How Landscape Ontario Grew to 2,600+ Members and Built a $17M Training Centre | Joe Salemi

What does it take to lead a nonprofit through a global shutdown, a membership rollercoaster, and a $17 million investment in the future of an industry? 

In this episode of Unfiltered Nonprofit Podcast, Cherry Chan sits down with Joe Salemi, Executive Director of Landscape Ontario, one of the largest and most influential trade associations in North America. With more than 2,600 member companies, a $7M+ operating budget, 35 staff, 10 regional chapters, and over 160 events each year, Joe shares what it takes to lead a complex organization while keeping people, purpose, and strategy at the center. 

When membership surged by nearly 1,000 companies during the pandemic, then later dropped significantly as market conditions changed, how did Landscape Ontario respond? Did they panic, cut staff, or pull back? Joe walks through the leadership decisions that helped the organization stay strong, find new revenue sources, and continue growing despite uncertainty. If your organization has ever faced fluctuating revenue, changing member needs, or pressure from your board, you'll relate to this conversation. 

You'll also hear the story behind one of the boldest projects in the sector: a $17 million workforce training centre that is set to transform landscape and horticulture education in Ontario. What gives a nonprofit leader the confidence to place a bet that big? And how do you balance long-term vision with day-to-day operations? 

This episode is packed with practical insights on succession planning, revenue diversification, leadership development, event strategy, and leading through change. If you're an association or nonprofit leader thinking about growth, sustainability, or what the future could look like for your organization, this is one you'll want to watch all the way through.