curiosity, and ensure your team feels supported every step of the way. You’ll hear real-world stories about what works (and what doesn’t) when helping teams integrate AI – or any new technology – into their daily lives. Together, we’ll explore how leaders can make AI not just a passing trend but a lasting and meaningful part of their organization’s DNA.
Learning Objectives:

Learn how to evaluate technology solutions, communicate their value clearly to your team, and roll them out in a way that builds trust and enthusiasm across your organization.
Discover how to avoid the “launch-it-and-forget-it” trap by creating a culture of continuous improvement, where teams regularly revisit and refine how they use new tools like AI to meet evolving goals.
Identify common obstacles—such as resistance to change, lack of training, or unclear processes—and explore strategies for breaking down these barriers to help your team fully embrace new technologies.

Speaker: Joanna Pineda from Matrix

Panel Discussion with the instructors: (3:45pm – 4:45pm)

Our sessions will be led by thought leaders and subject-matter experts who have made significant contributions to these domains. Prepare to be engaged, informed, and inspired as you interact with individuals who have mastered the art of Empowering Change.

Executive Orders, Federal Funding, DEI, and Compliance: How Associations Can Prepare
2025-02-20 11:00 - 12:00 | zoom.us/j/98624573262
COURSE DESCRIPTION:
It seems like every time we turn around, there’s another Executive Order shaking things up. From changes impacting federal funding and employment policies to new directives on diversity, equity, and inclusion (DEI), associations must stay vigilant to understand the implications. These orders can affect everything from your hiring practices to grant eligibility, member engagement, and advocacy efforts.
How can your organization stay ahead of these changes? What steps should you take to ensure compliance while continuing to serve your members AND stay true to your mission?
Join us for an insightful panel discussion led by Matrix Group CEO Joanna Pineda, featuring Jeff Tenenbaum, Managing Partner at Tenenbaum Law Group, and experienced association executives. Together, we’ll explore the implications of these Executive Orders and provide practical guidance to help your association navigate this evolving landscape.

LEARNING OBJECTIVES:
Explain the latest Executive Orders and their impact on associations, including DEI programs, employment policies, and federal funding requirements.

Evaluate your association’s policies and programs to identify areas of potential legal, financial, or operational risk.

Identify and implement actionable steps to update governance practices, adjust policies, and ensure compliance while maintaining your association’s mission and commitments.

Navigating the Looming Membership Cliff: Insights From Association CEOs
2024-12-04 11:00 - 12:00 | https://usteducation.org/event/navigating-the-looming-membership-cliff-insights-from-association-ceos/
COURSE DESCRIPTION:
We hear a lot about the “enrollment cliff” in the news, but there’s another looming crisis that hasn’t received as much attention—the “membership cliff” facing many associations. With factors like retirements, industry shifts, and private equity buyouts causing members to leave or exit their fields, associations are at risk of losing significant portions of their member base in the coming years.
Join us for a thought-provoking conversation with several association CEOs who are confronting this challenge head-on. Discover how they identified the warning signs, what’s causing this membership cliff in their industries, and—most importantly—what they are doing to retain members, engage younger generations, and evolve their value propositions for the future.

LEARNING OBJECTIVES:
Analyze the key drivers behind the impending membership cliff and evaluate its potential impact on associations.
Examine strategies association leaders are implementing to retain members and attract new ones in the face of this challenge.
Assess how associations are adapting their membership models to prepare for long-term sustainability.

To Watch this Webinar on the Media Library CLICK HERE!

How Open Access Will Affect Your Journal Strategy and Revenue
2024-09-24 13:00 - 14:00 | https://usteducation.org/event/how-open-access-will-affect-your-journal-strategy-and-revenue/
COURSE DESCRIPTION:
In August 2022, the White House issued a directive that all US taxpayer-funded research must be publicly available by December 31, 2025. For many associations, members consider access to the association journals to be one of the top benefits of membership. In addition, many organizations derive a significant portion of their revenue from journal licensing royalties and subscription fees.
Who is affected by this directive? What does this mean for organizations that have a journal featuring research that is taxpayer-funded? What does this mean for organizations that generate non-dues revenue from their journals?
Learn from experienced association executives who have journals where the research that is featured is publicly funded. Hear how their journal strategy is changing as a result of the White House directive and what models they are exploring to support researchers and to continue generating non-dues revenue from their journals.

LEARNING OBJECTIVES:
Analyze the White House directive on open access, including what it is, who is affected, how it impacts associations, and the timeline for implementation.
Investigate the new business models associations are exploring for life post-open access.
Examine the processes organizations use to develop new member benefits and generate non-dues revenue.

To Watch this Webinar on the Media Library CLICK HERE!

The End of Expertise and How Associations Must Adapt
2024-07-31 13:00 - 14:00 | https://zoom.us/j/93390509800
COURSE DESCRIPTION:
Americans have grown increasingly hostile toward experts. We would rather take medical advice from a friend on Facebook than our doctor or the head of the CDC. Newspaper editorials and election endorsements no longer carry the same weight with the public. Science has become politicized and facts are debated.
Associations have long been trusted organizations for knowledge, research, and yes, political advocacy. How are associations faring in this increasingly hostile environment?
Join us for a lively discussion about the end of expertise. Our guests will discuss:

– How industries are being disrupted by the public’s lack of trust in our institutions
– How associations are being affected by this same trends
– How associations are modifying their services to maintain their credibility and retain members’ trust
– What organizations are doing to keep their organizations safe spaces for facts, open discussion, and expertise.

LEARNING OBJECTIVES:

Understand how cultural attitudes towards experts affect associations
Learn ways to maintain credibility among members and the public
Learn how associations are adapting in this environment

To Watch this Webinar on the Media Library CLICK HERE!

The End of Expertise and How Associations Must Adapt
2024-01-24 13:00 - 14:00 | https://zoom.us/j/94790300630
COURSE DESCRIPTION:
Americans have grown increasingly hostile toward experts. We would rather take medical advice from a friend on Facebook than our doctor or the head of the CDC. Newspaper editorials and election endorsements no longer carry the same weight with the public. Science has become politicized and facts are debated.
Associations have long been trusted organizations for knowledge, research, and yes, political advocacy. How are associations faring in this increasingly hostile environment?
Join us for a lively discussion about the end of expertise. Our guests will discuss:

– How industries are being disrupted by the public’s lack of trust in our institutions
– How associations are being affected by this same trends
– How associations are modifying their services to maintain their credibility and retain members’ trust
– What organizations are doing to keep their organizations safe spaces for facts, open discussion, and expertise.

LEARNING OBJECTIVES:

– Understand how cultural attitudes towards experts affect associations
– Learn ways to maintain credibility among members and the public
– Learn how associations are adapting in this environment

W393: How to Create Seamless Digital Journeys to Increase Member Engagement & Drive Conversions
2023-09-13 13:00 - 14:00 | https://zoom.us/j/97844112126
COURSE DESCRIPTION:
Friction. It’s great when you’re trying to stop your car, not so great when you’re trying to get your members to join, purchase, renew, or engage.
Yet, most critical member journeys are nothing but friction. Bouncing between your CMS, AMS, ecommerce platform, journal provider, community platform, members often get lost, get frustrated, and abandon your most critical conversions.
Wondering how you can relieve the friction to create seamless Amazon-like experiences that make conversions not just easy, but delightful?
Join CEO Joanna Pineda as she talks about how to get it right between your digital partners so that you can increase conversions, transform your member experience, and even transform your organization.

LEARNING OBJECTIVES:

– Learn how to audit your current customer and member journeys

– Learn how to determine where your members are experiencing friction

– Learn how to map and create member journeys that are intuitive and smooth

To Watch this Webinar on the Media Library CLICK HERE!

Leadership Martial Arts: Leadership Lessons from Martial Arts
2023-06-14 13:00 - 14:00 | https://zoom.us/j/98866243207
COURSE DESCRIPTION:
The martial arts teach discipline, respect and technique. What can they teach us about leadership? Quite a lot.
In this session, Joanna Pineda, CEO & Chief Troublemaker of Matrix Group International, will share five leadership lessons that she’s learned from studying two martial arts (TaeKwonDo and HapKiDo): When it’s important to trade your black belt for a white belt. How to take a punch. How to lead and how to follow. Always define the next level of achievement (the next belt). Sometimes, you just have to “do something.”

LEARNING OBJECTIVES:

– Learn why it’s useful to think of your staff as students with different degrees of skill levels (belts).
– Learn how to have a conversation with a staff member who needs to switch jobs or seriously upgrade their skills (change to a new martial art).
– Learn how to teach your staff that they can be and should be leaders and followers at the same time.

W390: LEADERSHIP & LEARNING SERIES: Leadership Lessons from Martial Arts
2023-02-07 13:00 - 14:00 | https://zoom.us/j/98489319079
COURSE DESCRIPTION:
The martial arts teach discipline, respect and technique. What can they teach us about leadership? Quite a lot.
In this session, Joanna Pineda, CEO & Chief Troublemaker of Matrix Group International, will share five leadership lessons that she’s learned from studying two martial arts (TaeKwonDo and HapKiDo): When it’s important to trade your black belt for a white belt. How to take a punch. How to lead and how to follow. Always define the next level of achievement (the next belt). Sometimes, you just have to “do something.”

LEARNING OBJECTIVES:

Learn why it’s useful to think of your staff as students with different degrees of skill levels (belts).
Learn how to have a conversation with a staff member who needs to switch jobs or seriously upgrade their skills (change to a new martial art).
Learn how to teach your staff that they can be and should be leaders and followers at the same time.
