Annual celebration recognized best in association leadership, communications

More than 500 members of the association community gathered March 17 to honor the winners of the Association TRENDS and CEO Update 2023 Salute to Excellence Awards. The annual event filled to capacity a ballroom at the Capital Hilton hotel in downtown Washington, D.C.

American Cleaning Institute CEO Melissa Hockstad received the Association Executive of the Year Award and Rebecca Achurch, founder of Achurch Consulting, accepted the Association Partner of the Year Award.

In her remarks, Hockstad praised the work of Achurch and her team on aiding cultural transformation at ACI.

"Culture is like the wind. It is invisible, yet its effect can be seen and felt," Hockstad said. "When it is blowing in your direction, it feels great and makes for smooth sailing. When it is blowing against you, everything is more difficult.

"For organizations seeking to become more adaptive and innovative, culture change is often the most challenging part of the transformation. It takes years. At ACI we have great momentum going, and I always want to keep that momentum moving forward," she said.

Achurch, who provides consulting services on technology as well as culture, quoted Charles Darwin on the species most likely to evolve and survive: "It is the one that is most adaptable to change."

"Associations change the world every day," she said. "And you deserve better than old systems running on bubble gum and duct tape! You deserve great technology. Technology to help you fulfill your organization's goals. And not just the goals of today, but for what's around the corner."

Other honorees at the event included four Young and Aspiring Association Professionals and four Leading Association Lobbyists.

The Leading Association Lobbyists are Ross Eisenberg, vice president of federal affairs at the American Chemistry Council; Tommy Goodwin, vice president of government affairs at the Exhibitions & Conferences Alliance; Kirsten Sutton, executive vice president of congressional relations and legislative affairs at the American Bankers Association; and Brian Wolff, chief strategy officer and executive vice president of public policy and external affairs at the Edison Electric Institute.

The four Young and Aspiring Association Professional awardees are Christine Nogal, vice president of marketing and operations at the Arthroscopy Association of North America; Shannon Williams, chief operating officer of the Home Furnishings Association; Tom Wojno, senior vice president of innovation and member advancement at the International Dairy Foods Association; and Melissa Zinder, senior director of membership and marketing at the National Business Officers Association.  

In addition, associations and vendors won bronze, silver and gold TRENDY Awards in 24 marketing and communications categories, including annual report, daily or weekly communication, best product launch and best rebrand. The top honor across all categories, the Pinnacle Award, went to the American Bankers Association for its banksneveraskthat.com website.

Read CEO Update's Q&A with Rebecca Achurch.

Read CEO Update's Q&A with Melissa Hockstad.

Read CEO Update's story about the honorees' career paths and aspirations.

Read CEO Update's story about how the honorees are tackling lobbying challenges.