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Association Modernization: Changing Mindsets and Models

Oct 27, 2021

Wednesday | 10:00AM (CST)

About this event

Like organizations in other industries, associations must be well on the path to digital transformation. If transformation is about doing things differently and doing different things, organizations must push themselves to the fringes of the unknown, not stay in the middle where it is safe. 

That’s exactly what the Association for Intelligent Information Management did at the beginning of last year. Realizing that the biggest risk to their long-term viability was not doing anything, CEO Peggy Winton and her team essentially took their association down to the studs to rebuild with simplicity and high value. In the process, they questioned everything, particularly their business model and the systems that supported it.  

Join Winton and a panel of her peers for a lively discussion about the tough questions associations must ask themselves if they truly want to transform. We’ll cover product and program design and delivery, infrastructure modernization and consolidation, and the business models that just might be holding your organization back.

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Garth Jordan, MBA, CSM, CSPO

CEO American Animal Hospital Association

Before joining AAHA, Garth Jordan was the senior vice president and chief strategy officer for the Healthcare Financial Management Association (HFMA). Over the past 15 years, he has served in executive roles, including three different C-level roles: chief operating officer, chief financial officer, and chief strategy officer, which has prepared him to lead diverse teams through strategic planning and successful execution of organizational goals.

Originally from Colorado, Jordan earned a bachelor’s degree in biochemistry and a master’s in business administration (MBA) from the University of Colorado. His recent accomplishments include working with EDUCAUSE to create an education nonprofit called NextGenLearning, built to improve student success by funding and scaling new models of teaching and learning. 

At HFMA, Jordan helped create a horizontal (versus hierarchical) organizational culture capable of tackling multiple large-scale projects simultaneously. One of those projects included a complete digital transformation of HFMA’s business model, helping achieve the organizational goal to become “the Netflix of associations.” HFMA’s member-retention rates increased more than 5%, and new member acquisition increased over 20%. 

“As a member-based association, AAHA must strive to offer robust personalized content, including relevant learning opportunities, community engagement, and solutions to problems,” Jordan said. “I look forward to applying what I’ve learned to AAHA’s unique and important mission to provide the highest quality care to pets and their people.”

Jaya Koilpillai Bohlmann


Jaya Koilpillai Bohlmann, APR (public relations), MA (communication), MSMOB (management/organization behavior), is a highly experienced communicator, business leader, author, thought leader, and career coach.  Through her firm Designing Communication (, she builds brands and reputations from the inside out through communication consulting and coaching.  Jaya provides a unique blend of expertise at the critical niche of communication, talent management, and change to corporations, nonprofits, associations, and agencies in a diverse array of industries.  Jaya serves on the Board of PRSA-NCC, is a member of ASAE’s Communication Section Council, is an ASAE Career Coach, and is a member of the International Coaching Federation (ICF). She is a former Board member of Organization Development Network (ODN).

Peggy Winton, CIP

President/CEO at Association for Intelligent Information Management

With years of program, product, and business development experience, Peggy Winton is responsible for the strategic, technical, and business direction of AIIM. Peggy believes that every organization is on – or should be on – a digital transformation journey. And, at the heart of this journey is the drive toward understanding, anticipating, and redefining internal and external customer experiences. Winton focuses the efforts of her team on high-value creation in products/services and delivery. She joined AIIM in January, 2002 directly from Computer Sciences Corporation (CSC), where she served as Business Developer and strategist for the Consulting Group. Prior to CSC, Winton was Vice President and Chief Operating Officer for TTM, Inc., an international firm specializing in digital and cooperative marketing programs for tourism development. She earned a Bachelor's degree from Randolph-Macon Woman's College (now Randolph College) and a Master's degree from the University of Maryland. Winton enjoys a reputation as a persuasive and engaging communicator, cross-functional team leader, and public speaker/author.

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