Member First Design – June 2022

Thursday, June 2 2:00 pm. Eastern

ASAE’s story of unlocking value though outcome driven innovation.

“Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories.”

Chris Brogan, Author, Marketing Consultant, Journalist, Speaker

 We are diving into the story of how ASAE is using outcome driven innovation techniques to improve decision making related to internal system upgrades and improving member experiences.

Explore how ASAE’s recent member focused design exercises helped them break the cycle of designing systems for staff rather than members. Hear a lively exchange between ASAE and their consulting partner Yes& on how they worked closely together to reveal their truths and impact their members.  This approach could be applied by your organization to:

  • Solve members’ true problems to accelerate your mission
  • Discover the problems members face completing “jobs to be done” while using association systems and how to solve them.
  • Give members what they need rather than what you think they need.
  • Understand how to design systems that meet member needs.

Join us for this eye-opening story and discover a potential path for your association to advance its mission!


  • Reggie Henry, CAE, Chief Information and Engagement Officer, ASAE
  • Amy Hissrich MA, CAE, Vice President, Global & Web Strategy, ASAE
  • Tracy Betts, Senior Vice President Digital Innovation, Yes&

How to Submit Questions

The CIO Hour will be recorded each month in case you miss it. However, we hope you attend and engage with the industry experts and other participants regularly so you continue to boost your IT-IQ.

The event is finished.


  • CAE Credits: 1.0


Jun 02 2022


2:00 pm - 3:00 pm


  • Amy Hissrich
    Amy Hissrich
    MA, CAE, Vice President, Global & Web Strategy, ASAE

    Amy Hissrich, CAE joined ASAE in November of 2007 and currently serves as the Vice President of Global and Web Strategy. Beginning her career in digital, Amy has over 20 years’ experience managing projects for associations, non-profits, government agencies and Fortune 500 clients. Amy graduated Phi Beta Kapa from Dickinson College with a BA in Cultural Anthropology and holds a Masters in International Relations from the Johns Hopkins School of Advanced International Studies. She earned her Certified Association Executive (CAE) credential in 2015.
    Amy Hissrich, MA, CAE

  • James Marquis
    James Marquis
    CIO, 501Works

    James is a seasoned senior executive with more than 20 years of experience working with associations and non-profits of all sizes. James possesses excellent communications skills allowing him to function as a trainer, technology evangelist and to bridge the divide which frequently exists between functional business units and information technology specialists. Coupled with his ability to deep-dive into technology, these key skills allow James to operate across department lines and organizational levels to better integrate technology with the strategic and tactical needs of an organization

  • Reginald J. Henry
    Reginald J. Henry
    Chief Information and Engagement Officer ASAE & the Center for Association Leadership

    Reggie Henry, CAE joined ASAE in November of 1994. His responsibilities are to implement “exemplary” systems at ASAE that can serve as a model to the rest of the association community and to “ratchet-up” the use and understanding of technology among ASAE members. He has been working with and/or for non-profit organizations since 1985.

    Mr. Henry speaks regularly on technology and strategy issues. Some of his most recent speaking engagements include the 2021 World Chambers Congress – Dubai, NABE CE Retreat: Welcome & Plenary Session – The Future of the Membership Associations Post-Pandemic, 2021 Exhibition and Conventions Executive Forum, 2021 High Road Solutions Spring Virtual Conference, 2021 ASAE Annual Meeting, 2020 Arizona Chamber Executives Virtual Conference, 2020 ASAE Technology Conference, 2019 Empire State Leadership Conference, 2019 Digital Now Conference. In 2009 he was invited by the Secretary of Smithsonian to participate in Smithsonian 2.0, a Gathering to Re-Imagine the Smithsonian in the Digital Age. Reggie was recently named one of the top 40 CIOs in DC-MD-VA area.

    Mr. Henry holds a B.S. in Economics and Computer Science from Georgetown University. Mr. Henry regularly serves on association Boards, most recently Educause and the National Association of Colleges and Employers. He enjoys cooking, drawing, pottery and golf.

  • Tracy Betts
    Tracy Betts
    Senior Vice President Digital Innovation, Yes&

    Tracy Betts has spent the last two decades leading multi-disciplinary teams in a fast-moving digital economy. Ms. Betts works on the premise that the most valuable resource to any organization is human creativity, imagination and original thinking. Her focus is on pulling the wisdom from client teams to enable them to plan for and thrive in the future economy.

QR Code

Stay Up To Date

Subscribe and be notified when new episodes and resources are released.