Staff

Marketing General Incorporated has assembled some of membership marketing’s most creative thinkers and experienced managers who have a diversity of backgrounds and a depth of expertise found nowhere else.

Rick Whelan, CDM
President

“I often say that MGI stands for ‘Many Great Individuals.’ The skills, experience, and can-do spirit of my colleagues is MGI’s greatest resource.”

With more than 30 years’ experience building successful marketing and advertising programs for both nonprofit and for-profit organizations, Rick is acknowledged as one of the industry’s leading experts. As MGI president, he manages a team of 60 specialists who are responsible for developing and implementing strategic marketing solutions for over 45 organizations.

Over the course of his career Rick has developed creative strategies and implemented marketing programs for dozens of education, healthcare, public service, trade, professional, and fundraising organizations.

A past Board Chair of the Direct Marketing Association of Washington, DC, he currently serves on the DMAW Educational Foundation Board of Directors. He is a former Chair of the American Society for Association Executives Membership Section. In 2009, he received DMAW’s highest honor, the DMAW Award for Distinguished Achievement, recognizing his lifetime contributions to direct marketing. A frequent presenter for ASAE, DMAW, PCMA, and other organizations, he has authored numerous articles on association marketing.

A graduate of Frostburg State University with a B.S. in Political Science and Social Science, Rick earned a Certified Direct Marketing certificate from Virginia Commonwealth University.

Rick may be reached at rick@MarketingGeneral.com

Raylene Kershaw, CDM
Senior Vice President & COO

“I have the greatest respect for our staff – experts who are passionate about client success – and that is reflected in everything we do.”

An expert in visual communications, Raylene has exceptional marketing and management experience with both nonprofit and for-profit organizations. She has developed marketing and creative strategies for hundreds of clients, including corporate identity development, branding, and meetings marketing. She currently directs internal operations and account management at MGI.

Working in visual communications for over three decades, she managed a major design studio and served 11 years as creative director and operations vice president for a large marketing/visual arts firm.

Raylene aided in the development and guest-taught a masters level communications course at American University, judged numerous corporate communications competitions, and speaks frequently at PCMA and ASAE events. She is also an acclaimed and accomplished jewelry designer.

A graduate of Penn State University with a B.F.A. in Visual Communications with additional study at Carnegie-Mellon University, Raylene earned a Certified Direct Marketing certificate from Virginia Commonwealth University.

Raylene can be reached at raylene@MarketingGeneral.com

Tony Rossell
Senior Vice President

“Membership marketing – recruiting, engaging, upgrading, and renewing members – is the cornerstone for associations and relationship-driven organizations.”

Tony has worked for Marketing General Incorporated for 25 years and has witnessed many changes in the industry, including the use of new technologies and their impacts on marketing strategies. He now oversees all aspects of MGI’s association membership marketing.

As a strategic thinker who thrives on utilizing direct response marketing in all its forms, Tony has designed literally hundreds of marketing programs for dozens of association and corporate clients, including some that have more than tripled membership.

Tony created the five-stage “Membership Lifecycle” concept to better identify and segment the steps common to virtually any membership program: Awareness, Recruitment, Engagement, Renewal, and Reinstatement. The lifecycle is the basis for many of MGI’s most effective and most successful membership programs.

He is also the creator of MGI’s annual Membership Marketing Benchmarking Report, an in-depth industry survey of more than 600 association executives that delves into many aspects of membership marketing within organizations.

Tony makes numerous presentations to professional organizations including ASAE and the Center for Association Leadership, the Direct Marketing Association of Washington, the USPS Postal Partners, the Council of Engineering and Scientific Society Executives, and the American Marketing Association.

A prolific writer, Tony authors the Membership Marketing blog and is a frequent contributor to marketing publications including Associations Now magazine, Membership Developments, and the Chicago Forum. He is also a contributing author to two books, Membership Marketing (ASAE 2000) and Membership Essentials (ASAE 2008).

Tony earned his B.A. in History from Dickinson College.

Tony may be reached at tony@MarketingGeneral.com

Erik Schonher
Vice President

“We work as a team for our clients, from our officers and account managers to graphic artists and production managers. We are all active participants in our clients’ success.”

Erik is skilled at identifying challenges, prioritizing what solutions need to be done next, assessing what talent is already available and how to motivate them to do the job as quickly and as ably as possible.

He is an experienced in strategic planning and a seasoned tactician with extensive experience in direct marketing, branding, social media, research and product marketing management. He has held corporate leadership positions with Fortune 100 companies in publishing and consumer products, and founded his own highly successful direct marketing agency specializing in membership development.

As vice president at Marketing General Incorporated, Erik oversees MGILists, the annual MGI Membership Marketing Benchmarking Report, MGI Research as well as individual association accounts where he oversees strategic and tactical initiatives.

Erik regularly presents at meetings and conferences including the ASAE Annual Conference and the ASAE Marketing & Membership Conference. He is the author of many professional articles, MGI white papers, and Experts in Membership Marketing—a blog that examines membership marketing best practices, research and analysis, communication theories, and sales techniques.

Erik earned his B.S. from SUNY Fredonia and holds an MBA in Managerial Marketing and Management Information Systems from the Lubin Graduate School of Business at Pace University. He is an avid musician and is sometimes seen playing his 1974 Fender P-Bass at local charity events.

Erik may be reached at Erik@MarketingGeneral.com

Tom Beauchamp
Vice President, Operations

“Making all the loose ends meet—lists, data, graphics, and creative—at the right time at the right place is complex, exacting, and demanding. I’m proud to work with a team of professionals who time and again go well out of their way to deliver nothing but the best for our clients.”

Tom was promoted to Vice President of Operations in November, 2012, where now he oversees information technology, data analytics, data services, and graphic production. He stands at the intersection of processes that must come together seamlessly to be successful.

As the former manager of direct data services, Tom authored highly successful client and project-specific merge/purge programs to optimize list value. He also managed custom ad hoc data analysis, RFM, and LTV analysis.

In his eight years at MGI, Tom has developed proprietary programs that track marketing campaign results through database matching. He brought several new data services and analytics products in-house, giving MGI greater control over the processes and offering new products as well as saving clients both money and time.

Prior to joining MGI, he was the Senior Programmer for one of the East Coast’s largest letter shops where he worked with a number of Fortune 500 clients. Tom studied computer science and sports medicine at Old Dominion University and enjoys practicing martial arts, working out, and playing guitar in his free time.

Tom may be reached at tbeauchamp@MarketingGeneral.com

Harold L. Maurer, CDM, CeM
Managing Director, Account Services

“Successful membership growth programs demand a mix of broad marketing experience, practically applied knowledge, and hard-won intuition with an exceptional commitment to clients.”

Skilled in both traditional and advanced digital marketing techniques, Harold has been a corporate executive with Fortune 500 companies such as Rubbermaid, Cummins Engines, and The Trane Company; a senior consultant for Lexmark, 3M, Yellow Freight, Corporate Express, and IBM; and an agency executive for Publicis/Frankel and NetStrategies.

Drawing on a well-honed knowledge of proven marketing strategies, coupled with expertise in the latest technologies, Harold brings a depth and breadth of experience integrating corporate communications, marketing strategy, data analytics, and online technology to his clients at Marketing General Incorporated.

Harold’s honors include a national Golden Telly and the 2010 PRSA Thoth Award for Excellence in Social Media Marketing. He studies and plays Appalachian old time music on the banjo, guitar, and fiddle.

Harold holds a B.S. in Language Arts from St. Cloud State University, a Certified Direct Marketing certificate from Virginia Commonwealth University, and Certification in eMarketing from the E-Marketing Institute.

Harold may be reached at hmaurer@MarketingGeneral.com

Scott L. Seril, CDM
Senior Account Director

“There are few moments that are more satisfying than presenting our clients with the results of marketing programs that have done exceptionally well.”

A specialist in nonprofit fundraising, Scott has more than 20 years of experience in direct marketing and has managed all aspects of multi-million dollar programs including copywriting, graphic art design, data segmentation and analysis, telemarketing, and print production.

As an account director at a donor and advocacy communications firm, Scott oversaw membership development and fundraising programs for national and international humanitarian, environmental and animal rights organizations. Scott was also an account executive at a fundraising management company where he managed multi-million dollar direct marketing programs for national and international nonprofit organizations.

Scott earned his B.A. in History from Queens College, City University of New York and received his Certification in Direct Marketing from Virginia Commonwealth University. He is a member of the Association of Fundraising Professionals, the Association Foundation Group, Direct Marketing Association of Washington and the Direct Marketing Fundraising Association.

Scott may be reached at sseril@MarketingGeneral.com

Page Stull, CDM
Senior Account Director

“We are marketers and we are tacticians. We are strategists and we are problem solvers. But most of all we are people talking to people, helping nonmembers experience the value of membership.”

Page’s 30-plus years of marketing, communications, and management experience has taken him from the east coast to the Caribbean and back. He managed a daily newspaper and a network affiliate television station in the U.S. Virgin Islands. Returning to the mainland, he has served as a congressional press secretary and worked as a senior marketing manager and list manager at a business-to-business newsletter publisher.

In more than a decade at MGI, Page has developed creative strategies and directed multi-channel marketing programs for more than a dozen clients. He spends much of his time copywriting and assisting account managers to deliver superior results for their clients.

Page earned his B.A. from the University of Pennsylvania, his MBA from the Kogod School of Business, and his Certified Direct Marketing certificate from Virginia Commonwealth University.

Page may be reached at pstull@MarketingGeneral.com

Jason Gudenius, CDM
Account Director

“Finding the marketing message that works and delivering it in the right mix of marketing channels to reach the target market —that’s the result we want for clients.”    

Jason works with associations to best position their message and to reach members through a variety of print and electronic vehicles. He specializes in the strategic management and execution of multi-channel new member acquisition and renewal programs for associations. For one client, Jason’s efforts resulted in the recruitment of over 125,000 new members in only five years.

Prior to joining MGI, Jason served as Manager of Partner Marketing for the American Society of Travel Agents (ASTA), developing marketing programs and enhancing value for its largest partners.  Away from work, he writes music and performs in alternative rock bands.

Jason earned his B.S. in Marketing from the Robert H. Smith School of Business at the University of Maryland, College Park and holds a Certified Direct Marketing certificate from Virginia Commonwealth University’s Interactive Marketing Institute.

Jason may be reached at jgudenius@MarketingGeneral.com

Adina W. Wasserman, Ph.D.
Director of Market Research

“At MGI, we understand the value of research goes beyond a report; it’s taking member feedback to the creation of strategy and technique based on the data.”

Adina, or as her friends call her, Dr. Wasserman, has 15 years of experience in research and analysis and is highly trained in both quantitative and qualitative methodology, and interpreting data to design strategic and tactical marketing programs. She has directed research projects for national and international clients in multiple industries as well as for governments and municipalities.

Previously, Adina was responsible for all primary client research at a customer retention specialist company. Through her research she provided evidence-based information about client customers to guide strategic communication and marketing campaigns.

Adina earned her B.A. at the University of Michigan, Ann Arbor and completed her Master’s and Ph.D. in Social Psychology at Florida State University where she concentrated on group dynamics and influences on behavior and decision-making.

Adina may be reached at awasserman@MarketingGeneral.com

Kimberly Humphries, CDM
Senior Production Director

“Production is at the nexus of what we do at MGI. I see our account managers envision exciting new projects for our clients and I have the privilege of helping them come true.”

An expert in print production and mail processing, Kimberly directs Marketing General Incorporated’s day-to-day printing and mailing operations and oversees a staff of experienced and customer-centric production managers.

Kimberly coordinates dozens of client projects for MGI account managers with the MGI design team and data services professionals. She is liaison with dozens of suppliers and manufacturers and directs quality control for all aspects of print, personalization, and lettershop operations.

Before joining MGI, she handled print and mail operations for a Virginia nonprofit association. An avid runner, Kimberly has completed several Marine Corp Marathons.

Kimberly earned her B.S. in Marketing from Messiah College.

Kimberly may be reached at khumphries@MarketingGeneral.com

Aleda Ahmed
Art Studio Director

“Creative design is a cornerstone of successful membership marketing and is often the first and lasting impression of an organization’s brand.”

Aleda directs Marketing General Incorporated’s award-winning graphic design team. She pursues an analytical approach to creative development that is as imaginative and memorable as it is results-oriented. For Aleda, good design gets noticed, but great design gets results.

Aleda has more than 28 years of experience in graphic design, visual arts, and manual and computer illustration for both corporate and nonprofit organizations. She has worked with both Fortune 500 and Service 500 companies in manufacturing, transportation, telecommunications, and pharmaceuticals.

In her 12 years with Marketing General Incorporated, Aleda has pushed her design team to embrace innovation and expand their creative horizons. She has introduced new technologies, products, and procedures as platforms for artistic invention which translates to greater member engagement.

Aleda earned her B.F.A. from Virginia Commonwealth University.

Aleda may be reached at aahmed@MarketingGeneral.com

Todd Michaels, CDM
Director of Marketing Solutions, e-Business Division

“The challenge in online marketing is integrating complex systems so they seem simple to users and produce outstanding results for our clients and their prospects.”

A specialist in online lead generation, Todd has 15 years’ experience in developing and evaluating acquisition metrics, program profitability, usage patterns, and measuring return on investment. Todd oversees the development, execution, and management of best practice online membership marketing strategies for MGI.

Todd is a skilled analyst of emerging technologies and their impacts on marketing techniques. He uses site experience and design, plus creative testing, to evaluate how each contributes to bottom line performance for MGI clients. Todd looks for the best ways to use new technology to achieve the maximum return on investment.

Todd is a graduate of the University of Central Florida and a Direct Marketing Certified Professional from Virginia Commonwealth University.

Todd may be reached at tmichaels@MarketingGeneral.com

Barbara Armentrout
Relationship Director

“Successful membership marketing is all about listening to association professionals to help them diagnose the true issues and opportunities they face every day and uncovering potential solutions.”

Barbara serves as MGI’s eyes and ears to the association world. An avid networker, Barbara is one of the best-connected people in the association and direct marketing communities. In the rare instances when Barbara doesn’t have the answer─she knows who to contact.

Barbara previously managed MGI’s Media Services, the MGI division that houses list management and brokerage services for nearly 100 companies and associations. She joined MGI Lists in 2007 following her service as Executive Director of the Direct Marketing Association of Washington (DMAW). Still an active participant in DMAW, Barbara is also a frequent speaker and participant with ASAE and coordinates the monthly ASAE Alexandria Brown Bag luncheons held at MGI.

Barbara is experienced in both publishing and marketing. She was marketing director for a prominent national housing and development newsletter and for more than 10 years held marketing and conference roles for one of the top legal publications firms.

A past member of the D.C. Postal Customer Council executive committee, Barbara serves on a variety of professional boards and committees.

Barbara may be reached at BArmentrout@MarketingGeneral.com

Get the
latest tips on Membership Marketing.

First Name
Last Name
Email Address