How Rich Vallaster leads with purpose through every season of service 

Rich Vallaster, Senior Director of Industry Strategy at Momentive Software, shares how his approach to volunteering has evolved over time—and how those experiences have shaped his leadership, both personally and professionally. 

What emerged was a reflection on how service grows with you through different seasons of life.

A Journey Shaped by Seasons

For Rich, volunteering didn’t follow a straight path—it followed life.

Early on, his time was dedicated to local community events in Frederick, Maryland. From organizing music festivals to leading one of the region’s largest outdoor events, “In the Street,” Rich immersed himself in efforts that brought people together and energized his local community.

“I realized that at that stage, I was volunteering to improve the place I lived,” he shared.

As life changed, so did his focus.

With a growing family, Rich’s volunteer work shifted closer to home—supporting his daughter’s activities through band and sports boosters. These days, you’re just as likely to find him loading equipment onto trucks for a football game as you are speaking at an industry event.

“Right now, I’m heavily involved in band boosters. Transporting marimbas and all kinds of gear isn’t exactly glamorous, but it’s part of making it all happen.”

From Community Volunteer to Industry Advocate

Rich’s journey eventually came full circle when he stepped into a board role with the International Association of Exhibitions and Events (IAEE).

That experience gave him a new perspective—not just as someone who serves associations, but as someone actively helping to lead one.

“Serving on an association board was a full-circle moment for me—I became the board member I’d heard so much about from our clients.”

Today, his focus has expanded even further. Through initiatives like mentoring students and supporting programs such as The Annabelle Project, Rich is passionate about opening doors for the next generation—especially in an industry many people don’t even know exists.

“I didn’t know what an association was growing up. I didn’t know what a trade show was. Now, I want students to see that this is a real career path.”

The Leadership Lesson That Stuck

Across all these experiences—community events, board service, and mentorship—one lesson has stood out:

Listen to understand, not just to respond.

“In today’s world, everything moves fast. We’re wired to respond quickly,” Rich explained. “But through volunteering, especially on boards, I’ve learned that you get much further when you take the time to truly listen.”

That mindset has shaped how he approaches leadership, collaboration, and decision-making. It’s also given him a deeper appreciation for the challenges mission-driven teams face every day.

“As a volunteer, you’re there for a period of time. But the staff are living it every day. It’s important to recognize that before you try to guide or advise.”

Living the Values of Giving Back

At Momentive Software, supporting employees in their volunteer efforts is built into the culture.

“When a company gives you dedicated time to volunteer, that’s not just talking about values—that’s living them,” Rich said.

Whether it’s a few hours here and there or a full day dedicated to a cause, that flexibility empowers employees to stay engaged in the communities and missions they care about most.

“It sends a message—not just to employees, but to the organizations we support—that this work matters.”

Advice for Getting Started

For those who want to give back but aren’t sure where to begin, Rich offers a simple but powerful framework:

Think in terms of the three T’s: Time, Talent, and Treasure.

“People often think they have to commit a huge amount of time or money, but that’s not true,” he said. “Every organization needs something different.”

• Time: Even small, consistent contributions make a difference
• Talent: Your professional skills—whether legal, marketing, or operational—can be incredibly valuable
• Treasure: Financial support, when possible

“Everyone has something they can offer. You don’t have to do everything—you just have to start somewhere.”

Looking Ahead: Inspiring the Next Generation

If given the opportunity to spend a full day volunteering anywhere, Rich wouldn’t hesitate—he’d invest it in students.

“I’d want to work with young people who are trying to figure out their future and show them what’s possible,” he said.

From associations to nonprofit tech, he believes there’s an incredible opportunity to introduce students to meaningful, purpose-driven careers.

“A lot of people in our industry fell into it. But what if more people chose it?”

Final Thoughts

Rich’s story is a reminder that there’s no single way to give back—and no single moment when it all begins.

Sometimes it starts with a local event.
Sometimes it’s helping your kids’ school program.
Sometimes it’s mentoring someone just getting started.

And over time, those moments build into something bigger.

“I hadn’t really thought about it before,” Rich reflected. “But when I look back, my volunteer journey really has evolved with the seasons of my life.”