Designed specifically for association executives, MASAE's Mid-Year Meeting delivers practical strategies and forward-thinking ideas to help organizations thrive in an evolving engagement landscape. Participants will explore innovative approaches to attracting and retaining the next generation of members, strengthening communications across an increasingly fragmented media environment, and building meaningful year-round connections that extend beyond traditional programs. Through expert-led discussions, a guided networking experience, and peer-led roundtables, attendees will gain actionable insights, share real-world challenges, and leave with fresh perspectives and connections to support their organization’s success in the year ahead.
AGENDA
9:30 a.m. - 10:00 a.m.
Registration
10:00 a.m. - 11:00 a.m.
"One Shot to Get It Right: Why Your Annual Meeting Must Win Over Younger Attendees"
Your future members and event loyalists aren’t just “young professionals”—they’re your next revenue stream, association advocates, and future leaders. Yet too many associations treat them as an afterthought. This candid panel brings together membership, marketing, and event leaders to tackle the real reasons younger professionals skip your annual meeting, conference, or trade show—or don’t even know it exists. From outdated programming and tone‑deaf messaging to neglecting career‑stage needs, we’ll unpack what’s broken and how to rebuild with purpose. Hear how forward‑thinking associations are reshaping networking, events, and content to deliver relevance and belonging. Your next generation isn’t coming unless you meet them where they are—and give them a reason to stay.
Rich Vallaster, CEM, QAS, AAiP, is the Senior Director of Industry Relations and Community Engagement at Momentive Software (formerly Personify). With decades of experience in the events and association industry, Rich has partnered with leading associations, AMCs, trade shows, and events. He has held key leadership positions, including Chair of the CEIR Research Council and board member of the International Association of Exhibitions & Events (IAEE).
An active member of both IAEE and the American Society of Association Executives (ASAE), Rich is recognized as a forward-thinking leader shaping the industry's future. His expertise has been featured in major publications, including The New York Times, Associations Now, Trade Show Executive, Skift Meetings, and Convene.
Michelle Mobley is a veteran business events strategist with 25+ years driving growth at large-scale conferences through audience development, experiential design, and revenue innovation. In the past, she has helped associations win over Gen Z and Millennial attendees by translating preferences into measurable outcomes—developing content and activities that appeal to this audience segment. Her work spans end-to-end conference marketing, modern program formats (short-form, participatory, career-relevant), and partner activations that add value to this mission-driven attendee type.
Daniel Martin, Honorary ASLA, is the Managing Director of Development at the American Society of Landscape Architects (ASLA), where he oversees non-dues revenue growth and marketing strategy. With 18 years of executive marketing leadership at a leading manufacturer in the landscape architecture industry, Daniel brings a practitioner’s perspective to his role, leveraging this experience to build durable, mutually beneficial partnerships between the Society and industry, expand sponsorship and revenue opportunities, and grow association membership.. Daniel is passionate about aligning ASLA’s mission with industry innovation to create long-term value for members and partners alike. Throughout his career, Daniel has been awarded with several high-fives.
11:10 a.m. - 12:10 p.m.
"Communications in the Age of Fragmentation: Building a Multi-Platform Engagement Strategy"
Presented by Sarah Black, MS, Vice President, Content & Communications, American Society of Plant Biologists
Association audiences, including members, prospects, volunteers, sponsors, and policymakers, consume information across multiple platforms from social media to email, webinars, podcasts, and in-person events. Yet many associations still approach communications as a series of disconnected posts, announcements, or campaigns. This session challenges association leaders to rethink communications as a coordinated, strategic ecosystem rather than a collection of channels.
Attendees will explore how to design a multi-platform engagement strategy that aligns with organizational goals, establishes or reinforces brand authority, and drives measurable outcomes. The session focuses on executive-level decision-making: audience segmentation, narrative architecture, platform differentiation, campaign cadence, and meaningful metrics. This session will cover how to:
- Map audience segments to appropriate platforms
- Align content themes with annual strategic priorities and budget cycles
- Integrate publishing, meetings, advocacy, and fundraising messaging into cohesive campaigns
- Measure success beyond vanity metrics to track conversion and long-term engagement
Attendees will leave with a practical framework for shifting from reactive communications to intentional narrative strategy ensuring that every channel reinforces mission, strengthens community trust, and advances measurable organizational goals.
12:15 p.m. - 12:45 p.m.
Guided Networking – The Fun, No-Stress Way to Connect!
Are you tired of awkward small talk and forced introductions? Say hello to Guided Networking, a fresh, engaging, and friendly way to meet new people without the cringe!
How It Works: We’ll use fun, interactive prompts to spark honest conversations. There will be no boring elevator pitches—just relaxed engagement that helps you connect naturally. Whether you're a social butterfly or more reserved, this session is designed to make networking effortless (and maybe even fun).
What Makes It Different?
- No pressure – Structured prompts mean no awkward silences.
- Meaningful connections – Go beyond "So, what organization are you from?" with creative questions.
- Introvert-approved – Comfortable pacing, no forced participation.
- Playful vibes – Think shared laughs. We won’t take ourselves too seriously.
This session is perfect for anyone who dreads traditional networking but wants to build authentic professional relationships. Come as you are and leave with new connections—and maybe even a smile!
12:45 p.m. - 1:45 p.m.
Luncheon
1:45 p.m. - 2:45 p.m.
Peer-Led Roundtables
Peer-Led Roundtables offer an opportunity for candid, small-group conversations focused on the question:
What is your most pressing challenge or priority heading into the next 12 months? Guided by fellow attendees rather than formal presenters, these interactive discussions encourage idea-sharing, problem-solving, and peer learning. Participants will leave with fresh perspectives, practical insights, and new connections to support their goals in the year ahead.
3:00 p.m. - 4:00 p.m.
"Engagement That Sticks: Moving Beyond Events and Emails"
Panel Discussion
This session will explore how organizations can create meaningful, year-round connections that go beyond traditional events and inbox communications. In this panel discussion, industry leaders will share strategies for building sustained engagement through personalized experiences, community-building, and innovative touchpoints that keep members and stakeholders actively involved. Attendees will gain practical ideas to strengthen relationships, increase participation, and create engagement that truly lasts.
Panelists:
- Jessica Brill, Director of Membership & Engagement, Wound, Ostomy, and Continence Nurses Society
- Abram Garcia, Vice President, Membership, Marketing & Strategic Partnerships, Kellen
- Kristine Kiphorn, Executive Director, BOMA Philadelphia
- Moderated by Sarah Black, MS, Vice President, Content & Communications, American Society of Plant Biologists
