Reframing the Future: A Review of Day One at the 2025 Shriners International Membership and Marketing Conference

By Trevor Eliott, Assistant Rabban, Al Shamal Shriners

The first day of the 2025 Shriners International Membership and Marketing Conference (SIEF) opened not just with enthusiasm but with a sense of collective purpose. Held in a dynamic setting tailored for forward-thinking dialogue, the day proved to be a meaningful fusion of motivation, innovation, and heartfelt reflection. From the powerful keynote by Ramsey Berger to actionable workshops and thought-provoking presentations, the event set the tone for what promises to be a transformational gathering of Shriners from across North America and beyond.

A Morning Wake-Up Call: Ramsey Berger’s Keynote Address

The morning began with an undeniable force of inspiration—Ramsey Berger, a name already familiar to many for his resilience, endurance, and leadership. But his keynote, titled “Your Power is in Your Perspective: Reframe Challenges, Unlock Opportunities, Transform Your Reality”, elevated his reputation from respected athlete and leader to catalyst for personal and organizational growth.

Berger’s stories struck chords across the audience. He didn’t shy away from vulnerability—speaking of Ironman finishes hard-won through discipline, but also of devastating personal losses that reshaped his inner world. In each experience, Berger revealed a singular truth: perspective is power. His assertion that “it’s not what happens to you, but how you choose to show up” resonated deeply in a room filled with men and women who know the weight of tradition and the hunger for transformation.

He challenged the audience to take inventory of their internal narratives: Were we telling stories of burnout or breakthrough? Were we waiting for change, or were we becoming the agents of it? By the end of his talk, the audience wasn’t just clapping—they were rethinking.

As Berger put it, “You can’t grow what you won’t reframe. The obstacle isn’t the end—it’s the invitation.”

Coaching Ourselves and Each Other: Breakout Focus Group

After the keynote, attendees transitioned into focus group discussions centered on the theme: “Powerful Coaching Questions.” The tone shifted from motivational to practical as groups explored how asking the right questions—not offering quick answers—can empower lasting growth, both in ourselves and in those we lead.

Shriners across varying leadership levels, from local temple officers to Divan members and Imperial line representatives, shared experiences and insights. Some revealed how open-ended questions helped rejuvenate disengaged Nobles. Others acknowledged how fear of failure or change had slowed initiatives that, in hindsight, were ripe for transformation.

The session emphasized a critical mindset shift: Coaching is not commanding. It’s creating space for discovery. This practice, many agreed, could transform leadership culture across temples.

Youth, Reimagined: Alan Kelvin’s DeMolay Perspective

Next on the stage was Alan Kelvin, Executive Director of DeMolay International, who brought energy and clarity in his session titled “NextGen Stories of Success: Recruitment, Development, and Engagement.” Kelvin's message was equal parts encouragement and challenge: the future is already here, and it speaks in the language of authenticity, access, and opportunity.

Kelvin highlighted how DeMolay is reimagining youth engagement—not as something to protect from the world, but as a partnership to shape it. His examples ranged from grassroots local councils experimenting with multimedia outreach to national-level successes that drew in hundreds of new members during the past year alone.

What stood out most was Kelvin’s emphasis on development over recruitment. “You don’t just want them in the door,” he said. “You want them to lead. You want them to teach us something. You want them to grow into the kind of men the world needs.”

This wasn’t a speech about numbers. It was a reminder that numbers follow meaning. When we create spaces where young men feel seen, respected, and challenged—they don’t just join. They stay. They lead. And they inspire others.

Kelvin’s talk left many Shriners pondering their own youth outreach efforts. Were we mentoring the next generation of Nobles—or just hoping they’d eventually wander in?

Fuel for the Body and the Brain: Lunch & Networking

As the midday break arrived, the conference venue buzzed with a steady hum of energized conversation. Nobles from all corners shared reflections over lunch—picking up threads from the morning sessions and weaving them into new insights. It wasn’t uncommon to hear people already drafting ideas for local campaigns or restructuring temple meeting formats based on the day’s earlier sessions.

Networking was intentional. Connections were forming not just around shared jurisdictions, but shared visions.

Tradition Transformed: Kevin Crowsyn’s Modern Marketing Blueprint

The afternoon resumed with a deep dive into digital transformation, led by Kevin Crowsyn, Owner of Crowsyn Creative LLC. His session, “From Tradition to Transformation: Modern Marketing Strategies for Your Chapter”, offered more than just surface-level suggestions—it provided a full-on blueprint for Shriners to modernize their messaging without losing their soul.

Crowsyn began with a premise that caught everyone’s attention: “Shriners International has a century-old story. But if it’s not being told in a way that today’s audience understands and feels, it’s not being heard at all.”

He introduced a practical framework for chapter marketing:

• Clarify your brand identity: What does your temple really stand for?

• Know your audience: Who are you speaking to—and are they listening?

• Create content that connects: Think stories, not slogans.

• Strategize your platforms: Social media, email, website, print—each has its own rhythm.

• Measure what matters: Likes and views are nice. Engagement and conversion are better.

He also delved into “evergreen content” and how local chapters could use tools like scheduling software, AI-assisted design, and even short-form video to amplify their presence—all while remaining true to the Masonic values at the heart of the Shrine.

But what truly elevated Crowsyn’s session was his respect for our traditions. “Modern marketing isn’t about abandoning heritage. It’s about sharing it with the world in a way that invites them in.”

Shriners scribbled notes feverishly, snapped pictures of slide decks, and brainstormed collaborative campaigns to take back home.

Sharing Our Legacy: Storytelling Breakout

Following Crowsyn’s session, the energy continued into a breakout focused on “Storytelling.” If marketing is the engine, storytelling is the fuel. In small groups, Shriners practiced reframing common narratives—“We’re just a group of old guys in funny hats”—into compelling stories that spoke to service, resilience, mentorship, and impact.

Some participants shared touching stories of children helped through Shriners Hospitals. Others recalled pivotal moments of their own Masonic journey. The session demonstrated that every member holds within them the raw materials for outreach: lived experience, passion, and purpose.

A recurring theme emerged: people don’t join organizations—they join stories they believe in. And the more we share, the more visible—and vibrant—Shrinedom becomes.

Collective Growth, Personal Impact: Beth Garten’s Closing Message

As the sun dipped toward evening, Beth Garten, Chairman of the Board of Trustees for Job’s Daughters International, delivered the day’s final session: “You Grow, We Grow.” It was a gentle, powerful close to a day full of momentum.

Garten spoke candidly about the personal journeys that drive collective success. Her central message was both timely and timeless: “When we invest in personal development, the organizations we serve reflect that growth.”

She offered moving anecdotes from her time with Job’s Daughters—of young women overcoming self-doubt, of mentors rising to meet the challenge of modern engagement, of transformation sparked not through policy but through presence.

Her insights included:

• Building mentorship models that evolve with generational needs.

• Creating space for emotional intelligence and vulnerability in leadership.

• Aligning personal values with organizational mission for deeper impact.

Her reminder that “leadership is legacy in motion” struck a particular chord. As Shriners look to grow their ranks and increase their reach, Garten emphasized that authentic leadership begins within—and expands outward.

It was the kind of talk that didn’t just wrap up a conference day; it planted seeds for the days ahead.

Capping It Off: Welcome Reception by Moslem Shriners

The evening’s welcome reception, generously hosted by Moslem Shriners, provided the perfect nightcap. Food, music, and fellowship flowed freely as Nobles reconnected with old friends and made new ones. The conversations were rich—not just in nostalgia, but in ideas, commitments, and possibilities.

Laughter echoed as stories of the day turned into plans for tomorrow. Some attendees pulled out phones to show off new branding mockups or social media reels they’d already begun building. Others simply leaned in, glass in hand, speaking of why they joined and why they stay.

It was a scene that captured the very essence of the Shrine: brotherhood, mission, and meaning—all wrapped into one.

Final Reflections

Day One of the 2025 SIEF Membership and Marketing Conference wasn’t just an orientation—it was a wake-up call and a recommitment. The day’s themes—perspective, coaching, storytelling, youth empowerment, modern strategy, and authentic leadership—echoed through every room and every conversation.

Shriners left the conference floor not just informed but transformed, inspired not only by what they’d learned, but by the clarity of their purpose and the promise of what lies ahead.

In a world that’s constantly changing, one thing was certain by day’s end: when Shriners reframe their perspective, harness their voice, and lean into connection—they don’t just preserve tradition. They carry it forward with power, passion, and pride.

Fezzes. Friendship. Purpose. Let the transformation begin.