2017 Online Conference for Small-Staff Associations

2017 Online Conference for Small-Staff Associations

Event Information


Feb 14, 2017 - Feb 16, 2017 Eastern


11:00 AM - 4:00 PM


Virtual - Online with Voice over IP audio

CAE Hours:




Member Price:


NonMember Price:



Access Pass Points: 8

The 2017 Online Conference for Small-Staff Associations is designed to provide a content-rich virtual learning experience for participants from associations with nine or fewer full-time employees. The online format allows participants to benefit from the collective knowledge of top-notch presenters without incurring the cost of in-person travel.

Session topics reflect creative ideas, effective strategies, and tailored solutions that will arm you with the right tools and resources to overcome the challenges of small-staff association management. 

Register now to:

  • explore issues in the areas of governance, HR, membership, and marketing from the unique vantage point of a small-staff association.
  • strategize and collaborate with like-minded colleagues on how to maximize limited resources.
  • learn practical tools to address challenges you are facing from thought leaders and practitioners without leaving the office.

The Online Conference is scheduled over a three-day period and features live online sessions and facilitated chat discussions. Before the first day of the online conference, registrants will receive login information and links to test their computer and become acquainted with the platform. Participants will have access to recorded sessions, reference materials, and more for up to 60 days following the program.

  • Agenda

    • Tuesday, February 14, 2017

      11:00 a.m. – 12:00 p.m.
      Opening Keynote: Transforming Strategy Through Governance and Operational Discipline
      Cynthia Mills, president and CEO, Leaders’ Haven

      You’ve had an energetic strategic planning retreat. The flip-chart sheets cover the walls, and the board is excited. Everyone can see potential. You’re encouraged by their engagement, yet just a little overwhelmed. You’ve already got plenty to do when you get back to the office. How do you get from strategy to implementation? This thought-provoking keynote will give you a road map with real templates to support your journey.

      12:15 – 1:15 p.m.
      Members ForEVER: The Real Reasons Why Members Join and Renew
      Dan Ratner, membership and business development strategist, The Next Steps, LLC

      More than ever, there's increased competition for your constituents’ attention in the marketplace. Your members are constantly asking, "What's in it for me?" The answer: Members of your organization are in it forEVER. This session will focus on the four key member needs and desires in organizations of any size: a quality positive Experience, ever-increasing Value, intentional Engagement, and consistent Relevance. They all must fit together to form a dynamic framework that will keep your organization meeting and exceeding your members' expectations for a lifetime. Learn methods to identify strengths, deficiencies, and conflicts and practical ways to make changes, even with a small staff and limited resources.

      1:15 – 2:00 p.m.
      Hosted chat in conference room (optional)

      2:45 – 3:45 p.m.
      The Smart Way for Small Associations to Select an AMS
      Wes Trochlil, owner, Effective Database Management LLC

      Even the smallest association likely needs an association management system. But selecting a new AMS is a tedious task fraught with pitfalls. With so many choices available, how do you know which product is right for your organization? There is a right way (and a lot of wrong ways) to identify and select an AMS. Learn a time-proven process for how to determine what your organization needs, prioritize those needs, review the products available, and make a selection.

      How to Leverage your AMS and Analytics in Meetings Marketing on a Shoestring Budget
      Joanna Pineda, CEO, Matrix Group International, Inc.
      David Schnabel, communication and events Manager, National Association of Episcopal Schools

      With seemingly endless amounts of data from your AMS, analytics tools, email provider, and other sources, and with limited time and resources, how do you gather and use data to make meaningful, strategic marketing decisions? Hear a case study on how a small-staff association worked over a six-month period to successfully promote its most important event with limited resources. Learn how the organization approached analytics, identified useful tools, and integrated data from its website, membership database, email provider, and other systems to reach the right members, at the right time, in the right way.

      4:00 – 5:00 p.m.
      The Baby, the Bathwater, and the Bailout
      Kathleen Herndon, Ph.D., executive director, Virginia Land Title Association

      Membership numbers have dropped. Revenues are down. Cash reserves are dwindling. What do you do? The answer is unlikely to include anything you’ve ever done before. In this session, you will hear firsthand how one association brought its membership back from the brink, using drastic strategic planning and a groundbreaking new membership model. Tossing out dozens of time-tested but outdated processes, this association was willing to invest both financial and volunteer resources in updating the face, body, and soul of its value proposition to revitalize member engagement. Learn how this association leveraged technology updates (AMS, LMS, social media, magazine, newsletter, event applications, etc.) to launch a new membership model.

      Wednesday, February 15, 2017

      11:00 a.m. – 12:00 p.m.
      Small Staff, Big Impact: ​How to Run an Effective Government Relations Program with Limited Resources
      Anne DarConte, principal, Beyond K Street
      Kyle Lambert-London, CAE, party political education manager, National Association of Realtors

      Your organization has limited resources and lacks a dedicated government relations staff person, but your members have critical interests in public policy issues bound to the mission of the association. How can you find the time and budget to satisfy this member need? In this session, we will share easy-to-implement, low- and no-cost ways to strategically create a government relations culture that will enhance the advocacy effectiveness of your organization on Capitol Hill, at the statehouse, or at city hall. We will cover core tactics for identifying, prioritizing, and monitoring relevant issues and making an impact that supports your members.

      12:15 – 1:15 p.m.
      Key Metrics for Successful Organizations
      Anna Hofmeister, CPA, partner, Tate & Tryon CPAs and Consultants

      An organization needs to know how it's performing and needs to report on key metrics that reflect success. The good news is that over the years, more affordable software tools have been developed, making it easier for small nonprofits to provide more transparency and accountability. This session will share examples of key metrics that an organization might use to measure its performance, explore how to determine the metrics most important to the organization, and look at the tools used to generate these metrics.

      12:15 – 1:15 p.m.
      60 Apps to Make Your Workday More Efficient
      Steve Mickley, executive director, American Institute of Building Design
      Garrett Mickley, communications director, American Institute of Building Design

      This fast-paced and fun presentation will introduce you to many useful apps, web tools, and software programs. Apps allow you to leverage the power of your mobile devices and the cloud, and these days, there's an app for just about everything.  You'll learn from a long-time association management veteran about how to use technology (for little or no cost) so you can work smarter and more efficiently. .

      1:15 – 2:00 p.m.
      Hosted chat in conference room (optional)

      3:00 – 5:00 p.m.
      Beg, Barter, Steal, and Innovate: Thriving With Little to No Resources
      Stefanie Reeves, CAE, executive director, Maryland Psychological Association
      Aliyah Horton, CAE, executive director, Maryland Pharmacists Association
      Cynthia Woodruff, executive director, American Art Therapy Association

      You’re sitting at your desk, head in your hands, trying to figure out how you can accomplish everything that you, as the CEO, and the board have on the agenda. This is the backdrop for everything small-staff associations do, but with proper planning and strategic resource allocation, you can accomplish your goals. DIY, crowdsourcing, and creative use of your board and committee leadership are some of the strategies that can help. In this session, three small-staff CEOs will share some case studies and valuable lessons and describe how they pulled off the seemingly impossible with a few staff and no budget.

      HR Management in Small-Staff Associations: From Recruitment and Mentoring to Process Improvement and Termination
      Addy M. Kujawa, CAE, chief executive officer, American Association of Orthopaedic Executives
      Jill A. Curtis, CAE, senior director, experience design, American Association of Orthopaedic Executives
      Paige Adkins, industry relations coordinator, American Association of Orthopaedic Executives

      Addy Kujawa, CAE, and members of her staff team offer a look at how AAOE serves its employees in a small-staff environment. You'll learn from their wins (and some of their losses—it’s not all perfect, right?), get strategies for keeping your team happy (millennials included—they are amazing!), and find out how AAOE recruits talent and, when necessary how they let staff members go. You will leave this session with practical tips, resources, and even some of AAOE's best samples and templates.

      Thursday, February 16, 2017

      11:00 a.m. – 1:00 p.m.
      Virtual Operating Models for the Small Association
      David Bohn, partner, Tate & Tryon
      Jenn Manos, MBA, executive director, Society for Simulation in Healthcare
      Lane Velayo, CAE, executive director, Indiana Music Education Association 

      Explore virtual operating models as an alternative to the traditional office for small associations. Speakers will cover successes and lessons learned in establishing these alternative work environments. Virtual operating models broaden the talent pool available to small associations, allowing them to attract talent without geographic constraints. Understand how to strike the balance between the flexibility given to remote staff and the need to maintain productivity and responsiveness to members. This session will look at staff recruitment, management techniques, expectation setting, and the need for a flexible internal back-office infrastructure to ensure success.

      Effective Volunteer Engagement for Success
      Trevor Mitchell, CAE, senior director of membership and strategy, American Mensa

      Volunteers have always been and continue to be a cornerstone of association success. The challenges that associations face are to identify, align, and create meaningful and relevant opportunities for volunteers that advance the organization. This session will demonstrate how to address these challenges and align volunteers to the organization’s mission, vision, and strategy. 

      1:00 – 2:00 p.m.
      Hosted chat in conference room (optional)

      2:45 – 3:45 p.m.
      Designing and Implementing Nondues Revenue Programs That Drive Member Value
      Tom Morrison, CEO, Metal Treating Institute

      With the right nondues revenue programs, an association can clearly demonstrate value to any member. This value, in turn, drives recruitment, engagement, and retention. The remaining questions are, “What are the right nondues revenue programs for you, and how do you discover them?” You’ll learn how to build a culture of innovation so you get buy-in from your board. Get insight on the one visual component every association staff or board member should look at when designing a nondues revenue program. You’ll also discuss the three types of nondues revenue and the three levels of engagement, plus much more.

      Remaining Relevant: Trends in Board Governance
      Vicki Clark, owner, Building the Capacity of Organizations

      Governance and board development in small-staff associations offer unique challenges and opportunities. Do you dream of a more enlightened and engaged board? The speaker will offer updates and insight into the latest trends that will move your board forward to meet the changing needs of your members and industry. Discuss a range of topics, including the correlation between the health of your board and that of your association and how to create the most effective board-staff relationships. Also, learn nine steps to finding, recruiting, and engaging board members.

      4:00 – 5:00 p.m.
      Closing Keynote
      Amy Webb, founder and CEO, Future Today Institute

      What does the future hold for associations and the members they serve? What are the most critical tech trends you need to consider? How can you distinguish between concrete trends and shiny objects? Amy Webb will showcase the Future Today Institute's latest research and offer key insights on the specific near-trends that will affect your organization and association management in the next year. Preview what these trends will look like in 10 years and how they will impact your constituents. Leave with tips on how to effectively plan for these future trends. This session will include a Dropbox folder full of resources for participants to use after the session.

  • Speakers

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      Paige Adkins

      Paige Adkins is industry relations coordinator for the American Association of Orthopaedic Executives in Indianapolis. She received her bachelor’s degree from Ball State University in May 2014 and started with AAOE in August 2014 as administrative coordinator. After two months, Paige moved to the marketing and communications coordinator position. She was promoted to the industry relations coordinator position in November 2015. Before joining AAOE, she worked for MainGate, Inc., as an event management intern planning promotional retail events for the Indianapolis Colts. She also brings experience from her time in MainGate’s customer service department.

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      David Bohn

      David Bohn is a partner within Tate & Tryon’s Outsourced Services department. He has more than 20 years of finance and accounting experience in both the nonprofit and for-profit sectors, providing services for organizations ranging from $1 million to $11 billion in annual revenues. David also has over 10 years of experience providing finance and accounting transformation and outsourcing solutions to nonprofit organizations, resulting in increased performance, decreased costs, and reallocation of resources to mission-critical priorities. He works with the nonprofit community to improve the finance function’s support of organizational missions, providing recommendations and best practices in staffing, process design, and technology.

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      Virginia Clark

      Vicki Floyd Clark is the owner of Building the Capacity of Organizations. She has devoted the past 30 years to building capacity in organizations and inspiring community leaders. A noted speaker, facilitator, consultant, and trainer, she has extensive experience in the nonprofit, government, and private sectors. Her work includes numerous specialty areas: board development, diversity and inclusion, leadership development, strategic planning, project planning, volunteer resource development, and effective communication. Vicki is a member of the Peter F. Drucker Foundation’s leadership training and consultation team and a senior governance consultant for BoardSource. She has also been a guest lecturer at several leading universities.

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      Jill A Curtis, CAE

      Jill A. Curtis, CAE, is senior director of experience design at the American Association of Orthopaedic Executives. She brings to AAOE solid skills and experience in all aspects of membership development and engagement, as well as in member communications and marketing. She also has extensive experience in financial management, governance, nondues revenue sales, meeting planning, and more. She is passionate about the value of membership and providing AAOE members with the best possible member experience. Her experience in association management includes six years as the director of membership and communications of the Indiana Apartment Association and seven years with an association management company.

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      Anna Hofmeister, CPA

      Anna M. Hofmeister, CPA, is the partner in charge of Tate & Tryon’s Outsourcing Services practice and has more than 20 years of experience in nonprofit accounting, consulting, audit, and tax needs. In her role as an interim or permanent CFO, she advises executive leadership and boards on a wide range of topics, including establishing and monitoring key performance indicators, improving financial performance, optimizing cash flow, budgeting and financial forecasting, improving operating efficiency, regulatory compliance, and financial management best practices. Anna is a frequent speaker on nonprofit financial management topics, presenting at ASAE’s Annual Meeting and the Finance, HR, and Business Operations Conference.

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      Kyle Lambert London, RCE, CAE

      Kyle Lambert London has worked for the National Association of Realtors for the last 17 years. She serves as the Realtor Party (Political) Education Manager. She has overseen the development, testing, and rollout of the Realtors Candidate Training Academy, NAR’s Voter Registration Initiative, and the Best Practices for Choosing Realtor Champions course, as well NAR’s government affairs directors and CEO orientation to advocacy programs and a yearly Government Affairs Directors Institute. She started her work in cultural diversity: She was the co-staff executive of the Equal Opportunity Cultural Diversity Committee and has worked on Fair Housing policy at NAR.

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      Aliyah N. Horton, CAE

      Aliyah N. Horton, CAE, is executive director of the Maryland Pharmacists Association, based in Columbia, Maryland. Her experience spans more than 20 years in public policy and the association community. Before joining MPhA, Aliyah served as associate executive director for strategic initiatives and government affairs at the Institute of Transportation Engineers. Earlier in her career, she worked as a public policy specialist and lobbyist for InterAction in Washington, DC, and as a legislative assistant in the U.S. House of Representatives.

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      Addy M. Kujawa, CAE

      Addy M. Kujawa, CAE, has served as CEO of the American Association of Orthopaedic Executives for six years. She is a results-oriented, diplomatic, creative, energetic, dependable, motivational leader with proven skills in every area of association management. Addy is an expert in engagement, strategic planning, visioning, and executing an organizational plan. Her previous experience in association management includes 10 years in public and media relations with the American Academy of Orthopaedic Surgeons. In 2015, Addy was named Association Executive of the Year by the Indiana Society of Association Executives.

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      Anne DeSeta DarConte

      Anne DeSeta DarConte is the principal of Beyond K Street, LLC, a public affairs consultancy helping clients enhance their government relations efforts and achieve results by applying relevant communication and outreach tactics to a defined strategy. She has more than 30 years of federal, state, and local government relations and public affairs experience in the association, corporate, and government sectors. Her expertise include issue campaign management, grassroots and grass-tops advocacy, legislative training and fly-ins, public speaking, coalitions, community outreach, and “Get Out the Vote” programs. Anne serves on the Government Relations Section Council for ASAE.

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      Jennifer Manos, RN, MSN, MBA

      Jennifer L. Manos, RN, MSN, MBA, is executive director of the Society for Simulation in Healthcare, where she also served as associate executive director and director of accreditation. Jennifer assisted in the development and implementation of an accreditation program for healthcare simulation programs. She has directly managed the International Meeting on Simulation in Healthcare, the Asia Pacific Meeting on Simulation in Healthcare, the Regional SimOps conference, SSH general operations, and financial oversight for the organization. Jennifer has been involved in research on patient safety, teamwork, and communication, the detection of latent safety threats through multidisciplinary simulation training, and development of a hospital-based simulation program.

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      Kathleen Herndon

      Kathleen (Katie) Herndon, Ph.D., is executive director of the Virginia Land Title Association and the managing editor of the VLTA Examiner magazine and Feminist Quarterly. She has served overseas with the US Foreign Service, and she has led numerous research studies on the treatment of domestic violence and the predictive validity of risk assessment instruments. She possesses extensive experience in association management and business development, with core competencies in research, administrative and operational support, fiscal management, budgeting, and strategic planning. Her key strengths include nonprofit and government management and program development.

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      Garrett Mickley

      Garrett Mickley is communications director at the American Institute of Building Design. He oversees all AIBD digital media and electronic communications, including its social media platforms and websites.

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      Cynthia Mills, CMC, CPC, CCRC, FASAE, CAE

      Cynthia Mills is founder, president, and CEO of the Leaders’ Haven consultancy, partnering with clients as a business strategist, board consultant, executive and career coach, succession planning and change management guide, and leadership development catalyst and speaker. An award-winning national and international CEO, Cynthia works with developing and committed leaders, future seekers, change masters, high performers, and corporate culture architects. An ASAE Fellow, Cynthia served on ASAE’s board and executive committee and the board for ASAE Business Services, and she was president of Georgia Society of Association Executives. She has been honored with numerous association awards, including the GSAE President’s Award, the Clifford Clark Award, and the TCIA Chair’s Award twice.

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      Wes Trochlil

      Wes Trochlil is president of Effective Database Management located in Hamilton, Virginia. For over 25 years, Wes has worked in and with more than 100 small and large associations, nonprofits, and membership organizations throughout the US. Wes has provided a range of consulting services, from helping organizations select and implement data management systems to using data for improved marketing and communications. Before starting his own consulting firm, Wes had nearly 10 years of experience working at four national and international trade associations as director of membership, marketing, customer service, and communications.

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      Joanna Pineda

      Joanna Pineda is CEO at Matrix Group International, Inc., an interactive agency based in Arlington, Virginia. Matrix Group helps associations and other nonprofits develop and execute their digital strategies so that they can increase membership, raise awareness, increase sales and registrations, and ultimately change the world. Today, Matrix Group works with 140 organizations across the country and across industries and professions. Joanna has been helping associations and nonprofits "be better" since 1999. She also speaks regularly on the topics of digital strategy, digital transformation, building a user-driven and analytics-driven organization, security, and leadership.

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      Stefanie Reeves, MA, CAE

      As executive director of the Maryland Psychological Association in Columbia, Maryland, Stefanie Reeves manages the day-to-day operations of a small-staff association representing mental health professionals. Previously, she served as senior lobbyist for the American Psychological Association. An active member of ASAE, Stefanie previously served as chair of its Government Relations Section Council and is currently a member of the Public Policy and Power of A committees. She is also a 2008-2009 ASAE Diversity Executive Leadership Program Scholar.

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      Dan Ratner

      Dan Ratner is a membership and business development strategist at the Next Steps LLC. In his more than 20 years as an association professional, Dan has specialized in membership development and retention, rising to executive levels of both professional and trade associations. His leadership achieved record growth for those membership programs during his tenure. His experience also includes leading constituent relations, customer service, and direct sales teams. As a member of ASAE for the past 17 years, Dan has presented at several ASAE conferences and has appeared in Associations Now and other ASAE publications.

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      David J. Schnabel, CAE

      David J. Schnabel, CAE, is the communications and events manager for the National Association of Episcopal Schools, where he began his association management career in 1996. NAES is an independent, voluntary membership organization that serves and advocates for the vital work and ministry of the nearly 1,200 Episcopal schools and early-childhood education programs throughout the Episcopal Church. He oversees the organization’s communications, website, social media, marketing, publications, database implementation and standards, and meeting and event production. He is a 2016 recipient of the NAES John D. Verdery Award for outstanding service to NAES and Episcopal schools.

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      Steven Mickley, CPBD

      Steve Mickley is executive director of American Institute of Building Design and a certified professional building designer. Before his current position, Steve was the managing director of SGA Architecture in Palm Beach, Florida, and spent 10 years as owner of a residential design firm. He holds numerous awards, including AIBD's President's Award and AIBD Designer of the Year.

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      Tom Morrison

      Tom Morrison began his career in association management in 1995 as an executive vice president hired to assume the role of CEO of the Florida Automotive Industry Association. He is now the CEO of the Metal Treating Institute. Tom has been instrumental in helping MTI drive growth in its member value proposition, tradeshows, annual conferences, online technical training, and use of technology. Under his leadership, MTI’s net worth has grown over 1,500 percent since 2006. Tom’s expertise includes marketplace disruption, maximizing member value/engagement, and personal development. He is active in the association community, working with the Florida Society of Association Executives, Council of Manufacturing Executives, and ASAE. In 2012, Tom was named the FSAE Association Executive of the Year.

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      Trevor S. Mitchell, CAE

      Trevor Mitchell, CAE, is senior director of membership and strategy at American Mensa, Ltd. He manages all aspects of membership growth, development, engagement, and ongoing relationships with American Mensa’s 57,000 members, 129 chapters, 10 regions, and 30-plus special-interest groups. Trevor directs the annual leadership, development, and training for more than 1,500 volunteer leaders, application testing for membership, and other programs. He serves on the organizational executive management team that oversees strategy development and implementation across the organization. Throughout his career, Trevor has been active in the association management profession and industry events and is a past chair of ASAE’s Component Relations Council.

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      Lane Velayo, CAE

      Lane Velayo is executive director of the Indiana Music Education Association. In his role, Lane is charged with implementing IMEA’s ambitious strategic plan, focused on making IMEA a stronger advocate for music education in the state of Indiana while maintaining quality programs for educators and Indiana learners alike. Lane has seen a complete rebranding of the organization, including the launch of a modified name which better reflects IMEA’s programs and services. He has overseen the launch of a new foundation arm and other marketing/partnership efforts meant to raise IMEA’s profile statewide.

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      Cynthia Young Woodruff, CAE

      Cynthia Woodruff is executive director of the American Art Therapy Association, representing more than 5,000 mental health professionals and 42 state chapters. Cynthia’s first career was in the media and corporate arena with national broadcasting companies including Westwood One, CBS, and ABC Radio Networks. In 2007, she made a values-driven move into the nonprofit arena, holding leadership positions in marketing and communications, partnership development, and strategic planning. Cynthia is an active ASAE volunteer and serves on the Communications Section Council.

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      Amy Webb

      Amy Webb is an author, futurist, and founder of the Future Today Institute, a leading future forecasting and strategy firm that researches technology and answers “What’s the future of X?” for global clients. Amy and her team advise Fortune 500 and Global 1000 companies, government agencies, large nonprofits, universities, and startups. Her future forecasting work has been published in several mediums. She is the author of “The Signals Are Talking: Why Today’s Fringe Is Tomorrow’s Mainstream,” and her work has appeared in national publications such as the New York Times, Harvard Business Review, Wall Street Journal, Fortune, Inc. Magazine, Fast Company, CNN, and NPR.

  • Sponsors & Partners

    • Thank you to our Event Partner, MemberClicks, for sponsoring this program.

  • Policies