The Association Insights Podcast

In this episode of The Association Insights Podcast, host Colleen Gallagher, President & CEO of OnWrd & UpWrd, sits down with Melissa Loner, MBA, QAS, Chief Executive Officer of the National Society of Compliance Professionals (NSCP), one of the 2025 Association Insights Comm Impact Award winners.NSCP was recognized for its thoughtful, transparent internal communications strategy during the leadership transition from longtime Executive Director Lisa Crossley to Melissa’s leadership. From early board and member communications to a symbolic passing-of-the-baton moment at the organization’s national conference, the transition reflected what a mission-driven, people-first approach to change can look like.🎧 In this conversation, Melissa unpacks what made the transition work, why transparency matters so much in association leadership, and what other organizations can learn from NSCP’s award-winning approach.Key HighlightsWhy NSCP’s mission resonates so deeply: Melissa shares how NSCP supports compliance professionals across the financial services industry through education, advocacy, and connection, while creating a trusted community for professionals navigating complex regulatory environments.Reframing succession as a celebration: Rather than treating leadership change as something quiet or uncertain, NSCP intentionally positioned this transition as a celebration of Lisa Crossley’s legacy and the organization’s next chapter.How thoughtful sequencing built trust: Melissa explains why board alignment, member communication, and phased announcements were so important to making the transition feel smooth, reassuring, and grounded in continuity.Why transparency and over-communication matter: Melissa reflects on the role honest, clear communication plays in membership organizations, where trust and continuity are essential.What internal succession really looks like: Coming from within the organization offered deep knowledge and credibility, but Melissa also shares the surprises, risks, and learning curves that came with stepping into the CEO role.Lessons for other association leaders: From staying open to learning to not letting fear of mistakes create paralysis, Melissa offers practical insight for leaders planning succession and navigating change.🎧 Tune in for a thoughtful conversation on leadership, communications, and how associations can handle transition with clarity, trust, and purpose.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to feature association professionals sharing top trends, leadership insights, and strategies shaping the future of the association space. Stay tuned.

In this solocast episode of The Association Insights Podcast, host Colleen Gallagher, President & CEO of OnWrd & UpWrd, takes a step back to reflect on the evolving role of communications leadership in associations.Drawing on nearly two decades of experience working alongside associations across healthcare, transportation, finance, workforce development, and professional services, Colleen shares the leadership lessons, patterns, and strategies that separate organizations that simply communicate from those that become the trusted voice in their industry.Whether you're leading communications, marketing, advocacy, or membership engagement, this episode offers practical insights on how associations can strengthen trust, shape conversations, and position themselves as go-to sources of expertise.Key HighlightsSeven Lessons in Communications LeadershipColleen reflects on key lessons from her career working with associations—from the central role of trust and authenticity to the importance of strategic focus, crisis preparedness, and leadership judgment in an increasingly complex media environment.Navigating Politicized and Complex IssuesAs industries face increased public scrutiny and political pressure, associations are being called on to provide credible perspectives while maintaining trust with stakeholders.The Rising Importance of the CEO VoiceFrom thought leadership to media interviews and LinkedIn visibility, executive leadership is playing a growing role in shaping how associations communicate with members, media, and policymakers.Why Member Stories Matter More Than EverThe most powerful communications asset associations have may be their own members. When organizations elevate real-world stories and experiences, they humanize complex issues and bring industry challenges to life.Becoming the Go-To Voice in an IndustryColleen breaks down six factors that help associations become trusted sources for journalists, policymakers, and stakeholders—from proactive messaging and consistent narratives to research, executive visibility, and strong media relationships.🎧 Tune in for a thoughtful look at what it really takes for associations to build credibility, shape conversations, and lead with authority in today’s rapidly evolving communications environment.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing the conversation with association professionals and industry leaders sharing the trends, insights, and real-world strategies shaping the future of associations.Stay tuned for upcoming episodes exploring communications, leadership, member engagement, and the evolving role associations play in helping industries navigate change.

In this episode of The Association Insights Podcast, host OnWrd & UpWrd’s Colleen Gallagher welcomes back Louise St. Germain, Interim Executive Director of the International Society on Thrombosis and Haemostasis (ISTH) for a powerful conversation on leadership during transition, global scale, and what it truly takes to maintain stability while building momentum.After more than a decade in senior leadership at the ISTH—and over two decades in global health communications, advocacy, and crisis response—Louise has stepped into the organization’s top leadership role during a pivotal period. With 7,500 members across 120 countries and major milestones ahead—including the 2026 Congress in Paris—she shares what it means to lead with humility, curiosity, and clarity.🎧 Whether you’re navigating executive succession, scaling global impact, or supporting teams through change, this episode offers grounded insight for association leaders at every level.Key HighlightsContinuity Lives in People, Not the Org Chart: Rather than focusing solely on structure during leadership transitions, Louise emphasizes investing in relationships, culture, and mentorship. Succession planning, she reminds us, is a strategic responsibility—not a crisis response.Leading at a Truly Global Scale: With members across 120 countries, the ISTH operates in a deeply multicultural environment. Louise shares why humility and lifelong curiosity are critical—and why global leadership requires listening before assuming your frame of reference is universal.Crisis Communications as Executive Leadership Training: Louise’s background in crisis and advocacy communications has sharpened her ability to lead with clarity under pressure—knowing what you know, being honest about what you don’t, and creating enough calm and consistency for teams to stay oriented during uncertainty.Building Sustainable Leadership Pipelines: For associations planning executive succession, Louise offers clear advice: plan earlier than you think you need to, invest continuously in leadership development, and build cultures of mentorship that create internal pathways for growth.🎧 Tune in for a thoughtful, energizing conversation on stewardship, stability, global collaboration, and how association leaders can guide organizations confidently through moments of change.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming SoonWe’re continuing to sit down with association professionals across sectors to share candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned for what’s next.

In this episode of The Association Insights Podcast, host Meghan Henning sits down with OnWrd & UpWrd’s Account Director, Roger Hughlett, for a candid, wide-ranging conversation on media, messaging, and what associations need to understand about today’s newsroom realities.With more than two decades of experience spanning journalism, editorial leadership, association communications, and corporate strategy—including senior roles at CompTIA and the Wireless Infrastructure Association—Roger has seen communications from every angle: reporter, editor, in-house leader, and now agency partner.🎧 Whether you’re pitching a story, aligning with government affairs, or evaluating your agency relationship, this episode offers practical insight into how to build credibility, break through noise, and become a trusted voice in your industry.Key HighlightsWhat Reporters Actually Need: Roger explains why quality information—not volume—wins. Reporters are looking for news they can use, insights with value, and clear angles that serve their audiences. Exclusivity Still Matters: In a crowded media environment, exclusives remain powerful. Understanding what works—and what doesn’t—from a reporter’s perspective can transform how associations approach outreach.What PR Professionals Misunderstand About Newsrooms Today: Modern newsrooms are lean, often virtual, and under pressure. Deadlines are relentless. Roger shares why thick skin, respect for timelines, and understanding how reporters generate stories from the ground up are essential.Reporters Are Brands Now: In today’s media landscape, journalists operate as personal brands across social platforms and speaking circuits. Associations must treat them as peers—building relationships, not transactions.Agency Life Through a Former Client’s Eyes: Roger reflects on the shift from in-house leadership to agency partner—and what surprised him most about the intensity, collaboration, and behind-the-scenes work agencies deliver. Breaking Through in a Noisy World: Associations that stand out bring data, insight, perspective, and a willingness to engage in the broader conversation. You can’t ask to be quoted if you haven’t shown up with something meaningful to say.🎧 Tune in for a thoughtful conversation on media relationships, advocacy alignment, agency partnerships, and why strong writing still matters more than ever.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association professionals and industry leaders to share candid insights on the trends, challenges, and strategies shaping the future of associations. Stay tuned for more conversations designed to help you strengthen impact, relevance, and member value.

In this episode of The Association Insights Podcast, host OnWrd & UpWrd’s Meghan Henning sits down with Amy Leitman, JD, President of NTM Info & Research (NTMir) for a powerful conversation about advocacy, awareness, and what it takes for a small nonprofit to execute a truly global media campaign. Amy shares the deeply personal origin story that shaped her work in rare disease education and support—and how a patient-driven mission can scale into meaningful impact over time.The conversation also digs into the behind-the-scenes strategy of building a breakthrough, fully bilingual media campaign that earned an Association Insights CommImpact Award for Excellence in Media Relations.🎧 If you work at an association or nonprofit with a small team, limited budget, and a big mission—this episode is packed with practical insight on how to scale impact without losing credibility or trust.Key HighlightsFrom Personal Story to Global Mission: Amy explains how patient questions—not organizational assumptions—became the foundation of NTMir’s programs, resources, and research priorities, creating an organization built entirely around real-world needs.Reaching the Audiences You’re Missing: By recognizing gaps in who they were reaching—especially Spanish-speaking patients—NTMir committed to a fully bilingual approach that went far beyond token translation, strengthening credibility and accessibility.Building a High-Impact Media Strategy on a Small Budget: Amy breaks down how the organization identified the right media and marketing partners, leveraged retargeting and AI-supported tools, and focused spending where it would drive measurable awareness and discovery.Why a Satellite Media Tour Still Works: The episode dives into how satellite media tours can deliver massive reach efficiently—when paired with the right spokespeople, expert preparation, and strategic market targeting.Balancing Science with Human Storytelling: Amy shares how NTMir safeguards medical accuracy through rigorous expert review, while still centering the lived experiences of patients to create emotional resonance with broad audiences.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon We’re continuing the conversation with association professionals across sectors, sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned.

In this episode of The Association Insights Podcast, host Meghan Henning of OnWrd & UpWrd sits down with Julie Hirschhorn, Manager of Public Relations at the American Academy of Family Physicians (AAFP), for a timely conversation on trust, tone, and leadership in healthcare communications.As vaccines have become increasingly politicized, AAFP leaned into its most powerful asset: family physicians as trusted, local voices. Julie unpacks how AAFP’s National Immunization Awareness Month campaign reframed the conversation around vaccines—leading with empathy, evidence, and credibility—while navigating misinformation, fear, and polarization. The campaign earned AAFP an Association Insights CommImpact Award for its bold, compassionate approach.🎧 If your association is grappling with polarizing issues, fragile public trust, or high-stakes communications, this episode offers practical insight into how to lead with clarity and purpose.Key HighlightsWhy 2025 Required a Shift in Strategy:  Julie explains how the evolving vaccine landscape—and rising misinformation—signaled the need for a more intentional, audience-specific communications approach rooted in science that hasn’t changed.Three Audiences, One Cohesive Message:  From family physicians and the public to policymakers, learn how AAFP tailored messaging while maintaining consistency, credibility, and mission alignment.Tone Matters More Than Ever:  Hear how AAFP balanced scientific accuracy with compassion—avoiding shame, alarmism, and jargon in favor of empathy, shared values, and human connection.Family Physicians as the Face of Trust: Julie walks through how AAFP activated national, state, and local physician spokespeople—equipping them with media training, local data, and adaptable messaging.Why Local Media Builds Credibility: From local TV interviews and parenting publications to op-eds and letters to the editor, discover why community-based coverage played a critical role in trust-building.Measuring Impact Beyond Media Hits:  Success wasn’t just about placements. Julie shares how AAFP looked at message resonance, physician feedback, and real-world behavior change over time.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing the conversation with association professionals across sectors—sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to strengthen trust, engagement, and impact. Stay tuned for what’s next.

In this episode of The Association Insights Podcast, host Meghan Henning sits down with Lisa Townsend, Director of Marketing & Communications at the Association of Clinical Research Professionals (ACRP), to unpack what it looks like when an association doesn’t just react to industry change—but leads through it.As the global clinical research industry prepared for significant updates to the ICH E6 guidelines, ACRP recognized the moment for what it was: not just a regulatory update, but a critical inflection point for education, trust, and leadership. Lisa shares how her team transformed that complexity into a coordinated, member-driven communications and learning ecosystem—earning an Association Insights CommImpact Award and empowering tens of thousands of professionals worldwide.🎧 Whether your association is navigating regulatory change, industry disruption, or shifting member expectations, this episode offers practical insights on how communications, collaboration, and agility can turn uncertainty into leadership.Key HighlightsPositioning Communications as Strategy, Not Support: Lisa shares how early involvement from leadership—and a CEO who deeply understood communications—allowed ACRP to plan proactively, align messaging with strategy, and define what it truly meant to be a “trusted source.”Planning Ahead When the Stakes Are High: With advance insight into the timing of the ICH E6 updates, ACRP began planning months ahead—launching communications before competitors and setting expectations with clarity and confidence.Members as Co-Creators, Not Just Consumers: From subject matter experts to working groups and community conversations, ACRP leaned into “for members, by members” content—boosting credibility, relevance, and reach.Sequencing Without Overwhelming: Lisa walks through how the team carefully layered resource hubs, blogs, webinars, tools, and live sessions—ensuring members always knew where to go without feeling overloaded.When Things Break, Trust Is Built in the Response: A record-breaking webinar turnout exposed technical limits—but ACRP’s fast, transparent pivot reinforced trust and demonstrated what leadership looks like when things don’t go perfectly.Measuring What Really Matters: Beyond record registrations and downloads, Lisa explains how qualitative feedback, conversations, and community signals shaped decisions and revealed deeper success.Lessons for Small Teams with Big Mandates: With a lean staff and modest budget, ACRP’s campaign proves that strategic clarity, cross-functional teamwork, and intentional reuse of content can drive outsized impact.🎧 Tune in for a candid, thoughtful conversation on how associations can lead through change—not by doing more, but by doing the right things at the right time.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon We’re continuing to sit down with association executives and industry leaders to explore what’s working, what’s changing, and how associations are navigating disruption, growth, and opportunity. Stay tuned!

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Jen O’Brien, Director of Research and Innovation at the American Marketing Association (AMA), to unpack the newly released Future Trends in Marketing Report—and what it means for association marketers navigating rapid change.With AI reshaping how work gets done, how audiences discover brands, and how trust is built, this conversation moves beyond hype to focus on practical, long-term implications. Jen shares how AMA approached foresight-driven research, why a 5–10 year lens matters right now, and how associations can better support professionals through disruption, skill shifts, and evolving career paths.🎧 Whether you lead marketing, communications, membership, or strategy, this episode offers clear insight into what’s changing—and how associations can stay relevant, trusted, and future-ready.Key HighlightsWhy AMA Built a Future Trends Report (Without an Agenda): Jen explains why AMA wanted to create a marketer-centered trends report—free from vendor bias—and how foresight research helps professionals prepare rather than react.The Age of Autonomous Agents: What happens when AI moves from “tool” to “teammate”? Jen breaks down how autonomous agents are changing both consumer discovery and internal marketing workflows.From Search to Discovery: Traditional SEO isn’t enough anymore. Learn why associations must think about social-first content, answer engine optimization, and visibility inside AI-driven environments.Trust in a Fragmented World: With declining trust across institutions, Jen shares why associations can’t take credibility for granted—and how a single misstep can undo decades of goodwill.The Rise of the Liquid Workforce: Portfolio careers, freelance talent, and AI-assisted work are reshaping teams. What association leaders should consider when structuring, supporting, and retaining marketing talent.Sustainability Without Greenwashing—or Greenhushing: Why sustainability remains an innovation imperative, how to stay authentic in polarized environments, and what associations can learn from brands navigating public pressure.Preparing Professionals for What’s Next: From skill disruption to career pathways, Jen outlines the unique role associations can play in helping workers adapt, reskill, and maintain dignity through change.Resources: Download your copy of AMA’s 2026 Future Trends in Marketing Report today: https://resources.ama.org/2026-trends-report-nm Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: More conversations with association professionals and leaders sharing the trends, shifts, and insights shaping the future of associations—and what it takes to stay relevant, resilient, and member-focused in a rapidly changing world. Stay tuned.

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Katy Doss, Founder & CEO of Script Marketing, for a practical conversation on the marketing basics associations can’t afford to skip—especially as attention gets harder to earn and teams are stretched thin.While Katy’s work centers on marketing for outdoor service businesses, her approach translates directly to association challenges: building trust, staying visible without overdoing it, and creating consistent member engagement that actually drives action.🎧 If you’re a marketing team of one (or close to it), trying to prioritize channels, improve credibility, or plan smarter for 2026, this episode is full of grounded insight.Key HighlightsThe 10–15 Touchpoint Rule (and Why Associations Underestimate It): Katy explains why it takes repeated exposure for people to notice—and why you’re not “over-emailing” as quickly as you think.Brand Is More Than a Logo: Your brand is how people describe you. Katy shares why clear messaging, strong visuals, and consistency build credibility fast.Human Connection Wins: Video, staff visibility, and member stories are powerful trust-builders—especially when associations stop sounding institutional and start sounding human.GEO Is the New SEO: To show up in AI tools like ChatGPT and Gemini, associations need accurate, consistent information across platforms and helpful content created regularly.Small Teams: Do Less, Better: Batch work, measure results, and drop what isn’t working. Katy also shares when it’s worth outsourcing—especially paid digital ads.Credibility Leaks to Fix: Outdated blogs, inconsistent posting, and slow responses quietly erode trust—easy fixes that make a big difference.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association professionals and industry experts to share what’s working, what’s changing, and the top trends shaping engagement, growth, and strategy heading into 2026. Stay tuned.

In this episode of The Association Insights Podcast, host Meghan Henning sits down with Chris Burroughs, President & CEO of the Transportation Intermediaries Association (TIA), for a candid conversation on leadership, advocacy, and how associations respond when an industry crisis hits.Chris reflects on stepping into the CEO role after nearly 15 years leading government affairs—and why that policy background translates into enterprise leadership, strategy, and member value. The discussion then turns to the logistics industry’s most urgent challenge: freight fraud—now more sophisticated, more organized, and more damaging than ever.🎧 If you lead an association team facing fast-moving risk, this episode offers practical insight into how to mobilize, communicate, and move the needle.Key HighlightsFrom Policy Expert to Association Leader: Chris shares what surprised him most about moving from subject-matter leadership into the CEO role—and why deep institutional knowledge, relationship-building, and a service mindset made the transition possible.Why Freight Fraud Became an Industry Crisis: Once a niche concern, cargo theft and strategic fraud have evolved into sophisticated, organized criminal operations. Chris explains what changed, why small and midsize businesses are especially vulnerable, and why underreporting remains a major challenge.Building a Multi-Pronged Response: TIA isn’t waiting on a single fix. Chris walks through the association’s ecosystem approach—combining advocacy, member tools, education, data sharing, and new partnerships with the FBI and federal agencies.Advocacy Takes Time—and Patience: From revisiting long-standing legislation to pushing for stronger interagency collaboration, Chris offers a realistic look at how policy change actually happens—and why persistence and bridge-building matter.The Power of Real Member Stories: A $400,000 lobster heist made national headlines—but it represents a much larger problem. Chris explains why elevating real member experiences is essential to education, awareness, and credibility.🎧 Tune in for a practical, real-world conversation on leadership, advocacy, and how associations can lead when the stakes are high.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming SoonWe’re continuing the conversation with association professionals across sectors, sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned for what’s next.

In this New Year’s solocast episode of Association Insights, host Colleen Gallagher—CEO of OnWrd & UpWrd Marketing & Communications—takes a grounded, practical look at the evolving media and PR landscape for associations.With newsrooms shrinking, attention getting harder to earn, and AI reshaping how information is discovered and indexed, Colleen breaks down what’s changed, what hasn’t, and where associations have the clearest opportunity to build credibility and influence in 2026—through relationships, speed, and authentic storytelling.🎧 Whether you lead communications, membership, advocacy, or executive strategy, this episode offers a clear perspective on how to show up consistently, credibly, and at the right moment.Key HighlightsThe Media Environment Is Louder and More Competitive: Why shrinking beats and low response rates mean associations can’t rely on volume, generic announcements, or outdated tactics.Relationships Aren’t Optional—They’re the Strategy: How associations can lean into their unique advantage as trusted industry voices and expert sources journalists can count on quickly.Speed + Story = Real Impact: A behind-the-scenes look at how TIA and a member’s $400K lobster theft story became a national narrative—by acting fast, targeting the right markets, and connecting the member experience to a broader fraud trend.Authenticity Outperforms Polish: Why “corporate” messaging is falling flat—and how human, member-centered storytelling is what cuts through with media, members, and the public.PR in the Age of AI: How earned media and authoritative content increasingly shape how associations show up in AI-powered search—and why visibility now includes accuracy, indexing, and influence beyond traditional pickup.What Leaders Should Prioritize in 2026: Clear takeaways on focus, ownership, credibility, and doing the right things better—without trying to do everything.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: Over the next few months, we’re featuring our Association Insights Communications Impact Award winners—breaking down what they did, why it worked, and what other associations can learn from their campaigns.

In this final episode of 2025, host Colleen Gallagher, CEO of OnWrd & UpWrd, reflects on a year of learning, listening, and leadership across 53 episodes of The Association Insights Podcast this year.From member value and communications to AI, advocacy, culture, and leadership, this solocast pulls together the most consistent themes that emerged across conversations with association CEOs, communicators, strategists, and builders navigating a year defined by uncertainty—and intentional change.Rather than predictions or hype, this episode focuses on what association leaders actually shared about what’s working, what’s shifting, and what deserves more focus as we head into 2026.Key Reflections from 2025Uncertainty is the environment—strategy is the responseRelationships, not transactions, drive influence and trustMember value is defined by experience, not benefits listsData matters only when it’s used to adjust and improveAI is a leadership decision, not just a technology oneCulture determines whether strategy succeeds or stallsColleen also offers reflection questions to help association leaders close out the year with clarity—and outlines what associations should be prioritizing in 2026, grounded directly in insights shared throughout the podcast.🎧 Tune in for a thoughtful, grounded close to 2025—and a clear-eyed look at what associations should carry forward into the year ahead.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re kicking off 2026 with new conversations, fresh case studies, and practical insights from association leaders navigating change, growth, and opportunity. Stay tuned for what’s next.

A Virtual Roundtable ReplayIn this holiday-week episode of The Association Insights Podcast, we’re re-airing our December LinkedIn Live roundtable, Member Value Reimagined—How Associations Are Evolving to Meet Modern Expectations.As member expectations continue to evolve, associations are rethinking what value truly means—beyond benefits to belonging, relevance, and impact. Hosted by Colleen Gallagher, President & CEO of OnWrd & UpWrd and publisher of Association Insights, this candid conversation features Stephanie Denvir of the Healthcare Financial Management Association, Kerri McGovern of the Council for Advancement and Support of Education, and Brian Peters of The Adhesive & Sealant Council, sharing how they’re adapting engagement, personalization, and retention strategies heading into 2026.🎧 Whether you lead membership, communications, marketing, or strategy, this episode offers real-world insights you can apply heading into the new year.Key HighlightsRedefining Member Value in 2025: How associations are moving beyond static benefit lists to focus on experience, trust, and outcomes—and why value looks different across audiences.Retention, Relevance, and Belonging: How leaders are proving ROI to boards, identifying “stickiness” levers, and letting go of programs members no longer perceive as valuable.Personalization That Actually Scales: Practical approaches to onboarding, segmentation, behavioral signals, and benefit utilization—without adding headcount.Data, Technology, and the Human Touch: How dashboards, scorecards, NPS, and AI tools can support smarter decisions while preserving trust and people-first engagement.Year-Round Engagement That Drives Renewal: What content, community structures, chapters, and leadership visibility strategies are keeping members engaged beyond events and renewal cycles.Stop / Start / Scale for 2026: A fast-paced lightning round on what associations should stop doing, start prioritizing, and scale because it’s working.🎧 Tune in for an honest, experience-driven conversation on how associations can evolve their value proposition, deepen engagement, and head into 2026 with clarity and confidence.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: More conversations with association leaders and practitioners sharing what’s working, what’s changing, and how they’re navigating growth, engagement, and impact across the sector.

In this special year-end episode of The Association Insights Podcast, we’re re-airing the live broadcast of the 2025 Association Insights CommImpact Awards, originally streamed on YouTube. Hosted by Colleen Gallagher, President and CEO and Meghan Henning, Senior PR Strategist of OnWrd & UpWrd, the ceremony celebrated associations across North America whose communications, storytelling, and engagement efforts are setting new standards of excellence.The Association Insights CommImpact Awards recognize outstanding work across eight core categories, spotlighting campaigns that elevate industries, strengthen member communities, and demonstrate the power of strategic, human-centered communication.Key Highlights:Advocacy Excellence: American Academy of Family Physicians (AAFP)Recognized for their National Immunization Awareness Month campaign, which delivered trusted, compassionate messaging in a highly politicized public health environment—reaching millions and strengthening vaccine confidence nationwide.Best Media Relations Campaign: NTM Info & Research (NTMir)Honored for World NTM Day 2025, a bilingual global media campaign spotlighting an underrecognized lung disease and achieving nearly 200 million impressions across 25 countries.Innovative Content Strategy: College of American Pathologists (CAP)Awarded for a dynamic, multi-channel content ecosystem that advanced education, engagement, and member value through advocacy communications, podcast storytelling, and platform-specific campaigns.Thought Leadership & Research: Association of Clinical Research Professionals (ACRP)Recognized for transforming the release of ICH E6(R3) into a comprehensive suite of educational resources reaching tens of thousands of professionals worldwide.Effective Member Engagement Initiative: American Bus Association (ABA)Honored for the ABA News Center, a modern digital hub amplifying member stories and driving increased engagement and visibility across channels.Event Promotion: Plasma Protein Therapeutics Association (PPTA) with Media SourceRecognized for their International Plasma Awareness Week 2025 campaign, leveraging national survey data, patient storytelling, and a virtual media tour to drive public awareness and action.Outstanding Internal Communications: National Society of Compliance Professionals (NSCP)Awarded for a thoughtful, people-first succession communications strategy that ensured clarity, stability, and trust during a leadership transition.Leadership in Public Awareness Campaign: Federation of State Medical Boards (FSMB)Honored for the “Care Matters” PSA campaign, a story-driven effort highlighting the role of state medical boards in safeguarding patient trust and earning more than 44 million views.Join us as we celebrate these associations and the impactful work shaping the future of association communications.Stay Connected:Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association leaders, builders, and problem-solvers to unpack what’s working, what’s changing, and how to lead with clarity in 2026 and beyond. Stay tuned!

In this episode of The Association Insights Podcast—and the next installment in our Big Ideas & Trends Series—host Meghan Henning sits down with Stephanie Simpson and Derek Neal, CAE to talk about what a real association turnaround looks like behind the scenes.Stephanie Simpson will conclude her tenure as CEO of the Association for Middle Level Education (AMLE) this month to step into her new role as CEO of the Independent Educational Consultants Association (IECA). Derek Neal serves as AMLE’s Chief Operating Officer. Together, they share how a legacy organization serving 10–15-year-olds and the educators who love them moved from years of financial losses and stagnation to renewed clarity, growth, and relevance.Key Highlights🎧 Whether you’re facing your own version of a turnaround or simply rethinking your strategy for 2026, this conversation offers honest, practical perspective on leading change with mission—and people—at the center.From “We’ve Always Done It This Way” to Acting Now: Stephanie and Derek walk through AMLE’s inflection point: shifting from a “wait until after conference” mindset to acting quickly—renegotiating contracts, modernizing staffing, and using a successful conference year as a launchpad for deeper change rather than a reason to delay.Focusing on Who You Can Help Most (First): With limited staff and resources, AMLE made a deliberate choice to prioritize middle school principals as a primary audience—recognizing that supporting school leaders would create a multiplier effect for teachers, students, and systems.Rebuilding Trust Through Listening—and Asking for Help: Instead of treating lapsed members as lost, Stephanie went directly to them with a different message: we need your expertise. From reworking AMLE’s foundational text to co-creating new resources, they turned listening tours into opportunities for members to regain professional pride and ownership.Re-anchoring Around “Successful Middle School”: AMLE modernized its core framework by updating and renaming its flagship position paper to Successful Middle School: This We Believe—then used it as the backbone for everything from school recognition programs to new book series and resource hubs like middleschool.org and Embracing the Change: Middle School 101 for Families.Advocacy on a Budget: Flipping the Script on Middle School: Without a big lobbying budget, AMLE built a National Policy Agenda for the Middle Grades and paired it with a “Flip the Script” communications campaign to challenge negative stereotypes about middle school. Strategic partnerships have amplified their voice without overextending resources.Turning Challenges into Strategic Opportunities: From COVID to economic uncertainty and shifting hotel markets, Stephanie and Derek share how they intentionally reframed disruption as opportunity—from accelerating overdue staffing changes to securing better future meeting contracts while supporting partner communities.🎧 Tune in for a grounded, optimistic look at how an association can reinvent itself without losing sight of its mission—or the young adolescents at the heart of the work.Stay Connected:Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: December’s Big Ideas & Trends Series continues with more conversations on the shifts, experiments, and bold moves shaping associations heading into 2026.

In this episode of The Association Insights Podcast, host Colleen Gallagher kicks off our Big Ideas & Trends Series with a candid conversation about what it really takes for associations to innovate.Colleen is joined by Elizabeth Weaver Engel, M.A., CAE, Chief Strategist, Spark Consulting; Jamie Notter, Culture Scientist; and Chrissy Bagby, CAE, PMP, Chief Strategy Officer, American Association of Veterinary State Boards (AAVSB).They unpack the new white paper and share how Lean Startup thinking, paired with culture change, can help associations test ideas, reduce risk, and stop “we’ve always done it this way” from running the show.Key HighlightsIt’s Not the Method, It’s the Culture: Why associations don’t have an idea problem—they have a culture and psychological safety problem.AAVSB’s Story: How Chrissy’s team moved from big, risky builds to structured experiments, shared understanding, and the role of the “cooperative skeptic.”Build–Measure–Learn in Real Life: What to measure early on, why behavior beats opinions, and how to use data without getting paralyzed by it.Boards, Staff, and Decision Clarity: Practical ways to define roles, set guardrails, and bring volunteer leaders along without slowing everything down.🎧 Tune in for honest, practical insight on how to bring Lean thinking into your association—whether you’re in the C-suite or leading from the middle.Stay Connected:Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: December’s Big Ideas & Trends Series continues with more conversations on the shifts, experiments, and bold moves shaping associations heading into 2026.

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Jamie Shibley, Co-Founder & CEO of The Expressory, to talk about how thoughtful appreciation can become a real strategy for retention, sponsorship loyalty, and long-term trust—not just a year-end “nice to have.” Drawing on her roots in her grandfather’s relationship-driven flower shop and years in corporate and e-commerce, Jamie shares how associations can use simple, intentional touchpoints to make members, sponsors, and donors feel genuinely seen.🎧 Whether you’re behind on holiday planning, rethinking how you thank sponsors and donors, or looking for new ways to support member renewals in 2026, this conversation will help you move beyond generic swag to meaningful, strategic engagement.Key HighlightsHoliday Triage Without the Panic: Why it’s not “too late” in late November—and how to use New Year’s or other moments as powerful appreciation windows.Donors & Sponsors as Long-Term Partners: Ideas for gifts and messages that reflect their impact and values, instead of one-off branded items.Member Renewal with Heart: How to use mailed touchpoints, stories of impact, and small gestures to support renewal and year-round engagement.Personalization at Scale: Ways to make appreciation feel personal using shared challenges, goals, and themes—without custom gifting for thousands.Measuring the ROI of Appreciation: Practical ways to track retention, referrals, and conversations sparked by strategic gifting.🎧 Tune in for a practical, encouraging roadmap to investing in relationships—not just technology—in the year ahead letting you turn appreciation into a strategic lever for member, sponsor, and donor loyalty—all year long.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: In December, we’re launching our Big Ideas & Trends Series, sitting down with association CEOs and senior leaders to explore the shifts, strategies, and bold bets that will shape associations heading into 2026. Stay tuned!

In this episode of The Association Insights Podcast, host Meghan Henning takes listeners to the Blue Ridge Mountains for a powerful conversation with Ed Silver, Vice President of Business Development at Explore Asheville. With more than 25 years in travel and hospitality—from Flight Centre and American Express Travel to GBTA and Lodging.com—Ed brings a unique blend of tech, business development, and destination strategy to his role.From supporting Asheville’s recovery after Hurricane Helene to rethinking how DMOs show up as true partners for associations, Ed shares how Explore Asheville is aligning events, community needs, and long-term impact.🎧 Whether you’re scouting future host cities or rethinking how you choose destinations altogether, this episode offers a behind-the-scenes look at how to move from “room blocks and contracts” to mission-aligned, high-impact meetings.Key Highlights:From Shareholder Value to Community Value: Ed shares why he shifted from global travel tech roles to destination leadership in Asheville—and how he’s now channeling his private-sector experience into building economic opportunity and resilience for his local community.DMOs as Strategic Partners, Not Just Vendors: Explore Asheville doesn’t start with a list of hotels—it starts with your goals. Ed breaks down how his team co-designs the attendee experience, matches association missions to Asheville’s creative energy, and helps shape events from concept through execution.Beyond Room Nights: Measuring Real Economic Impact: Visitor spending in Asheville reaches nearly $3 billion annually, and Explore Asheville looks well beyond heads-in-beds. Ed explains how his team models direct spend and broader economic impact, times meetings for “shoulder seasons,” and helps planners understand how their events support local restaurants, small businesses, and year-round jobs.Sustainability, Inclusivity, and Balance as Core Pillars: Sustainability isn’t a side project—it’s one of Explore Asheville’s strategic imperatives. Ed shares how they:Invest in projects that serve both residents and visitors (like restored sports complexes)Encourage safe, responsible travelPromote local suppliers, creatives, and small businessesWelcome values-aligned associations looking for destinations that reflect their commitmentsData + Storytelling: The Next Chapter for Destination Marketing: Drawing on his technology background, Ed talks about how Explore Asheville is leaning into data, personalization, and marketing automation to deepen relationships with planners—while keeping the human, relationship-driven side of the meetings business front and center.Why You Should Call the DMO First, Not Last: Ed’s biggest advice for association professionals: involve the DMO early. From incentive funding and venue matchmaking to bringing local leaders into your program and designing community engagement, DMOs can dramatically multiply the impact of your event—if they’re at the table from day one.🎧 Tune in for a candid, future-focused conversation on what it really means to choose a destination partner in 2026 and beyond—and how places like Asheville are redefining what meetings can do for both attendees and communities.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association executives, destination leaders, and industry innovators to explore what’s working, what’s changing, and how to build events and strategies that truly move your mission forward. Stay tuned!

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Denny Lengkong, President of IntelliData, for a candid, jargon-free conversation about turning association data into decisions. From “Dashboarding 101” to building a culture that breaks down silos, Denny shares practical ways teams of any size can start small, prove value, and scale their analytics—without blowing the budget or waiting on IT.🎧 Whether you’re leading a lean staff or modernizing a large association, you’ll get clear steps to move from scattered reports to a repeatable, data-driven rhythm.Key HighlightsStart Simple → Scale SmartStop waiting for the perfect stack. Denny’s “cup-of-noodles to pizza oven” analogy shows how to begin with an Excel table and a basic chart—then evolve into multi-source dashboards as your literacy and needs grow.Three Questions Before You Build Anything Reverse-engineer your dashboard:What problem or goal are we answering?Who’s the audience (peers, execs, board, members)?Do we actually have the data—and is it clean and complete?These answers shape the visuals, the data model, and your collection plan.What “Data-Driven” Really MeansIt’s not a buzzword: it’s making routine adjustments based on what the numbers say—mid-campaign, mid-year, and not just at year-end. If you can’t measure it, you can’t manage it.Kill the Silos, Create a Single Source of TruthMembership says 5,000; events team says 5,500? You’ve got silos. Denny outlines how successful associations share data, align definitions, and anchor reporting to one trusted source.You Need a Champion (and Ideally, a Small Data Team)Lasting change needs ownership. The most effective associations appoint a cross-functional lead or lightweight data team to set standards, prioritize asks, and coach the organization.Cost, Time, and Bandwidth (The Honest Answer)You can DIY and learn—start small for near-zero cost—or bring in help when bandwidth, speed, or complexity outgrows your team. Either way, show quick wins to build momentum and buy-in.Share Early, Win EarlyPublish simple visuals, gather feedback, iterate. Early exposure sparks better questions, better data collection, and stronger internal demand for insights.A Case Study with Dual ImpactCertification programs + learning products: by connecting exam outcomes with course and resource usage, one association identified what helped candidates pass—then proactively guided non-passers to the right prep. Members succeeded faster; the association grew non-dues revenue. Win-win.🎧 Tune in for practical steps, real examples, and a playbook for moving from “we have data” to “we use data” across your association.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association leaders, builders, and problem-solvers to unpack what’s working, what’s changing, and how to lead with clarity in 2026 and beyond. Stay tuned!

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Suzanne Struglinski, seasoned communications and PR practitioner, to talk about what it really takes to plan a successful event when it’s not your full-time job.From coordinating the Journalism and Women Symposium (JAWS) conference to helping with the all-volunteer Women of the Year Awards with Washington Women in Public Relations, Suzanne brings candid, field-tested insights for association and nonprofit professionals who are balancing event planning on top of everything else.🎧 Whether you’re a one-person department, a comms pro doubling as an event lead, or part of a volunteer-driven organization, this episode is packed with practical tips, real-world examples, and smart shortcuts for pulling off high-impact events on lean resources.Key HighlightsStart with Realism, Not Perfection: When your team is small (or just you), it’s critical to set realistic goals, delegate, and identify what’s truly achievable. Suzanne shares why you can’t—and shouldn’t—try to do it all alone.Budget Like a Pro (Without Losing Your Mind): From food and beverage minimums to unexpected AV and Wi-Fi costs, Suzanne walks through how to prioritize spending, read contracts carefully, and get creative about where to save without compromising attendee experience.Decisive Leadership Under Pressure: Event planning demands quick calls. Suzanne explains how to make smart, timely decisions—like cutting concurrent sessions to save thousands—and why trusting your judgment matters more than perfection.Designing a Great Guest Experience: A stellar event starts with empathy. Hear Suzanne’s “door-to-door” approach to building a seamless attendee experience, plus how to balance tradition and innovation to keep programming fresh and engaging.Showcasing ROI Beyond Attendance: Attendance is just one metric. Suzanne shares how to use events to capture year-round value—like generating new visuals, creating evergreen content, and building member loyalty that lasts far beyond the closing session.Media and Messaging Tips for Events: As a veteran PR pro, Suzanne breaks down when and how to invite media, what makes something newsworthy, and why events can double as powerful relationship-building opportunities—even if they don’t generate headlines.Tools, Timelines, and Teamwork: For volunteer-led teams, timelines are everything. Suzanne shares her go-to milestone approach (12 months out, 9 months, 6, 3, and 1) and why communication and clarity are key to keeping everyone aligned.Staying Grounded (and Sane): Her best advice? Be realistic, remember your event’s true purpose, and know that you’ll never please everyone—and that’s okay. Success is about delivering value, not perfection.🎧 Tune in for a refreshingly honest and highly practical conversation on how to manage events that feel big and look professional—even when your team is small and your plate is full.Stay Connected: Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We’re continuing to sit down with association leaders, communicators, and change-makers for candid conversations about what’s working, what’s changing, and how they’re leading their organizations forward. Stay tuned!