Carolyn Shomali, Director of Content
Professionals for Association Revenue (PAR)

PAR Announces Michelle Brien of Matchbox Virtual Media as the Recipient of the 2023 PAR GOAT Award

Towson, MD, January 18, 2024 – The Professionals for Association Revenue (PAR) is pleased to announce the recipient of the 2023 PAR GOAT Award, Michelle Brien, Vice President of Marketing, Matchbox Virtual Media. The PAR GOAT Award recognizes outstanding professionalism, dedication, and passion for raising awareness around the impact of association business development.

PAR evaluated the six nominees for their contributions, support, advocacy, partnership and impact on both PAR and the broader association community. Brien receives the award for her outstanding work in the category of Digital Initiatives and her impactful contributions to PAR as a 2023 RevUP Summit partner, moderator and co-presenter.

“Associations need to think differently about digital initiatives and be open to experimenting with how they use virtual and digital experiences,” said Brien. “Research shows that associations want to expand the use of digital initiatives to include membership engagement and revenue generation but are not sure how to get started. The first step is to recognize that a digital-first mindset can be incorporated into any initiative.”

Brien becomes the third PAR Goat Award recipient joining Nikole TenBrink (2021) of the Advertising Research Foundation and Colleen McKenna (2022) of Intero Advisory. PAR Leadership Advisory Board Chair, Sean Soth, made the announcement.

"Michelle Brien and Matchbox Virtual Media have been a shining light across the PAR community throughout 2023,” said Soth. “Michelle’s expertise in virtual media and digital innovation empower association business pros to leverage cutting-edge strategies for enhanced and sustainable revenue growth in an increasingly digital landscape.”

PAR celebrates leading contributors as the Greatest of All Twenty Twenty-Three (GOATs) who have supported the PAR community by providing important guidance around strategy, sales skills, events, sales metrics, non-dues ideas, and many more topics focused on improving association revenue health.

Congratulations to all of the 2023 PAR Contributors and GOAT Award Finalists:
Jeff Cobb (Tagoras | Professional Development and Education), Carrie Hartin (MCI USA | Solution Provider Partnerships), Park Howell (Business of Story | Audience Engagement), Dana Johnston (AGA | Employee Wellness), Carrie McIntyre (Navigate | Corporate Partnerhips)


About Professionals for Association Revenue (PAR): PAR is a professional membership community and a leading resource for association professionals seeking to optimize their revenue generation strategies. PAR offers a comprehensive array of resources, tools, and education to help associations enhance their financial sustainability and deliver greater value to their members. Learn more at