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.

You can’t miss the orange shirts at a conference and today,you’ll meet the man behind them, Rob Wenger. In this episode, we chat with the Founder and CEO of Higher Logic, someone who’s helped shape the tech landscape for associations and still makes time to get out, meet people, and listen. Based in the US but a regular in Australia, Rob brings an ear for diverse voices and a sharp eye for where our sector is heading.

We cover:

• Why “Google is dead” (and what AEO means for yourassociation).
• The three big advantages associations have over the rest of the world in theAI era.
• How to build a team that’s ready for the future, not just hanging on.
• The smart, budget-friendly way to approach AI without losing your mind.
• The mindset shifts today’s leaders need to pass on to the next generation.

Part strategy, part tech talk, and part pep talk, this one’s for anyone who wants to stay relevant, connected, and confident in a fast-moving world.

Connect with Rob on LinkedIn.

In this episode of the Association Hub Podcast, Olenachats with sponsorship expert Bruce Rosenthal about the future of corporate partnerships in the association space.

Drawing on decades of experience, including his time leading a successful transformational sponsorship program duringeconomic downturns, Bruce shares what it takes to create high-value, strategic partnerships that deliver true member benefits.

From ditching the tired gold-silver-bronze model to his actionable VALUE framework, this is a must-listen for association professionals ready to rethink sponsorship in a more meaningful way.

Plus, get an inside look at Bruce’s new book Mastering Association Corporate Sponsorships and discover the self-assessment tool that might just change your whole approach.

Tune in to learn:

• Why companies are spending smarter on sponsorships
• What the VALUE framework means for your revenue and relevance
• The one mindset shift associations must make to stay competitive

Want to dive deeper? Check out Bruce’s book Mastering Association Corporate Sponsorship: How to Create Strategic Partnerships that Add Value and Member Value at https://brucerosenthal.associates/sponsorship-book/

What if the only thing standing between you and realinfluence… is that inner voice telling you you’re not ready?

In this episode, we dive into one of the biggest blockersfacing association leaders today: imposter syndrome. You’re leading change, championing a sector, and doing it all on tight budgets and tight timelines, but still questioning whether you’re the right person for the job? You’re notalone.

Enter Cat Matson!

Cat has spent decades mentoring smart, capable leaders from city Mayors to small business owners who’ve felt that same doubt. She knows the pressure of speaking on behalf of an entire industry. She also knows how to quiet that inner critic and lead with confidence, not bravado.

With her signature honesty and straight-talking warmth, Catunpacks:

• Why imposter syndrome is so common in purpose-driven work
• How to spot the difference between self-doubt and an actual skill gap
• Practical ways to back yourself, without pretending you have it all figured out
• How to show up with credibility (even when your brain says otherwise)

Whether you’ve held back from media interviews, board roles or just speaking up in meetings, this chat will give you tools and a bit of a kick to back yourself. Because you don’t have to feel 100% ready to make a meaningful impact.

Oh, and if you’re wondering who Cat really is? Think:corporate hippie, mentor, podcast host, speaker, and strong coffee lover. She's the real deal and after this episode, you’ll understand why people trust her to help them find their voice.

Follow Cat’s work and stay connected:
🔗 Connect with Cat on LinkedIn – where she shares leadership insights, impact strategies, and updates on her latest work.
📘 Follow on Facebook – for live discussions, community conversations, and event updates.
📸 See behind the scenes on Instagram – including personal moments, speaking gigs, and impact in action.🎙️ Listen to Cat’s podcast, Speaking with Confidence – real conversations about making impact, doing good, and building a business that matters.

What do gala dinner punch-ups, blackout moments on Hamilton Island, and dangerous ideas have in common? They’re all part of the wild and wonderful world of association conferences. And nobody tells those stories better than Andrew Klein.

In this episode of the Association Hub Podcast, Olena sits down with one of Australia’s most seasoned professional speakers and MCs. With over 30 years behind the mic and hundreds of association conferences under his belt, Andrew shares what works, what doesn’t, what makes a conference truly unforgettable, and how to turn even the driest content into something genuinely engaging (yes, even those “genius-but-dull” academics).

You’ll learn:

• Hilarious real-life event disasters, and how to survive them
• The must-have traits of great conference speakers
• Smart ways to spend your event budget for maximum impact
• Why less content and more connection is the future of successful events
• The magic of risk-taking, authenticity, and ditching the PowerPoint overload.

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This episode is a must-listen for event planners, association leaders, and anyone who’s ever sat through a painfully long panel discussion. Trust us, you’ll walk away with ideas, laughs, and maybe a newfound respect for your MC.

🎧 Press play, hit follow, and don’t forget to share this one with your events team. They’ll thank you later!

🔗 And if you’re on the hunt for a top-notch MC, you can find Andrew at andrewklein.com.au.

Associations are people-powered, and today we meet a leader proving it. Let us introduce you to Angelina Maallini Pillai, CEO of the Association of Consulting Architects. She didn’t train as an architect, yet she’s built a thriving, values-led community by listening deeply, fostering trust, and putting wellbeing and relevance at the centre of her work.

In this episode, we explore what it really means to lead a niche association, one where most members are running micro-businesses, juggling every role from payroll to design. You’ll hear how Angelina and her team use real-time feedback to shape services, create belonging, and challenge outdated norms in the architecture profession.

We talk about:

• Using Pulse Check surveys to drive real support and advocacy
• Building trust as a non-industry CEO in a deeply technical field
• Embedding mental health, equity, and culture into strategic priorities
• Rethinking leadership models and giving permission to innovate

If you’re passionate about the future of associations, or leading through change, this one’s for you.

Connect with Angelina Maallini Pillai.

Learn more about the Association of Consulting Architects at www.aca.org.au.