The Association Adviser Podcast

So much of an association’s value proposition is delivered through content. Whether you’re struggling to streamline your content efforts or looking to maximize engagement and revenue, this episode will equip you with practical strategies to elevate your association's impact. We're diving deep into the vital role content plays in driving membership engagement, delivering mission-aligned value, and boosting non-dues revenue for your association.Joining us today is Hilary Marsh, President and Chief Strategist of Content Company—a consultancy specializing in content and digital strategy for associations, nonprofits, and corporations. Hilary brings her wealth of experience, from her early days navigating the transition from print to digital to her current work helping major associations get the most out of their content.You’ll learn:Why content is central to an association's existenceHow to develop a cohesive content strategyThe value behind creating empathy-based personas Invaluable tips on ensuring your content strategy aligns with both individual and organizational goals Why ungated content can be a game changer for your membership growthAbout the guest:Hilary Marsh is the Founder and Chief Content and Digital Strategist at Content Company, Inc. She has extensive expertise in content strategy, content management, and web operations, leading multidisciplinary digital projects spanning web, social media, and e-communications for associations, nonprofits, and corporations in multiple industries. An experienced strategic communicator, Hilary has created digital strategies, developed content strategies and management plans, managed social media guidelines and channels, built e-newsletter programs, written digital content, helped organizations choose content management systems, and more.Resources:Read the ASAE Foundation’s research: Content Strategies for a Changing WorldLearn about empathy-based personas.Recommended reading: Content Strategy for the Web Explore more on content strategy.Visit: https://www.naylor.com/Connect with Hilary Marsh:LinkedIn: Hilary Marsh & Content CompanyX: @hilarymarshVisit: https://contentcompany.biz/Join: https://content-strategy.com/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What if you could personalize every email uniquely to the individual recipient on your list? It turns out you can with the help of AI. In today’s episode, Erica Salm-Rench, COO of rasa.io, shares with us how AI is revolutionizing newsletter conversion rates and engagement by adding value through personalization.Erica brings her wealth of experience in digital marketing, web development, SEO, and advertising to the conversation as she shares her early days at Tulane University to leading innovative strategies at rasa.io. Erica helps us dive deeper into the fundamentals of successful email marketing and how leveraging AI to create personalized newsletters will enhance member engagement and drive non-dues revenue. You’ll learn:How to measure effectiveness through key metrics.The immense potential of AI in creating high-impact content.How personalized content can boost your association's success.How more newsletter engagement leads to more non-dues revenue.About the guest:Erica Salm Rench is the Chief Operating Officer at rasa.io. After working in enrollment management where she focused on recruitment strategy and marketing, Erica managed a team of online marketers at the largest digital marketing company in the Gulf South. There, she supported the web development, SEO, online advertising, and content marketing teams in executing strategies which elevated organizations to stand out and be seen amongst the chaos of the online marketplace. Now at rasa.io, she gets to blend her love of digital marketing technology and email in order to support the incredible community of rasa.io customers.Resources:Recommended reading: Ascend: Unlocking the Power of AI for Associations, Competing In the Age of AI, The Age of AIFor the latest on AI: Tech Brew Newsletter, Revolutionize Your Marketing with AIRecommended listening: The Artificial Intelligence ShowJust for marketers: Marketing AI InstituteExplore more on artificial intelligence.Visit: https://www.naylor.com/Connect with rasa.io & Erica Salm-Rench::LinkedIn: @rasa.io & @esalmX: @rasa_ioInstagram: @rasa.ioVisit: https://rasa.io/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What do positivity and creativity have in common? When combined, they can motivate a team to achieve above-and-beyond results. In today's episode, special guest, Dianne Vance, CAE, Director of Business Development and Sales at the American Occupational Therapy Association (AOTA), inspires us by sharing her unique journey into the world of associations. She shares how her background in psychology unexpectedly led to a thriving career in sales and marketing. You'll hear real-world examples of creative sales strategies, tips on maximizing talent within your sales team, and insights on staying adaptive in a fast-paced industry. Plus, Dianne offers invaluable advice for other association sales leaders looking to achieve similar success.You’ll learn:The importance of creativity and innovation in driving sales and revenue.How creativity can achieve remarkable results.Strategies for motivating and leading a successful sales team.Aligning sales goals with the association's core mission.How to generate non-dues revenue through targeted marketing efforts.About the guest:Dianne Vance, CAE, is the Director of Business Development and Sales at the American Occupational Therapy Association. Dianne is a results-driven business development professional with 20+ years of award-winning sales and marketing experience at high profile membership associations. Her expertise is in generating advertising, exhibit, sponsorships and membership sales, designing innovative collateral materials, and leading successful sales teams. Resources:Recommended reading: Life’s Too Short: A Memoir Explore more on Success Sales StrategiesVisit: https://www.naylor.com/Connect with AOTA & Dianne Vance:LinkedIn: @aota, @diannevanceX: @aotainc, @dvancesFacebook: @AmericanOccupationalTherapyAssociationAOTA, Instagram: @aotaincVisit: https://www.aota.org/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

When an association values its team as much as its members, the results are inspiring! Today, we have a truly refreshing guest joining us — Christina Lewellen, MBA, CAE, Executive Director of ATLIS, the Association of Technology Leaders in Independent Schools.In this episode, our host Christine Shaw talks with Christina about her compelling journey from journalism student to association leader and shares invaluable insights into the fast-growing world of her relatively young association. She discusses the strategic elevation of technology leaders in educational institutions, especially post-COVID, and the innovative ways her small but mighty team is making an impact.We dive into her unique leadership style and workplace culture, including cutting-edge practices like a four-day workweek, zero internal emails, and unlimited PTO. You’ll learn:How embracing AI can boost efficiency.The challenges and triumphs of launching a new credentialing program.How to strategically leverage print as a top marketing tool.How to maximize the powerful role of vendor partnerships.About the guest:Christina Lewellen, MBA, CAE, Executive Director, Association of Technology Leaders in Independent Schools, is a seasoned association executive who brings a data-driven framework to business planning and strategy, having earned her MBA from the Rochester Institute of Technology and the Certified Association Executive designation from the American Society of Association Executives. She was named the Executive Director of ATLIS in 2019 and travels coast-to-coast visiting independent schools and their leadership teams. She serves as a trustee for the Harmony Foundation International and is actively involved in volunteer roles in the association community. Resources:Recommended reading: On Call: A Doctor’s Journey in Public ServiceExplore more topics on Innovation.Visit: https://www.naylor.com/Connect with ATLIS & Christina:LinkedIn: @associationoftechnologyleadersinindependentschools & @ChristinaLewellenVisit: https://theatlis.org/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Creating a sense of belonging and community can be a challenging task but when accomplished the results are pure magic!Today’s episode dives deep into the world of creating intentional and meaningful experiences that drive member engagement and foster growth. Our guest, Aaron Wolowiec, MSA, CAE, CMP Fellow, President & Founder of Event Garde, is a trailblazer in the association space, with four successful brands under his belt: Event Garde, Facilit8Me, Review My Speaker, and Health by Association. Aaron brings a wealth of expertise to our conversation in designing events, facilitating learning, and nurturing a sense of belonging within communities.Together, host Christine Shaw and Aaron explore the necessity of crafting intentional networking opportunities that cater to diverse needs and why it’s crucial for both attendees and sponsors to feel genuinely included. Plus, Aaron shares actionable insights on how to overcome the challenges of event programming and how to make advertisers and sponsors active participants rather than passive contributors.You’ll learn:The importance of blending creativity with education.The evolution of members needs in a post-pandemic world.How associations can avoid the pitfalls of outdated practices.The role empathy, self-care, and mental health have in personal and professional growth.About our guests:Aaron Wolowiec, Founder & President of Event Garde LLC, is nationally recognized for his professional development work with boards, learners, staff and volunteers. Having launched four successful brands – Event Garde, Healthy by Association, Review My Speaker and Facilit8Me – Aaron’s equal parts practitioner and theorist. Since 2011, Event Garde has helped leading trade associations, individual membership societies, non-profit organizations, and government agencies across the United States address a range of unique and challenging professional development needs through customized services and expert guidance informed by research, trend analysis, best practices, prior experiences, and intuition.Resources:Recommended reading: Pricing For Associations, The Art of GatheringExplore more on Building CommunityVisit: https://www.naylor.com/Connect with Event Garde & Aaron Wolowiec:LinkedIn: @eventgardellc, @aaronwolowiecFacebook: @EventGardeLLCX: @eventgardellc, @aaronwolowiecVisit: https://eventgarde.com/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Clear communication and marketing directly translates to how an association is resonating with its members … or not.In this exciting episode, we’re diving deep into the world of association communication and marketing strategies and rebranding efforts with our special guest, Bill Rowan, Senior Director of Communications & Marketing for the National Asphalt Pavement Association (NAPA).Bill shares his incredible journey from designing ads for the Yellow Pages to spearheading a comprehensive overhaul of NAPA’s marketing and communications. Together, we explore how data-driven decisions, a strategic communications gap analysis, and the power of stakeholder feedback led NAPA to a more member-centric approach. We’ll also touch on Bill’s passion for the Japanese business philosophy of Kaizen, which emphasizes continuous improvement.Bill provides valuable insights on enhancing member engagement, driving non-dues revenue, and the intricate details behind a successful association rebrand. This episode is packed with actionable advice and inspiring anecdotes.You’ll learn:How data and member-feedback can drive meaningful change.The details behind a successful association rebrand.The power of plain language and clear communication.The impact improved communication can have on non-dues revenue.About the guest:Bill Rowan is the Senior Director of Communications & Marketing at the National Asphalt Pavement Association (NAPA). Bill shapes NAPA's internal and external communications. He helps staff, members and media convey compelling information about the asphalt pavement industry and inspire action to advance the industry, its members, and its critical role in U.S. infrastructure. Resources:Case study: Strategic communications gap analysisRecommended reading: Everybody Writes Explore more on communication strategy.Visit: https://www.naylor.com/Connect with NAPA & Bill Rowan:LinkedIn: @Bill Rowan & @asphaltpavementInstagram: @goasphaltVisit: https://www.asphaltpavement.org/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Empowering and motivating a team consistently can be a daunting task, but it doesn’t have to be if you center your efforts on the human experience.In today's episode, we're joined by Jennifer McClennon, MSN, RN, CNL, CHPN, Manager of Business Strategy at the National Hospice and Palliative Care Organization (NHPCO). Jennifer, with her unique background in nursing, patient care and sales strategy, shares how she has built strong corporate partnerships to support NHPCO’s mission of delivering person-centric healthcare.We'll dive into how her nursing experience informs her work at NHPCO and her approach to leading a team with compassion and empowerment. Join us as we explore Jennifer's journey in healthcare and association management.You’ll learn:The important role online communities play.How enhancing member services and support drives non-dues revenue. Leadership and partnership strategies.The impact of empathy in the workplace.About the guest:Jennifer McClennon MSN, RN, CNL, CHPN is the Manager of Business Strategy at the National Hospice and Palliative Care Organization (NHPCO). She is a highly experienced nurse with a background in hospice, palliative care, oncology, and patient services. Jennifer has held various roles in healthcare organizations, such as leading outpatient nurses, conducting comprehensive assessments, coordinating palliative care, and managing patient loads. Jennifer has also worked in sales and media consultation, providing training and developing advertising programs. With a Master's in Clinical Nurse Leader, Jennifer is dedicated to improving patient safety, reducing errors, and advancing healthcare quality. Resources:Recommended reading: Crucial Conversations: Tools For Talking When Stakes Are HighExplore more on leadership.Visit: https://www.naylor.com/Connect with NHPCO & Jennifer:LinkedIn: @Jennifer McClennon & @NHPCOInstagram: @NHPCOVisit: https://www.nhpco.org/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What does it take for an association to go global and also withstand the test of time?In today’s exciting episode, we sit down with Larry Montague, President & CEO of TAPPI, to explore the dynamic strategies that led him on a path to transforming TAPPI’s financial state into one of notable, profitable success. Larry shares how he transitioned from a corporate sales and marketing career into the leadership role at TAPPI, and the pride that comes in taking the helm at an association with more than 100 years of history. He also talks about how the association embracing members at the center of its organization’s structure and decision-making has created a positive cultural shift.You'll also hear about the innovative ways TAPPI is spearheading the future of the industry through technical education, training, and their global events. Larry also shares his experiences from international travels, his passion for the industry, and offers some golden advice for other association leaders.Whether you're an executive looking for ways to grow membership, increase engagement, or are curious about non-dues revenue, this episode is brimming with valuable insights and strategies. You’ll learn:The importance of member engagement. The significance of TAPPI’s technical standards.Why customizing events provides more value to members.How to build a global brand. How to create a communication strategy that transcends cultural and generational barriers.About the guest:Larry Montague joined TAPPI as President & CEO in 2006. His passion for the pulp, paper, tissue, packaging, and converting industries is only matched by the passion of the volunteers, staff and members of TAPPI. He is known for his ability to transform a company into a thriving, financially viable and competitive enterprise in the global marketplace. Larry’s dedication to the continued and lasting sustainability of TAPPI is an essential motivator in his success with the association. Resources:Recommended reading: Courage To Execute Explore more on member engagement.Visit: https://www.naylor.com/Connect with TAPPI & Larry Montague:Email: LMontague@tappi.orgLinkedIn: @TAPPIX: @TAPPITweetsFacebook: @joinTAPPIInstagram: @tappi1915Visit: https://www.tappi.org/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Being a growth-minded leader can shift your association into a culture that is both value-driven and authentic.In today’s episode we’re honored to talk with Tracy Folkes Hanson, CAE, President & CEO of CSAE. Join us as we dive into what it means to embrace a growth mindset as our host, Christine Shaw, discusses with Tracy the significance of mentorship, including reverse mentorship, and how aspiring leaders can benefit from surrounding themselves with diverse teams. Tracy highlights the evolving nature of member engagement and the imperative for associations to remain member-centric and innovative.Tracy also emphasizes the power of listening, community values, and giving back as the cornerstones of effective leadership. Her advice for rising executives will inspire you to lead with grace, understand your strengths, and use your platform to uplift others.You’ll learn:How to drive corporate culture with vision and strategy.The impact personal core values have on the workplace.How having a growth mindset influences innovation.Why it’s important to be community-focused. About the guest:A visionary thought leader, Tracy Folkes Hanson, CAE, is known for her success in developing and driving corporate culture, collaboration, and strategy. Tracy joined CSAE as President & CEO in July 2017. Prior to joining CSAE, she held senior positions for numerous leading brands both in the private and non-profit sectors, including the Ontario Chamber of Commerce, MasterCard International, Kinark Child & Family Services, and The Arthritis Society. A small stint in politics, Tracy was elected to Whitby Town Council in 2010 as North Ward Councillor. She continues to be an active volunteer and community leader. Resources:Recommended reading: We Are All The Same Age NowExplore more on Leadership. Visit: https://www.naylor.com/Connect with CSAE & Tracy Folkes Hanson:LinkedIn: @csae, @tracyfolkeshansonX: @csaeconnect,  @tracyFHansonFacebook: @associationexecutivesVisit: https://csae.com/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

We are all aware that storytelling is a powerful tool to create connection, but are you using this strategy to its fullest in your association? In today's episode, we explore the dynamic world of association management and how to bring events, publications, and content to life with the power of storytelling. We have two remarkable guests, Executive Director Steven Stout, FASAE, CAE, and Marketing & Communications Director Katy Markert from the Texas Society of Association Executives (TSAE).Steven shares his fascinating journey from his early days as a radio DJ to hospitality and association leadership positions, and how storytelling played a pivotal role along the way. While Katy shares her early experiences understanding the importance of community and collaboration, all of which today is embodied in the TSAE's motto, "Better Together." Steven and Katy expand on the innovative ways the association has built and nurtured relationships for membership growth and successful partnerships.You’ll learn:The powerful impact of making your audience the hero in storytelling. How to be strategic with your social media and email marketing.The surprising success that simple yet engaging content can bring.About our guests:Steven J. Stout, FASAE, CAE is the Executive Director for the Texas Society of Association Executives (TSAE). He reports to the Board of Directors, carries out TSAE’s mission and goals, oversees overall administration and operation, and manages finances. Steven earned his BBA at Baylor University in Business Communication and Public Relations. Before entering the association world, he worked as a radio disc-jockey from the age of 15 to 23 working at various top 40 and adult contemporary stations. As the Marketing & Communications Director, Katy Markert manages and coordinates TSAE’s communications, marketing and publication efforts. She oversees the organization’s brand strategy and promotional efforts with TSAE's many initiatives. She is the lead for the TSAE website, online community, digital marketing strategies, TSAE's magazine Association Leadership and podcast Better by Association.Resources:Recommended reading: Multipliers: How The Best Leaders Make Everyone Smarter,Marketing BrewExplore more on building community. Visit: https://www.naylor.com/Connect with TSAE , Steven Stout & Katy Markert:Listen: Better By Association podcastLinkedIn: @Texas Society Of Association Executives, @Katyjomarkert & @StevenJscaeFacebook: @Texas Society Of Association ExecutivesInstagram: @TSAE_OfficialVisit: https://www.tsae.orgConnect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What is the key to creating an inclusive, collaborative and value-driven culture? In today’s premiere episode of the Association Adviser Podcast, we have the distinct pleasure of talking with Michelle Mason, FASAE, CAE, President & CEO of The American Society of Association Executives (ASAE). Michelle brings her wealth of expertise in association leadership to the forefront in a conversation centered around conscious leadership and the development of impactful Diversity, Equity, Inclusion and Accessibility (DEIA) strategies.Join us as we delve into Michelle's personal journey into association management and her unwavering commitment to embracing diversity of thought, breaking down barriers, and empowering every voice within the organizations she leads. We'll explore ASAE's innovative conscious inclusion strategy and its groundbreaking programs like the ReadyMe initiative, designed to prepare the next generation of association leaders with essential skills rooted in DEIA principles. Michelle will share invaluable advice on maintaining authenticity and resiliency as a leader, and she’ll emphasize the importance of creating a culture that is both collaborative and values diverse perspectives. You’ll learn:How to create and apply DEIA strategies effectively.The true meaning behind the word “team.”How to prepare future association leaders for success.How to nurture a global presence. How to embrace a change journey post-pandemic.About the guest:Michelle Mason, FASAE, CAE, President & CEO of ASAE, approaches leadership by building teams, growing membership and engagement, incubating unique innovations, delivering revenue, results and advancing the community through the creation of a welcoming environment of inclusion, diversity and equity. Michelle was selected as the 2020 Professional Society CEO of the Year by CEO Update.Resources:Recommended reading: Seven Measures Of Success: What Remarkable Associations Do That Others Don’t, Becoming CoachableExplore more on DEI Strategies & Inclusive Leadership.Visit: https://www.naylor.com/Connect with ASAE & Michelle Mason:Email: mmason@asaecenter.orgLinkedIn:  @ASAE, @Michelle Mason, FASAE, CAEFacebook: @ASAECenterInstagram: @ASAECenterVisit: asaecenter.orgConnect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

The recent Association Benchmarking Report shows that generating more non-dues revenue stands as the biggest challenge associations face. That is why we chose to focus on the topic of non-dues revenue throughout our Season One launch of the Association Advisor Podcast.In this preview of Season One's topic, our host Christine Shaw, CEO & President of Naylor Association Solutions, is joined by Sarah Sain, CAE, Vice President of Content Services and one of the lead researchers of the Association Benchmarking Report.This season is dedicated to exploring practical and tactical solutions for how you can maximize non-dues revenue opportunities, all while increasing value and engagement with your members, advertisers and sponsors. We’ll be featuring some amazing guests whose experience and expertise will give you the edge for YOUR association. Resources:Read the report: Association Benchmarking ReportExplore more solutions for non-dues revenue. Visit: https://www.naylor.com/Connect with us:LinkedIn: @NaylorAssociationSolutionsChristine Shaw: christine.shaw@naylor.comSarah Sain, CAE: ssain@naylor.com*Please rate us and leave us your thoughts and comments on Apple Podcasts, we love to hear from you!

Welcome to the Association Adviser Podcast, brought to you by Naylor Association Solutions! Hosted by Naylor CEO & President Christine Shaw, the podcast explores strategies and solutions that keep association professionals informed and inspired.Christine is joined in conversation by leading association executives and industry professionals who share their stories and lessons learned. By sharing practical tools and expert advice, the Association Adviser Podcast will give your association the competitive edge and empower you to achieve new levels of success.To learn more:Visit: https://www.naylor.com/Connect with our host Christine Shaw - christine.shaw@naylor.com*Be sure to click the follow button on your favorite listening app like Spotify, Apple, or wherever you listen to podcasts, so you’ll be sure to get notified whenever a new episode releases.