2026 Sept Membership & Marketing Summit

Wednesday, September 23

8:30 – 9:15 AM   Registration / Continental Breakfast

9:15 – 10:30 AM  The Power of Micro-Communities: Building Belonging That Scales - Avi Olitzky, Olitzky Consulting Group

From mastermind groups to member circles, structured micro-community models are redefining how associations engage. This session highlights proven formats that foster deep connections, accelerate peer learning, and build loyalty. Attendees will explore real-world examples, compare formats, and learn how to adapt them to their own organizations, leaving with practical tools to strengthen engagement and create belonging that lasts.

• Compare and contrast proven micro community models for associations.
• Apply design principles to adapt models to their organization.
• Leverage micro communities to foster loyalty and deepen member engagement.

10:30 – 10:45 AM  Networking Break

10:45 – 11:45 AM Beyond the Basics: Innovative Video Strategies to Drive Engagement and Revenue - Joe Tyler, Video Request

Discover how associations and nonprofits are using video in fresh, creative ways to engage their audience, boost retention, and generate non-dues revenue. In this session, we’ll go beyond the basics and explore how organizations are integrating video into marketing campaigns, renewal workflows, educational programming, leadership outreach, and showcasing industry expertise. You’ll also learn how to incorporate video into sponsorship packages and events, without needing a full production team.

• Explore unconventional yet effective video use cases for marketing, education, and leadership

• Learn how to enhance member engagement and renewals through strategic video messaging•

• Discover ways to monetize video content through sponsorships, events, and certification programs 

11:45 – 1:30 PM Networking Lunch, Site Tour & Dessert

1:30 – 2:30 PM   From Concept to Consensus: A Freemium Membership Transformation - Nealy Wheat, CAE; American Society for Nondestructive Testing

When an organization considers a bold move like making membership free, success requires more than a good idea—it demands vision, stakeholder alignment, and disciplined change leadership. This session takes you inside the journey of designing, approving, and implementing a freemium membership model. Learn how to engage diverse stakeholders, balance priorities, and build consensus while managing risk, communicating change, and staying mission-aligned. Whether tackling pricing, governance, technology, or program design, this case study offers practical strategies to lead complex change and deliver lasting results.

• Examine the strategic journey of designing, approving, and implementing a freemium membership model.

• Identify strategies to engage stakeholders, manage competing priorities, build consensus, and mitigate risks while maintaining mission alignment.

• Apply insights from a real-world case study to lead organizational change in pricing, governance, technology, or program design

2:30 – 2:45 PM   Networking Break

2:45 – 3:45 PM   Membership Marketing from A to Z: A Practical Guide for Associations - Tony Rossell, Marketing General

Membership growth is one of the most critical and challenging issues facing professional and trade associations today. This session will provide practical, research-based strategies for attracting, engaging, and retaining members in a rapidly changing environment, drawing on insights from experienced association leaders.

• Identify effective strategies for attracting, engaging, and retaining members through the membership lifestyle

• Apply research-based membership marketing techniques to address recruitment and retention challenges within their association.

• Develop a practical action plan using proven best practices to strengthen membership growth and long-term member engagement.

4:00 PM              Adjourn

JW Marriott Miami Turnberry Resort & Spa
19999 W. Country Club Dr., Aventura, FL 33180

Room Rate: $229

Cutoff Date: August 24, 2026

Make Your Reservation Online

Discover luxury services, modern amenities and a stylish setting at JW Marriott Miami Turnberry Resort & Spa. Elegantly designed, our spacious rooms and suites provide relaxing comfort with marble bathrooms and private balconies overlooking the Resort's tropical grounds. Our Resort features BOURBON Steak by Michael Mina, serving signature cuts of prime meat, local seafood and a fine selection of over 1,000 wines. For casual fare, you can visit CORSAIR kitchen & bar, Surf House or Freestyle. Let little ones join in days of fun at Tidal Cove Water Park while you lounge poolside in a private luxury cabana. Golf enthusiasts can vie for under par scores at our two 18-hole championship courses, while our exquisite full-service spa & salon is a tranquil haven for beauty and wellness. Serve up some competition at the all-new Turnberry Isle Racquet Club, featuring tournament-grade pickleball and padel courts. Paradise is waiting for you in Northern Miami at JW Marriott Miami Turnberry Resort & Spa.

Thank You Sponsors!

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