MAGAZINE VOL. 2, ISS. 2 2025 Loretta DeLuca Remembering a Technology Pioneer, Association Visionary
2 MAGAZINE VOL. 1, ISS. 1 2024 MAGAZINE VOL. 1, ISS. 2 2024 ASSOCIATION EXECUTIVE Michele Ware President, BOMA LA MAGAZINE VOL. 2, ISS. 1 2025 ASSOCIATION EXECUTIVE President & CEO, ISA MAGAZINE VOL. 2, ISS. 2 2025 Loretta DeLuca Remembering a Technology Pioneer, Association Visionary SUBSCRIBE TODAY! DON’T MISS ANOTHER ISSUE!
36 A New MVP For Your Association? CHAPTERS 38 Eight Verbal Red Flags To Watch Out for and Decode Things People Say vs. What They Really Mean COMMUNICATIONS 40 The Role of Trust in Association Data Programs 42 Smarter Content, Stronger Connections A New Approach to Association Engagement 44 The 5 Big Myths of Cybersecurity TECHNOLOGY 22 In a Year of Doubt, Accessibility Still Delivers Compliance, Inclusion, and ROI in 2025 BELONGING 28 The First 26.2 Days A Marathoner’s Guide to Becoming an Executive Director 31 My True Association Story When My Blindspot Sparked the Leadership Lesson of a Lifetime 34 Associations—Don’t Do That! Part Two LEADERSHIP 10 How to Reinvent Your Meetings with Neuroscience 14 From Stage Time to Strategy Why Associations Need More Than a Microphone EVENTS 15 Creating Meaningful Impact How the American Counseling Association Used SocialOffset To Drive Positive Change CASE STUDIES VOL. 2, ISS. 2 2025 MAGAZINE Thank You to All of Association Chat’s Sponsors! 04 Letter from the Editor 46 Flock Around and Find Out 49 Word Search 51 Overheard in Associations COLUMNS AWTC How Association Women Technology Champions Transformed an Industry COMMUNITY p.17 LEADERSHIP PROFILE Remembering Loretta DeLuca, A Technology Pioneer and Association Visionary p.24 The Adventures of Association Cat P.48
4 Letter from the Editor As I write this on a sunny spring afternoon, I’m surrounded by the creative chaos that fuels this magazine—draft articles, passionate emails from contributors, and coffee cups that definitely need refreshing. This issue of Association Chat Magazine has a red thread running through it about journeys—not just the polished destinations that make it to our LinkedIn profiles, but the messy, beautiful paths that get us there. In a world obsessed with “thought leadership,” we sometimes forget that true leadership involves stumbling, learning, and occasionally face-planting before finding solid ground. That’s why Celia Chomon Zamora’s account of her first 26.2 days as an executive director resonated so deeply with me. Her marathon metaphor is clever and refreshingly honest. She describes that moment of questioning everything around mile 18. I found myself nodding vigorously (and maybe checking my own metaphorical blister situation). This issue also brings us Jay Karen’s deeply personal exploration of leading organizational change. While our strategy decks and roadmaps look tidy on paper, Jay reminds us what many of us learn the hard way: transformation is about systems AND souls. People don’t resist change because they’re difficult. They resist when their stories and emotions aren’t honored in the process. And speaking of honoring everyone, Mark Wallach cuts through the noise on digital accessibility with refreshing clarity. In 2025, making our digital spaces accessible is a smart competitive advantage. Mark offers practical guidance and a powerful reminder that inclusive (yes, I still dare to use that word in 2025) design serves everyone. Woven throughout this issue is our tribute to Loretta DeLuca, whose passing earlier this year left a void in our community that can’t be filled, only honored. Loretta was a force of nature who lived with audacious joy and lifted others as she climbed. From practical leadership hacks to surprisingly insightful limericks on delegation (yes, really—check page 43), this issue reflects the vibrant, sometimes wonderfully weird world of associations. At heart, this work is about people—brilliant, messy, resilient people who show up every day to serve their communities, even when the path isn’t clear. So whether you’re reading this between back-to-back Teams calls or during a stolen moment of quiet at the end of the day, know that wherever you are on your journey—the stumbling parts, the soaring parts, or somewhere in between—you’re in good company here. See you on the path, KiKi L’Italien Editor-In-Chief, Association Chat Magazine kiki@associationchat.com associationchat.com EDITOR-IN-CHIEF KiKi L’Italien kiki@associationchat.com PUBLISHING Big Red M 571-814-3443 info@bigredm.com Design & Layout Juliette Miratsky Advertising & Sponsorships alyssa@associationchat.com ASSOCIATION CHAT PODCAST (available on) Apple Spotify Amazon Music LIKE/FOLLOW/SUBSCRIBE https://www.youtube.com/ @AssociationChat https://www.linkedin.com/ company/associationchat https://www.facebook.com/ groups/associationchat2 Copyright © 2025 Association Chat. All rights reserved. This material may be reprinted only with the expressed written permission of Association Chat.
Phone: (865) 436-2392 Email: sales@gatlinburg.com Web: gatlinburg.com/info CONTACT US Nestled in the foothills of the Great Smoky Mountain Park, Gatlinburg is a quaint town providing everything a meeting planner needs for a successful event: a beautiful, state of the art convention center, 16,000+ sleeping rooms, comprised of full and limited service hotels, cabins, and condominiums. Gatlinburg also offers hundreds of shops and restaurants as well as entertainment attractions for every age and interest. Your event will shine in Gatlinburg against nature’s stunning backdrop. DESCRIBING GATLINBURG IS EASY! TENNESSEE Gatlinbur
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10 Events Think back to the last meeting you attended. Was there energy in the room? Did people feel connected? Or did it follow the usual script—long speeches, passive listening, awkward small talk? As an association executive, you have a rare opportunity. You don’t just run meetings. You hold the ability to make people feel more engaged, energized, and valued. But too often, meetings follow the script— they default to formality, information overload, and social disconnection. I know this because I’ve seen it firsthand. Before I became The Party Scientist, I attended my fair share of soul-crushing meetings. But everything changed when I started learning the science of human connection and applying it at my gatherings— using laughter, movement, and real human connection. Whether I was leading a dance break in a conference hall or sparking deep conversations between strangers, I discovered a simple truth: The best meetings don’t just inform—they transform brain chemistry. Here’s what I’ve discovered after leading hundreds of gatherings, from intimate team meetings to adult summer camps: If you want to keep people engaged, if you want them to leave feeling connected and energized, you have to break the script. And the best way to do that? Leverage neuroscience. In this article, I’ll share 4 simple practices—sourced from psychology, behavioral science, and my own experience—that you can use to transform both your small team meetings and your annual conferences. Deliver the Content Beforehand Ask yourself this: Could my attendee watch this on YouTube later? If yes, scrap it. I’ve attended dozens of keynotes that could have been YouTube videos. By the end of them, half the audience is secretly checking their phones. When people are in the same room, you must maximize that time for engagement, not passive content consumption. When we engage with each other and the learning material, it boosts mental focus by activating the dopamine system. For small meetings: Send participants prep questions, discussion points, and relevant materials beforehand. Give them ample time to add comments or brainstorm solutions. Send a reminder 24 hours before. For large meetings: Choose educators over speakers. Speakers talk at your members. Educators involve them in the learning process. Prioritize workshops over keynotes—your attendees (and your budget) will thank you. HOW TO REINVENT YOUR MEETINGS WITH NEUROSCIENCE By The Party Scientist
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12 Events Start with Energy and Connection, Not Logistics The biological states of your attendees matter. Elevated mood and energy lead to increased mental focus and relationship-building. The inverse leads to disengagement and disconnection. Just a month ago, I was asked to energize a 1000-person annual meeting for a major medical recruiter association in the U.S. The original agenda? Welcome remarks, followed by a PowerPoint-heavy keynote. Yawn. Instead, I proposed we start with a high-energy anti-keynote: I invited 10 attendees on stage with me and we got everyone moving. Then, I paired people up for a round of quick, meaningful questions. The result? The room felt alive—and the connections made that morning lasted all weekend. Music, movement, and social interaction activate the endorphin system—natural painkillers that mediate social-bonding. At the same time, this lowers cortisol, the stress hormone that can inhibit social bonding and learning. For small meetings: Have people alternate going into the center of a circle to lead a stretch or calisthenic movement. Then, pair people up: each person asks their partner, “How are you, really?” Always be a role model first. For large meetings: Before the welcome remarks, bring in a professional facilitator to unite and uplift your members with music, games, and connection exercises. The sweet spot happens when your members are having fun AND opening up.
13 Events Give the Brain a Break Your attendees’ brains can’t stay focused for hours on end. Without mental resets and sufficient sleep, their ability to learn and network will decline. Dopamine—the mental focus and motivation neurotransmitter—needs time to recharge. The research is clear: Meetings with regular brain breaks reinforce information retention and relationship formation. What do I mean by brain breaks? Brief moments where the brain is not receiving inputs. Deep breaths and muscle relaxation can further restore mental energy. For small meetings: Halfway through, ask for everyone to be silent. Play a soft spa song and invite your attendees to take a few deep breaths with their eyes closed. Explain the neuroscience of the activity so that they’re bought in. For large meetings: In the evening, shut down the bar and reception early. Alcohol destroys sleep quality, and sleep quality predicts the attendee experience. During the day, ask your speakers to end their sessions with a pre-recorded guided brain break. You can also use mine. Close with Appreciations and Inspirations Neuroscience shows that emotions strengthen synaptic connections. By ending with social bonding and gratitude, you ensure your attendees encode the event as a meaningful and positive experience. I once got hired by a conference where we replaced “closing remarks” (yawn) with a closing ceremony. My secret sauce was the positive gossip exercise. Attendees paired up and positively gossiped about someone they met at the conference. Then, they were instructed to find the target and share their positive gossip directly! People left glowing—some even in tears. That’s the power of intentional endings. For small meetings: Circulate a talking stick. Each attendee shares their answer to the question: “Who here do you want to thank and why?” You go first to lead the way. For large meetings: Bring in a professional facilitator to lead a closing ceremony—which gets your members sharing appreciations (who they are grateful for), inspirations (what they are inspired to do), and celebrations (what went well for them at the event) with each other. The trifecta! Meetings don’t have to be draining. Conferences don’t have to be transactional. You have the power to design meetings that generate trust, energy, and engagement. Whether you’re gathering your leadership team in the boardroom or hosting thousands of members at a convention center, the same neuroscience applies: » Deliver YouTube content beforehand. » Start with energy and connection, not logistics. » Give the brain a break. » Close with appreciation and gratitude. Try even one of these techniques at your next meeting, and watch what happens. Your attendees will feel the difference—and they’ll remember it. And if you want help creating exceptional community experiences for your members, I’m happy to chat anytime. I enjoy this stuff, you can probably tell... —Jacques
14 Elevating association events from routine gatherings to transformative experiences requires more than meticulous planning; it demands the strategic integration of professional emcees and event strategists. These professionals infuse events with energy, coherence, and purpose, leading to measurable benefits for associations. The Strategic Advantage of Professional Emcees A professional emcee serves as the linchpin of an event, seamlessly connecting diverse segments and maintaining audience engagement. Their expertise in reading the room and adjusting the event’s tempo ensures that attendees remain attentive and invested. For instance, professional emcees are adept at keeping an audience energized through humor, interactive activities, and their own personal energy, which enhances overall engagement. (Source: LinkedIn – Phil Mershon) Quantifiable Benefits of Enhanced Engagement Investing in professional emcees and event strategists yields tangible returns: » Increased Revenue: Higher engagement often translates to increased participation in events, product purchases, donations, and ROI for sponsors. (Source: EventsAir) » Positive Word of Mouth and Organic Growth: Engaged members are often the best ambassadors for your association. They’re more likely to refer others, leading to positive word of mouth and organic growth. (Source: EventsAir) Beyond the Stage: The Role of Event Designers While emcees focus on the live dynamics, event designers work behind the scenes to align the event’s objectives with the association’s goals. They ensure that each component—from speaker selection to session formats—contributes to a cohesive narrative that resonates with attendees. This strategic oversight not only enhances the immediate experience but also fortifies the association’s long-term reputation and member loyalty. Conclusion Incorporating professional emcees and event designers into association events is a strategic imperative. The investment in these professionals pays dividends through elevated engagement, increased revenue, and strengthened community ties. If you’re ready to transform your association’s events and harness these benefits, let’s SPARK a conversation. Together, we can craft experiences that not only meet but exceed your members’ expectations. FROM STAGE TIME TO STRATEGY Why Associations Need More Than a Microphone By Devon Montgomery Pasha Events
In a time when socially conscious decision-making is more important than ever, event organizers are seeking innovative ways to make a difference. For the American Counseling Association (ACA), embracing SocialOffset offered a practical solution to complex challenges. Counseling is a profession with social justice at its core. Some members of the ACA community were unhappy that Florida—given its recent state legislation targeting minoritized communities—was the site of the association’s 2025 annual meeting. In response, ACA launched a multipronged community- building and marketing plan to center advocacy as a key conference theme. SocialOffset served as a key part of that strategy. The ACA Conference & Expo, which brings together nearly 3,000 counselors and counselors-in-training annually, is dedicated to fostering a stronger professional community. When planning their most recent event, ACA sought a way to align their programming with their values without compromising the attendee experience. By providing an alternative to boycotts, SocialOffset allowed ACA to uphold its mission of advancing mental health and well-being through advocacy, community, inclusion and research through its conference. “After engaging with Beth Surmont at 360 Live Media to enhance our broader conference strategy, a partnership with SocialOffset was a clear and easy decision,” said MJ Jones, ACA’s director of business intelligence and strategy. “In this political landscape, no event destination will perfectly align with everyone’s ethos; with SocialOffset, our members can invest their attention and dollars in the causes that the counseling profession believes in.” When ACA partnered with SocialOffset, they prioritized selecting vetted charities that aligned with their core values. “Our main priority for this initiative was choosing from the many organizations doing great work on the ground locally. Ultimately, we wanted to serve two causes most heavily impacted in our event city at the time our event was taking place,” they said. ACA selected My Brother’s Keeper (racial justice) and Zebra Youth (LGBTQ+ equality), two organizations dedicated to supporting and helping young people with marginalized identities in Orlando. Incorporating SocialOffset into ACA’s event strategy had a tangible impact. Representatives from the chosen charities were invited to attend the event and staff tables near registration, allowing them to connect directly with attendees and raise awareness of their important work. “Giving them the opportunity to speak directly with our members about the work they are doing and its impact in the community was invaluable,” Jone noted. “I believe this personal touch resonated with attendees and encouraged them to make donations while onsite.” The response from attendees was overwhelmingly positive. “This year’s event was widely regarded as our best yet,” ACA reported. “Many attendees and affiliates provided feedback that this year was memorable and impactful.” Using SocialOffset not only enhanced ACA’s event but also set a precedent for the future. “It wasn’t just about this one event; it was about setting a precedent for how we approach social challenges in the future,” ACA explained. “The importance of community cannot be overstated. The impact we collectively make with our time, energy, and dollars matters, and SocialOffset is helping to channel all of these tools into positive outcomes for people.” When asked what advice they would give to other event organizers, ACA’s response was clear: “Take the leap and forge this partnership. You have nothing to lose and everything to gain. Cultivate buy-in from leadership and designate one person’s role to focus on the campaign’s success onsite.” They also emphasized the importance of promotion. “Reach out to as many people as possible to spread the message—leadership, membership, social media, beneficiary organizations, etc. Every dollar counts, and you will learn how to make improvements to the campaign along the way. All it takes is getting started.” SocialOffset is a nonprofit that empowers event attendees and business travelers to align their spending with their values by donating directly to vetted, local charities. Offering a socially conscious alternative to boycotts, SocialOffset ensures that 100% of contributions support organizations making a real impact. Founded by industry leaders Elena Gerstmann, PhD, FASAE, CAE, and Beth Surmont, FASAE, CMP-Fellow, CAE, SocialOffset is transforming the way events drive positive change. This article was made possible with insights from Mason Jones, Director of Business Intelligence & Strategy at the American Counseling Association. CREATING MEANINGFUL IMPACT How the American Counseling Association Used SocialOffset to Drive Positive Change Case Studies 15
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17 How Association Women Technology Champions Transformed an Industry By KiKi L’Italien, Editor-in-Chief, Association Chat Magazine It began with a moment of recognition in a conference hallway. Several women from the association technology community found themselves standing together after a session about women in leadership. What struck them was how no one wanted to leave when the timer ran out. The energy in the room was electric—attendees clustered around tables, continuing conversations that clearly mattered deeply. Standing there, watching this hunger for connection, they collectively realized something: where were the women in association technology having these kinds of conversations? Where was their space for candid discussion about the unique challenges they faced? There wasn’t one. So together, they decided to create it. Today, Association Women Technology Champions (AWTC) stands as a vibrant force in the association industry—a community over 2,000 members strong that elevates women in technology through education, recognition, and perhaps most crucially, belonging. But its origins were far more modest: a tweet, an invitation to split a bottle of wine, and a question that would shape everything that followed: What if we made our circle wider? Women Who Wine (And Sometimes Whine) For years before AWTC had bylaws, board meetings, or a formal name, it existed as something the founders jokingly called “Women Who Wine”—a fluid gathering of women navigating the intersection of associations and technology. “Phase one was us just getting around and talking,” says co-founder Rebecca Achurch. “And I remember because Rene [Shonerd, co-founder] was like, should we invite people who don’t live in the DMV? And I said, ‘Rene, I haven’t lived in the DMV for over a decade.’” These early meetings weren’t structured professional development. They were the rare spaces where whole people showed up—discussing APIs in one breath and family life in another, trading technical advice alongside career frustrations. “We had this relationship of honesty with each other for years,” explained co-founder Gretchen Steenstra. This foundation of trust made it possible for the group to evolve organically, with members stepping in and out of active roles as their lives and careers shifted. The meetings continued this way for nearly four years—intimate, invitation-based, and entirely on the periphery of the industry’s formal structures. But as word spread and numbers grew, a new question emerged: was this something bigger? FROM WINE GLASSES TO WATERSHED MOMENTS Community In memory of Loretta Monterastelli DeLuca (1965–2025), fierce champion of women in technology
18 Community From Dining Room to Drawing Board The moment of transformation happened around Rene Shonerd’s dining room table. Rhea Steele, armed with facilitator skills and marker pens, guided the group through a visioning session that would define what AWTC could become. “Rhea was doing her excellent facilitation skills up on Rene’s dining room walls,” co-founder Moira Edwards recalls. “What could this be? What would we want it to be? What would the mission be? What would the name be?” These weren’t abstract questions. They were existential ones, challenging the founders to articulate not just what they were doing, but why it mattered. “We knew the mission was sound because we had had years of this organic growth,” says Steenstra. “We were very respectful of it and wanted to be very thoughtful.” But thoughtfulness didn’t mean consensus was easy. The most heated debates centered on two letters in their eventual acronym: the “W” and the “T.” How tech-focused should they be? How gendered? Who exactly were they serving? Katherine Bayless and Tori Miller Liu advocated for what they called “the anti-association” approach—a deliberately different structure than the established groups they’d experienced. “You know what? We are foundationally reacting to something that we’re not finding in our community,” Bayless articulated. “So why would we try to meet that need by being just like everybody else?” The Anti-Association Association Unlike many professional organizations, AWTC’s development wasn’t shaped by best practices or industry norms. It was shaped by a series of experiments, guided by a simple question: what if? What if membership was free? What if programming balanced technical content with career development? What if leadership roles rotated based on passion rather than position? “When everything’s an experiment, there’s never a failure. It’s just a learning,” explains Edwards. “How can we do this better? How can we open our awards programs up to everyone, just being even more inclusive? How can we just bring in more people and welcome them?” This experimental mindset became core to AWTC’s identity. When exploring virtual reality in the metaverse turned out to be more fascinating than practical, they moved on. When members showed more interest in leadership development than database management, they adapted their programming. The organization continually evolved, not based on strategic plans, but on responsive listening. Current board chair Jill Treby puts it simply: “We can continue to experiment, but we must continue to deliver excellence.” Breaking the Pattern Perhaps what distinguishes AWTC most is its approach to leadership development. Rather than the traditional committee-to-board pipeline, AWTC actively seeks out quiet voices. Leakhena Swett describes herself as “that person in the room who just wanted to hide.” She attended events but stayed in the background. “I was like, this is hard,” she recalls. Then Jill Treby approached her at a conference. They connected over coffee, and suddenly Swett found herself invited onto the board. Similarly, when Monica Pemberton raised concerns about diversity within the organization, the response wasn’t defensive.
19 Community “Gretchen said, ‘Okay, let’s stop talking about it. Let’s do something about it,’” Pemberton recalls. “‘Find the floor.’ And I did.” This pattern of identifying potential, extending trust, and creating space repeats throughout AWTC’s history. As Rhoni Rakos observes: “People see things in you that you can’t see in yourself, and they’re also willing to tell you about it.” Men in the Mix For a group with “Women” in its name, AWTC has developed a nuanced relationship with male participation. The founders debated extensively whether to create women-only spaces or to welcome allies. “We had that long discussion,” Steenstra remembers. “Are we doing reverse discrimination? Are we icing out other people who need support?” Rhea Steele advocated strongly for women-only spaces, noting that “the conversation in the room when it was women only versus when men were present were two fundamentally different experiences.” Ultimately, AWTC chose inclusivity with boundaries. Male allies are welcome at most events, and many actively support the organization’s mission. But the community maintains strong norms about when to lead and when to listen. As Steenstra recalls, one male attendee reflected after a predominantly female event: “The way that women negotiate a conversation is very, very different... I’ve never experienced anything like it, and I love it.”
20 Community The Volunteer Engine Today’s AWTC runs entirely on volunteer energy, with some administrative support from Rebecca Achurch’s team. Its programming committee, awards committee, and special initiatives all operate through distributed leadership. “We try to minimize the number of board members against the number of active volunteers,” explains current board member Chantal Almonord. This approach creates multiple entry points for involvement and prevents the organization from becoming top-heavy. The volunteer structure also enables AWTC to maintain its low barrier to entry. There are no membership fees. Instead, members sign a “Code of Champions” pledging to support other women. “I’ve always loved the fact that we have no membership fee,” says Edwards. “If you come across the door and shake somebody’s hand, you’re in AWTC. The barrier to entry is really low.” Writing New Scripts Perhaps AWTC’s most significant impact hasn’t been its events or programs, but how it’s changed the narratives around women in technology leadership. “Only 18% of technology executives are women,” Rakos notes. “Every time I see somebody in our community step up into a CIO role, a CTO role, a director of membership... my heart sings.” The organization has become a pathway for women who never saw themselves as technologists to claim that identity. At their recent awards ceremony, one woman who received the Innovation Award, expressed shock: “I just do a couple small things every day, and they add up.” This transformative recognition ripples beyond individual careers. As Swett explains: “The founders have given me a framework where I can now take it to my association... This is our second annual ‘Women in Terminals’ event that I’ve created because of the framework that AWTC was able to give me.” The Next Chapter As AWTC enters its fifth year, the organization faces the classic challenge of grassroots movements: how to maintain authenticity while building infrastructure for growth. The current board is focused on expanding AWTC Advance to Chicago, developing regional meetups, and refining their small group program—creating both structured, year-long cohorts and drop-in affinity groups for specific challenges. But the true measure of their success won’t be program attendance or membership numbers. It will be in the stories that unfold in quiet conversations, career pivots, and confidence gained. “I’m really proud of the framework we’ve created that allows people to color it in the way it’s meaningful to them,” Steenstra reflects. And that framework continues to evolve. AWTC will continue making space—for questions without easy answers, for careers without linear paths, and for women who are ready to lead. Perhaps Treby captures it best: “At the end of the day, you get the message: you belong here, and we’re glad you’re here.”
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22 As policy shifts and digital expectations evolve, accessibility remains your association’s most straightforward path to sustainable engagement and scalable revenue. In today’s political volatility, economic pressure, and digital disruption, associations confront an uncomfortable reality: traditional revenue streams are under threat. With a surge in freely available online information and increasing skepticism about the value of paid memberships, associations must do more than merely maintain relevance—they must reinvent how they engage and grow. That’s where digital accessibility plays a role, not merely as a compliance checkbox but as a strategic, revenue-generating engagement-boosting powerhouse. Accessibility = Revenue Let’s start with what every executive wants to know: Is there ROI in accessibility? Absolutely. More Members, More Money An accessible website broadens your potential audience. With over 25% of U.S. adults living with a disability, enhancing accessibility unlocks a significant, often overlooked market. It’s not just about those living with a disability; whether it’s a Baby Boomer who requires larger text or a Gen Z user who depends on voice commands, accessibility ensures that your digital content is usable—meaning your membership offerings are, too. Higher Engagement, Stronger Retention Accessible platforms minimize friction in every member interaction—from event registration and learning modules to community participation and content consumption. This results in improved member satisfaction and renewal rates, crucial for generating non-dues revenue through continuing education, sponsorships, and more. Boosted SEO Accessibility best practices (clean code, structured content, mobile optimization, alt text) align directly with search engine algorithms. That means more people (potential new members) organically find your resources—and your association. In a world where Google is your biggest competitor, higher search visibility isn’t a perk—it’s survival. Why Accessibility Beats “Free” Your association isn’t just competing with others in your field. You’re competing with the internet. Free blogs, open-access research, and public YouTube tutorials make charging for value more challenging. However, the internet isn’t tailored, trustworthy, personalized, or inclusive. Accessible digital experiences provide a premium alternative: inclusive, structured, professionally curated content and a community that serves everyone. This is how you uphold your value proposition in an economy saturated with free offerings. Cross-Generational Engagement: One Strategy, Four Payoffs Accessibility encompasses more than disabilities; it involves meeting users at their level, irrespective of age, device, or ability: » Baby Boomers (1946–64): Many experience vision and hearing loss. Tools such as closed captions, voice dictation, and contrast settings assist them in confidently engaging in online education, events, and renewals—boosting both dues and non-dues revenue. » Gen X (1965–80): This multitasking generation values streamlined, hassle-free platforms. Clean, keyboard-friendly websites and intuitive user experiences can determine the difference between retention and churn. » Millennials (1981–96) expect digital efficiency. Mobile-optimized, WCAG-compliant platforms are essential; they represent baseline expectations for renewal and participation. » Gen Z (1997–2012): Born digital. They are voice-first, mobile-first, and centered on IN A YEAR OF DOUBT, ACCESSIBILITY STILL DELIVERS Compliance, Inclusion, and ROI in 2025 By Mark Wallach, CEO Emeritus, Engagement Mobile Strategies Belonging
23 Belonging instant gratification, expecting flawless accessibility—because digital equity is non-negotiable for them. The associations that will thrive are those that cater to all users—and benefit from their participation. Accessibility Drives Non-Dues Revenue Whether you offer certifications, virtual events, learning modules, or sponsorship opportunities, accessibility ensures that every revenue-generating interaction is available to all users. When content is unusable to someone using a screen reader, or a navigation menu is inaccessible without a mouse, you’re turning away revenue— often without realizing it. Making those resources accessible expands your monetization channels. In short, inclusive design equals inclusive dollars. Still Think Accessibility Is Just About Compliance? It’s not—but let’s be clear: compliance still matters. Even with a change in administration and a potential easing of federal enforcement, your legal responsibilities haven’t gone anywhere: » Title II of the ADA requires accessibility for public entities like schools and municipal programs. » Title III of the ADA applies to private associations that provide public-facing services. These rules drive the rise in private lawsuits. From 2017 to 2023, Title III lawsuits increased by about 7.4%, illustrating a growing legal emphasis on accessibility. The rules driving the rise in private lawsuits are not going away. As Eve Hill, a disability rights attorney, notes: It is difficult to revoke a rule—the administration would have to go through a complete rulemaking process... and state and local government entities were already covered by Title II of the ADA regardless of the rule. And if your association operates globally, you’re also subject to: » The Accessible Canada Act (ACA) » The European Accessibility Act (EAA) Failing to comply doesn’t just risk fines. It can lead to reputation damage, loss of contracts, and loss of access to entire member segments. That’s why many associations are now working with accessibility consultants—to: » Conduct audits » Recommend practical improvements » Keep up with WCAG updates » Mitigate risk while maximizing reach Accessibility Is an Investment— Not an Expense Many association leaders hesitate at the perceived cost of accessibility. But ask yourself: what’s the cost of member churn, a lawsuit, or declining event participation? Now, compare that to the price of an accessibility audit and remediation plan. Accessibility is one of those rare initiatives that: » Decreases legal risk » Increases member satisfaction » Improves discoverability » Enhances brand reputation » Drives both dues and non-dues revenue Final Thought: Accessibility Is the Future-Proofing Move In a politically unpredictable climate, associations need strategies that transcend administrations. Accessibility is one of them. It’s not partisan, temporary, trendy, or foundational. And unlike many “strategic initiatives,” it delivers concrete, measurable returns—for your bottom line, brand, and mission. Digital accessibility isn’t just worth it in 2025— it’s one of the most intelligent decisions your association can make. Mark Wallach, MBA, is CEO Emeritus of Engagement Mobile Strategies and a leading expert on innovative mobile technology in the association space. With over a decade of experience helping associations maximize member engagement and retention, he specializes in bridging generational gaps through accessible technology solutions. Based in Ashburn, Virginia, Mark advises organizations on strategic planning, collaborative partnerships, and digital transformation that drives measurable results. With over 25% of U.S. adults living with a disability, enhancing accessibility unlocks a significant, often overlooked market.
24 After persuading Dave Coriale to attend my session, Gretchen invited me to the “DelCorians” party that evening. There, I met Loretta and was immediately struck by her incredible style and sharp intelligence. I wasn’t entirely sure if she liked me, and it took time before I knew the answer. What followed was a kind of mentoring relationship I treasure to this day, even after my time at DelCor ended. A Fearless Beginning When Loretta started her technology business in the 1980s, personal computing was just emerging. Armed with an IBM PC XT, an Amber monitor, and a Diablo 630 printer, she dove into a male-dominated field without hesitation. “I was too naive to know any different,” she reflected in a recent interview for her AWTC Badass Award. “I never even thought In the hallways of association conferences, she was unmistakable—impeccably dressed, with an intense gaze that could seem intimidating until you got to know the warm, brilliant mind behind it. Loretta Monterastelli DeLuca, founder and CEO of DelCor Technology Solutions, who passed away after a courageous battle with cancer, leaves behind a legacy that spans decades and has fundamentally shaped how associations use technology. My first encounter with Loretta remains vivid in my memory. I was speaking at an ASAE Annual Meeting when Gretchen Steenstra, whom I’d worked with at the Optical Society of America (now Optica), suggested I might explore consulting at DelCor. REMEMBERING A Technology Pioneer and Association Visionary By KiKi L’Italien, Editor-in-Chief, Association Chat Magazine Loretta DeLuca Leadership
25 about being a woman in technology. I just had this idea in my head, and I thought it would be kind of cool to do this.” That “cool idea” began with writing a macro- embedded application in WordPerfect, then evolved into database development with R:Base, and eventually Novell networking. Loretta proudly became one of the first female gold resellers of Novell in the Washington, DC area—a credential that required her to literally crawl on her hands and knees installing cables for a 25-node network. Finding Purpose in Associations The pivot that defined DelCor’s future came when Loretta and her business partner noticed a stark difference between their clients. While insurance companies and law firms were demanding and slow to pay, association clients were mission-focused, appreciative, and reliable. After securing Georgetown University as a client and installing their 120-workstation network (enormous for the late 1980s), referrals to education-related associations followed. The decision to specialize exclusively in association technology became a defining moment. Building a Legacy Beyond Technology Those who knew Loretta speak of her business acumen and technology expertise, but equally of her commitment to mentorship and community building. She took pride in blurring the lines between business associates and friends. “My association world and purely friend world is totally blurred,” she explained. “The people I met through the association world are my friends now.” This community focus made her a natural leader in the association technology sector. When she became an ASAE Fellow, Loretta found it opened “a whole new world” of connections and peer advisors. She never lost sight of what made associations special: “There’s more of a feel in the association space of people looking out for each other. I don’t think you find that in the banking industry.” Fearless Advice for Future Leaders Asked what advice she would give to women starting businesses today, Loretta emphasized being fearless. “You have to go into this knowing you’re going to be facing challenges and not get hung up on that.” Her hands-on approach to technology gave her the authority and confidence that overcame any potential gender barriers. Leadership
26 Leadership At the 2025 Association Women Technology Champions (AWTC) event, Loretta received the Badass Award, recognizing her as one of four trailblazing women leaders who defined their place in the industry. Though health prevented her from attending in person, her long-time business partner Dave Coriale proudly accepted on her behalf while friend and fellow award recipient Joanna Pineda livestreamed the ceremony to Loretta in the hospital. Mentorship and Personal Wisdom Loretta’s guidance extended beyond business. Once, during my time at DelCor, I shared my concerns that my sweet relationship with my daughter Margaux might change during her teenage years. Loretta reassured me, “You and Margaux have a relationship like Michaela and me, and we never had to deal with any of that fighting you hear so much about with teens and their parents. No, you and Margaux will be fine. You’ll see.” She was right. For women in technology, Loretta modeled how to be both feminine and powerful in the business world. She would arrive beautifully dressed while simultaneously demonstrating the strategic thinking needed to grow a successful company. She embodied strength without compromising her authentic self—a balancing act many of us continue to learn from.
27 Leadership An Enduring Impact The association technology community Loretta helped build now mourns her passing but celebrates her extraordinary journey. She leaves behind her beloved daughter Michaela (who projects so much of her mother’s character and strength) and a company that transformed from a one-woman operation with a noisy printer to an industry- leading firm serving thousands. Loretta’s life reminds us of the importance of honoring remarkable individuals in our midst—not waiting until they’re gone to recognize their impact. As Gretchen Steenstra, who conducted Loretta’s final interview for the AWTC Badass Award, reflected: “I’m just grateful that when we’ve had opportunities to recognize people, we do it... I just think it’s such a good reminder not to wait.” Her words carry special resonance now, as we celebrate a life that changed our industry forever. Loretta embodied strength without compromising her authentic self. For those who knew her, Loretta will be remembered not just for her pioneering work in technology, but for her love of fashion, shoes, Prosecco, and trips to Italy—all emblematic of a woman who lived with purpose, passion, and an unwavering commitment to excellence. Special thanks to Gretchen Steenstra for sharing her last interview with Loretta for the AWTC Badass Award to help create this tribute.
28 When I enthusiastically accepted my first Executive Director position, I expected a steady onboarding process… Some meetings with the President, time to read the employee handbook, and a few polite introductions. You know, a 5K pace to ease into the role. What I got instead was a fullon marathon. And not one of those flat-and-fast ones either. No, this was a hilly, acronym-laced, imposter- syndrome-filled course with some surprise hurdles. So here it is, my first 26.2 days as an ED, told in miles, because I’m a marathoner and, frankly, it just fits. MILE 1 The Start Line— Is This the Right Race? Day 1 was filled with nervous energy and a heavy dose of imposter syndrome. Everyone around me looked like they’d been training for this race for years while I was over here asking ChatGPT “how to executive direct.” I half expected someone to ask me to leave the corral because I didn’t belong. But no one did. I smiled, nodded, and laced up. (Pro tip: imposter syndrome doesn’t go away, but it gets quieter with every mile.) MILE 2 Wait—We’re at a Conference Now? Day 2, I was on a plane to our biggest conference of the year. I had barely skimmed the employee manual and suddenly I was being introduced to members, staff, and VIPs like I had any idea what was happening. MILE 3 First Board Meeting. After 3 cups of coffee, I found myself in my very first Board meeting. I had no idea what anyone was talking about, but you better believe I deployed my StrengthsFinder “woo” and built rapport like it was mile 3 of a very long run. 0/10 recommend at the time. 10/10 in hindsight. Immersion works. Who knew learning acronyms in the wild could be so efficient? MILE 5 Acronym Hill. You haven’t truly joined an association until you’ve scaled Acronym Hill. PTA, PD, DCE, RFP, MOU, ACAPT… I started to wonder if THE FIRST 26.2 DAYS A Marathoner’s Guide to Becoming an Executive Director By Celia Chomon Zamora, Ph.D., CAE, Executive Director, ACAPT Leadership
29 Leadership we were actually speaking English. I highly recommend every association create a living, breathing glossary. If your onboarding includes more acronyms than coffee breaks, help a future ED out. Current running joke on staff: If you see me smiling and nodding during a meeting, it’s probably because someone just spoke fluent alphabet soup. “IYKYK.” MILE 8 The Magic of Applied Learning (and the CAE Reality Check). You can train in theory all day long. I know… I earned my CAE. I did the reading, the flashcards, the late-night study sessions with enough highlighters to open a stationery store. And don’t get me wrong: that knowledge is critical. Understanding governance, finance, strategy: it gave me the foundation I needed. But passing the CAE is like watching every TikTok influencer talk to you about how to run a marathon. Becoming an Executive Director? That’s the actual race. There’s a major difference between learning in silos and learning in the field. Being tossed straight into high-stakes environments (e.g., conferences, board meetings, budget reviews) made me absorb faster, connect more authentically, and understand the people and processes in real time. It was tempo training: uncomfortable, fast-paced, and brutally effective. You might not enjoy it while it’s happening, but when you realize you’re running stronger and smarter? That’s when it clicks. And yes, I definitely had a few “Wait… this wasn’t in the CAE flashcards!” moments. But that’s the beauty of applied leadership. You use the training as your guide, but the growth comes from the road. MILE 10 Relationships Are the Real Fuel. By now, I realized this job wasn’t about quick wins. It was about trust. So, I focused my energy on listening: to the Board, to ExCo, to staff, to members. The resounding theme? We want transparency. We want clear communication. Noted. If this ED gig were a race, trust would be the hydration that keeps you going. And building it? Mile by mile. There are no shortcuts. MILE 13.1 The Halfway Check-In. At this point in most marathons, you ask: “Can I keep this pace?” The answer here was “Only if I stop trying to sprint (and do) everything.” There were a dozen things I wanted to change right away. But good, lasting change doesn’t happen with a gear shift at mile one. You have to feel the terrain, observe the rhythm, and figure out where the pressure points are. MILE 17 Blister Analogy Incoming. Ah yes. The blister mile. This is when the lessons start to hurt a little. By this point, I had uncovered some recurring challenges within the organization: inefficiencies, confusion, duplicated efforts, and a general sense that we were busy… but not always aligned. The temptation? Jump in and fix everything immediately. Toss out new processes. Redesign org charts. Add quick solutions like they’re Band-Aids. But here’s the thing: Band-Aids don’t fix bad shoes. If I had made changes without fully diagnosing the why behind the issues, it would’ve been like trying to run a marathon in shoes a half-size too small. Sure, you might make it a few miles, but eventually, you’re going to feel every step… and probably lose a toenail or two. Blisters aren’t the problem. They’re the symptom. I realized that many of the friction points were pointing to a deeper issue: we didn’t have a clear, cohesive strategic plan. No shared destination. No mapped-out route. We were running hard but not necessarily running smart. So rather than patching every pressure point, I hit pause and shifted focus. We needed to figure out what kind of race we were running, who our pacers were, and what our long-term goals looked like. Now, we’re building that strategic plan deliberately, collaboratively, and with an eye on sustainability. Because if the foundation is shaky, no amount of hustle or heroic effort will carry you to the finish line. Sometimes the wisest thing you can do is slow down and make sure you’re not running in the wrong shoes. MILE 20 The Wall. Every marathon has “the wall.” That moment when
30 Leadership your legs feel like concrete, your brain is yelling “WHY ARE WE DOING THIS?!” and you seriously contemplate lying down on the side of the road and letting the bus take you. In Executive Director terms? Mine hit around 3 a.m., somewhere between an overflowing inbox, a spaghetti bowl of an org chart, and a document full of acronyms I still couldn’t decode. I was exhausted. I was doubting myself. And that’s when I did the most important thing: I asked for help. I reached out to my mentors, friends who’ve been in the hot seat, DELP fam who always keep it real, and my incredible ASAE network. I sent texts that started with “Okay, please tell me this gets better” and emails that said, “How did you get through this?” And guess what? They responded. With advice. With encouragement. With the kind of honesty that makes you laugh, cry, and feel seen. Turns out, leaning on your community is a strategy for survival. Every runner has people on the sidelines handing them water and cheering them on. Why should leadership be any different? If you’re lucky, your network includes those who’ve been there, done that, survived, and thrived. And when you’re hitting your wall, they’re the ones reminding you: You’ve got this. Because the wall is temporary. But your purpose.. and your people… are what carry you through. MILE 25 Finding Your Pace. By this point, I’d found my rhythm. I stopped apologizing for not knowing everything and started leaning into what I do know: How to listen, how to lead, and how to pace myself for the long run. The best leaders are the ones who pace themselves early and finish strong. MILE 26.2 Finish Line? Nope… Just the Starting Line. The funny thing about 26.2 miles (or 26.2 days) is that what feels like the end is really just the beginning. You’ve built momentum, found your crew, and scoped the course ahead. There’s still so much road left. But now, I know how to run it: with intention, transparency, and a growing fluency in the inner workings of our leadership circles. And if not, I’ll smile and nod… and add it to the glossary.
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