We are excited to invite you to the Mid-Atlantic Society of Association Executives (MASAE) Mid-Year Event taking place on Tuesday, June 3, 2025, from 9:30 AM to 3:45 PM at Live! Casino and Hotel Philadelphia. This full-day event is designed to inspire, connect, and provide valuable insights for association professionals.
AGENDA
9:30 a.m. - 10:00 a.m.
Registration
10:05 a.m. - 11:05 a.m.
"Who Owns it Best—Membership or Marketing"
Who is the proper owner of various member-focused initiatives: Membership or marketing? Whether it’s surveying, retention campaigns, personas or more, never have two departments battled more. Join the great debate as we decide in a variety of scenarios, who owns it best?
Nikki Golden, CAE, is a strategist with Association Laboratory, which helps associations make research-based business decisions—on everything from membership to strategic planning to educational programming/certification—using state-of-the-art research.
Nikki built her association career working in both marketing and membership, with the National Association of the Remodeling Industry and the National Roofing Contractors Association. She honed her leadership and governance skills as executive director of the International Society for the Advancement of Spine Surgery.
Nikki has been recognized for her work in the association world, making the inaugural list of Association Forum of Chicagoland/USAE Forty Under 40 list. Nikki currently serves on the Board Association Forum of Chicagoland and is an active member of ASAE, earning her Certified Association Executive designation in 2013.
Katie Locke (they/them/she/her) is the member engagement manager at The Institutes CPCU Society where they manage the online community, volunteer programs, and member engagement opportunities. They previously worked for Anthony J Jannetti, an association management company, and the International Literacy Association. They live with their feline overlords in Philadelphia, PA.
Ashley Meloni is the Managing Director of Marketing and Communications at Association Headquarters, where she leverages her experience in highly regulated industries to drive impactful strategies and innovative solutions for client partners. Ashley is an award-winning professional with 17 years of experience specializing in data-driven marcom strategies. She enjoys spending her downtime at the beach, camping, and supporting her two children at their various events.
Heather Blush is the Executive Director of the Building Owners and Managers Association of New Jersey and works for Alta Management Services, Inc., a Philadelphia-based AMC. A Certified Association Executive (CAE) and Digital Event Strategist (DES), she brings a unique perspective to audiences, drawing on her proven ability to cultivate thriving communities and drive organizational success. Heather's expertise spans strategic planning, board relations, and innovative membership engagement strategies, making her a sought-after thought leader.
With a career marked by significant achievements in increasing membership, improving member retention, and developing impactful programs, Heather delivers valuable insights on fostering collaboration, building strong communities, and maximizing member value. Her hands-on experience guiding volunteer boards, modernizing marketing efforts, and implementing successful membership initiatives equips her to share practical, actionable strategies.
Manuel Collazo, MBA is the Chief Growth Officer of Talley. He has served associations and non-profits for more than twenty-five years. He builds brand strategies for associations, creates marketing and development plans that drive engagement and sustainability, and leads sales and business development teams that drive revenue and profit growth for both clients and the organization. His approach to developing growth strategies ensures all new clients benefit from the same strategic approach to their business challenges as current client partners.
Manuel has seventeen years of experience in media and publishing, working for major media brands like COX and the Wall Street Journal in various leadership positions. Before joining Talley, he served as the Vice President of Strategic Marketing & Business Development for Association Headquarters, was the owner and Chief Consultant for Thrive Development, and worked as the President and CEO of CIPS Marketing Group, Inc., and Lee Central California Media. During his corporate career, Manuel also served in a variety of board, committee, and volunteer positions for non-profits around the country, including People for People, Artemis Domestic Violence Center, and CASA of Camden County.
11:15 a.m. - 12:15 p.m.
"Creative ways to Engage Members"
Presented by Abram Garcia, Kellen
We all know marketing brings people in the door, but what happens next?
In this session, Abram Garcia, Vice President of Membership, Marketing, Strategic Partnerships & Development at Kellen, will explore how successful associations are breaking down silos between marketing and membership to drive real engagement, retention, and growth. Abram will share real-world examples of how integrated campaigns, smart segmentation, and personalized member journeys can turn curiosity into commitment. Whether you're a one-person shop or leading a team, this session will give you ideas you can take back and put into action right away.
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).
12:15 p.m. - 12:45 p.m.
Guided Networking – The Fun, No-Stress Way to Connect!
Are you tired of awkward small talk and forced introductions? Say hello to Guided Networking, a fresh, engaging, and friendly way to meet new people without the cringe!
How It Works: We’ll use fun, interactive prompts to spark honest conversations. There will be no boring elevator pitches—just relaxed engagement that helps you connect naturally. Whether you're a social butterfly or more reserved, this session is designed to make networking effortless (and maybe even fun).
What Makes It Different?
- No pressure – Structured prompts mean no awkward silences.
- Meaningful connections – Go beyond "So, what organization are you from?" with creative questions.
- Introvert-approved – Comfortable pacing, no forced participation.
- Playful vibes – Think shared laughs. We won’t take ourselves too seriously.
This session is perfect for anyone who dreads traditional networking but wants to build authentic professional relationships. Come as you are and leave with new connections—and maybe even a smile!
12:45 p.m. - 1:45 p.m.
Luncheon
1:45 p.m. - 2:45 p.m.
Workshop
Are you ready to take your communications to the next level? Want to create strategies to engage members while taking advantage of new technologies? We'll tackle some of the challenges we've identified as a group, brainstorming solutions and designing initiatives to take back to the office tomorrow.
2:45 p.m. - 3:45 p.m.
"Navigating Technology Issues Facing Todays Association"
Presented by Reggie Henry, CAE, American Society of Association Executives
Join us for an enlightening session where Reggie Henry will share insights into the technology issues facing associations today. Based on a survey of leading technology professionals, this session promises to offer a wealth of knowledge and actionable takeaways for professionals seeking to advance their technology strategies.
Reggie Henry joined ASAE in November of 1994. His responsibilities are to implement "exemplary" systems at ASAE that can serve as a model to the rest of the association community and to "ratchet-up" the use and understanding of technology among ASAE members. He has been working with and/or for non-profit organizations since 1985.
Mr. Henry speaks regularly on technology and strategy issues. Some of his most recent speaking engagements include the 2025 PASAE Professional Development Webinar: Stay Ahead of the Curve in Association Tech, 2024 MMC+ Tech Conference, 2024 Association AI Summit, 2023 ASAE Annual Meeting, 2023 ASAE MMCC Conference, Keynoting the 2023 HigherLogic Superforum Conference, March 2023 Generative AI for Associations - How to Use ChatGPT and AI Tech Right Now! In 2009 he was invited by the Secretary of Smithsonian to participate in Smithsonian 2.0, a Gathering to Re-Imagine the Smithsonian in the Digital Age. Reggie was recently named one of the top 40 CIOs in DC-MD-VA area.
Mr. Henry holds a B.S. in Economics and Computer Science from Georgetown University. Mr. Henry regularly serves on association Boards, most recently Educause and the National Association of Colleges and Employers. He enjoys cooking, drawing, pottery and golf.
