The Association Adviser Podcast

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Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.

In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation.

They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it's safe to test new ideas.

In this episode, you’ll learn:

Why risk—not pricing—may be the biggest barrier to revenue growth.
How to experiment with new revenue streams more effectively.
The connection between risk capacity, innovation, and growth.
What associations discover when they evaluate their ability to take risks.
Why adaptable teams are better positioned for long-term growth.

About Our Guest:

Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation.

Resources:

Read The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation by Sheri Jacobs.

Explore more on the balance between taking risks and playing it safe in your association.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Sheri Jacobs & Avenue M Group

LinkedIn: @SheriJacobs & @AvenueMGroup

Visit: https://www.sherijacobs.com & https://www.avenuem.org

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Innovation is one of the most talked-about ideas in the association space, but putting it into practice in a meaningful way is often harder than defining it.

In this episode, Christine sits down with Rebecca O’Brien, Executive Director of the Institute for Real Estate Management Foundation, to discuss how associations can turn innovation into real outcomes, generate revenue, and create new ways to serve their members and industries.

As a seasoned entrepreneur turned association professional, Rebecca brings over twenty years of experience innovating in both the for-profit and non-profit space. Christine and Rebecca dive into creating a culture that supports innovative thinking and how associations can rethink the role foundations play in long-term revenue strategy.

In this episode, you’ll learn:

How innovative thinking can uncover entirely new revenue opportunities.
What separates meaningful innovation from ideas that never gain traction.
Why association foundations can become powerful drivers of growth and industry impact.
The role failure plays in experimentation, progress, and long-term innovation.
How to keep new ideas tied to measurable outcomes and goals.

About Our Guest:

Rebecca O'Brien is a seasoned entrepreneur, intrapreneur, and association professional with over 20 years of experience innovating in for-profit and non-profit sectors. As the Executive Director of the IREM Foundation, Rebecca is working to advance workforce development, access to careers, inclusion, and innovation. Rebecca holds her Certified Association Executive (CAE) and Certified Fund Raising Executive (CFRE) designations, as well as an MBA from the University of Chicago, Booth School of Business.

Resources:

Visit IDEO.com for information and resources on turning ideas into a future reality.

Explore more on embracing foresight and innovation.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Rebecca O’Brien & IREM Foundation:

LinkedIn: @RebeccaO’Brien & @IREM

Facebook: @IREM

Visit: https://www.iremfoundation.org/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.

In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from value-based partnerships. Dan Cole is the Head of Sales for AVIXA’s InfoComm show, which brings together more than 800 exhibiting companies at each show. Sean is the CEO of Hi-Fidelity Group, Inc. and Founder of Professionals for Association Revenue (PAR), which brings associations together to focus on innovative ideas for revenue growth.

Together, they explore how even lean association teams can strengthen their sales approach, why trust matters more than ever in business development, and what associations should be doing now to create more sustainable revenue growth.

In this episode, you’ll learn:

Practical sales strategies for when you’re short on resources.
What associations often get wrong when approaching partnerships.
How sponsorship and exhibit sales are evolving and what associations should prepare for next.
How to adapt your trade show for changing attendee expectations.
How stronger sponsor relationships lead to more sustainable revenue

About Our Guests:

Dan Cole is a sales and business development leader with more than 35 years of experience driving revenue growth across the exhibitions, events, and association industries. He currently serves as Head of Sales for AVIXA’s InfoComm show and previously held leadership roles at the International Spy Museum, Hargrove, Inc., and CES, where he spent more than 16 years leading business development efforts. Known for his expertise in sales strategy, relationship building, and high-performing teams, Dan is also an active contributor through advisory roles with organizations including Professionals for Association Revenue (PAR) and the Center for Exhibition Industry Research (CEIR).

Sean Soth is the Founder and Chair of the Leadership Advisory Board for Professionals for Association Revenue (PAR), where the staff leads initiatives that advance business development strategy and innovative revenue models across the association community. PAR events include Association Business Week and the annual RevUP Summit, which brings together association business teams looking to share ideas and improve revenue health.

Resources:

Read Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss and Reset: How to Change What's Not Working by Dan Heath.

Explore more on making non-sales staff key revenue drivers.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Sean Soth & PAR:

LinkedIn: @SeanSoth & @PAR

Visit: https://mypar.org/

Connect with Dan Cole & AVIXA:

LinkedIn: @DanCole & @AVIXA

Visit: https://www.avixa.org/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Never Split the Difference: Negotiating As If Your Life Depended On It

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When associations think about growth, the focus often turns to tactics—new offerings, sponsorships, and pricing strategies. But there’s a real opportunity in looking deeper.

In this episode, Christine sits down with Lori Anderson, President and CEO of the International Sign Association, to explore how values can shape not just member experience, but engagement, growth, and long-term success.

With more than 20 years leading ISA, Lori has helped guide the organization through major shifts in how it serves its members. Most recently, her team conducted a large-scale values research initiative to better understand what truly matters to their members. These insights have transformed how they approach everything from programming to their annual trade show.

Christine and Lori discuss how focusing on shared values like connection, purpose, and belonging can lead to stronger relationships, more engaged members, and new opportunities for growth beyond traditional revenue streams.

In this episode, you’ll learn:

How values-driven strategies can open the door to new revenue models and opportunities.
How to better understand what drives your members.
The difference between demographics and values-based segmentation.
Practical ways to apply values insights to events, programs, and member experience.
How to measure success, maintain momentum, and develop consistent growth.

About Our Guest:

Lori Anderson is the President and CEO of the International Sign Association, where she leads efforts to support the sign, graphics, and visual communications industry through advocacy, education, workforce development, and its flagship ISA International Sign Expo. Over her tenure, she has guided the organization through major structural and strategic changes, expanded its reach into emerging sectors, and championed initiatives that promote diversity, develop future leaders, and strengthen the industry’s workforce. A respected voice in the association community, Lori is an ASAE Fellow and Certified Association Executive (CAE), and was named Trade Association Executive of the Year by Association TRENDS in 2025.

Resources:

Read The Death of Demographics: Valuegraphic Marketing for a Values-Driven World by David Allison.

Explore more on the challenge of turning traditional data into insights.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Lori Anderson & ISA:

LinkedIn: @LoriAnderson & ISA

Facebook: @ISA

YouTube: @ISA

Visit: https://Signs.org/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Membership dues have long been the foundation of association revenue, but that model is shifting. As dues make up a smaller share of the overall picture, associations must rethink how they generate income and deliver value.

In this episode, Christine sits down with Sheree Anne Kelly, CEO of the Association of Chamber of Commerce Executives, which represents more than 10,000 chamber professionals worldwide. Sheree Anne has a front-row view of how associations are adapting to these changes and where new opportunities are emerging.

They discuss innovative approaches to non-dues revenue, including freemium models, fee-for-service programs, and concierge-style offerings. If you want to future-proof your association’s revenue, or learn about innovative revenue ideas, this conversation is full of practical insight you can apply right away.

In this episode, you’ll learn:

Why membership dues are declining as a percentage of revenue.
How freemium membership models work and when to use them.
Real-world examples of associations driving rapid membership growth.
Alternative revenue strategies, including fee-for-service and concierge-style offerings.
What it takes to build resilience in today’s evolving association landscape.

About Our Guest:

Sheree Anne Kelly is the CEO of the Association of Chamber of Commerce Executives. Under her leadership, ACCE has expanded services, grown membership, launched new research and thought leadership, and built strategic partnerships across the industry. She previously spent 16 years at the Public Affairs Council as a senior leader and brings additional experience from roles at the National Association of Home Builders and the U.S. Chamber of Commerce, giving her a broad perspective on advocacy, membership, and organizational growth.

Resources:

Read Emotional Intelligence 2.0 by Dr. Travis Bradberry and Dr. Jean Greaves.

Explore more on unlocking non-dues revenue.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Sheree Anne Kelly & ACCE:

LinkedIn: @ShereeAnneKelly & @ACCE

Facebook: @ACCE

Visit: https://www.acce.org/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Many associations still treat revenue as something separate from their mission. But what if that thinking is actually holding them back?

In this episode, Christine sits down with John Bacon, Vice President of Sales and Partner Experiences at ASAE, to discuss a shift in how associations approach revenue—and why it needs to be more intentional, integrated, and value-driven.

John brings a unique perspective, having spent years on the for-profit side, including at Naylor, providing services for associations. He now leads revenue growth across print, digital media, sponsorships, partnerships, and events for ASAE.

Together, they discuss what it really means to move beyond transactional revenue models and toward strategies that build trust, strengthen relationships, and deliver real outcomes for both members and partners. If you’re looking to rethink how revenue fits into your organization and how to make it work harder for your mission, this conversation offers a practical place to start.

In this episode, you’ll learn:

The important difference between lead generation and demand generation.
How to shift from transactional sponsorships to more intentional partnerships.
Simple ways to find untapped revenue opportunities within your existing offerings.
Why content should be treated as a long-term asset, not a one-time deliverable.
How to better align internal teams around a shared revenue strategy.

About Our Guest:

John Bacon is the Vice President of Sales & Partner Experience at ASAE, where he leads revenue growth across media, sponsorships, partnerships, and major events while focusing on delivering meaningful value for partners and enhancing member engagement through content strategy. Prior to joining ASAE, he spent 16 years at Naylor Association Solutions in senior leadership roles, driving record-setting business growth and developing deep expertise in sales, strategy, and partner experience.

Resources:

Visit the ASAE Learning Academy.

Explore more on turning a sponsor into a strategic partner.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with John Bacon & ASAE:

LinkedIn: @JohnBacon & ASAE

Visit: https://www.asaecenter.org/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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What makes some associations thrive while others fade out? According to KiKi L’Italien, the answer lies in one crucial element: trust.

KiKi L’Italien is a media strategist and advisor who created the Association Chat, a community-driven media brand that evolved into a multi-platform ecosystem including a magazine, live events, podcast, newsletter, and online community, serving the association industry for more than 16 years. She is also the host of the Things Go Sideways podcast.

In this episode, Christine and KiKi explore how trust impacts everything from revenue to member engagement and why it’s not just a soft concept, but a measurable driver of success. They also unpack how associations can build and maintain trust through intentional communication, even as new technologies like AI enter the picture.

In this episode, you’ll learn:

How trust directly impacts growth and revenue.
Real-world examples of how associations can monitor, maintain, and grow trust.
The warning signs when trust is breaking down—and what to do about it.
The important distinction between transparency and honesty.
How to integrate emerging tech like AI to strengthen member relationships.

About Our Guest:

KiKi L’Italien is a media strategist, storyteller, and trusted advisor who helps organizations build relevance, credibility, and connection through human-centered media and narrative strategy. She founded Association Chat and now works as a Fractional Media Director and Brand Storytelling Advisor, creating interview-driven content and thought leadership platforms that deepen trust and engagement. She also hosts the Things Go Sideways podcast, which explores leadership and change, and was recognized with the 2025 ASAE Academy of Leaders Award for her impact on the association community.

Resources:

Listen to Things Go Sideways.

Subscribe to Ungovernable Context by Brian Kirkland.

Explore more on using emerging tech so that your association can lead into the future.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with KiKi L’Italien:

LinkedIn: @KiKiL’Italien

Visit: https://amplifiedgrowthmedia.com/

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Revenue is top of mind for just about every association right now—but the real question is, are we thinking about it the right way?

In this Season 4 preview, Christine is joined by two Naylor colleagues: Taylor Kessel-Salomonsson, Chief Growth Officer, and SaraCatherine Goodwin, VP of Member Sales and Strategy. Together, they set the stage for a season focused on rethinking how associations approach revenue as a core driver of member value and long-term growth.

In this episode, Christine, Taylor, and SaraCatherine break down what they’re seeing across the industry right now and where the biggest opportunities lie. From building trust to creating year-round partnerships, this conversation offers a clear lens into how associations can evolve to stay relevant and unlock new growth.

In this episode, you’ll learn:

What associations are getting wrong and right when it comes to revenue strategy
The financial impact of a clearly stated value proposition
How trust fuels both engagement and financial growth
How to meet increasing sponsorship demands
What high-performing associations are doing differently to drive success

About Our Guests:

Taylor Kessel-Salomonsson is the Chief Growth Officer at Naylor Association Solutions, where she leads the company’s integrated growth strategy across marketing, sales, and go-to-market functions. With experience spanning startups and global enterprises—including Salesforce, DocuSign, and Bloomfilter—she focuses on driving revenue, expanding market reach, and helping associations grow membership and engagement.

SaraCatherine Goodwin is the VP of Member Sales and Strategy at Naylor, where she partners with association leaders and internal sales teams to drive sustainable revenue growth and long-term client success. Known for her expertise in association media, sales strategy, and performance management, she works to align advertising solutions with member needs while building strong, high-performing teams.

About Our Host:

The host of the Association Adviser Podcast, Christine Shaw, is the CEO and President of Naylor Association Solutions, where she leads strategy to help associations grow members and revenue through integrated media, events, and technology solutions. A two-time CEO with more than 20 years of experience across media, events, and B2B sectors, she brings deep expertise in digital transformation and strategic leadership.

Resources:

Continue learning about how to create a strategic path forward for non-dues revenue.

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Taylor Kessel-Salomonsson & SaraCatherine Goodwin:

LinkedIn: @ChristineShaw & @TaylorKesselSalomonsson & @SaraCatherineGoodwin

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The future of associations isn’t just about adopting new technologies—it’s about building cultures where people can thrive. In this episode of the Association Adviser Podcast, host Christine Shaw sits down with Wendy-Jo Toyama, CEO of the American Epilepsy Society, to discuss what it really takes to create future-ready organizations.

Wendy-Jo has more than 25 years of leadership experience across associations and is known for championing creativity, equity, and belonging within the workplace. Her award-winning work has transformed teams, strengthened DEI efforts, and guided organizations through major disruption.

In this conversation, Wendy-Jo and Christine explore how associations can evolve their cultures intentionally. They unpack the realities of modern workforce expectations, from hybrid teams to accessibility to empowering people to bring their full selves to the mission. You’ll also hear lessons Wendy-Jo brings from her years in healthcare associations and why agility and creativity are essential as disruption accelerates.

You’ll learn:

What the strongest association cultures have in common.
How hybrid workforces can stay connected and collaborative.
Where DEI is headed next—and how to prepare your organization.
How accessibility and neurodiversity strengthen both teams and membership.
Lessons from the healthcare field that any association can apply.
Ways to build more agile, collaborative, and creative teams.

About our guest:

Wendy-Jo Toyama, MBA, FASAE, CAE, is the CEO of the American Epilepsy Society and a long-time leader in medical and professional associations. She has previously led the American Academy of Hospice and Palliative Medicine and the American Cleft Palate-Craniofacial Association, and served as a senior vice president at the American Dental Association. Wendy-Jo is known for her commitment to belonging and justice, having chaired multiple ASAE committees—including the Research Foundation Research Committee and the Diversity & Inclusion Committee—and leading the AANHPI Association Community Group. A Fellow of ASAE, she has been honored with the 2025 Key Award and the 2024 Woman of Influence Award.

Resources:

Recommended Reading: The Culture Code: The Secrets of Highly Successful Groups

Explore more on how to create a culture of engagement and performance.

Visit: AssociationAdviser.com

Connect with American Epilepsy Society & Wendy-Jo Toyama:

LinkedIn: @AES & @WendyJoToyama

Visit: https://aesnet.org/

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

The Culture Code: The Secrets of Highly Successful Groups

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The role of an association leader has never been more complex. Today’s leaders must navigate political pressures, respond to crises, and adapt to new technologies—all while keeping their members informed, supported, and inspired.

In this episode, Larry Sloan, MBA, CAE, FASAE, CEO of the American Industrial Hygiene Association (AIHA), joins host Christine Shaw to discuss how association leadership is evolving and why emotional intelligence has become one of the most essential skills for everyone in the association field.

Larry’s career has given him a unique perspective on advocacy, policy, and people. Over the past several years, his role has shifted from focusing primarily on member services to becoming a visible advocate in Washington D.C—representing his members amid federal funding cuts, agency changes, and moments of national uncertainty.

In this conversation, Larry shares how AIHA stepped up during the pandemic to fill vital gaps in public health guidance, how associations can respond when government support wanes, and how to lead through change with steadiness and empathy.

You’ll learn:

How association CEOs can adapt to changing political and financial environments.
How to keep your association ready for a pivot.
The hidden cost of hybrid work environments.
How to use feedback to fuel growth.
The leadership skills that will define the next generation of association professionals.

About our guest:

Lawrence Sloan serves as CEO of the American Industrial Hygiene Association (AIHA). Previously, he served as CEO of SOCMA, a trade association representing the U.S. specialty chemical industry. Mr. Sloan began his non-profit career at the Adhesive and Sealant Council, where he was promoted to his first CEO role in January 2005. He began his career as a chemical engineer at Air Products and later worked for Nalco Chemical in various capacities, including marketing, manufacturing, and sales. Mr. Sloan earned a BS in chemical engineering from the University of Pennsylvania and an MBA from Northwestern University’s Kellogg School of Management.

Resources:

Recommended Reading: Emotional Intelligence: Why It Can Matter More Than IQ

Explore more on the future of association leadership.

Visit: AssociationAdviser.com

Connect with AIHA & Larry Sloan:

LinkedIn: @AIHA & @LarrySloan

Facebook: @AIHA

Visit: https://www.aiha.org/

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Emotional Intelligence: Why It Can Matter More Than IQ

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Community is the most powerful member benefit that associations have. And that’s exactly what Ronn Nozoe, CEO of the National Association of Secondary School Principals (NASSP), is working to build.

Ronn’s background is deeply rooted in education—from classroom teacher to principal to Deputy Assistant Secretary for Policy and Programs at the U.S. Department of Education. Today, he leads NASSP with a clear mission: support school leaders in real time, not just once a year at a conference.

In this episode, host Christine Shaw talks with Ronn about how associations can create meaningful, ongoing connections among members—especially at a time when so many are feeling isolated. They discuss NASSP’s peer-to-peer engagement networks, the shift toward “hyper-personalized” professional learning, and new approaches to advocacy that amplify member voices in impactful ways.

In this episode, you’ll learn:

The power of peer-to-peer networks and what makes them work.
What “hyper-personalized” learning looks like and how to implement it.
How to elevate member stories to influence policy and drive advocacy.
How to use digital platforms to build connections amongst members.
The unique approach to seeking connection employed by the younger generation.

About our guest:

Ronn Nozoe is a lifelong educator and the CEO of the National Association of Secondary School Principals (NASSP), where he leads efforts to transform education through strong and supportive school leadership. Prior to NASSP, he served as associate executive director and interim executive director at ASCD, and earlier as deputy assistant secretary for policy and programs at the U.S. Department of Education, focusing on teacher quality, school safety, and equity for rural, migrant, and Indigenous students. In his home state of Hawai‘i, Ronn served as deputy state superintendent, where he elevated principals’ voices and helped increase achievement and graduation rates statewide. His career began at the school level as a teacher, vice principal, principal, and district superintendent. Ronn holds both his bachelor’s degree in English and master’s degree in education from the University of Hawai‘i at Mānoa.

Resources:

Recommended Reading: Drive: The Surprising Truth About What Motivates Us

Explore more on membership momentum and how engaging today can lead to growth tomorrow.

Visit: AssociationAdviser.com

Connect with NASSP & Ronn Nozoe:

LinkedIn: @NASSP & Ronn Nozoe

Facebook: @NASSP

Visit: https://www.nassp.org/

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Drive: The Surprising Truth About What Motivates Us

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Culture can make or break an organization. The right culture creates safety, fuels creativity, and gives people the freedom to solve problems. But outdated mindsets, organizational politics, and micromanagement can hold even the best teams back.

In this episode, host Christine Shaw talks with Tamesha Logan, MBA, CAE, Executive Director of American Mensa and Mensa Foundation, about what it takes to build a culture that drives results. Tamesha believes culture isn’t just “soft skills”—it’s a strategy. She shares how leaders can empower teams to take ownership, why boards need to make space for execution, and what it means to create psychological safety in the workplace.

They also dive into one of the most pressing issues facing associations today: how to engage younger generations and create a culture that resonates across all ages and experiences.

In this episode, you’ll learn:

Strategies to attract and engage younger professionals.
What a psychologically safe culture looks like — and why it matters.
Ways to empower teams to take initiative without micromanagement.
The right roles boards should play in shaping culture (and the roles to avoid).
How association culture will continue to evolve over the next five years.

About our guest:

Tamesha Logan is the Executive Director of American Mensa and the Mensa Foundation, bringing more than 17 years of experience driving impact across national and global nonprofit organizations. A proven strategist and collaborator, she has led initiatives that strengthen organizational performance, align teams to mission-critical goals, and deepen stakeholder engagement. Throughout her career, Tamesha has elevated brand visibility and expanded partnerships through innovative marketing and communications, securing national media coverage and support from high-profile leaders such as Kobe Bryant, Ken Griffey Jr., and Mark Cuban. Known for fostering empowering, future-focused cultures, she continues to champion meaningful leadership, creative problem-solving, and organizational growth across the association sector.

Resources:

Recommended Reading: The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth

Explore more on how associations can engage with Generation Z.

Visit: AssociationAdviser.com

Connect with American Mensa & Tamesha Logan:

LinkedIn: @AmericanMensa & @TameshaLogan

Facebook: @AmericanMensa

Visit: https://www.us.mensa.org/

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth

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If you work for an association, you know that revenue is always top of mind. In our 2025 Association Benchmarking Survey, 61% of respondents said non-dues revenue was their top concern.

Today’s guest, Bruce Rosenthal, is a strategic adviser who has helped associations create successful corporate sponsorship and partnership programs that increase revenue and add member value. Listen in as our host Christine Shaw sits down with Bruce to outline the tools that associations need to set them up for revenue growth well into the future.

In this episode, you’ll learn:

The real value proposition that inspires sponsors to partner with an association.
How to position your association as a preferred partner for industry education and thought leadership.
How to create an agency-style approach to sponsorships.
The importance of a thorough competitive analysis when approaching sponsors.
How associations can ensure their partnerships align with member needs.

About our guest:

Bruce Rosenthal is a strategic advisor, consultant, and educator with 20+ years of experience advancing corporate sponsorship programs for associations. He helps associations grow revenue, increase member value, and drive sustainability. Bruce is the author of Mastering Association Corporate Sponsorships and a leading voice on association-corporate relationships. He specializes in developing sponsorship program implementation plans and rethinking outdated revenue models for associations.

Resources:

Recommended Reading: Mastering Association Corporate Sponsorships: How to Create Strategic Partnerships that Add Revenue and Member Value

Explore more on boosting non-dues revenue in your association.

Visit: AssociationAdviser.com

Connect with Bruce Rosenthal:

LinkedIn: @BruceRosenthal

Visit: https://brucerosenthal.associates

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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Associations are all asking the same questions: How do we make AI and data work for us? How do we use it in a way that is both practical and ethical? Today’s guest, Tori Miller Liu has answers. She is the President and CEO of the Association for Intelligent Information Management and a leading voice in associations about AI ethics and data literacy.

Along with our host, Christine Shaw, Tori discusses what it takes for an association to implement emerging tech in helpful ways. Tori shares the tech skills every association will have to develop, as well as how to stay true to your membership base as AI reshapes the workforce.

In this episode, you’ll learn:

How to use AI to enhance human-to-human connection.
How to navigate tough conversations about AI’s workforce impact.
The importance of a human-centric approach to emerging tech.
How to map your association’s data ecosystem.
Why data literacy matters now more than ever.

About our guest:

Tori Miller Liu, MBA, FASAE, CAE, CIP is the President & CEO of the Association for Intelligent Information Management, the world's leading association dedicated to the information management industry. She is an experienced association executive, technology leader, speaker, and facilitator. Previously, she served as the Chief Information Officer of the American Speech-Language-Hearing Association. A longtime contributor and volunteer in the association community, Tori is a current member of the ASAE Executive Management Advisory Council and a co-founder and past Board Member of the Association Women Technology Champions. She was named a 2020 Association Trends Young & Aspiring Professional and 2021 Association Forum Forty under 40 award recipient. Tori was honored to be named an ASAE Fellow (FASAE) in 2023.

Resources:

Recommended Reading: AI Activation Code: Challenge the Conventional, Transform Your Company, and Lead the Future

Explore more on practical uses for AI in associations.

Visit: AssociationAdviser.com

Connect with AIIM & Tori Miller Liu:

LinkedIn: @AIIM & @ToriMillerLiu

Facebook: @AIIM

Visit: AIIM.org

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

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In today’s world, it’s more essential than ever for associations to strike the right balance between bold advocacy and thoughtful strategy. Our guest, Heather L. Maurer, CEO of the National Association of Nurse Practitioners in Women’s Health (NPWH) is intimately familiar with this balancing act. She has more than 27 years of experience leading nonprofits and associations through periods of uncertainty and political change.

Along with our host, Christine Shaw, Heather discusses the challenges facing associations in the healthcare space, from navigating advocacy to combating misinformation and supporting clinicians on the front lines. Heather reveals the strategies her organization uses to remain relevant and impactful, including fostering community, embracing adaptability, and staying true to the founding mission.

In this episode, you’ll learn:

How to grow the three pillars of any association: advocacy, education, and connection.
The importance of a multichannel approach when listening to member feedback.
The Inclusivity, Diversity, and Equity framework driving NPWH’s work.
How to find the “yes” amidst any obstacle that arises.
The content strategy NPWH employs to ensure member needs are met.

About our guest:

Heather L. Maurer is the CEO of the National Association of Nurse Practitioners in Women’s Health (NPWH). With more than 27 years of experience leading nonprofits and associations, Heather has built a reputation for guiding organizations through growth, transition, and challenge with clarity and vision. At NPWH, Heather is advancing the organization’s mission to support women’s health nurse practitioners and advanced practice registered nurses who care for women and gender-diverse individuals. Under her leadership, NPWH has prioritized health equity, cutting-edge continuing education, and real-time member support, ensuring the association remains the trusted champion for its community. Heather is known for her ability to align strategy with mission, empower her team to foster a truly engaged membership, and position associations at the forefront of advocacy and innovation.

Resources:

Recommended Reading: These Truths: A History of the United States

Explore more on identifying and acting on advocacy priorities.

Visit: AssociationAdviser.com

Connect with NPWH & Heather L. Maurer:

LinkedIn: @NPWH & @HeatherMaurer

Facebook: @NPWH

Visit: https://npwh.org/

Connect with Us:

LinkedIn: @NaylorAssociationSolutions

*Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

These Truths: A History of the United States

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If you want to take your association’s trade show from ordinary to unforgettable, this is the episode

for you. Our guest today, Daniel McKinnon, CEM, Chief Exhibitions Officer at MHI, has been in the industry for 30 years and currently leads two of North America’s biggest supply chain trade shows.

Daniel and our host, Christine Shaw, dive into the evolution of trade shows, the best tech driving the events industry forward, and the key to measuring the success of your trade show. Daniel shares how focusing on attendee value and investing in the right team can take your association’s events to the next level.

In this episode, you’ll learn:

How to make sure attendees return to your show year after year.
The importance of vendor and partner relationships.
How to leverage data and AI to work smarter, not harder.
The secret to executing big events with a small staff.
How to ensure the success of your trade show exhibitors.

About our guest:

Daniel McKinnon, CEM, is the Chief Exhibitions Officer at MHI, where he leads the team behind MODEX and ProMat, two of the world’s largest supply chain trade shows. With more than 30 years of experience in exhibition management, Daniel has held leadership roles at FreemanXP, Access Intelligence, 1105 Media, and Messe Frankfurt, among others, and has served as chair of both the International Association of Exhibitions and Events (IAEE) and the board of directors at the Center for Exhibition Industry Research (CEIR). A seasoned strategist in global events and business development, he continues to shape the future of the exhibitions industry while balancing life in Dallas with his wife, five children, and a house full of pets.

Resources:

Recommended reading: Courage To Execute

Explore more on member engagement.

Visit:https://www.naylor.com/

Connect with TAPPI & Larry Montague:

Email: LMontague@tappi.org

LinkedIn: @TAPPI

X: @TAPPITweets

Facebook: @joinTAPPI

Instagram: @tappi1915

Visit: https://www.tappi.org/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine 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!

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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 Now

Explore more on Leadership.

Visit:https://www.naylor.com/

Connect with CSAE & Tracy Folkes Hanson:

LinkedIn: @csae, @tracyfolkeshanson

X: @csaeconnect, @tracyFHanson

Facebook: @associationexecutives

Visit: https://csae.com/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine 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!

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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 Brew

Explore more onbuilding community.

Visit:https://www.naylor.com/

Connect with TSAE , Steven Stout & Katy Markert:

Listen: Better By Association podcast

LinkedIn: @Texas Society Of Association Executives, @Katyjomarkert & @StevenJscae

Facebook: @Texas Society Of Association Executives

Instagram: @TSAE_Official

Visit: https://www.tsae.org

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine 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!

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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 Coachable

Explore more on DEI Strategies & Inclusive Leadership.

Visit:https://www.naylor.com/

Connect with ASAE & Michelle Mason:

Email: mmason@asaecenter.org

LinkedIn: @ASAE, @Michelle Mason, FASAE, CAE

Facebook: @ASAECenter

Instagram: @ASAECenter

Visit: asaecenter.org

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine 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!

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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 Report

Explore moresolutions for non-dues revenue.

Visit:https://www.naylor.com/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

Sarah Sain, CAE: ssain@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we love to hear from you!

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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.

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Elections require a delicate balance of transparency and privacy. You want your members to know and trust the process and the results. But sometimes you also want to protect the privacy of individual choices. There's also the chance of human error if making a group decision the old-fashioned way: by a show of hands, or by counting scraps of paper.

That's why Pete Westerhaus and Tony Hoff are with us today to talk about the benefits of using an electronic balloting system like the one Survey and Ballot Systems offers. Their DirectVoteLive platform is a cloud-based system of conducting elections or voting on initiatives.

Pete, an account manager for Survey and Ballot Systems, and Tony, their marketing director, explain how software like DirectVoteLive makes balloting in any size association easy, quick, and most importantly, secure.

This is a topic we've never broached before, but given the larger climate these days, we felt it was important to address, if only to get associations thinking about the integrity of their own elections and decision-making processes.

Interested in appearing on the podcast? Want to suggest an idea for an episode? Email Kelly Clark at kclark@naylor.com!

ASAE's Annual Meeting is Aug. 13-18! While we're disappointed we can't meet everyone in person this year, we hope the online format means many of you will be able to tune in again for a few days of education, networking, and fun. We'll have a team in attendance online and we hope to chat with you about our member engagement and non-dues revenue solutions.

Our Chief Revenue Officer Walt Phillips will lead what's sure to be an intriguing Q&A session with the dynamic Baratunde Thurston for the opening keynote. Join us for an Action Lab to talk about how your association will strategically plan in our next normal.

If you're going to be there for the education sessions, check out Digital Summit's Senior Sales Director Cedric Fellows's Express Talk on Monday, August 16 titled, "Will Your Sponsors Succeed at Your Next Virtual Event?" It's a 20-minute talk about ways you can improve your sponsorship offerings for virtual and hybrid conferences.

We'll see you online August 13-18!

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Brian Hoffman, president at Illinois Bankers Business Services, loves banking. He loves what banks do for their customers and communities, and accurately predicted in his senior yearbook that he'd become a banker. Now all these years later, he's president of the Illinois Bankers Business Services, Inc. and Chief Evangelist, Co-Creator and Podcast Host for BankTalentHQ.com, a national network of job postings and resources for the banking industry.

Illinois Banking Business Services, Inc. is the for-profit arm of the Illinois Bankers Association. Its purpose is to create non-dues revenue for the association. IBBS started in the 1980s with a focus on selling insurance to members. Since then, the organization has grown to include a preferred vendor program and the online career center BankTalentHQ.com, a central hub for job listings and career resources for the banking industry.

Brian explains how BankTalentHQ grew out of members' stated need for more ways to get people interested in working for banks - and not just your stereotypical teller job, but everything that goes into running a successful bank - marketing, accounting, customer service, human resources, and more. This need for talent, and for people who would make a career out of banking, motivated the creation of BankTalentHQ. It started as a job board that catered to Illinois Bankers Association members, but has since expanded to a network of banking associations in 28 states, with more in the pipeline.

Brian tells us all about the amazing resources BankTalentHQ hosts and how he's built them. If you're thinking about adding or expanding your association's online career center, you'll definitely want to listen to hear how it can be done.

Thanks to our sponsor, Naylor Association Solutions, for supporting this episode. Learn more about our commitment to exceptional customer service and strategic growth for your membership at Naylor.com.

Want to appear on our podcast? Send Kelly an email at kclark@naylor.com. We'd love to talk with you about your association and the challenges and successes you're experiencing!

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If you've worked in restaurants, factories, hotels, schools, or other places before attaining your dream job, you're going to relate well to this episode's guest. William Jones is the editor-in-chief for Independent Agent magazine, the flagship publication of the Independent Insurance Agents and Brokers of America, Incorporated. But before he landed this position in October of 2020, he worked in all of those places. He's grateful for those experiences, however, because insurance is a part of every industry, and knowing first-hand the risks inherent in work in several industries has helped him better relate to members and what they want to know about through the magazine.

We talk with William about why it's hard for writers to build a career. When the Internet makes it easy for anyone to publish their words, the supply of writers increases. But so do the opportunities to practice your craft and set yourself apart from the pack. We cover how Will went from writing stories for free for a soccer fanzine to becoming editor in chief of a publication that serves 38,000 independent insurance agents.

We also cover how Will and his team heavily rely upon data to know how readers are responding to Independent Agent's content, and how essential it is to frequently survey readers to know what to talk about in future issues. IIABA is celebrating its 125th anniversary this year. And, the association has continuously published Independent Agent since 1903. There's a lot of tradition associated with a publication that established, but tradition will only get you so far.

Will's routine for examining readership surveys, and studying click and impression numbers and visitor activity on IA's website is what keeps Independent Agent going strong in an era when many associations are decreasing the frequency of their print publications or ceasing them altogether.

Thanks to our podcast sponsor, Naylor Association Solutions.

Want to be a guest on The Association Adviser Podcast? Have an idea for an episode topic? Email Kelly Clark, kclark@naylor.com.

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Change is hard, no matter how you look at it. Accepting change and working through it are essential to sustaining and growing your association, however. On this episode of The Association Adviser Podcast, we welcome Jennifer Spear, a facilitator, trainer, and un-consultant on this episode to talk about change. The past year has forced everyone to deal with some level of change, but the end of the pandemic won't signal the end of change forever. As associations like yours grow, adapt to new circumstances and refine their missions, change will always be a constant.

Jennifer works with organizations to help them think creatively, solve problems and plan strategically. Her consultancy, Unscripted, helps organizations accept the offer of change. We spoke with her about how to become more resilient and accepting of change, and how to work unscripted, especially during a time when we're all going through so many changes. She offers great advice about overcoming obstacles to changes as well as plowing through change fatigue in order to stay afloat and thrive. You're going to find this episode very useful no matter your association role or goals!

Before or after you listen to this episode, take the 2021 Association Communications Benchmarking Survey. This comprehensive study defines member communications best practices for associations of all sizes. It's possible because of professionals like you who give 30 minutes of your time to improve the practice of member communcations for all.

Give us your input to shape the report into an insightful and relevant resource for the entire association community. The survey is open through April 30, 2021. Participants who complete the survey will be entered for a chance to win one of 25 $100 Amazon gift cards when the survey closes. Access the survey today!

One more thing: The next Digital Summit at Home virtual conference is April 27-29, 2021. This is for all you association marketers—and for the association professionals who don't have "marketer" on your resume but wear that hat anyway. Hear keynote speeches from author Priya Parker, David Shing, and Robb Lee of ASAE. There will be more than 35 sessions across 3 days, and workshops about content marketing, member engagement, email marketing, lead generation, revenue strategies, diveristy and inclusion, and more. Snag your ticket at here! Groups of 3 or more get a $50 discount, even if that group isn't at the same organization! So tap your marketing friends to join you for 3 days of interactive learning. Go to digitalsummit.com and register for Digital Summit at Home for Associations, April 27-29, 2021.

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Digital Summit, the leading education-based conference for the digital marketing community, got a crash course in holding virtual events after the world shut down last spring. Their team has learned tons about holding a interactive virtual events that speakers and attendees want to log on for—and Kip Edwardson and Jenn Sioteco from the Digital Summit team share what they've learned about holding a successful virtual event on this episode. In person, Digital Summit typically holds conferences in more than 23 cities each year. Their events attract thousands of marketers at 1,200+ sessions, workshops, and seminars annually covering digital marketing best practices & tactics. Their speaker roster has included such luminaries as Seth Godin, Gary Vaynerchuk, Ann Handley, Mark Cuban and Randi Zuckerberg. When the pandemic happened and we all settled into our homes for the year, the staff at Digital Summit thought moving their eents online wouldn't be a problem. But they soon discovered—as your association has probably also figured out by now—that running an event online is just not the same as organizing it in person. Now, Digital Summit is thriving with their Digital Summit at Home events. Kip and Jenn share how they refined their approach to online events, what they looked for in a virtual event platform, and how they modified internal operations to level up their virtual conference game and make logging on to another virtual meeting something you WANT to do. Take the 2021 Association Communications Benchmarking Survey! This comprehensive study defines member communications best practices for associations of all sizes. The results have given association communicators a road map to more effective member communications for a decade! Snag your ticket to Digital Summit at Home:Associations here! Groups of 3 or more get a $50 discount, even if that group isn't at the same organization! So tap your marketing friends to join you for 3 days of interactive learning. Go to digitalsummit.com and register for Digital Summit at Home for Associations, April 27-29.

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Association professionals are under constant pressure to get more done with fewer resources. They're being compared to leaner, more agile startups, and they're being told their foundations are outdated. What do you do when faced with the need to streamline operations?

To continue on a path of delivering outstanding membership experiences and making progress toward their mission, Emily Hendershot of Nova Strategies recommends following a 3-step process to optimize operations. She talks with us on The Association Adviser Podcast about what it means to optimize association operations. Optimization is not the same as improving productivity or efficiency, but a combination of both. She recommends slowing down with your staff and asking yourselves three key questions when faced with narring time and resources but a goal of providing the best member/stakeholder experience:

What's being done?
What should be done?
How can we make it better?

More than just increasing efficiency or productivity, optimizing your membership management means to make the best or most effective use of the time and resoruces you have. Optimized operations lead to happier staff and members. Focusing on the operations that really matter can also help your association fulfill your mission better.

Emily loves building strong, collaborative relationships with organizations to strategize efforts and optimize operations. Her successful history in creating and executing strategic initiatives has driven growth for global associations with membership targets from 200 to more than 125K people.

She'll share a lot more during April's Digital Summit event, which you can sign up for online at digitalsummit.com. Digital Summit is 3 days of interactive, exciting sessions about everything marketing, including content, lead generation, branding, email, social, video, and and more. You can attend from the comfort of your home, office, favorite coffee shop, or anywhere you have an internet connection. Digital Summit's speakers are LIVE and excited about helping attendees like you learn. Reigster today!

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Members join your association for the mission, but buy your value. Or do they buy your mission and stick around for the value?

Our guests Dave Will of PropFuel and Tom Morrison of MTI explore the balance associations must strike between focusing on association mission and providing member benefits.

If Tom and Dave's names sound familiar, it might be because they host the Association Strong podcast. There, Tom and Dave offer insight from both a seasoned association executive and an entrepreneur perspective about topics that help associations drive value and engagement while running more efficiently. They've joined us on The Association Adviser Podcast to further explore what it means for associations to offer an engaging membership experience while also earning enough revenue to continue serving members.

We cover a broad range within this topic, including how the pendulum of association business seems to swing between focusing on mission versus emphasizing member benefits. We address marketing strategies like conversational marketing and using FOMO, or fear of missing out, to get members more involved. And we break down Tom's framework for association business that he dubs "ALIVE." It's all about asking your members what they need and responding with value. Listen to the conversation to get the full explanation!

Thanks to our podcast sponsor, Naylor Association Solutions.

Want to be a guest on The Association Adviser Podcast? Have an idea for an episode topic? Email Kelly Clark, kclark@naylor.com.

Check out the Association Strong Podcast as well! There's strong, and then there's Association Strong.

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We're almost one year into the COVID-19 pandemic in North America, and virtual events - or at least hybrid events with both in-person and virtual components - are here to stay. One aspect of virtual event production that's essential to do well is meaningful sponsorships that encourage exhibitors to continue their financial support of the association. But how do you connect your sponsors with attendees when they're separated by two screens and a WiFi range? What benefits do you offer when you can't guarantee a certain amount of foot traffic past their booth?

Tobias Schremmer, director of sponsorships for Digital Summit, shares how he and his team have created virtual sponsorship packages that contain the "steak" - the attendee interactions and information that sponsors and exhibitors want - plus some "sizzle," or extras you should throw in to make sponsorship with your particular association worth continuing during this period of remote gatherings. In this episode, hear what they've learned about offering a meaningful virtual sponsor program that still leaves exhibitors satisfied with their ROI.

Thanks to our sponsor, Naylor Association Solutions!

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It's planning season for most associations - the time of year when we take a long-term view of how far we've come and where we'd like our work to take us in the new year. For many association marketing teams, it's time to draw up a communications and marketing plan. Rachel Clemens, chief marketing officer, and Nicole Araujo, client engagement director, both of Mighty Citizen, join us for a discussion about creating a comprehensive communications plan that covers all your bases AND wins over your leadership team.

Rachel and Nicole have come up with a five-part communications plan template that will help you write out everything you need to consider for a stellar communications program next year. We also discuss how to gain acceptance of the plan among your organization's leadership, including how to get approval for ideas you've never tried before.

We wrap up with thoughts about how often you and your team should check in with your plan to ensure you're still on track, and what to do when things go off the rails as they did spectacularly in 2020.

This episode will help to anyone listening who is new to strategic communication planning or is looking for a refresher about best practices for creating a comprehensive marketing plan.

Find Mighty Citizen's five-part communications plan template here.

Thanks to our podcast sponsor, Naylor Association Solutions!

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Our guest this episode is Jeff De Cagna, FRSA, FASAE, a leader and contrarian thinker in the association community. He talks with us today about the need for associations to reinvent themselves in the leadership and stewardship roles they were meant to fulfill. 2020 has been a year of uncertainty, protests, political upheaval and refocusing of all kinds of priorities. It's past time associations take a hard look at what their priorities are, and adjust accordingly.

Jeff explains that many associations have spent the last 20 years falling into what he calls "the relevance fallacy," or the idea that being relevant to as many stakeholders as possible is the ultimate goal. But relevance has caused association leaders to become more self-serving, and less focused on who they really need to be serving: their members, supporters, and their professional and geographical communities at large.

He goes further to say that going forward, associations must show a willingness to be uncomfortable as we transition to a way of doing business that's more sustainable and profitable. Reinventing associations in this image of stewardship will involve hard choices and the courage to take some self-sacrificing actions, but associations' very existence is at stake. If you've been thinking your association needs to regroup as we head into a new year, this episode is for you.

Read Part I and Part II of Jeff's article series, The Reinvention Mandate.

Thank you to our sponsor, Naylor Association Solutions. Naylor is devoted to building stronger associations. Learn how at www.naylor.com.

Want to be a guest on The Association Adviser Podcast? Have an idea for an episode topic? Email Kelly Clark, kclark@naylor.com.

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Before 2020, Zoom meetings were somewhat of a novelty. But since March of this year, almost everyone has become familiar with — and become fatigued from — virtual meetings. Now, associations are having to step up their online meeting game to keep members engaged and excited about their involvement from home.

And that's when Lindsay Gross and Kate Pojeta step in. Lindsay is the director of facilitation services and Kate is director of meetings and technology for Event Garde, a trendsetting professional development consulting firm that helps associations and nonprofits pushes the boundaries of what’s normal and expected to facilitate lifelong learning. On this episode, they share with us how Event Garde is helping associations support their boards and members through strategic, engaging online meetings.

We talk through specific strategies their team uses for preparing for a remote meeting, and how running a remote meeting differs from in-person. Lindsay and Kate take a holistic approach to online meeting facilitation that emphasizes taking care of participants as much as it emphasizes acheiving the meeting's goals. It's a great lens through which to view virtual event planning and management, especially in a year that has been so heavy. In addition, they address managing everyone's expectations for what constitutes a successful virtual meeting, and how to make the most of engaging with others online. Kate and Lindsay teach us how to tap into unexplored possibilities to make your next virtual strategy session, board meeting, or full-blown annual conference a success.

Event Garde has teamed up with Ricochet Advice to publish The Complete Guide to Virtual Event Creation, a tool to help with the conceptual preparation and detailed planning that virtual events require. Producing a virtual event is difficult, and those with years of experience can anticipate and resolve all the challenges associations face. But if you're new to virtual events, this virtual event guide, with its 147-point checklist and structures, should help you avoid the more common mistakes and put on an engaging event from which your attendees will benefit. Download The Complete Guide to Virtual Event Creation for free today. We cannot recommend this virtual event guide from our trusted content partners, Event Garde and Ricochet, enough!

Want to guest star on The Association Adviser Podcast? Want to submit an idea for an episode? Email Kelly Clark, kclark@naylor.com. Submissions are always welcome!

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How many times have you daydreamed about ditching your current job and doing something totally different? Nicolle Merrill wants you to know: A career change, whether voluntary or involuntary, is nothing to be afraid or ashamed of. She's a writer, speaker, and experienced career coach who is passionate about teaching professionals of all ages and experiences how to go after your dream job. Her book, Punch Doubt in the Face: How to Upskill, Change Careers, and Beat the Robots, translates the hype about robots taking all the jobs into a guide that helps professionals understand how to keep their skill set relevant and their mind engaged in their work. We talk with Nicolle about common themes she hears from workers of all ages. Things like, "I don't know what I want to do for the rest of my life," or "I want to change careers - but I don't want to go back to school." She walks us through her approach to overcoming these mental obstacles, and how to map your interests to your career path. After listening, you'll be motivated to take the necessary steps toward achieving your dream job while taking advantage of every career opportunity out there. Read more about Nicolle and her career changing work at her website, nicollemerrill.com. Her book, Punch Doubt in the Face: How to Upskill, Change Careers and Beat the Robots, is available on Amazon and on her website. Listen to her podcast at www.50conversations.com. Advertise on this podcast, or any of Association Adviser‘s platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here. Suggest a guest or topic for The Association Adviser Podcast by emailing Kelly Clark at kclark@naylor.com. Thanks to our podcast sponsor, Naylor Association Solutions.

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We're discussing the results of the 2020 Association Communications Benchmarking Report. This report, published by Association Adviser and Naylor Association Solutions, details the challenges and successes association communicators face when producing their member communications. Over the course of nine years, more than 3,000 respondents have taken the survey, representing more than 100 industries. They've given us invaluable insight into how association staffs manage their member communications, how often they publish, in what channels, and to which member groups. This year, Association Adviser also added a number of questions specific to the COVID-19 pandemic and how it’s affected associations since the spring. And we've brought Sarah Sain, director of content at Naylor, to explore in more depth what the benchmarking report says about the state of association communications in 2020. Sarah Sain, CAE is responsible for the overall strategy, leadership and management of Naylor’s content department. In her nine years with Naylor, Sarah has provided editorial consultation and content strategy for more than 30 associations across an array of industries. Today, she works closely with a select group of Naylor’s association partners to plan, coordinate and produce their print and digital communications. Sarah also serves as writer and managing editor of Association Adviser. Sarah delves into the major challenges association communicators report facing in 2020, and six recommendations for meeting those challenges. While the report team does an excellent job every year of offering advice for association communicators, this year's recommendations are going to be so important as associations strive to prove their membership value and retain members through excellent communications. Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here. Suggest a guest or topic for The Association Adviser Podcast by emailing Kelly Clark at kclark@naylor.com. Thanks to our podcast sponsor, Naylor Association Solutions.

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"We will all be remembered by how we react to this situation" says our guest, Thomas Foreman, executive director of the Building Supply Industries Association of British Columbia and the Northwest Industries Association. The Northwest Industries Association formed in April 2019 to focus on building the strength of small- and medium-sized businesses in three areas: advocacy, education and training, and revenue-generating partnerships.

We spoke with Thomas about how NWIA members have banded together to help local businesses, keep each other informed, and most importantly, continue helping unemployed job seekers find meaningful work.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com. Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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In the commodity business, people tend to think "If I supply it, someone will buy it." But the world is changing, and interacting with all parties involved in a supply chain can supply valuable knowledge for industry professionals working to create and sustain a profitable business model. That's why the Fisheries Council of Canada, led by president Paul Lansbergen, CAE, created the Future Leaders Canada program. Future Leaders Canada exposes participants to different parts of the fisheries supply chain that they would otherwise never see, and expands their personal network of industry individuals and companies. We spoke with Paul and Future Leaders Canada graduate Denise Avery-Reinhoudt about the goals of the program, how they planned and implemented the inaugural program in 2019, and their plans for enriching the program further this year. The program is a testament to the power of associations to bring members from diverse roles within an industry together to deepen their knowledge about the way their industry works while helping members network on a more personal level. Paul and Denise's conversation will encourage any association staff trying to better their member engagement and education offerings.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com. Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Our guest this episode is Evan Reid, Data Analytics Manager for the American Speech-Language-Hearing Association. Evan has been working with ASHA for almost two years to improve ASHA's use of its membership and operational data so that staff can deliver data and answer people's questions as quickly as possible through tools they can use on their own.

His team's goal is to create a "curated data exploration experience" where ASHA team members can dig into the data they need in a customized dashboard. Evan details how they're deciding what data to include, what kind of capabilities their new platform must have, and how he's getting everyone at ASHA excited about data analysis.

Some of the tactics he tells us about might be tactics you'd want to adopt at your association: Short in-office workshops, data "science fairs," and stickers labeled "data nerd" or "data geek." Evan explains that there IS a difference between the two, and such tokens have been a strong motivational tool for encouraging data literacy at ASHA.

Listen in for more tips about how to draw tech-adopters AND tech-avoiders into a productive conversation about making better use of your organization's data.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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When your association thinks of member engagement, do you think of metrics like website logins or event attendance? Or do you think of member engagement as a broader effort to create a better membership experience? That's how Amanda Kaiser of Smooth the Path wants more associations to approach their member engagement and retention plans. Through her work as a member engagement specialist, Amanda advocates for associations to connect with members in broad, intentional ways that end up improving your retention rates. We talked with Amanda about how to make members feel valued by going back to the basics of what makes people feel like they belong to a group. We also discuss Kaiser's annual New Member Engagement Study that provides valuable data about what works in a typical new member onboarding program, and which outdated practices associations can abandon.

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Why are podcasts so popular, and how can your association begin one?

Podcasts operate similar to books, says Brian Fanzo, podcaster expert at iSocial Fanz and our guest on this episode. As you listen to a podcast you can create personal visualizations for yourself, which help you feel more connected to the host, brand or organization behind the podcast.

Podcasting might seem like too much of a time commitment to association professionals, or like something you've missed getting a jump on, but there's still lots of opportunity to make your mark with a podcast, whether it's for member resource sharing, highlighting member work, advocacy, or industry education. In this mini conversation, Brian advises associations interested in podcasting to learn how to use a few basic, free tools, then just "press the damn button" - meaning, just go for it!

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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How well can people with vision impairment navigate your website? Would someone who is color blind be able to grasp everything you convey in your latest brochure? Accessibility isn't something that's widely talked about in the tech or association communities, but it's on the mind of Carmen Collins, senior social media and brand talent manager for Cisco.

Inspired by her experiences working with a broken elbow and then a visually-impaired intern, Carmen has been improving the accessibility of Cisco's online properties to create a better user experience for everyone, not just people who are already fully-abled. Adding things like captions for video or using cap case ("Cap Case") for hashtags can make your online content stand out, and your brand appear more caring and purposeful than your competition.

Our conversation at last fall's Digital Summit Tampa covered a range of accessibility topics from creating mobile-first content, to managing multiple platforms, to being judicious about your use of emojis. Listen to learn how you can easily and gradually make your online content reach more people by making it more accessible.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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If you were hired to revamp an association's 5-year plan, where would you start? If you're Garth Jordan, you'd start with the people in the association - and not just the staff or board of directors, but a representative sample of members at all levels of involvement.

Garth is the senior vice president and chief strategy officer for the Healthcare Financial Management Association, talks with us this episode about planning your association's strategy using human-centered design, and learning to really connect with members by shadowing them to understand their concerns and hopes for the direction of your association. He also emphasizes that associations must plan not only for the now, but for the near and far future.

Strategic plans can look forward, but unless they account for the now, near and far, your plans might not have the resources or manpower allocated properly to execute it.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Have you heard of a member data platform? It's a software hub that offers an association a 360-degree view of a member or customer by breaking down silos between individual data platforms, such as an email marketing program or an eCommerce account. A member data platform can help your association find out how engaged members are by showing a map of all the different ways they interact with your resources.

At this month's ASAE TEC Show, we spoke with Jeff Horne and Juan Silva of Wicket, creators of the world's first member data platform. Jeff and Juan led us through how an MDP works, and how it can increase operational efficiencies for your association. We learned how an MDP can help you trust your data more, and most importantly, use your data more often to make business decisions that will further your mission and grow your influence.

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We're honored to host Rachel Clemens, chief marketing officer for Mighty Citizen, a firm that transforms mission-driven organizations through branding, marketing, and digital communications.

Rachel talks with us about why associations should survey their members regularly, how to build trust in your survey process, and what specific components make up a truthful, informative survey.

We also cover ways to customize your surveys for different member groups or for different surveying purposes, and we had a great discussion about incentivizing survey takers. Did you know that incentives that are too small or large can work against your surveying efforts? Us neither! Listen on for Rachel's explanation why.

Learn more about Mighty Citizen.

Check out Mighty Citizen's helpful guide to creating member surveys that work!

Advertise on this podcast, or any of Association Adviser's platforms, and reach thousands of association professionals eager to learn more about the businesses that can help them operate more effectively. Check out our media kit here.

Suggest a guest or topic for The Association Adviser Podcast! Email us at associationadviser@nayloronline.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Association Adviser welcomes Tamsen Webster of The Red Thread® to this episode! Tamsen helps organizations to help people find, build, and tell stories of their ideas. She combined 20 years in brand and message strategy with four years as a TEDx Executive Producer to create The Red Thread™, a simple way to change how people see and what they do as a result.

The Red Thread™ is the connection between a question and the answer. It's how you get others to care about your association's story. This could mean how you get members to join, and how you want them to engage with your association once they've joined. Weaving your Red Thread is about doing the work to know where your members are, to build THEIR case for joining and staying involved, and for creating a sense of pride in being a member of your association and industry.

Tamsen taught us that people want to believe they're smart, capable, and good. You'll want to listen to how she explains "letting others have your way" when it comes to disagreements and opposing viewpoints.

Learn more about The Red Thread at https://tamsenwebster.com/.

Find her free Red Thread assessment for your association here: https://tamsenwebster.com/how-big-is-your-big-idea/

Interested in advertising on this podcast or within another Association Adviser publication? Browse our media kit.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We talk with Jen Capstraw, strategist and email geek, about today’s email capabilities and how anyone can be a proficient email marketer if they take advantage of the tools available to them.

Links:

Women of Email: Find them on Facebook and at the Women of Email website.

Email Geeks Slack Chat

Email and Cross-Channel Testing: You're Doin' It Wrong (webinar referenced during the episode)

Learn more about Iterable.

Advertise with Association Adviser!

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Join Sarah Sain, Naylor's director of content, member communications, as she explains the results from the 2019 Association Communications Benchmarking Report. this is the 8th year of the survey and resulting report, and we're starting to see a shift in association communication priorities.

Sarah discusses which communication challenges are vexing associations the most, which publication types are holding strong, and why having clean member data is the responsibility of everyone on an association staff.

Want to download the report for yourself? Find it at resource.naylor.com/benchmarking.

Want to take the survey? It's open year-round! Association professionals who complete at least 50% of the survey unlock access to a custom communications report card. See where your association's strengths lie compared to industry best practices, and know which areas of your communication practices could use some improvement. Compare your performance to similar-sized associations, and if you've taken this survey over multiple years, compare your progress! Find the survey and your custom report card at communicationsbenchmark.naylor.com.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We speak with Chris Knoch of Big Squid, a company that produces automated machine learning platform for business insights. Chris explains what machine learning and artificial intelligence are, and how associations can use machine learning to better position themselves for success.

Plus, he discusses how associations can use data they already have, such as membership renewal or event registration data, to predict how successful their recruitment or event marketing efforts will be in the future. It's a great conversation, especially if you're interested in machine learning but haven't had the time to dive further into how you could apply it to your operations.

Thanks to Chris for joining us!

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We spoke with Kevin Daley, director of government affairs for Naylor Association Solutions, and Dr. Madelaine Feldman, president of the Coalition of State Rheumatology Organizations. CSRO advocates for access to the highest quality medical care for rheumatic disease patients with autoimmune inflammatory and degenerative diseases. They provide a network for state societies to exchange information regarding issues surrounding high quality care to Rheumatic disease patients, and collaborate with patient organizations, national and international societies and others whenever possible and appropriate in order to achieve better policies and care for rheumatic patients and their families.

Dr. Feldman is passionate about her work both as a doctor and as an advocate for patient access to the right medicines, streamlined healthcare processes, and fair policies for all patients. We loved talking with her about her experiences educating patients about their rights, speaking on Capitol Hill, and facing opposition. If your association is wondering how to get into advocacy activities to enact change in your industry, this is definitely an episode you will want to hear.

Kevin Daley is the Director of Government Affairs at Naylor, where he tracks and analyzes state and federal legislation and regulation of impact to clients. His insight into the legislative process and how associations can become involved, is valuable for anyone wanting to learn more about association advocacy.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We recently caught up with Courtney Ross and Tirza Austin of the American Society of Civil Engineers to talk about the variety of career resources ASCE offers through its online career center, called Career Connections. Started in 2003, Career Connections has grown strategically and organically into a multi-faceted resource that includes a job board, education hub, salary surveys, and information about career paths in engineering.

But their career center is more than an information hub. Through initiatives like their Mentor Match mentoring program and a comprehensive directory to local ASCE branches and sections, the pair is working hard to encourage members to network offline and get involved in association-sponsored activities that can truly change their career paths.

Tirza and Courtney share how they're overcoming the perception that Mentor Match is an engineering version of Match.com, and how they're letting each bit of feedback about ASCE's career resources guide their decisions about what to do next. If you're involved in your association's professional development or career resource programming, this episode is full of information and mini case-studies you'll definitely want to hear.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Kelly and Kaydee speak with Liz Kovach and Jessica Cranmer of the Western Retail Lumber Association about the work they and their staff are doing to modernize WRLA's events, industry talent pipeline, and government relations.

WRLA began in 1890 as an organization to facilitate the success of the building industry. Today, it represents 2,400 member businesses and 262,000 Canadians employed in building material-related industries. Liz and Jessica talk about updating WRLA's Buying Show with an educational track (it never had one until last year!), their partnership with the Southern Alberta Institute of Technology to show students that working lumber industry doesn't mean you become a lumberjack, and their plan to regroup with related associations and create a strategy for advocating for the lumber industry at the federal level.

It's a great conversation to hear if your association is considering becoming more involved in government relations. Thanks to Liz and Jessica for joining us!

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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We’re happy to welcome back Sharon Newport, Executive Director for the Door Security & Safety Foundation and Director of Operations for the Door and Hardware Institute for today’s episode. Sharon continues our conversation about association leadership and how great leaders are nurtured within organizations that make leadership training and knowledge transfer part of their organizational culture.

'Leading”associations are firmly grounded in their mission, and while they might adopt some of the latest leadership or staff development trends - they stay firmly grounded in their WHY so they don’t lose sight of the leadership or succession goals they’re striving for. We talk about transferring leadership and organizational knowledge across roles and generations, why it's important that leaders accept failure, and the difference between mentorship and sponsorship. We’re so glad Sharon could make time to share what she’s learning about leadership with us!

Check out the Door Security & Safety Foundation at dhi.org.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Updating your association's brand can seem like a gargantuan task, but it doesn't have to be impossibly difficult. Josh Spradling, CAE, and Steven Stout, CAE, both of the Texas Society of Association Executives, share the process of their organization's recent brand refresh.

They detail how the impetus for an update began with their board leadership, how they involved an outside research firm to learn where their reputation stood and how to move it into the next decade, and how they formed a task force intentionally made up of people with different perspectives and experiences with TSAE so that everyone the association reaches could contribute to the new brand. "Better together" is TSAE's new tagline from the refresh process, and we think you'll agree that "together" is how a vibrant, impactful association brand like TSAE's is made.

Listen for Josh and Steven's two most important pieces of advice when it comes to refreshing your association brand and how to ensure a positive reception from your members upon revealing a new association look.

Check out TSAE's updated brand at http://www.tsae.org!

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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Changes in your work and team are inevitable, but they don't have to be difficult. Sharon Newport, director of operations at DHI - Door Security & Safety Professionals, shares about leading through the lens of change, and the benefits to using the power of change leadership to mold your association's culture and programming.

She details how leading with curiosity can help you explore the hidden strengths and great ideas of your team while improving your leadership skills. Sharon was once a documentary writer, producer, and actress, and has found many parallels between the structure of the media community and the association community, which she says is the tribe she never knew she needed. We think you’ll love her insights into the power of change leadership.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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UPDATED 11/9 with full retargeting conversation!

On this mini episode we welcome back Kerry Walter, Naylor’s director of programmatic operations. Kerry explains how retargeting on Naylor’s programmatic advertising platform can benefit associations, their members and their advertisers. Retargeting is advertising online to certain individuals or groups of individuals based on their demographic characteristics or their recent online behavior.

An example of retargeting that Kerry gives during our conversation is event registration. Using programmatic technology, an association can track who hasn’t yet registered online for an event, and continue to advertise to those individuals through display ads, pop-ups, or other online messaging.

In addition to events, associations can use retargeting to advertise membership, to solicit sponsors, or to thank vendors. I’ll let Kerry explain how it works in detail. It's worth the listen and will get you excited about breathing more life into your association communications!

For more info about programmatic advertising, visit Naylor.com/programmatic-advertising/

Thanks to our sponsor, Naylor Association Solutions for their support of this podcast! Visit us at Naylor.com.

Thanks for listening to The Association Adviser Podcast! If you'd like to suggest a topic or a guest (even yourself!) for a future podcast, reach out to us at associationadviser@nayloronline.com.

Connect with Association Adviser: Twitter: twitter.com/assocadviser Instagram: @AssocAdviser Website: www.Naylor.com/AssociationAdviser

Subscribe to Association Adviser monthly: response.associationadviser.com/Subscribe

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What balance between traditional forms of association communications, such as printed magazines and newsletters, and newer, trendier forms such as podcasts or online communities, should associations strike? We talk with two leading communicators in the association community about maintaining this balance: Evan Sparks of the American Bankers Association and Bill Thorne of the National Retail Federation.

Both Evan and Bill head communications at their respective associations, and focus not only on producing content that their members value, but on delivering that content in a way that is accessible and convenient for as many members as possible. While association professionals have ranked traditional face-to-face events and print magazines within their top three communication channels for three years running - AND printed member newsletters broke into our top ten for the first time since we’ve run this survey - newer, trendier forms of communication are gaining prominence. Private online communities, apps, and podcasts were all rated at very or extremely valuable by 40 percent or more of association professionals surveyed.

We talked about the logic of publishing quick updates and in-depth features on different platforms. We touched upon integrating advertiser content into member communication in a way that presents product and service info without determining an association's content strategy. And we cover how to find out which communication platforms are effective among members and other stakeholders, who should be making those decisions, and how often you should be examining those preferences.

Show links:

ABA Podcast: https://www.aba.com/Press/Pages/podcasts.aspx

NRF's annual STORES Magazine: https://nrf.com/connect-us/stores-magazine

American Bankers Association: https://www.aba.com

National Retail Federation: https://nrf.com

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com. Check out our programmatic advertising product at Naylor.com/Programmatic-Advertising.

Connect with Association Adviser:

Twitter

Instagram

Website

Subscribe to Association Adviser monthly

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Heard of programmatic advertising, but wondering what it is and how it works? Join us for a conversation with Kerry Walter, director of programmatic operations for Naylor Association Solutions. Kerry explains how programmatic advertising is an auction-based style of buying and selling ads that can help your sponsors reach more of your members. Programmatic also helps associations reach more members and potential members with important programming messages through retargeting capabilities.

In short, it helps suppliers reach their target audience, and helps your association reach the people you want to involve more! This mini episode is the first of a series on programmatic advertising.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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On this episode we’re pleased to welcome Jeff De Cagna, FRSA, FASAE, executive advisor of Foresight First, LLC. Jeff is a respected contrarian thinker on the future of associating and associations. He talks with us about the need for high-performing boards of directors and the necessity of adopting a future-oriented planning mindset he calls foresight first. Jeff explains how associations need their boards to focus their attention on understanding and preparing for an uncertain future for their organizations and stakeholders.

We're also excited to debut a new eBook in collaboration with Jeff: "Foresight is the Future of Governing." Download it at FutureOfGoverningeBook.com or Naylor.com/associationadviser.

Going to #ASAE18? Visit Naylor at booth 423! We'll have Garrett Popcorn and furry friends from the Canine Therapy Corps to help you relax and recharge. Find out how Naylor can help you achieve more by talking with one of out team members about solutions for your association.

Want to be a guest on our podcast? Drop us an email at associationadviser@nayloronline.com with your topic ideas! Want to stay behind the scenes, but have a concept you want to know more about? We're always accepting episode ideas at the email address above.

Want to share your message with the Association Adviser community? Advertise on this podcast! Association professionals will hear about your business and your solutions as they listen for in-depth features about what’s happening now - and next – in the association community. Your business belongs in this community, too. Go to Bit.ly/AdviserMediaKit for more info.

Thanks to our podcast sponsor, Naylor Association Solutions. Learn about Naylor's resources for improving your member engagement and non-dues revenue at www.naylor.com.

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What should your association be doing on social media to effectively communicate with members and potential members? Kelly & Kaydee break it down:

BIG idea: Control your message. Take ownership of your brand and your association's voice on the social media platforms that are most relevant to your audience. You don't have to be everywhere, but you do need to be SOMEWHERE.

Small idea #1: Build stories using Twitter Moments. Moments are collections of tweets that you post, or that others post, that you gather under a “Moment” that is accessible through your profile. They're a great way to tell a story about an event, a program, or a person.

Small idea #2: Use association-branded hashtags in your posts. Hashtags are such a simple tool that help people find and focus on info they want. Use hashtags to recognize members, brand your social media, get members to take action & more.

Let us know what you think & drop us suggestions for future podcasts at AssociationAdviser@nayloronline.com.

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Chances are your association members interact with your association in more than one way. They attend events, open your emails, and read your publications at a frequency and level of involvement that fits their professional role and aspirations at the moment. But not all members prefer to receive communications in the same way, at the same time and in the same format. But, through our 2017 Association Communications Benchmarking Study, we found that more than 50 percent of associations surveyed say they have just one overall content strategy for all members! Content planning isn’t easy, so we talked with Monica Dutcher, editor and content director for the National Asphalt Pavement Association, and Ashley Williams, Communication director for the Georgia Trial Lawyers Association, about how they tackle content planning. Monica and Ashley share their processes for planning magazine issues and online content, how they source content, who makes decisions about content plans and who is respo

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Why is non-dues revenue important to associations? In addition to supporting year-round programming and keeping member dues low, non-dues revenue (the kind of revenue your association can earn from any source other than membership dues) helps associations expand programming as well as expand their membership roll. This month, Kaydee Brown and Kelly Clark talk with Tara Ericson, Group Vice President for Member Communications at Naylor Association Solutions, and John Bacon, a group publisher also with Naylor, about the ways asosciations can earn more revenue that will support their mission and goals. We cover ways of earning more revenue including the sale of advertising space in publications, charging for exhibit space at an event, and collecting fees to view content from an educational course or your association’s conferences and workshops. Tara and John give useful insight into how a vendor that specializes in publication design and production or event management can help an asoscia

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What are the benefits of working for an association? Why would a young professional want to start a career in association work? Kelly Clark and Kaydee Brown of The Association Adviser Podcast discuss three reasons working in the association community comes is a solid career path:

Opportunity to work in ANY industry
Opportunity to come from ANY background
Opportunity to work in a variety of roles
Opportunity to grow your career parallel to the growth of an organization

We then discuss ways to keep your association career moving forward, including self-improvement book recommendations from Erica Halmstad of the National Fluid Power Association, taking online or in-person courses, attending conferences and workshops, and where to find quick association career tips online.

As promised during the podcast, these are some of our favorite association blogs and online resources:

https://www.eventgarde.com http://www.smooththepath.com http://membershipmarketing.blogspot.com/ htt

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On this podcast, Kaydee and Kelly discuss event safety and security, and how associations can prepare for an event-related crisis.

Does your association have an event crisis plan? Do your staff know what to do when someone at an event is injured, or when a hurricane is bearing down on your venue?

Safety and security is the No. 1 trend in the Meetings Outlook Surveys held by MPI (Meeting Professionals International) twice each year. This is the first time in the history of the survey that safety and security has ranked as the number one trend meeting planners pay attention to when planning an event. Surprised? Considering recent events that have negatively impacted concerts, church services, schools and other events, not to mention the usual risks of sickness or weather that event planners usually anticipate, you shouldn't be. While some crises are more preventable than others, you and your staff can and should prepare for all types of crises.

On this podcast, we review the most re

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Did you know that University of Scranton research suggests that just 8% of people achieve their New Year's goals? Furthermore, the New York Times estimates that 40% of resolutions are broken by Jan. 8. That's a short life for goals many people say they want to achieve!

On this episode we’re talking about New Year’s Resolutions: Why we make them, tips for making and keeping a new year’s resolution, and how associations can adopt resolutions that help achieve their goals.

Kaydee and Kelly run through the most popular New Year's resolutions and what research says about why people break them. We cover tips for keeping your resolutions and for setting goals/resolutions that are realistic and achieveable. We also share different ways of making resolutions, including the increasingly popular One Word or Word for the Year method of focusing your new year goals.

Finally, we discuss how associations can get into the New Year spirit and set resolutions for their organization - after all, resol

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Welcome to The Association Adviser Podcast!

Association Adviser is a hub for trade and professional associations looking for best practices, news and leadership strategies. We shine a spotlight on the fun and successful things associations are doing! We also listen to what our association partners tell us they want to improve, and we research what tools and processes are available to help associations overcome those challenges.

Our goals for this podcast are to host a space for association professionals of every background, every title, and every experience level to talk about what you all have learned and are continuing to learn about working in associations. This includes working with members and boards of directors, marketing, advocacy, technology use and everything in between.

We also want this to be one more way you can connect with Association Adviser. Busy professionals like to have options for getting information, and we aim to deliver! We hope this podcast can become a re

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