Let’s be real, strategy without stories is just a dusty document no one reads. If you want your members to care, connect, and actually show up, you need to tell the right stories.

In this episode, we sit down with Brendon Moo, Head of Strategic Engagement and Communications at National Association of Testing Authorities (NATA), to unpack how storytelling can flip your strategy from invisible to impactful.

We talk about:

• Why most association strategies fall flat (and how stories bring them to life).
• The types of stories that actually move members to act.
• Real-world examples of storytelling that built visibility and trust.
• Common mistakes associations make when they “do storytelling.”
• How to start telling better stories tomorrow — even if you don’t have a big budget or a full marketing team.
  

Brendon’s passion for engagement is contagious, and by the end of this episode you’ll see why the future of strategy isn’t in another plan, it’s in the stories you choose to tell.

We love keeping these conversations going beyond the podcast. If this episode resonated, connect with Brendon on LinkedIn and share your thoughts.

In this episode of the Association Hub Podcast, we sit down with Amanda Linton, CEO of the Institute of Certified Bookkeepers (ICB), to explore her remarkable journey from solo bookkeeper to leading a national professional body. With nearly 30 years of industry experience, Amanda brings a fresh and practical perspective on what it takes to lead a modern association.

Amanda shares the mindset shift required when moving from a profit-driven business to a purpose-led membership organisation, and opens up about the realities of working with limited resources while serving a diverse member base, from students and solo bookkeepers to large practices.

We talk about:

🔹 The difference between strategy on paper and real, tangible member value

🔹 Why listening to members in person is still Amanda’s most valuable channel to gather members’ feedback

🔹 How ICB uses partnerships to extend services without stretching the internal team

🔹 The surprising success of ICB’s two podcasts, and why storytelling matters

🔹 Embracing digital transformation and AI, while staying human-centered

🔹 Designing professional development that fits modern life (think: micro-learning and on-demand content)

Whether you’re leading an association, managing membership, or simply passionate about building strong professional communities, this episode is packed with insights, honesty, and inspiration.

In this episode of the Association Hub Podcast, Olena sits down with Susan Foster, Member Services Manager at the Australian College of Rural and Remote Medicine (ACRRM), to unpack what it truly means to connect with members, whether in metropolitan London or remote Australia.

With over 20 years of association experience across healthcare, engineering, and education sectors, Susan shares her fresh observations on the differences between the UK and Australian association landscapes, what makes rural and remote doctors such a unique member base, and the power of human connection in building member value.

You’ll hear about ACRRM’s brand-new member milestone recognition program, including data challenges, cultural shifts, and tips for keeping your community feeling seen and valued. This episode is packed with practical advice, heartfelt stories, and a healthy dose of inspiration for anyone passionate about member engagement.