UST Education Series: Navigating the Looming Membership Cliff – Insights From Association CEOs
We hear a lot about the “enrollment cliff” in the news, but there’s another looming crisis that hasn’t received as much attention—the “membership cliff” facing many associations. With factors like retirements, industry shifts, and private equity buyouts causing members to leave or exit their fields, associations are at risk of losing significant portions of their member base in the coming years.
Matrix Group CEO & Chief Troublemaker Joanna Pineda is excited to present a session on “Navigating the Looming Membership Cliff: Insights From Association CEOs” in UST Education’s Leadership and Learning Series happening Wednesday, December 4th at 11am Eastern.
Join us for a thought-provoking conversation with several association CEOs who are confronting this challenge head-on. Discover how they identified the warning signs, what’s causing this membership cliff in their industries, and—most importantly—what they are doing to retain members, engage younger generations, and evolve their value propositions for the future.
Joanna will be joined by:
- Michael DiFrisco, Executive Director of the American Academy of Cosmetic Dentistry (AACD)
- Tracey Moorhead, President and Chief Executive Officer of the American Association of Post-Acute Care Nursing (AAPACN)
They will discuss:
- The key drivers behind the impending membership cliff and evaluate its potential impact on associations.
- The strategies association leaders are implementing to retain members and attract new ones in the face of this challenge.
- How associations are adapting their membership models to prepare for long-term sustainability.
About UST Education
“Serving our communities with expert professional development courses.” In 2020, US Transactions Corporation launched UST Education. Growing out of the success of Presidential Forum, UST’s community driven roundtable discussions, UST Education provides high quality continuing education to the business communities in which UST is engaged. The UST Education team ensures proactive support, ease of registration, and fast credentialing for their interactive webinars, and their expert instructors address topics relevant to the professionals they serve.
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.
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Michael DiFrisco serves as the Executive Director of AACD. Michael is an experienced marketer and brand strategist with a demonstrated history of working in the non-profit organization management industry. Learn more about Michael and AACD in his episode of Associations Thrive podcast with Joanna!
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Tracey Moorhead is President and Chief Executive Officer of the American Association of Post-Acute Care Nursing (AAPACN). Tracey brings over 20 years of non-profit leadership to AAPACN including a background in health policy and advocacy. Tracey’s success in initiatives relating to strategic planning, communications, and partnership development combine with expertise in population health management to position organizations and healthcare providers for success in new care delivery and payment models.
