The Association Insights Podcast

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!

In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Julie McDowell, Director of Strategic Communications & Digital Content, and Becca Battisfore, Senior Content Strategist, at the College of American Pathologists (CAP) for an in-depth look at how a legacy association is modernizing its approach to content, data, and digital engagement.From managing messaging across member and customer audiences to aligning analytics with KPIs, Julie and Becca share how the CAP’s digital team of five supports 18,000 members and countless laboratories worldwide—all while driving measurable impact.🎧 Whether you’re leading a large communications department or a lean digital team, this episode offers real-world insights on prioritization, collaboration, and content strategy that actually works.Key HighlightsFrom Skepticism to Strategy: Julie reflects on launching the CAP’s social media presence more than a decade ago—and how the team turned early doubts into a thriving online community for physicians and laboratory professionals.Audience First, Always: The CAP’s content strategy starts with a single question: who is this for? Learn how the team balances the needs of two overlapping but distinct audiences—members and customers—through smart segmentation, email strategy, and channel selection.Metrics That Matter: Becca breaks down how she approaches analytics—from what metrics are truly meaningful to how data drives decision-making. She explains why open rates are outdated and how she connects clickthroughs, behavior, and conversions for a complete picture.When to Stop Doing What’s Not Working: Julie shares one of the most liberating lessons for association communicators: give yourself permission to stop doing the things that aren’t driving results. Focusing on what works energizes teams and delivers greater impact.Collaboration as a Core Strategy: From internal “road shows” to sharing data across departments, Julie and Becca explain how transparency, shared KPIs, and storytelling have helped build buy-in and alignment across CAP’s 600-person staff.Storytelling Through Sound: As the voices behind the CAP’s long-running CapCast podcast, the pair discuss how audio storytelling has evolved from quick Q&As to powerful narratives that humanize members and spark connection—from personal wellness journeys to myth-busting forensic science.🎧 Tune in for a thoughtful, data-driven, and refreshingly candid conversation about what it takes to build smarter content strategies in associations today—and how to lead with both heart and analytics.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 top association leaders and communication strategists to uncover what’s working, what’s changing, and how they’re leading their teams—and their missions—forward. Stay tuned!

In this episode of the Association Insights Podcast, host Colleen Gallagher continues the Member Value Reimagined series with an energizing and candid conversation with Julie Davis, Director of Marketing and Membership, and Ben H. Rome, Director of Communications and Brand, at the American Bus Association (ABA).From strategic tech upgrades to authentic storytelling, Julie and Ben share how ABA is reimagining member value in ways that are both deeply personal and forward-looking. You’ll hear how they’re modernizing systems, listening with intent, and building a sense of belonging for one of the most passionate communities in travel and transportation.Key HighlightsWhy Marketplace is Just the Beginning: ABA’s flagship event is a major driver of member satisfaction—but Julie and Ben are on a mission to make sure the other year-round value is just as visible, accessible, and appreciated.Bringing the Member Experience into the Future: From exploring a new member app to investing in data systems and automation, Julie shares how ABA is embracing a fan-first mindset to modernize the member journey—especially for digital-native generations.Authentic Storytelling that Builds Community: Ben reveals how member-driven storytelling has become a powerful differentiator for ABA—creating emotional connections and elevating the association’s brand far beyond traditional marketing.The Power of Listening (and What Happens Next): It’s not just about hearing members—it’s about engaging with them through councils, conversations, and curiosity. Julie and Ben explain how their team uses real-time feedback to surface insights, validate new ideas, and build programs that matter.Advice for Associations in Transition: Whether you’re building a tech roadmap, expanding your member base, or navigating cultural change, Julie and Ben offer grounded, practical advice for association professionals rethinking value, engagement, and growth.🎧 Tune in for a warm, thoughtful, and actionable conversation on how to modernize member value while staying grounded in what matters most—your people.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 sitting down with more association leaders to unpack bold strategies, fresh thinking, and member engagement that actually works. Stay tuned for episodes that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, host Colleen Gallagher continues the Member Value Reimagined series with a conversation that’s both timely and inspiring. Her guest, MJ Shoer, Chief Community Officer at the Global Technology Industry Association (GTIA), shares how his organization—formerly the CompTIA Community—is redefining member engagement and impact across the global IT channel.🎧 From steering a major rebrand and organizational split to expanding GTIA’s global footprint and strengthening cybersecurity readiness, MJ offers an insider’s look at what it means to deliver real, evolving member value in a rapidly changing industry.Key HighlightsFrom CompTIA to GTIA: A Bold Transition Built on TrustMJ walks through how the 42-year-old association successfully separated from CompTIA’s certification business in record time—building new systems, a new brand, and a new future for members in just 65 days.A Member’s Perspective at the HelmHaving started as a GTIA member, board chair, and now Chief Community Officer, MJ brings a rare 360-degree view of the member experience—and shares how that empathy drives everything from programming to communication.Global Growth with PurposeWith communities now spanning North America, Europe, and Asia-Pacific, GTIA is leaning into its “G” for global. MJ shares how the association connects members from Birmingham to Brisbane, exchanging best practices and insights across borders to help businesses thrive.Events That Drive Connection and ImpactFrom flagship conferences to regional meetups, GTIA’s events have become engines for connection and collaboration. MJ explains how their level playing field approach—where every exhibitor has equal footing—creates authentic engagement across the ecosystem.Cybersecurity as Core Member ValueGTIA’s cybersecurity programming, including the ISAO and Cybersecurity Trustmark, is helping members protect their businesses while elevating industry standards. MJ discusses how the organization fosters a culture of shared learning, collaboration, and resilience in an era of accelerating threats.Listening, Storytelling, and Scaling ValueMJ underscores the importance of listening to members, telling their stories, and communicating value clearly and confidently—so more people understand the impact of association membership and the power of community.🎧 Tune in for a candid, forward-looking conversation about how GTIA is redefining what membership means in the global technology space—and how associations everywhere can build trust, relevance, and impact for the future.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: Our Member Value Reimagined series continues with more association leaders rethinking benefits, access, and engagement in bold new ways. Stay tuned for fresh ideas that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, we're continuing our Member Value Reimagined series with an eye-opening conversation about one of the most overlooked engagement tools in the association toolkit: audio.Host Meghan Henning sits down with Kevin C. Mitchell, Esq., CEO of Modio Information Group, to explore how narrated content and branded audio platforms are helping associations transform their member experience, extend the life of their publications, and even open up powerful new revenue streams.🎧 Whether you’ve already launched a podcast or are just starting to explore audio strategy, this episode will reshape how you think about access, content delivery, and engagement.Key Highlights:Turning Publications into 268 Extra Hours of Engagement: Modio works with associations like the American Bar Association, the American Chemical Society, and the American Academy of Family Physicians to convert their top written content into human-narrated, on-demand audio experiences. Kevin breaks down why audio unlocks hundreds of hours of listening time annually—without competing with your members’ core work responsibilities.Why Podcast Traction Falls Flat—and How to Fix It: If your association’s podcast isn’t gaining momentum, it might be the delivery, not the content. Kevin explains why desktop players and Spotify links won’t cut it—and why mobile-first, branded audio apps are critical to success.Case Study: AAFP’s App as a Member Magnet: Learn how the American Academy of Family Physicians launched AAFP Audio, growing new audience segments, boosting listens to its publications, and securing sponsorship support—all through a custom-branded audio platform.Member-Only Access, Monetization, and Data Control: Don’t send members to Spotify and lose the data. Kevin shares how branded apps allow associations to retain control, gate premium content, gather engagement insights, and monetize on their own terms.Why Human Narration Still Wins: Spoiler: Modio doesn’t use AI-generated voices. Instead, they tap into students from the field to narrate content—improving pronunciation, comprehension, and community connection.The Real Non-Dues Opportunity: Digital audio advertising now surpasses video and social media in time spent. Associations that invest in branded audio can finally tap into this $7B+ market—while gathering first-party data that powers future monetization.Future-Proofing Your Member Value Strategy: As AI and search engines continue to reshape how members find and consume content, audio is emerging as a key strategy to preserve attention, revenue, and direct relationships.🎧 Tune in for real-world examples of how audio platforms drive member value, a compelling case for audio as a core part of your engagement strategy, and practical advice for getting started or scaling up—without overwhelming your team.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: Our Member Value Reimagined series continues throughout October, with fresh ideas from associations rethinking what benefits, access, and engagement really look like. Stay tuned for more interviews that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, we launch our Member Value Reimagined series with a bold and inspiring story from the American Society for Nondestructive Testing (ASNT). Host Meghan Henning sits down with Pat White, Director of Membership, and Nealy Wheat, Chief Financial & Administrative Officer, to explore how ASNT broke the mold—replacing a traditional dues-based model with a freemium structure that’s already delivering surprising results.🎧 From board buy-in to cross-team collaboration, this episode offers a behind-the-scenes look at how associations can challenge the status quo, grow their reach, and still drive revenue—without sacrificing value.Key Highlights:A Strategic Pivot, Driven by Data: Faced with declining membership and ambitious growth goals, ASNT asked a radical question: What if we started with free? Pat and Nealy walk through how this question set off a cross-functional strategy shift that redefined what member value looks like—and who gets access to it.What the Freemium Model Actually Includes: Hear how ASNT reduced 11 membership categories down to 4, created a new “Associate” level with limited but meaningful benefits, and structured the experience so members could opt in to value rather than be forced to buy in.The Financials Behind the Shift: With membership revenue making up less than 10% of total income, ASNT had room to explore—and a CFO willing to model every risk scenario. Nealy shares what it took to balance boldness with sustainability, and how the organization made the case to its board.$100K in New Revenue—From Non-Paying Members: That’s right. Since launching in January 2025, ASNT has welcomed 2,000+ new and returning members into its Associate category—resulting in over $100,000 in new non-dues revenue. Pat breaks down where the dollars are coming from and how engagement is higher than ever.The Marketing and Rollout That Made It Work: From a smart survey to a savvy social media launch, Pat credits ASNT’s marketing team for building buzz, generating leads, and crafting campaigns that resonated with the right audiences—without overwhelming them.Lessons in Leadership and Change Management: Nealy and Pat offer candid insights on what made this transformation possible—from a risk-tolerant board and empowered staff to a culture of innovation that embraces iteration and continuous improvement.🎧 Tune in for a real-world case study of a freemium membership model that actually works, along with smart strategy and practical advice from finance, membership, and operations pros. You’ll also hear fresh thinking on how to reduce friction, streamline benefits, and attract more members—without sacrificing your bottom line.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: Our Member Value Reimagined series continues throughout October, featuring association leaders who are redefining benefits, access, and experiences to better serve today’s members. Tune in next week for more ideas that challenge assumptions—and deliver results.

The Association PR Toolkit—Smart, Strategic, and Actually DoableIn this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, walks through the essential tools every association needs in their PR playbook. From mapping out the right stories to building the right press list—and pitching them to the right people—this is your tactical, honest, and refreshingly practical guide to PR that works.Whether you're new to PR or looking to tighten your approach, Colleen lays out a clear framework for how associations can stop playing defense and start leading with strategy.🎧 Get ready for a fast-moving, tip-packed episode designed to help you build visibility, credibility, and momentum—on your terms.Key Highlights:Your Editorial Calendar = Your North Star: Why a strategic, flexible editorial calendar is the foundation of all great PR—and how to align your content with awareness days, legislative priorities, and member moments.The Press List That Actually Works: Forget mass email blasts. Learn how to build a press list that’s focused, up-to-date, and built around relationships—not just reach.Pitching, Personalized: Colleen breaks down how to craft stories that resonate—whether you’re pitching national, local, trade, or digital-first outlets.The Follow-Up Formula: Learn when to follow up, how often, and what not to do if you want to build real relationships with reporters.Media Training 101: Why polished spokespeople matter, what good training looks like, and how to prepare your team for tough questions without sounding robotic.Make Every Media Hit Go Further: Once you land a story, the work isn’t over. Colleen shares how to amplify your media wins through owned channels—email, social, newsletters, and board reports—so your results don’t end when the segment does.🎧 Tune in for a candid, practical solo episode that gives associations a real plan for PR success.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: Our October series, Member Value Reimagined, kicks off next week. We’re talking to association leaders and innovators who are redefining what value looks like in today’s changing landscape. From content and community to benefits and beyond—you won’t want to miss it.

In this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, breaks down one of the most debated tactics in association PR: awareness days. While some call them overdone or ineffective, Colleen makes the case that, done right, awareness days can unlock real visibility, credibility, and media wins—especially for associations.With real client examples and a clear, strategic framework, this episode is packed with practical advice on how to tap into awareness days in a way that’s smart, localized, and aligned with your mission.Key Highlights:Why Awareness Days Still Work: Despite the critiques, awareness days can offer a timely, built-in hook—if you avoid generic outreach and focus on relevance, localization, and timing.Market Selection That Matters: You don’t need to pitch everywhere. Colleen shares how choosing 5–10 key markets—based on membership, media openness, or strategic visibility—can help you go deeper, not wider.The Power of Localized Storytelling: From local data to member quotes to recent incidents, localizing your pitch is what turns an awareness day from a missed opportunity into a media win.Real-World Examples in ActionHear how OnWrd & UpWrd helped:A mental health association land TV interviews by tying Childhood Obesity Awareness Month to trending stories around GLP-1 drugs and presidential fitness tests.A boating safety client secure coverage by combining Global Drowning Prevention Awareness Day with localized accident data and seasonal relevance.Takeaway Tips You Can Use NowColleen shares six actionable strategies your team can implement today, from choosing markets and building in lead time, to layering news hooks and leveraging public data.Don’t Stop at the Hit—Maximize It:Once you land coverage, amplify it across your owned channels.At OnWrd & UpWrd, we believe the best PR efforts start with earned media and grow with owned media. Awareness days can be a powerful part of that strategy—when they’re done with intention, not just instinct.🎧 Tune in now for a smart, strategic solo episode packed with ideas your association can put into action before your next awareness day.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 top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!

A True Video Partner: Rethinking Storytelling at Your AssociationIn this episode of The Association Insights Podcast, O&U CEO and host Colleen Gallagher sits down with C. Dallas Golden, DES, founder and Chief Video Strategist of Pond Ripple Media, for an honest and energizing conversation about the power of authentic storytelling. Dallas has spent the last decade helping associations and nonprofits elevate their video strategies—not as a vendor, but as a true partner.From interviews that spark emotion to B-roll that brings conferences to life, Dallas shares how associations can use video to connect more deeply with members, sponsors, and mission—all without blowing the budget.🎧 Whether you’re just getting started with video or looking to grow your strategy across departments, this episode is packed with practical takeaways and fresh perspective on what it means to tell your story well.Key Highlights:Authenticity Above All: Dallas shares his origin story—from actor to documentarian to video strategist—and explains why authenticity, not polish, is the secret to compelling content.Beyond the Marketing Budget: Associations often limit video to the marketing line item, but Dallas breaks down how to stretch investment across membership, sponsorship, conference, and education budgets—and why spreading ownership builds greater buy-in.From One Conference, 60 Videos:  Using his ongoing work with the Association of Clinical Research Professionals (ACRP) as a case study, Dallas outlines how 20 interviews can yield 40+ pieces of evergreen video content that fuel engagement all year long.Video as a Sponsorship Opportunity: Don’t just spend on video—monetize it. Dallas shares how associations are incorporating interview segments into sponsorship packages and helping their corporate partners tell their own stories of impact and alignment.Partnership Over Production: It’s not just about being behind the camera—it’s about listening, aligning, and strategizing together. Dallas explains why being treated as a partner, not a vendor, is key to meaningful results.Fast Turnaround, High ROI: Learn how a 45-second thank you video from an ED (produced on-site and turned around in 48 hours) helped one client generate over 6,300 impressions and more than 100 click-throughs—in just one day.Metrics That Matter: From impressions to engagement to click-through rates, Dallas explains what data points help show the ROI of video and how associations can better track results to make the case for continued investment.🎧 Tune in for a real-world, results-driven conversation about how associations can create video content that resonates, gets seen, and makes a 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 top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!

In this episode of The Association Insights Podcast, we’re bringing you a special replay of our summer LinkedIn Live panel: Communicating What Matters—How Associations Can Lead with Strategic Storytelling.Originally hosted by OnWrd & UpWrd CEO Colleen Gallagher, this roundtable features two communications leaders navigating some of the most complex issues facing associations today:Tim Ebner, Senior Director of Communications at the Can Manufacturers InstituteSean Luechtefeld, Ph.D., Senior Director of Communications at ANCOR🎧 From politicized narratives and media scrutiny to member trust and message discipline, this conversation offers honest, experience-driven advice for association pros navigating the intersection of policy, people, and purpose.Key Highlights:Mission Over Moment: Why clarity of mission and values is critical for staying grounded in complex, polarized environments—and how communications can lead with focus, not fear.Storytelling with Intention: How to elevate real member stories in a way that resonates—and why it's about amplifying, not exploiting.Crisis Isn’t the Time to Build a Playbook: Why the best comms leaders prepare before a flashpoint—and how Tim and Sean work cross-functionally to set expectations and build trust.Empathy, Not Neutrality: Why staying neutral often isn’t an option—and how associations can lead with empathy and authenticity while holding firm on their values.Media Readiness & Message Discipline: Tips for navigating media inquiries, staying on message, and preparing staff and board members for sensitive conversations.Advice for Communicators: Whether you're a one-person team or leading a full department, Tim and Sean offer tactical guidance for aligning your communications strategy with what matters most.🎧 Tune in for a thoughtful, unfiltered conversation about what it means to lead with clarity, courage, and purpose in today’s association landscape.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: New episodes weekly featuring association leaders, content strategists, and storytellers exploring the power of clear, values-driven communication. Stay tuned!

In this episode of The Association Insights Podcast, host Meghan Henning sits down with Marilena Vrana, Vice President of Public Affairs and EU Operations at the Plasma Protein Therapeutics Association (PPTA), to explore what it takes to lead a global association strategy with unity, speed, and impact.From Brussels to Washington, Marilena shares how her team navigates cultural, regulatory, and political complexity while keeping member needs and patient access front and center. With decades of experience in European health policy and a deep commitment to collaboration, she offers powerful lessons in stakeholder engagement, cross-border communication, and values-based leadership.🎧 Whether you’re managing regional offices or rethinking your global footprint, this episode delivers clear, thoughtful insight into how associations can stay aligned across continents—and stay ahead of change.Key Highlights:Anticipating Change, Not Just Reacting: Marilena explains how PPTA stayed ahead of new EU legislation on substances of human origin—mobilizing early, preparing members, and showing up as a trusted, expert voice.Stakeholder Listening with Empathy and Intent: Why true advocacy starts with active listening—not just to members and partners, but to policymakers too. Marilena shares how building human-centered relationships helps advance shared goals.Transatlantic Alignment in Practice: From messaging consistency to cultural fluency, Marilena breaks down how her team collaborates across European and American offices—and why diversity is their greatest strength.What Makes PPTA a Model for Global Associations: Learn how PPTA evolved from fragmented entities into one global voice—driven by strategic planning, agile operations, and a shared mission of patient access to life-saving plasma-derived therapies.Mission-Led Strategy for 2025 and Beyond: Hear PPTA’s three priorities for the next two years: raising awareness of plasma therapies, ensuring policies work in practice, and building trust through transparency, evidence, and partnership.Leadership Lessons from Lived Experience: From navigating uncertainty to leading with empathy, Marilena shares deeply personal reflections on how her experience as a patient shaped her leadership philosophy—and why authenticity is her greatest asset.🎧 Tune in for a global perspective on association leadership that’s grounded, strategic, and refreshingly human.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 top association leaders for real-world insights on what’s working, what’s changing, and how they’re navigating the challenges—and opportunities—ahead. Stay tuned!

In this episode of The Association Insights Podcast, we wrap up our August series on artificial intelligence with a standout example of AI in action. Host Colleen Gallagher sits down with Dave Dellin, Chief Executive Officer of the American Paint Horse Association (APHA), to explore how a tech-forward mindset is transforming a legacy association. From reducing call volume to enhancing 24/7 member support, Dave shares how APHA’s AI-powered chatbot, BeccaBot, is making life easier for both members and staff—and what’s next as they plan to use AI across their digital ecosystem.🎧 Whether you're leading a small staff or managing a large membership base, this episode offers smart, grounded insights into how associations can implement AI with intentionality, purpose, and clear member value.Key Highlights:Why AI, Why Now?: Dave shares what drove his team to explore AI in the first place—and how curiosity, peer learning, and strategic pain points led to a practical use case that delivered results.Meet BeccaBot: Named in honor of APHA’s founder, BeccaBot is an AI-powered chatbot trained on 400+ pages of complex rulebooks and website content—offering clear, accurate answers to more than 1,000 member questions each month.Staff Impact: 36% Fewer Calls: With over 4,000–6,000 member calls per month, BeccaBot has helped reduce call volume by more than a third—giving staff more time to focus on meaningful member support.Better Insights, Better Service: From flagging confusing processes to identifying member pain points in real time, Dave explains how BeccaBot is also helping APHA streamline operations and improve service design.What Makes a Good Chatbot?: Dave breaks down the key lessons from months of training, testing, and refining BeccaBot—and why not all chatbots are created equal.Beyond the Bot: What’s Next for AI at APHA: From personalized content to smarter classifieds, Dave offers a peek into how APHA is exploring AI to strengthen member engagement and create new digital experiences.Advice for Association Leaders: If you're still on the fence about AI, Dave shares candid, practical advice for getting started—including how to identify use cases, vet vendors, and build internal buy-in.🎧 Tune in for a real-world look at how one association is embracing AI with clear goals, thoughtful implementation, and a deep commitment to its members.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 top association leaders for real-world insights on what’s working, what’s changing, and how they’re navigating the challenges—and opportunities—ahead. Stay tuned!

In this episode of The Association Insights Podcast, we continue our August series on artificial intelligence with a thoughtful conversation about voice, values, and the real-world applications of generative AI.Host Meghan Henning sits down with Preeti Vasishtha, Director of Content and Editor in Chief at the American Academy of Actuaries, to explore how she’s using AI as both an intern and a strategic partner—from onboarding to a highly technical industry to developing smarter content workflows that save time without sacrificing authenticity.🎧 Whether you’re building your first AI policy, experimenting with tools, or just trying to wrap your head around the potential, this episode offers honest perspective and practical insights from someone who’s learning by doing—and doing it thoughtfully.Key Highlights:AI as Intern and Ally – Why Preeti sees GenAI as both a time-saving assistant and a powerful partner—and how she uses it to accelerate learning, streamline research, and support strategic storytelling.How to Write a Better Prompt – The importance of framing, values, and specificity when prompting—and why your vision matters more than the tool itself.Repurpose, Reuse, Rethink – From condensing 100-page reports to surfacing hidden gems in your knowledge library, Preeti shares how associations can use AI to unlock more value from existing content.Finding—and Keeping—Your Voice – Preeti explains how to maintain authenticity in AI-generated content, why she still starts with a messy first draft, and how to recognize a “too-polished” AI tone.Where Associations Stand – What she’s seeing across the sector, including common barriers to adoption, examples of smart implementation, and the growing gap between member expectations and association readiness.Data, Policy, and Trust – Why good data governance is the backbone of ethical AI use—and how associations can start small while building guardrails for the future.🎧 Tune in for a candid, thoughtful conversation on how associations can approach AI not just as a tool—but as a strategic decision rooted in mission, member value, and clear-eyed curiosity.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 our August series on AI with more conversations featuring association leaders who are experimenting with tools, testing use cases, and working through the policy, people, and purpose of AI adoption. Stay tuned!