2023 Annual Conference

6:30 - 9:00 p.m.

CEO Dinner Discussion for Senior Association Executives (OPTIONAL ADD-ON)

Senior level Association executives are encouraged to join us for an engaging evening with colleagues. In this intimate environment, executives will discuss various topics while enjoying unforgettable cocktails and dinner at Gordon Ramsay Steak located in Harrah’s. Join us for an insightful and interactive group discussion that will provide new perspectives to consider for your own organizations.

Note: This session is for professional members only (not associate members). Ad additional fee of $150 will apply for this optional session. The dinner is limited to the first 25 people who register. 

9:30 – 10:00 a.m.
"New to MASAE" Meet & Greet

This session is designed for new members, first-time attendees and anyone else who wants to learn more about the benefits of MASAE membership. Whether you’re a first-time attendee, returning attendee, or just want to meet new members, it's a great introduction to the Annual Conference and an opportunity to ask those burning questions you have about our exciting group! Come join the fun and share your own experiences.

10:00 a.m.
Exhibit Hall Opens

10:30 a.m. – 10:45 a.m. Welcome & Opening Remarks

10:45 a.m. – 11:45 a.m.
Opening Keynote

“Planning in the Midst of Change Means Changing How We Plan: A Practical Approach to Using ASAE Foresight Works”

Association executives have been multitaskers for every: one more task, or another project, we will get it done. The world is much more chaotic today than it used to be which results in all of us having to manage a lot more change within our organizations. All this means less time to plan and prepare. We will talk about how to be smarter, better prepared for our futures, and less reactionary by using foresight in our strategic and operational planning.

Bob London, FASAE, CAE is serving in his 20th year as the National Executive Director of Alpha Phi Omega. He has over 35 years of association management experience. Bob serves as the chief staff officer of the Fraternity. Additionally, he serves as CSO of the Alpha Phi Omega Endowment (Foundation). In addition to being a Certified Association Executive, Bob has also received a Certificate in Foresight from the University of Houston. He is very involved in the association management community and a past president of the Kansas City Society of Association Executives.

Bob is active in the American Society of Association Executives (ASAE) and currently serves as Chair of the ForesightWorks Advisory Group. Bob was named an ASAE Fellow in 202, demonstrating a commitment and thought leadership to the association community Bob’s professional background also includes being a partner in Governance Directions, a consulting firm focused on strategic planning that incorporates foresight. He loves sports and volunteering with organizations that benefit children.

11:45 a.m. – 12:00 p.m.         
Break

12:00 p.m. – 1:00 p.m.
Lunch & Exhibits

STRATEGIC TRACK

“Top Legal Risks Facing Nonprofits”

Risk management mastery requires foresight as the complexity and cadence of risk in nonprofits continues to rise. Join this session for a fast-paced forecast of the top legal risks facing the nonprofit sector. Prepare your team to tackle trending threats and evolve your risk management efforts as those threats emerge.

Nisha Thakker is an experienced in-house nonprofit attorney and senior-level business partner. Formerly the associate general counsel of a large REALTOR® association in Northern Virginia, she has a broad understanding of nonprofit legal matters as well as business operations, governance, and development. Through her recent work at a Washington, DC-based association management company, Nisha advised her association clients on operational efficiencies and risk-management considerations. She also served as an advisor to several of the company’s additional clients and provided in-house association legal counsel company-wide.

PRACTICAL TRACK

“Implementing DEI Practices with Your Team”

This interactive session will offer practical tips and examples to implement DEI strategies and tactics within your team - which includes not just your organization's staff but also its volunteers and vendors. We'll discuss the important role the chief staff executive plays in creating an inclusive culture. We'll share inclusive HR practices related to compensation and benefits, hiring, performance management and career development. We'll learn from each other about inclusive governance strategies to build a more engaged and diverse volunteer workforce. Lastly, we'll offer recommendations on ways to ensure your 3rd party vendors support and align with your organization's commitment to DEI.

Amy Williams, CAE, MPA, IOM is the Senior Director, Consulting & Special Projects. Amy is a seasoned association management professional with over 25 years of association experience. She is a past president of the Mid-Atlantic Society of Association Executives and received their Distinguished Service Award in 2018. Amy currently serves on the ASAE Research Foundation Research Committee and the ASAE Diversity and Inclusion Committee. In 2021, Amy earned a Diversity, Equity, and Inclusion in the Workplace Certificate from the University of South Florida, Muma College of Business, and she currently chairs AH's DEI Advisory Council.

Amy started at AH 17 years ago as an Account Executive and has led our new business and consulting efforts since 2017. In her current role, Amy and her team are responsible for bringing in new full-service, hybrid, and project-based business. Amy also leads AH’s consulting efforts, which include strategic planning, operational assessments, association start-ups, nonprofit mergers, and chapter and leadership development.

2:00 p.m. – 2:45 p.m.
Breakout Session #2

STRATEGIC TRACK

"Preparing to Message in Opportunity or Crisis"

In a 24-7 news cycle, associations have opportunities to position themselves as a source for expertise to a wide variety of news outlets. Taking time to establish speaking points and identifying and preparing spokespeople will help you respond quickly when a call comes in. How important is social media in your overall marketing plan and how can you leverage media spotlight to grow your audience? In this session you will learn how to:

• Develop and draft speaking points for consistency in messaging
• Identify spokespeople and subject matter experts
• Secure media training for spokespeople
• Promote your organization as a media resource
• When to bring outside experts in to advise (crisis)
• Dos and Donts of Social Media management

Growing up with four siblings, the importance of “share of voice” was a concept Julia Brannan-Rauch grasped at an early age. She honed her sense of news and story-telling skills in journalism, then moved into communications, where she has had the privilege to work with many internationally-recognized products, and community-based causes, developing personalized strategies that start dialogs and build brands.

Throughout her career, she’s supported the work of community-based organizations and not-for-profits including American Neurological Association, American Transplant Congress, Innovations in Dermatology, Catholic Charities of the Archdiocese of New York, the Jewish Association Serving the Aging (JASA), NSITE, Partnership for Food Safety Education, and Road Scholar. She also has worked extensively with clients in healthcare, consumer health products, and in the food / nutrition industries.

Julia is a program director and a teacher in an English as a Second Language program in Bayonne, NJ. She sits on the advisory board for the Associates of the Sisters of St. Joseph, assisting in their commitment to immigration reform and quality of life for immigrants.

For more than two decades Judy Musa has worked with international brands and non-profits and trade associations, earning awards from the International Association of Business Communicators, Public Relations Society of America, and Women in Communications for her work from entrepreneurial start-ups to Fortune 500 companies.

A trilingual Swiss-American, she earned a Bachelor of Arts in Communications and German, a Mini-MBA and Social Media for Business certificates from Rutgers University’s School of Business Management, a Business German certificate from the Goethe-Institut, New York, and a SBA/Small Business Development Center Social Media Marketing Certificate in 2022. Having lived and worked in Germany, Switzerland and the U.S.A., she brings a multi-cultural understanding to an organization’s communication challenges.

In her spare time, she supports three New Jersey German Language Schools, leads Communications and Marketing for the Associate Alumnae of Douglass College (AADC), cultivates Jersey tomatoes in her garden, taste-tests her chef-husband’s recipes, runs 5ks for fun, and plays on the Jersey Shore’s beaches with her family.

MODERATOR: Beth Mauro joined AH in 2015, bringing 25+ years of association, meetings, publication and marketing management skills to the table. As Senior Director of Client Services, Beth is dedicated to creating high functioning teams that deliver superior service to client partners. Among her duties are segment leadership for the Corporate and Entrepreneurial verticals and liaison to AH’s team of 30+ meeting professionals. She also manages the annual AH Leadership Forum and is co-chair of the AH Foresight Committee.

Throughout her career, Beth has specialized in launching and reinventing meetings. At AH, she worked with the Commission for Case Manager Certification to launch the CCMC New World Symposium and led the relaunch of the JPMA Show, a hybrid event for suppliers and expectant parents presented by the Juvenile Product Manufacturers Association.

MEETINGS TRACK

"Beyond Force Majeure: Navigating Hotel and Venue Contracts in a Post-Covid World"

Associations are dealing with enormous change in the way they conduct events as a result of the COVID-19 pandemic. Nisha will address pandemic-related legal issues focused on meeting contract provisions to protect associations when contracting for upcoming events. Nisha will go beyond force majeure and COVID-specific provisions and highlight contract terms and negotiation strategies and tactics to provide associations with greater flexibility and protection as they continue to navigate an uncertain in-person event landscape.

Nisha Thakker is an experienced in-house nonprofit attorney and senior-level business partner. Formerly the associate general counsel of a large REALTOR® association in Northern Virginia, she has a broad understanding of nonprofit legal matters as well as business operations, governance, and development. Through her recent work at a Washington, DC-based association management company, Nisha advised her association clients on operational efficiencies and risk-management considerations. She also served as an advisor to several of the company’s additional clients and provided in-house association legal counsel company-wide.

TEAM TIME

We can do it together! Attending MASAE Annual with your team? This time is slated for you and your remote or hybrid team members to empower reconnection with your team and strengthen your bonds in a dedicated social space designed to foster engagement and team spirit through games and activities.

3:00 p.m. – 3:45 p.m.
Breakout Session #3

MEETINGS TRACK

"The Importance of Thoughtful Event Design"

Now that we are drawing people out of isolation back into in-person meetings, event design is more important than ever! From creating spaces that feel comfortable and safe for attendees to utilizing technology and production to make an impact, event design experts are customizing the look and feel of events to reflect post-Covid needs. In this session you will:

• Learn how event design can contribute to the attendee experience.
• Discover how you can refresh your event’s look without breaking the bank. 
• See examples of how innovative design is being used to bring meetings to life.

Heather Seasholtz, CMP Fellow, DES is the Vice President, Conference Operations at Conference Managers and has been in the meeting, event, and operational management industry since 2000. Heather takes pride in leading collaborative teams and enjoys mentoring emerging professionals and college students entering the meeting and event industry. She has worked on large city-wide conventions of 60,000 attendees, smaller incentive meetings, domestic programs, international congresses, and everything in between. 

Heather is the co-creator of the award-winning Pandemic Compliance Advisor (PCA) course designed to ensure safe and healthy practices are implemented, communicated, and effectively carried out throughout the entire meeting cycle. The course won the 2021 Global Award for Adaptation and Innovation presented by the Events Industry Council.

She is a member of the inaugural class of CMP Fellows (Certified Meeting Professional), serves on the CMP Governance Commission for Events Industry Council, is an active member of PCMA, and is an advocate for the meetings and events industry.

Steve Ellis is a Client Services Manager at Conference Managers and joined after spending more than 40 years in the audiovisual industry. He last held the position of Senior Production Manager for a leading event staging company in the Philadelphia area. Steve has led AV departments as Director and Senior Project Manager and has spent decades in the field. His long and rewarding career has taken him across the US, Canada, Europe, and as far away as Japan.

Steve is client-centric and prides himself on developing long-lasting relationships, so they keep coming back year after year. 

At CM, Steve uses his extensive AV experience to better serve our clients and to continue to make their events flawless and satisfying for their employees and members.

For fun, Steve enjoys competing in athletic events like triathlons and traveling with his wife.

PRACTICAL TRACK

"Working with Challenging Volunteer Leaders"

Collaborating with volunteer leaders to advance initiatives that impact your association and the broader community it serves can be one of the most rewarding aspects of a career in association management. It can also be one of the most challenging if expectations are not aligned or personalities clash. Two experienced association management professionals will share tips for preventing problems before they start and recalibrating working relationships that have gone off track. We will also “workshop” some of the specific challenges attendees have experienced, so please come prepared to share!

Trudie Bruner, CAE brings nearly 30 years of experience as an Association Management Professional. Over the years, she has worked with a variety of trade and professional organizations in both the “stand-alone” and the AMC environment, helping them build sustainable business models that support and advance their missions. She currently works with Alta Management Services as well as maintains her own consulting practice, True Association Management Consulting. Trudie holds a BA in Economics from Loyola University in Maryland and an MBA from the MIT Sloan School of Management. She is a Certified Association Executive (CAE) and currently serves on the MASAE Board of Directors.

Gordon MacPherson, CAE joined IEEE (Institute of Electrical & Electronics Engineers) in 2007. As Director, Board Governance & Policy Development, he serves as lead staff support for IEEE’s Publication Services & Products Board. His previous service at IEEE has included roles as Director, Conference Quality, and Senior Program Manager, eBooks & Conference Publications.

Prior to IEEE, Gordon held editorial or production management roles with Dow Jones & Co., Reed Elsevier, and the AICPA. He holds degrees from Fordham and Monmouth Universities and is a proud Certified Association Executive (CAE).

4:00 p.m. – 5:00 p.m.
Closing Keynote

“The New Economics of Meetings”

While people are returning to in-person meetings in high numbers, the pandemic-induced disruption to the meetings industry is not over. In this session, a panel of experts representing stakeholder groups in the global meetings industry will share current and future impacts to conferences that associations need to know about and plan for. In this session you will:

• Identify rising costs impact your meeting budget.
• Hear about the best opportunities for associations that have high space needs compared to hotel room needs and food and beverage spend
• Understand how politics are intersecting with meetings and what you can do to mitigate impact
• Discover the international travel trends that associations should know about, can international travelers get to the U.S?

Speakers:

Chris Keane, veteran sales professional with 25 years’ experience cultivating relationships and he not afraid to pick up the phone to talk with a client. Currently the Director of Mid-Atlantic Sales and Intermediaries for Visit Baltimore and yes, started with Visit Baltimore in January 2020. Responsible for generating new convention and meeting business opportunities for Baltimore and design and implement sales and communication strategies with key industry partners and intermediaries. When Chris leaves the office, he enjoys running, hanging out with his dogs, skiing, traveling and enjoying good food with family and friends.

Jennifer Kerhin, CEO of Sponsorship Boost LLC, has more than 20 years experience working with association tradeshows and business development functions. Jennifer has a certification of exhibition management (CEM), a MBA from the Johns Hopkins University and substantial executive level association experience.

She founded Sponsorship Boost to support the mission of associations by increasing their non-dues revenue through exhibits, sponsorships, advertising and corporate partnerships.

Understanding that active involvement within associations is the key to success, Jennifer is a committed member and volunteer in IAEE, ASAE and PCMA. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo! And CadmiumCD’s User conference, CadCon. She also founded the IAEE DC Chapter Women Leadership bookclub.

As Managing Director for HelmsBriscoe, the global leader in meeting procurement and site selection services, Judi  McLaughlin provides strategic direction and support of new business development, business planning, and associate recruitment efforts in the Northeast market while offering leadership support to over 50 HelmsBriscoe associates.

Judi enjoys using her years of strategic sourcing experience to provide meeting and incentive sourcing and contracting consulting services to her clients at associations and in the financial services, insurance, and technology industries.

Judi’s career includes a variety of leadership roles in the meetings and incentive industry including management positions with Maritz Travel and McGettigan Partners. Early career roles included sales and service positions with Sheraton and Marriott and meeting planner positions for organizations such as the American Institute of CPAs.

Judi earned her Bachelor of Science degree from Penn State University, majoring in Hotel ,Restaurant and Institutional Management.

In recent years, she has served on the board of directors for both the MPI Philadelphia and MPI Greater New York chapters and was a recipient of the Chapter Leader of the Year Award as well as the President’s Award. Currently, Judi serves currently on the MPI Communities Board. She’s served on a variety of hotel company and CVB advisory boards.

MODERATOR: Beth Mauro joined AH in 2015, bringing 25+ years of association, meetings, publication and marketing management skills to the table. As Senior Director of Client Services, Beth is dedicated to creating high functioning teams that deliver superior service to client partners. Among her duties are segment leadership for the Corporate and Entrepreneurial verticals and liaison to AH’s team of 30+ meeting professionals. She also manages the annual AH Leadership Forum and is co-chair of the AH Foresight Committee.

Throughout her career, Beth has specialized in launching and reinventing meetings. At AH, she worked with the Commission for Case Manager Certification to launch the CCMC New World Symposium and led the relaunch of the JPMA Show, a hybrid event for suppliers and expectant parents presented by the Juvenile Product Manufacturers Association.

5:30 p.m. – 6:00 p.m.
Virtual Peer Group Pre-Reception

All alumni from MASAE’s 2022 and 2023 Virtual Peer Groups are invited to join us for an in-person reception to connect with your virtual colleagues.

10:00 a.m. – 11:00 a.m.
General Session

“Why Now is the Time to Change Your Pricing Strategy
(and how to do it)”

If there's one thing most associations faced over the past two years, it's that a lack of a pricing and value strategy for your products and services leads to knee-jerk reactions when an emergency hits.

The good news? Now is the perfect time to implement a pricing and value strategy. In this session, you will learn what components your strategy needs, where to start today, and how to continue your strategy with continuous improvement for years to come - emergency or not.

After this session, you'll be able to:

• Analyze which components of a pricing and value strategy your organization is lacking
• Develop a plan of action to initiate a proper pricing and value strategy
• Execute an annual review for continuous improvement in value and pricing

Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As the Founder of Pricing for Associations, he and his teamwork with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing. Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field. You can learn more about the work his team is doing at www.pricingforassociations.com.

STRATEGIC TRACK

"5 Steps to Sell Your Value"

If we're being honest, COVID-19 disrupted our association industry. Sure, many of us were on the path of digital transformation and rethinking our offerings, but we must develop our strategy, determine what we should even keep offering or sunset, and deeply analyze our product landscape to match what our members and sponsors need. With that comes the problem of value and pricing - how do we provide value and monetize what has been and what will be?

Join us as we share the 5 steps your team needs to walk through when deciding what to do with your products and pricing - and how to sell the value to your Board for buy-in. This 5-step process can be applied to sponsorship, membership, certification, education, in-person events, virtual events, or the next big thing your team will create.

Participants will learn:

• The two types of value propositions you need to utilize
• How to define your value propositions
• How to conduct market research for value and pricing
• Value-based sales and negotiation recommendations

Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As the Founder of Pricing for Associations, he and his team work with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing. Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field. You can learn more about the work his team is doing at www.pricingforassociations.com.

PRACTICAL TRACK

"The Non-Technical Technology Leader"

Don't have a tech background? No problem. This session will provide you with the essential knowledge to lead technology decisions in your organization. We'll discuss what questions you should be asking, how to understand when changes need to be made, and how to successfully manage technology without having extensive technical experience. Join us for this insightful session to become a more informed, empowered leader.

With the right knowledge and understanding, you can navigate your technology journey with confidence. Get ready to be the tech-savvy leader your organization needs!

With over 20 years of non-profit and association experience, Daniel Elacqua is an experienced technology leader and certified Project Management Professional (PMP)®. His background in technology strategy, organizational strategy, IT governance, data strategy, portfolio management, and project management provides a unique perspective that is invaluable in fostering successful outcomes.

Prior to Strategico Consultants, Daniel worked at organizations such as the American Medical Informatics Association, Hartman Executive Advisors, NAFSA: Association of International Educators, Morpheus Project Consultants, and the American Specialty Toy Retaining Association (ASTRA). This experience has allowed him to obtain a unique perspective on the business needs of nonprofits and associations.

12:15 p.m. – 1:15 p.m.
Closing Keynote & Luncheon

“Modern Leadership and Unlearning White Tower”

Most of us are familiar with the concept of the "White Tower" in leadership. The first thing that comes to mind is often the executive in the corner office, who may or may not be approachable, but is set high apart within the structure. However, that is just the beginning of the conversation. In this session, we will explore how the foundation of the "White Tower" may be deeper than we realize, and how it could be harming the professional communities that we are trying to build. We will also deconstruct many of the symptoms of the "White Tower," such as hustle culture and hierarchy, to help us focus on what it truly means to create healthy work boundaries, satisfied staff, and a productive team.

With almost two decades of experience working for non-profit associations, Sara L. Wood is the Executive Director of the Public Media Business Association and the North American Association of Commencement Officers. She also serves as the Deputy Executive Director for the Association of Water Technologies, where she focuses on their public relations, advocacy, and charity strategies. In addition to her responsibilities as an executive director, Sara also provides tailored strategic planning consulting to MSP clients, with concentration on organizational growth, maximizing value, and sustainability.

Prior to working with MSP, Sara was with the National Court Reporters Association, where she held several roles, and ultimately served as their Director of Membership and Marketing. Sara brings a well-rounded background of working in multiple departments throughout an association including, communications, public relations, certification, and education, which helps her develop a 360 approach to her strategic approach.

In addition to serving associations professionally, Sara also a member of the American Society of Association Executives (ASAE), where she has volunteered her time to the Membership Section Council, serving as its chair 2018-2019. She also speaks regularly at industry events with her expertise focusing on modern leadership, navigating disruption, and strategic planning.

Sara holds her Master of Business Administration from the Saunders College of Business at Rochester Institute of Technology and her undergraduate degree in English from the University of Mary Washington. Sara is a Certified Association Executive (CAE) through ASAE and was selected to be a part of the 2016 NextGen cohort. She was also awarded the 40 under 40 distinction from the Association Forum in Chicago in December 2019.