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Upcoming Event

ASAE MMC+Tech 2024: Membership & Marketing at the Margins

Dates: May 30, 2024
Time: 1:45 PM - 3:15 PM (EDT)
Location: Walter E. Washington Convention Center
Learn More & Register

CEO Joanna Pineda is excited to lead a Deep Dive Learning Lab on “Membership & Marketing at the Margins” at the 2024 ASAE MMC+Tech Conference
, happening in Washington D.C., May 30-31.

Every organization will tell you that they work hard to meet the needs of different types of members. But dig deeper and you’ll often find that these organizations are mostly meeting the needs of members in the middle: the mid-career professionals, the medium-sized contractors, the experienced real estate agent. Why? Because the members at the margins (new, inexperienced, student vs. very senior, large, close to retirement) are often outliers or have vastly different needs.

The result? The members are the margins are less engaged and less likely to renew their membership. Join Joanna during her session to:

  • Hear stories about real members at the margins.
  • Learn how to identify your members at the margins.
  • Hear about ways organizations are modifying and expanding services to better meet the needs of a wider range of members.


About the Presenters

  • Joanna Pineda is CEO and Chief Troublemaker of Matrix Group International, Inc., a digital agency that works primarily with associations and nonprofits to help them increase membership and generate revenue. Joanna’s staff and clients call her Chief Troublemaker because she likes to ask a lot of questions, think outside the box, question reality, and ask the hard questions so stuff gets done. She is passionate about the user experience, aka the member or customer journeys.