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2017 Mid-Winter Conference
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MASAE has approved this program for up to 6.5 CAE Credits

Download the Conference Compendium Here

The MASAE 2017 Mid-Winter Conference is February 10, 2017 at the Chauncey Conference Center in Princeton, NJ.  Our theme is "Achieving Operational Excellence." Sessions topics will include:

  • Staffing and Hiring
  • Customer Service
  • Policy Manual Best Practices
  • Legal 
  • CFO Panel Session

This 1 Day Conference is a must attend event for staff at any level and from any sized organization. 


Click here to register. 



MASAE Member - $175

Non-Member - $200


Schedule at a Glance

Time     Session     Presenter
8am     Breakfast      
8:30am      Keynote Session - How to Hire A-Player Leaders       Eric Herrenkohl
10am      Coffee Break      
10:15am     Best Policy Manual Practices     Erica O'Grady, CAE
11:30am     Customer Service    

Larry Caniglia, JD, CAE, Theresa (TC) Field-Bobroski, CAE

12:45pm     Lunch Roundtables      
 2pm     Legal Issues     Hugh Webster
 3:15pm-3:30pm      Break      Theresa "TC" Field- Bobroski - Customer Service
 3:30pm     CFO Panel Discussion    

Issani Bradshaw, Fernley & Fernley, Diann Furfaru, Talley Management Group, Inc

Moderator: Ethan Gray


Keynote Session Overview

How to Hire A-Player Leaders

An Executive’s Playbook for Building Superior Teams

Eric Herrenkohl helps strong leaders build great businesses by surrounding themselves with top talent. In his retained executive search work, he has the privilege of working with some of the world’s top leaders in supply chain, manufacturing, and financial management. In this program, Eric lays out a strategic approach for taking a business to the next level by attracting and hiring the right people and avoiding costly hiring mistakes.

The program explains processes for:

·         Creating a culture in which everyone is looking for the next great hire.

·         Reducing the chances of being “held hostage” by a valuable but toxic employee.

·         Ensuring a steady flow of high-value potential employees for your business.

·         Designing a rigorous interview process that attracts A-players.

·         Avoiding “landmine” candidates who interview well but perform poorly.

·         Cultivating a culture in which your current top performers thrive.

Professional Background:

Eric Herrenkohl

Eric Herrenkohl is President of Herrenkohl Consulting, an executive search firm that works with the top leaders in supply chain and manufacturing. He founded Herrenkohl Consulting in 2002 and built the team that today serves Fortune 500 and mid-market leaders and companies.

Previous to founding Herrenkohl Consulting, Eric worked in the executive search and sales incentive industries. His past search work focused on recruiting financial leaders in supply chain, manufacturing, and other industries. In the sales incentive industry, Eric consulted with and led programs for both Fortune 500 and mid-market companies including Saturn/General Motors, IBM, Lexmark, and Chase Manhattan Bank. During this time, Eric was the second employee hired to operate a patented, credit-card-based employee incentive system that disrupted and transformed the multi-billion dollar sales incentive industry.

Eric is the author of the Amazon best-selling book How to Hire A-Players, published by John Wiley & Sons and described as “the definitive book on talent acquisition.” The Toronto Globe and Mail named How to Hire A-Players as one of its top 10 business books of the year.

As a professional speaker, Eric works with senior executive teams and trade associations to implement strategies for hiring and leading more A-player leaders. He is a long-time, highly-rated speaker for the Vistage CEO network.

Eric and his work have been featured by Business Week, Fox News, and NBC News. His columns and articles have appeared in the Philadelphia Business Journal, Philadelphia Inquirer,,,,, and the LinkedIn Talent Blog.

Eric holds a master’s degree from Covenant Seminary in St. Louis and an undergraduate degree in economics and history from the University of Michigan, Ann Arbor. He and his wife and four children live in the Philadelphia area.

Breakout Sessions

Policy Manual Best Practices

Is your organization documenting the right types of policies? Learn about the types of policy manuals that every organization should have and the differences between them; how to properly structure policy manuals; and best practices for keeping them nimble and up-to-date.

Presenter: Erica O’Grady, CAE, Vice President, Operations, CFMA

Professional Background:

Erica O’Grady, CAE, Vice President, Operations, CFMA

As Vice President of Operations, Erica is responsible for strategic plan development, reporting and execution; executive committee planning and support; and association governance/HQ operations policy development. She also has oversight of the Member Experience, Chapter Services, Meeting Services and Art & Design departments. Erica received a BS in Business Administration from Rider University, a Certificate in Non-Profit Management from Brookdale College, and holds ASAE’s Certified Association Executive (CAE) designation. She is a Past President of the Mid Atlantic Society of Association Executives (MASAE), and a member of the American Society of Association Executives (ASAE). Erica and her husband, Ray, live in Middletown, NJ with their children, Connor and Catherine, and high energy puppy, Cocoa.


Customer Service Excellence

Excellent customer service is vital to the success of all associations. No matter who you are or what your job description is, everyone is responsible for creating and maintaining good customer service and avoiding bad customer service.  This presentation will focus on 3 levels of association customer service:  Staff and Association members; Staff and Board interactions; and Staff to Staff relations.

Presenters: Lawrence S. Caniglia, JD, CAE, Executive Director Northeast Spa & Pool Association and Theresa (TC) Field-Bobroski, CAE, VP of Business Operations, AAHFN

Professional Background:

Lawrence S. Caniglia, JD, CAE

He has been a Chief Executive Officer of non-profit associations since 1999 and the Executive Director of the Northeast Spa & Pool Association since 2004.  Prior to his 17 years in Association Management he was engaged in the private practice of law for 22 years in the state of New Jersey with an emphasis on representing non-profit Associations and Boards of Directors throughout that state. In his CEO positions he has had a heavy emphasis on strategic planning, board governance and restructuring, managing components, committees and task forces, and government relations.

Caniglia has fulfilled consulting contracts for associations in the role of facilitator for strategic planning, committee and governance structuring, and is a lecturer/facilitator for the ASAE University course in Association Management.  Caniglia earned his Certificate in Executive Administration from the University of Pennsylvania in 2001 and his Certified Association Executive (CAE) designation in 2002 from ASAE. 

Caniglia is a member of the Mid-Atlantic Society of Association Executives (MASAE) and a past member of the Delaware Valley Society of Association Executives (DVSAE), where he served as president and a member of the Board of Directors, and the New Jersey Society of Association Executives (NJSAE).  He was also a member of the Education and Programming Committee, the Marketing Taskforce and the NJSAE/DVSAE Annual Conference Committee and the Task Force to form the merger of DVSAE and NJSAE into MASAE.  He is also a member of the American Society of Association Executives.

Theresa "TC" Field- Bobroski, CAE

Theresa “TC” Field-Bobroski, CAE, is an Account Executive at Association Headquarters (AH). TC has served in a variety of roles for several non-profit organizations over the past 11 years. Currently she serves as the Vice President of Business Operations for the American Association of Heart Failure Nurses. In her current role, she focuses on the AAHFN education program and accreditation. Past organizations she has worked with include, International Pediatric Transplant Association, Association for Medical Media, and the Pennsylvania Association for Justice.

Prior to working with AH, TC was a competitive figure skater, training locally and in San Francisco, CA. She graduated with a BA from the University of San Francisco. She currently resides in Cherry Hill, NJ with her husband and 2 sons. 


Legal Issues in Associations

Presenter: Hugh Webster


Financial Management - CFO Panel Discussion

Associations finances are one of the main metrics that defines the success of associations in achieving their goals.  Hear from an experienced panel of Association CFOs on their greatest challenges and best practices.  Below is a list of key areas to be discussed:

  • Budgeting/Forecasting
  • Financial Reporting
  • Investing
  • Dues Increases 

Attendees will also have the opportunity to ask questions on the financial areas of their organization that keeps them up at night.  

Moderator:  Ethan Gray

Panelists:  Issani Brandshaw, Fernley & Fernley and Diann Furfaru, Talley Management Group, Inc., 


Professional Background:

Issani Bradshaw

Issani Bradshaw is the Director of Accounting & Finance at Fernley & Fernley. With over 15 years of experience in the financial field, Issani brings her expertise in providing managerial and operational leadership to the company. Overseeing Fernley & Fernley’s Accounting Department, Issani brings innovation and efficiency when developing new succinct processes.

As a member of the Management Team, Issani ensures compliance within all departments of the organization. She oversees all activities relating to financial practices and works closely with Account Executives and third party auditors.

Issani earned her BBA with a concentration in Accounting from Temple University.

Ethan Gray - CAE - Vice President of Membership, Society of Hospital Medicine

Ethan has worked with non-profit organizations his entire career.  He joined the Society of Hospital Medicine (SHM) in April 2012 and manages all strategic and tactical elements of membership. He is also a member of SHM’s executive leadership team guiding overall operations. 

Prior to joining SHM, Ethan spent 5+ years in an Association Management setting working primarily with professional medical societies. Ethan has also worked in development & fundraising capacities for stand-alone organizations.

Ethan earned a BA in Economics from Syracuse University. He is an active member of ASAE and MASAE and earned his Certified Association Executive credential in December 2012.

Diann Fufaro

Diann Furfaro is the Chief Financial Officer of Talley Management Group, managing the financial strategy and operations for the company as well as providing financial oversight and strategic guidance to more than 30 non-profit professional membership associations served under the TMG services umbrella.

Diann began her career almost 20 years ago as an auditor within a large international public accounting firm.  From there, she played an integral role in building a spinoff firm which was focused solely on supporting the day to day financial management of both for-profit and non-profit organizations.

Diann joined TMG in 2009 to continue her work in the non-profit field and has since developed an outstanding reputation for her expertise in the area of superior fiscal oversight, systems review and implementation, and strategic financial guidance.  In addition to her support within the financial services area, her day to day role also includes support of human resources, IT management, and business development.

Diann is a graduate of Rutgers University, where she graduated with highest honors earning a B.S. in Accounting.  She is a member of the American Institute of Certified Public Accountants, American Society of Association Executives, AMC Institute, Mid-Atlantic Society of Association Executives, and the Pennsylvania Association of Non Profit Organizations.

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