Learning by Association

Trusted AI for Associations: Turning Knowledge Into Real-Time Member Value With Rob Barnes and Andrea Holovach

Wed, 29 Jul 2026 11:00:00 -0400

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

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How Associations Can Build Sustainable Growth With Patricia Montague

Fri, 24 Jul 2026 17:00:00 -0400

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

How Associations Can Build Trust and Career Growth

Wed, 15 Apr 2026 00:00:00 -0400

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.

Reinventing the Modern Association Through Trust, Talent and Transformation

Thu, 05 Mar 2026 11:00:00 -0500

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.

Using AI to Prove Member Value and Future-Proof Associations

Wed, 28 Jan 2026 16:00:00 -0500

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

From Content to Connection: Rethinking Member Engagement

Wed, 17 Dec 2025 10:00:00 -0500

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

How Associations Can Use Microcredentials to Elevate Learning and Value

Wed, 19 Nov 2025 14:00:00 -0500

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

Learning That Leads: How Associations Can Drive Industry Growth

Thu, 16 Oct 2025 12:00:00 -0400

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

From Transactional to Transformational: Rethinking Sponsorship Models

Wed, 24 Sep 2025 13:00:00 -0400

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.

Making Your Association the Place Members Want to Be

Wed, 02 Jul 2025 10:00:00 -0400

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.

Embracing Change and Innovation to Drive Association Growth

Wed, 21 May 2025 10:00:00 -0400

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.

The Critical Role of Associations in a Rapidly Changing World

Wed, 26 Feb 2025 12:00:00 -0500

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.

How Associations Can Drive Growth With Non-Dues Revenue

Wed, 25 Sep 2024 09:00:00 -0400

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

The Essential Role of Non-Dues Revenue for Associations

Wed, 11 Sep 2024 10:00:00 -0400

Increasing non-dues revenue is critical for associations, especially in the face of evolving member expectations and economic pressures. It’s about sustaining growth and delivering valuable services that move members and the industry forward.

But wanting to accelerate non-dues revenue is one thing. Bringing initiatives to life is another. For many associations, it can feel like a big shift, testing traditional membership models and putting pressure on already precious resources.

The key is to make sure your approaches to generating non-dues revenue align with your association’s mission and reflect your members’ needs and goals.

In this episode, 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), joins us to talk about:

navigating the evolving landscape of association revenue
developing mission-centric strategies for generating non-dues revenue
getting buy-in for different membership models from association leadership
elevating business development to enable sustainable growth
leaning into the expertise vendors and industry partners bring to the table

Embracing AI: Empowering Associations and Enhancing Member Value

Wed, 31 Jul 2024 09:00:00 -0400

Artificial intelligence (AI) has the potential to be transformative for associations. It can be a catalyst of innovation that enables you to engage with members, partners, sponsors and other stakeholders in more targeted, personalized and effective ways. It will also have an impact on your membership, changing the expectations they have and the support they need to thrive in their careers.

In this episode, Julian Moore, an AI and Partnerships Consultant, joins us to talk about how you can use AI to help your association attract, engage and retain more members and cement its role as a trusted source of information within your industry.

Unlocking Potential: How Associations Can Thrive in the Age of AI

Wed, 17 Jul 2024 12:00:00 -0400

Artificial intelligence (AI) isn’t a fad. It’s here to stay. Associations need to be prepared to use it, but many also have concerns about how AI will impact day-to-day operations and the larger ways in which associations serve the industries and members they represent.

In this episode, Julian Moore, an AI and Partnerships Consultant, joins us to discuss what associations need to know about AI, how they can make strategic use of it, and why they’ll continue to play a crucial role in supporting the needs of the industries and members they serve.

How Supporting Staff Creates Better Member Experiences

Wed, 05 Jun 2024 11:00:00 -0400

Associations might face some major changes, but they continue to bring tremendous value to the professions and people they serve. They advocate for their industries, elevate the voices of experts, and give members a place to advance in their careers.

At the heart of bringing these goals to life is an association’s staff.

In part two of our conversation with Tracy Folkes Hanson, CAE, President & CEO of CSAE, we explore:

personalizing experiences that meet members where they’re at
nurturing a healthy, dynamic workplace culture
providing professional development opportunities and pathways
adapting to meet the evolving needs of employees
rallying around a shared value proposition and making sure every member of staff has the ability and confidence to articulate it

A Roadmap for Associations: Where We’ve Been and Where We’re Going

Wed, 22 May 2024 11:00:00 -0400

Associations are facing a tidal wave of change. Membership demographics, member expectations, staff turnover, emerging tech—these factors and more are putting pressure on what associations do and why they do it.

What do these changes mean for associations? Should we regard them as threats, or can we see them as opportunities? They’re a bit of both.

On one hand, they’ll compel associations to reevaluate core practices and offerings. On the other, they also create chances for associations to cement themselves as the trusted, authoritative experts and leaders in their space.

Joined by Tracy Folkes Hanson, CAE, CEO of CSAE, we take a closer look at:

the role have associations traditionally played in serving their industries, members and staff
the trends, opportunities and challenges we’re seeing bubble up
who these changes are impacting the most

Making Learning Accessible for All Members With Amy Morrisey

Wed, 27 Sep 2023 15:00:00 -0400

Offering learning experiences that are accessible doesn’t just support members with a disability. It can benefit everyone.

In this episode, we explore what makes education accessible and the ripple effects it can have across the membership and for the association. Our host, Mark Jones, CAE, is joined by Amy Morrisey, president of Artisan E-Learning.

Some of the topics they discuss include:

what we mean when we talk about accessible learning
why associations need to put accessibility at the forefront
how creating accessible education experiences can help associations reach bigger, broader audiences
tips and best practices for designing content that’s accessible

Plus, hear about examples from other industries and the lessons they hold for associations.

Preparing Members for the Future of Work and Learning With Artesha Moore, FASAE, CAE

Wed, 13 Sep 2023 15:00:00 -0400

Members look to associations to help them thrive in their professional lives—especially in an age of accelerated change. Easier said than done. What do people want to learn? How do they want to learn it? How can associations set themselves apart in an increasingly competitive landscape?

In this episode, our host, Mark Jones, CAE, is joined by Artesha Moore, FASAE, CAE, president and CEO of Association Forum. Some of the topics they touch on include the opportunities and challenges of catering to a multi-generational workforce, the role associations can play in enabling richer skills development, and the ways associations can reimagine how, where and when they deliver education experiences.