Interesting in exhibiting or sponsoring the 2025 Annual Conference?  Click here for our sponsorship prospectus or register online! 

Questions?  Contact office@midatlantic-sae.org.

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 7.0 credits toward your CAE application or renewal professional development requirements.

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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 share issues they are facing within their own organizations and seek solutions from their peers. Attendees will enjoy unforgettable cocktails and dinner.

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

10:00 a.m.
Exhibit Hall Opens

10:00 a.m. – 10:15 a.m. Welcome & Opening Remarks

10:15 a.m. – 11:15 a.m.
Opening Keynote

“Building Tomorrow’s Leaders:
Developing a Clear Path for Volunteer Leadership”

Worried about the future leadership of your association? As new generations enter the workforce, associations must create a clear path for developing them as future leaders. This starts with offering well-publicized, rewarding volunteer opportunities that align with their skills and provide valuable experience. Learn how to guide potential leaders through a structured process, ensuring they receive constructive feedback, self-select roles that match their strengths, and are positioned for future leadership. We’ll also explore how a formalized review process can help build a strong leadership pool for long-term success.

Experienced working with purpose driven organizations, Justin Burniske helps associations connect people’s processes with their tech tools to deliver on the organization’s goals. His MBA combined with his experience implementing new technology provides him with a unique set of skills that enable him to both see the big picture while also diving into the details of day-to-day tasks.

Most recently he has worked with associations to help improve their volunteer processes, both via automation and process improvements. He continues to look for new opportunities to collaborate with associations around their volunteer recruitment and selection technology.

11:15 a.m. – 11:30 p.m.
Break & Exhibits

11:30 a.m. – 12:30 p.m.
Interactive Session

Peer-Led Roundtables

Roundtables offer an opportunity for candid, small-group conversations focused on the question: What do you anticipate your biggest challenge to be in 2027? Guided by fellow attendees rather than formal presenters, these interactive discussions encourage idea-sharing, problem-solving, and peer learning. Participants will leave with fresh perspectives, practical insights, and new connections to support their goals in the year ahead.

12:30 p.m. – 1:45 p.m.
Lunch Buffet & Exhibits

“AI Without the Chaos:
The Behavioral Blueprint for Association Adoption”

Your association doesn’t have an AI problem; it has a human-system problem. While vendors pitch "AI-powered" silver bullets and boards demand "AI strategies," lean teams are often left wondering how to actually change daily habits without breaking operations. This is where "strategic theater" begins—and where adoption dies.

In this session, we bypass the futurist hype to focus on the Change Architecture required for real execution. Using a behavioral lens—Intention, Habits, Norms, Capacity, and Attitudes—we will explore why staff resist new tools and how to build a governance framework that empowers rather than paralyzes. You won’t get a list of cool prompts; you’ll get a 90-day rollout blueprint and a one-page AI Adoption Charter designed to move your organization from AI anxiety to disciplined operational excellence.

Learning Objectives:

• Audit the "Human System": Identify the specific behavioral friction points (Habits vs. Attitudes) currently stalling tech adoption within their teams.
• Eliminate Strategic Theater: Use a triage matrix to separate high-value AI use-cases from "shiny object" distractions that drain staff capacity.
• Deploy a Governance "Safety Net": Draft a one-page AI Adoption Charter that satisfies board oversight while giving staff the "Safe to Fail" guardrails they need to experiment.
• Execute a 90-Day Architecture: Apply a phased rollout plan that prioritizes small, behavior-shifting wins over massive, disruptive implementations.

Angella Dagenhart is the Co-Founder of The BLU Arc Collective, where she helps organizations turn strategy into execution by designing the conditions for real adoption. She works at the intersection of behavior, operating reality, and implementation discipline, helping leaders clarify what matters, make trade-offs, and build governance and enablement that stick. Angella brings cross-functional experience spanning people & culture, digital product management, and enterprise change, and she’s known for practical frameworks, clear language, and tools teams can use the next day. She lives in south-central Pennsylvania and works with leaders navigating complex change with lean teams and high expectations.

"Strategic Planning That Drives Growth:
A Framework for Innovative Membership Strategy"

This session walks attendees through a practical strategic planning process designed to drive membership growth with intention, not guesswork. Rather than focusing on theory, the session breaks the planning process down step by step—showing how clear vision and mission work, audience definition, resource assessment, and honest analysis can be used to build innovative membership strategies that actually move the needle.

Participants will be guided through a structured framework that connects big-picture goals to real-world action, including how to identify priority issues, set meaningful goals, and develop strategies that align with organizational strengths and capacity. The session also covers how to define success, measure progress, and assign ownership so plans don’t stall after the retreat or board meeting.

Learning Objectives:

• Understand and use a practical strategic planning framework to identify priority issues affecting membership growth and align them with the organization’s vision, mission, and capacity.
• Explore how audience insights, resources, and organizational strengths can be 

  translated into innovative membership growth strategies.

• Gain clarity on how to move from planning to action by connecting strategic priorities to realistic goals, success measures, and shared accountability.

Rachel Brooke is the founder and president of Maxim Management, a full-service association management and video production firm. With nearly 20 years of experience in association management, Rachel has led the operations of professional organizations at the local, national, and international levels. Her work spans strategic planning, board and committee support, membership development, financial oversight, marketing and communications, and conference and event management. She is a Certified Association Executive (CAE) and Certified Meeting Professional (CMP) and holds both a bachelor’s degree and an MBA from the Warrington College of Business at the University of Florida.

2:45 p.m. – 3:35 p.m.
Breakout Session #2

"Boomer to Zoomer:
Leveraging Generational Superpowers in Technology Adoption"

Your association employs staff across generations — from Baby Boomers to Gen Z — each bringing different approaches to technology adoption, especially emerging tools like AI. What's often seen as a barrier is actually your strategic advantage.

This session reframes generational differences as assets that propel associations forward through technology change. Discover how to navigate AI adoption and other emerging technologies with strategies to leverage every generation's perspective while building organizational momentum. Learn practical frameworks for understanding what each generation brings to technology adoption, from risk assessment to innovation appetite.

Using real association examples, explore how to build balanced teams with better technology outcomes. Whether you're implementing AI tools, optimizing your AMS, or rolling out new member platforms, discover how to create adoption strategies that work across your entire team, turning generational diversity from a challenge into competitive advantage.

Learning Objectives:

• Apply a generational framework to diagnose why technology adoption initiatives succeed or stall, identifying specific patterns in how different generations (Boomers, Gen X, Millennials, Gen Z) approach new technology tools like AI, and using those insights to design more effective rollout strategies.
• Design change management approaches that leverage generational strengths rather than fighting against them, creating implementation plans that balance innovation appetite with risk management across multi-generational teams.
• Build technology adoption teams using specific techniques to combine generational perspectives strategically, ensuring diverse viewpoints strengthen rather than slow down technology initiatives from AI strategy to platform optimization.

George Rears is an accomplished Project Manager and technology leader who brings more than 25 years of leadership and practical application, helping clients manage platform development and technology infrastructure teams, personnel, projects, and operations. He understands clients’ needs and becomes an integral part of the team to advise on IT strategy, recommending and implementing initiatives that help organizations operate more efficiently and effectively. George has previously served as the Vice President of Technology Solutions for an Association Management Company where he was responsible for the technology stack and Application Portfolio for over 25 different associations.

George’s expertise helps clients optimize their businesses by creating environments that produce positive results. He leverages his technology background to manage cross-functional teams by mentoring, coaching, and motivating others through mutual respect and trust. His mastery of management systems allows him to lead both the Waterfall methodology and Agile methodology effectively or lead in a blended environment. He has led Association Management Systems (AMS) selections and implementations and also directed web teams overseeing mobile-friendly/responsive design websites.

George earned his Bachelor of Arts in Computer Science from Rutgers College, Rutgers University, and an MBA from Rutgers Business School. He is a certified Project Management Professional (PMP) and former Certified Scrum Master (CSM).

George lives in North Brunswick Township New Jersey with his wife Monica and his two dog rescues, MidKnight and Sophie. When not listening to Yacht Rock and 80s music, he actively tends to his comic book collection. George currently serves as a Trustee Emeritus at his Alma Mater, Rutgers University.

"Elevating Your Email Game:
Design to Impress, Strategies for Success"

Associations need to create emails members actually want to read and click on. We have to look fresh in the inbox, especially since email is the #1 way we communicate.

After auditing over 50 associations emails, I found common threads of design, content, and strategy problems. This session showcases the solutions to those common problems. I'll share:

• 5 content tips that will ensure your emails are opened, entice people to convert.
• 10 design tips that will make the reading experience delightful for members, so they look forward to the next email.
• 5 strategy tips, because if the email strategy is poor, the design and content don't matter.

These tips have been tested and have proved that with little adjustment, and little staff effort, your emails can push through the chaos and create more conversions.

Amber Worthen is the Founder and CEO of Email Maven, a consulting agency dedicated to helping associations create emails members actually want to read, and click. With more than 13 years working inside associations herself, Amber understands the pressure of tight budgets, busy teams, and the constant demand to “send one more email.”

She has audited over 50 association email programs and is known for transforming overwhelmed inbox strategies into streamlined data-driven systems that boost engagement and conversions. From onboarding and renewal campaigns to email platform migrations and automation strategy, Amber helps associations maximize the technology they already have and use it smarter.

A frequent speaker and trainer, Amber is known for making email strategy practical, actionable, and even a little fun. She’s passionate about helping association professionals feel confident in their email decisions.

Outside of work, Amber is a wife and mom of three busy kids who keep her just as energized as her inbox.

3:35 p.m. – 3:50 p.m.
Break & Exhibits

“Scaling Success:
What AMC Leaders Teach Us About the Future of Associations”

What does it take to build a successful AMC—and what can all association professionals learn from the leaders who have done it? In this lively discussion, our panelists will share lessons learned from growing organizations, navigating change, building strong client partnerships, and preparing associations for what’s next. Expect practical insights, candid perspectives, and forward-looking ideas relevant to AMC leaders, association executives, and staff alike.          

Kim Chhabria, Chief Growth Officer, NorthStar Association Management

Kim is Chief Growth Officer at NorthStar Association Management, where she leads growth strategy across clients and the organization. Kim focuses on helping associations uncover opportunities, turn insight into action, and build sustainable growth through data-informed strategy, innovation, and strong execution.

Prior to joining NorthStar, Kim served as Group Vice President at Kellen, where she led discovery, development, and delivery of strategic initiatives for a diverse portfolio of association clients. She oversaw Kellen’s Shared Services teams, including Design, Education, Marketing, Membership & Sales, and Meetings, and partnered closely with boards and volunteer leaders to drive member growth, engagement, and long-term value. Her experience spans member acquisition and retention, education and credentialing programs, new product launches, events, and integrated growth strategies.

Kim is a frequent speaker and thought partner within the association and marketing communities, having shared her expertise at events hosted by American Society of Association Executives (ASAE), Mid-Atlantic Society of Association Executives (MASAE), as well as internal leadership and marketing programs.

Kim holds a Bachelor of Science in Marketing from Boston College and lives in New Jersey with her family.

Ethan Gray, CAE, Chief Relationship Officer, Talley Management Group

Ethan Gray, CAE, Chief Relationship Officer, has been in the nonprofit sector for his entire career beginning with post-college terms as a VISTA (Volunteer in Service to America) and AmeriCorps member working for regional community development organizations. An Association Manager since 2006, he has worked in both the AMC and stand-alone environments and has extensive experience in membership, governance, and infrastructure development.

Before joining Talley, Ethan ran the membership enterprise for an international medical society headquartered in Philadelphia, PA. He is an active member of the American Society of Association Executives (ASAE), has held ASAE’s Certified Association Executive (CAE) credential since 2012, and served as a board member for the Mid-Atlantic Society of Association Executives (MASAE) from 2016-2021.

Ethan received a Bachelor of Arts in Economics from Syracuse University. He lives with his wife (a fellow association manager) and three children in Wyndmoor, Pa. In his spare time, he moonlights as a musician and plays electric bass.

Ed Grose, CAE, President & CEO, Alta Management Services

Ed Grose is President and CEO of Alta Management Services, Inc., an association management company located in Philadelphia, Pennsylvania. Ed has over 30 years experience in association management and has worked in several different industries including hospitality, construction, commercial real estate, purchasing and procurement, safety, and chambers of commerce.

Ed is very involved in the Philadelphia business community and has served on several different boards and committees. He also works closely with elected officials on issues that pertain to his clients and has been successful in saving his clients millions of dollars through legislative efforts.

Bob Waller, Jr., CAE, Vice Chair, Association Headquarters

Bob has worked at AH for almost 40 years and during that time has served as the chief staff executive for 5+ organizations. Bob is currently the Vice Chair at AH, and along with being responsible for corporate development, is also the keeper of the company culture.

In addition, Bob has served as the volunteer chief elected officer for 5 different organizations, as well as serving as a board member for 3 others.

Bob is recognized by colleagues as a leader in the association management industry, having received several industry awards such as the MASAE Points of Light Award, the NJSAE Excellence in Association Management Award, and the designation of Fellow by ASTM International, Customer Service CEO of the Year award from the Customer Service Institute of America, and the Glen Bostrom Life Time Achievement Award from the AMC Institute.

Bob is a past president of the AMC Institute, New Jersey Society of Association Executives (NJSAE – Now MASAE), and the International Consumer Products Safety Organization (ICPSO). He has served as a board member and officer for many area non-profits and children’s charities, such as Kids In Distressed Situations (K.I.D.S.), First-Candle, and currently the Baby Safety Alliance Board.

9:00 a.m. – 9:50 a.m.
General Session

“Executive Survival:
A Military Guide to Association Leadership”

Between navigating volunteer board dynamics, surviving the annual conference marathon, and fighting off constant scope creep, association executives are locked in a relentless "72-hour patrol" with no end in sight. Far too often, mission-driven passion masks critical exhaustion, pushing high-performing leaders off the performance cliff into total burnout. Drawing on hard-won lessons from the front lines of combat medicine, this session reclaims the concept of professional wellness and reframes it as operational readiness. Because in the field, just like in the association boardroom, the ultimate rule remains the same: you can't treat the casualty if you become a casualty yourself.

In this high-impact, humorous, and refreshingly direct presentation, you will trade generic "self-care" fluff for a battle-tested survival guide to association productivity. Learn how to apply core infantry doctrines to your daily grind—from executing a strategic "tactical pause" and purging administrative friction to keep your core systems running, to simplifying crisis management. You will leave this session with an actionable blueprint to protect your team’s cognitive bandwidth, build organizational redundancy, and carry a lighter "ruck" into your next strategic season.

With more than a decade of leadership in the nonprofit sector and more than twenty years of hands-on experience planning and running high-impact events, Heather Blush, CAE, DES knows what it takes to build future-ready organizations. As an employee of Alta Management Services, Inc. and the Executive Director of BOMA New Jersey, she specializes in guiding associations through periods of transition and turning industry challenges into strategic advantages.

Heather’s leadership approach is backed by rigorous credentials and an extraordinary background. She has been a Certified Association Executive (CAE) for almost ten years, holds certifications as a Digital Events Strategist (DES) and an NCCER Master Trainer, and is currently expanding her expertise via the Certified Meeting Professional (CMP) framework. Before her career in association management, Heather developed her sharp situational leadership and logistics skills as a Gulf War Veteran, serving her country as a Field Combat Medical Specialist. An alumna of Ithaca College, Heather blends military-grade precision with deep nonprofit insight to help modern associations thrive.

“Your Members Are Your Marketing: Designing Member Experiences that Fuel Retention and Growth”

In today’s crowded digital landscape, associations often focus heavily on acquiring new members while underestimating the influence of the members they already have. The truth is simple: your most powerful marketing asset is not your next campaign. It is your current members.

In this session, we will explore how intentional engagement strategies can transform satisfied members into advocates, recruiters, and long-term ambassadors for your organization. Drawing from real-world examples across professional and trade associations, Abram Garcia, Vice President of Membership, Marketing, and Strategic Partnerships at Kellen, will demonstrate how personalized messaging, smart segmentation, and aligned membership and marketing efforts create a loyalty loop that fuels both retention and recruitment.

Participants will examine how to design member experiences that feel relevant at every career stage, how to use data to identify engagement gaps before members disengage, and how to activate current members as part of a broader growth strategy. Rather than treating marketing and membership as separate functions, this session will show how integrating them can produce measurable impact across renewals, referrals, and new member acquisition.

Whether you lead a small staff association or a complex organization, you will leave with practical strategies to shift from transactional communication to relationship-driven growth. Because when members feel seen, valued, and understood, they do more than renew. They recruit.

Learning Objectives:

• Reframe member engagement as a core recruitment and growth strategy
• Identify gaps in their current engagement approach that may be limiting retention and referrals
• Develop segmentation strategies based on career stage, engagement behavior, or member type
• Design a simple member journey that strengthens loyalty from onboarding through renewal
• Align membership and marketing teams to create consistent, data-informed communication
• Identify key engagement metrics that signal long-term member value and advocacy

Abram Garcia is the Vice President of Marketing, Membership and Sales at Kellen. With a keen focus on devising and executing strategies, he leads the Membership, Marketing, and Sales team. Abram’s expertise lies in crafting comprehensive marketing, membership, and sales strategies across diverse channels, with the aim of captivating and engaging target audiences effectively. With over 9 years of association experience spanning various fields and organizational sizes, Abram brings a diverse portfolio to the table. Throughout his career, he has played a pivotal role in aiding numerous associations in expanding their membership numbers, increasing revenue, and enhancing member engagement.

Abram holds a bachelor’s degree in Political Science from Lake Forest College. Currently based in Washington, DC, he enjoys traveling during his leisure time and passionately supports both Chicago and Washington, DC sports teams. Additionally, he is an active member of the ASAE (American Society of Association Executives).

“How AI Is Changing the Way We Build and Sell Sponsorships”

Today’s most successful associations are creating experience-driven, brand-aligned sponsorships and using data to identify the right partners faster.

In this practical session, you’ll learn how AI tools like ChatGPT, Perplexity and Google Notebook LLM can support sponsorship strategy from idea generation to sponsor research. We’ll walk through real-world use cases showing how association leaders can use AI to brainstorm compelling sponsorship concepts, identify qualified sponsor prospects, and accelerate sales preparation, all without needing technical expertise.

Learning Objectives:

• Understand how AI can support modern sponsorship development, including ideation, package creation, and sponsor prospecting.
• Apply simple AI prompts to generate sponsorship concepts and research potential sponsors aligned with their audience and mission.
• Identify at least three practical ways to integrate AI into their current sponsorship workflow to save time and improve revenue strategy.

Jennifer Kerhin founded SB Expos & Events to support the mission of associations by creating non-dues revenue through event management.

Understanding that active involvement within associations is the key to success, she is a committed member and volunteer in IAEE, ASAE and PCMA. She teaches the CEM courses and is on the CEM Commission. She has been a speaker at ASAE’s Annual Meeting, IAEE’s ExpoExpo!, MPI’s Potomac Chapter, MASAE’s Annual Meeting, PCMA’s Capital Chapter and Cadmium Spark conference.

11:00 a.m. – 11:50 a.m.
Closing Keynote 

“Ethical Nightmares”

From governance conflicts and confidentiality concerns to vendor relationships and volunteer leadership challenges, association professionals face difficult ethical decisions every day. Join your colleagues for a lively, interactive discussion of real-world ethical scenarios and test your instincts against those of your peers. There may not always be a perfect answer, but there is always something to learn!