Behind the Pages of When It Mattered Most
"It's the story of who was working for you, without you ever knowing."
When the world shut down, associations stepped up. In When It Mattered Most: The Untold Story of How Associations Protected Professions and Saved Industries During the Pandemic, Joanna Pineda, Founder and CEO of Matrix Group International, shares 24 untold stories of how associations helped communities, professions, and industries survive the COVID-19 pandemic, a book she calls a love letter to associations and the stories that need to be told around the world.
Join us for a fireside conversation with Joanna as she walks us through these remarkable accounts and introduces us to the people behind them. She’ll share what inspired her to write When It Mattered Most, reflect on the leadership decisions made in the face of unprecedented uncertainty, and explore the resilience, innovation, and adaptability that defined the leaders who stepped up when they were needed most.
Whether you're leading through uncertainty, navigating change, or want to hear the stories behind the book, this is a conversation you won't want to miss.
Speaker & Author
Joanna Pineda
Matrix Group International
Joanna Pineda, CEO and Chief Troublemaker of Matrix Group International and a Director on the AWTC Board, leads an award-winning digital agency that helps associations and nonprofits increase membership, generate revenue, nurture engagement, and thrive in the digital space. She is the author of When It Mattered Most: The Untold Story of How Associations Protected Professions and Saved Industries During the Pandemic, a keynote speaker, and host of the Associations Thrive podcast. Joanna is a 2024 AWTC Badass Award winner and an active member of ASAE and its AANHPI Community Resource Group.
Panelist
Rebecca Achurch FASAE, PgMP, PMP, CSM, AAiP, CAE
Achurch Consulting
Leading associations through change has been at the heart of Rebecca Achurch's career for nearly 30 years. As Founder and CEO of Achurch Consulting, Rebecca has built a team of dedicated professionals who guide associations through technology transformations with clarity and confidence. Her driving purpose: helping organizations move past "wh at do we do?" and toward a more powerful question: "what outcomes are we working toward, and what will serve us well in the future?"
Rebecca is co-founder of AWTC, a two-time member of the ASAE Technology Council, 2023 Association Partner of the Year, and an ASAE Fellow. She holds CAE, PgMP, PMP, CSM, AAiP and Gallup-Certified Strengths Coach certifications.