Carolyn Hook

Cecilia Sepp [Host]
Hello, and welcome to this edition of AWTC Presents Her Story, a series where we feature our AWTC members. I'm your host, Cecilia Sepp. I am also an AWTC member and currently serving as a volunteer on the Marketing Committee.
In this edition, we welcome Carolyn Hook, who has been a member of AWTC for a while now. So, Carolyn, welcome to Her Story. Would you like to say hello to the audience and tell us a little about yourself?

Carolyn Hook [Guest]
Hi, Cecilia. Thanks for having me on Her Story. I'm Carolyn Hook, and at the North American Society for Trenchless Technology, I lead our membership strategy and execution, you know, everything from bringing in new members and retaining current ones to creating valuable member experiences to keep our members engaged and connected.
And I also manage the AMS to make sure we're serving our members and supporting the growth of the trenchless industry.

Cecilia Sepp [Host]
Sounds like a great job. I love membership myself as well. So is NASTT a virtual organization or do you go to the office?

Carolyn Hook [Guest]
Yes, we're a completely remote organization. We're a small staff. We have eight employees and we're all over the country.

Cecilia Sepp [Host]
That's great. I love hearing that about remote work and virtual organizations. And I know this is not your first association position. So how did you get started working with associations?

Carolyn Hook [Guest]
So I think it was serendipity because I was an English writing and secondary education major in college and I was looking for an internship. And my sister's former college roommate was looking for an intern. And so that conversation kind of just happened and I landed in the public relations department at the New Jersey Society of CPAs.
And so that summer internship turned into a part-time role as I finished college. And then after college, I did get my dream job, which was to work in publishing. And I went into publishing with Apprentice Hall, a division of Simon & Schuster that focused on textbooks.
It sounds like education and writing would work out great, but one day after photocopying for three hours, I picked up the phone and called my former boss and said, “If I quit my job, would you hire me?” It turned out their whole membership department had just left.
And so I jumped in with two other new-to-membership staff. We figured things out as we went along. Over the years, I worked my way up to the senior management team and oversaw a team of six, covering students and scholarships, volunteer engagement, and membership recruitment and retention.
And then the funny thing is that I didn’t even realize I was an association professional until eight years into working at NJCPA when I took some NJSAE classes (now the Mid-Atlantic Society of Association Executives). I had this aha moment of, “Oh, this is actually a career.”

Cecilia Sepp [Host]
I think we all have that aha moment. I love that bold move you made—picking up the phone and asking for a job. That’s the sort of thing AWTC is all about.
So speaking of feel-good moments, can you tell us about a time you felt really good about your work?

Carolyn Hook [Guest]
Yeah, I have a story I love to share. It happened at one of our annual conventions. A new member came up to me at our booth asking how she could get more involved. I was the only one at the booth, so I asked her to meet later.
We sat down away from the hustle and bustle and I asked her about her interests and how much time she could give. I made some suggestions and followed up afterward with specific opportunities and introductions.
Over the next few months, I kept seeing her name pop up in volunteer positions and leadership roles. Two years later at the same convention, she sat me down and said, “Because you spent that time with me and helped me make connections, I had all these opportunities,” and she held up a book she had just released.
It reminded me that taking the time to listen and connect can change someone’s trajectory.

Cecilia Sepp [Host]
That is wonderful. You changed someone’s life. And yes, you may get pushback about being “better than ChatGPT!”

Carolyn Hook [Guest]
Well, ChatGPT is still not human, no matter how great it is.

Cecilia Sepp [Host]
True—we still need that human element.
So what advice helped you in your journey as a woman in tech? We're both heavy tech users even if we’re not IT people.

Carolyn Hook [Guest]
I didn’t realize I was a “woman in tech” for a long time. My dad was a computer programmer, so as a kid I thought tech was “dad’s work.” In college I took a programming class to make him proud, and I had an aha moment, but programming wasn’t for me.
However, technology creeps into every job. The best advice I got was: Never stop learning, and find a mentor.
I leaned into both of those things, and eventually realized—technology isn’t just for dads.

Cecilia Sepp [Host]
I love it. Mentors really matter.

Carolyn Hook [Guest]
Yes—and I even saw my mentee recently at ASAE Annual. We're still in touch.

Cecilia Sepp [Host]
That's wonderful.
So where do you see technology leading associations in the future?

Carolyn Hook [Guest]
Technology won’t change the core purpose of associations—bringing people together for a common cause. But not all associations will survive unchanged. Those that remain, merge, or transform will continue delivering value in new ways.
We’re already seeing more personalized engagement, hybrid experiences, and data tools that help leaders make better decisions. Automation will free staff to focus on people instead of processes—bringing us back to the basics: trust, relationships, and working toward a common goal.

Cecilia Sepp [Host]
That’s an excellent perspective.
So what do you like best about AWTC?

Carolyn Hook [Guest]
I love the sense of community and the power of volunteers. Professionals with full-time jobs come together to create this space where we can share talents and expertise.
It’s welcoming—even for those of us who aren’t IT professionals. I’m a nerd at heart, and I love to learn.

Cecilia Sepp [Host]
Me too!
So why should someone join AWTC?

Carolyn Hook [Guest]
Because every association professional uses technology. AWTC helps us master the tools and make the connections we need to serve our members.
It also supports the whole person—with resources like meditation sessions to help manage stress.

Cecilia Sepp [Host]
Speaking of that, could you describe the meditation sessions?

Carolyn Hook [Guest]
They’re led by Moira Edwards of Ellipsis Partners. It’s a short, guided session—about 10 minutes of meditation with time to settle in and wrap up. They help us relax, focus on breathing, and release tension. They’re offered monthly and are completely free.

Cecilia Sepp [Host]
Wonderful.
Thank you, Carolyn, for joining me for this edition of Her Story.
If you’d like to learn more about AWTC, visit awtc.tech for events, membership, and our annual AWTC Advance conference.