In this episode of The Association Insights Podcast, we continue our July series on sponsorships, partnerships, and non-dues revenue with a fresh perspective from the higher education space. Host Colleen Gallagher sits down with Leah Lang, Senior Director of Partnerships and Corporate Engagement at EDUCAUSE, to explore how the organization moved beyond transactional sponsorships and built a high-impact partnership model that aligns with their mission—and delivers real value to both members and industry.
🎧 Whether you’re building a sponsor program from scratch or looking to deepen your existing relationships, this episode offers powerful takeaways on strategy, structure, and sustained success.
Key Highlights:
From A La Carte to All In – Why EDUCAUSE moved away from one-off offerings and built bundled, relationship-based partnerships—and how that shift improved satisfaction for both sides.
Let the Data Guide You – How EDUCAUSE used stakeholder feedback and internal analysis to reshape their program—and how your association can do the same.
The Power of Fit – Why not every sponsor becomes a partner—and how EDUCAUSE curates its partner roster to ensure community alignment and long-term value.
Mission at the Core – How Leah’s member-first mindset ensures industry engagement supports the broader mission of advancing higher ed through technology.
Advice for Associations – From creative bundling to thoughtful onboarding, Leah shares tactical advice for associations looking to reimagine their approach to non-dues revenue.
What’s Next – Learn how EDUCAUSE’s Annual Partner Summit is evolving into a year-round innovation program—and why convening diverse stakeholders is a powerful way to co-create solutions.
🎧 Tune in for a candid, practical conversation on how thoughtful strategy and member-first thinking can turn sponsor relationships into something deeper—and far more impactful.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: We’ll wrap up our July series with one more real-world example of how associations are rethinking value, impact, and what partnership really means. Stay tuned!
In this special encore episode of The Association Insights Podcast, host Colleen Gallagher welcomes back David Whited, Principal of Design Research & Strategy at Highland, to walk us through fresh insights from the newly released 2025 Young Professional Membership Index (YPMI)—dropping the same day this episode airs.
Earlier this year, David helped us kick off our Gen Z series with data-backed insights and practical frameworks for attracting and retaining younger members. That episode sparked major interest—and now he’s back to unpack what’s shifted, what’s holding steady, and how associations can take the next step in their engagement strategy for Gen Zs and young Millennials.
🎧 Whether you’re leading a young professionals committee or setting strategy at the board level, this episode will help you benchmark your efforts, spot gaps, and find your next move.
Key Highlights:
Leadership Focus Still Leads – Why leadership alignment remains the single most important driver of young professional retention.
What Tier Are You In? – How Highland’s four-tier maturity model helps associations understand where they stand—and what to do next.
The Power of Bridge Experiences – Only 19% of associations are using them, yet they can drive up to a 50% boost in first-year retention.
Getting Unstuck – Why most organizations stall between good intentions and meaningful action, and how to move from talk to traction.
AI & Innovation Readiness – What the 2025 data reveals about AI experimentation in associations, and where the biggest gaps remain.
One Priority to Focus On – Why prototyping, not perfection, is the best path forward for associations ready to engage the next generation.
🎧 Tune in for a thought-provoking conversation that blends reflection, real data, and practical next steps for associations of all sizes.
Resources:
📊 Download the 2025 Young Professional Membership Index (YPMI) National Report: https://www.highlandsolutions.com/member-index/national-report-2025
🧠 Learn more about Highland: www.highlandsolutions.com
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: We’re heading back into our July series on sponsorships, partnerships, and non-dues revenue—featuring fresh perspectives and bold new models that are helping associations unlock value beyond dues. Stay tuned!
In this episode of The Association Insights Podcast, we continue our July series on sponsorships, partnerships, and non-dues revenue with a behind-the-scenes look at how one major association is building long-term value through strategic partnerships and innovative fulfillment models.
Host Meghan Henning sits down with John Buckley, Senior Director of Business Partnerships and Expo Operations at the Infectious Diseases Society of America (IDSA), to explore how IDWeek has evolved into a flagship experience that delivers for both members and industry partners.
With nearly 20 years of experience in nonprofit event strategy, John shares how trust, creativity, and a long-game mindset have transformed IDSA’s non-dues revenue approach—from tailored sponsorships to citywide visibility campaigns.
🎧 Whether you’re managing a massive expo floor or just getting started with industry partnerships, this episode offers tactical takeaways and real-world ideas to scale your success.
Key Highlights:
Relationships First – Why IDSA calls sponsors “industry partners” and how ongoing dialogue helps drive alignment and renewal.
Beyond the Booth – How one full-access exhibitor registration created new value for partners—and enhanced the attendee experience.
Fulfillment That Works – The case for outsourcing logistics and how it freed up IDSA’s team to get more creative and strategic.
Location, Location, Location – Using citywide marketing and hotel-based placements to elevate brand visibility across every touchpoint.
The ID Exchange – A live, NFL-draft-style experience that brings partners together to claim high-impact sponsorship opportunities—months before the show.
Creativity in Action – From puppy lounges to Amazon Prime Day-style flash sales, John shares innovative ideas that keep IDWeek fresh and fun.
Start Small, Scale Smart – Advice for associations with limited resources on how to test, adapt, and grow their non-dues revenue programs over time.
🎧 This episode is a must-listen for any association looking to build stronger sponsor relationships, streamline operations, and rethink what’s possible in partnership strategy.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:We’ll continue our July series with even more examples of how associations are moving beyond traditional sponsor models to unlock new revenue—and new value. Stay tuned!
In this episode of The Association Insights Podcast, we kick off our July series on sponsorships, partnerships, and non-dues revenue with a powerful conversation featuring Edessa Polzin, PCM, Director of Strategic Partnerships at the American Marketing Association (AMA).
Host Meghan Henning sits down with Edessa to explore how AMA is transforming partnerships from transactional to transformational. With a background in B2B growth strategy and partner-led innovation, Edessa shares a bold, mission-centered approach to corporate engagement—one that prioritizes impact, alignment, and long-term value over one-off logos and short-term dollars.
🎧 Whether you're rethinking your sponsor packages or looking to deepen your existing partner relationships, this episode offers practical frameworks and fresh inspiration.
Key Highlights:
Beyond the Booth – Why AMA moved away from transactional sponsorships—and how mission alignment led to deeper value for members and partners alike.
Bigger, Better, Faster – Edessa’s go-to framework for evaluating partnerships—and how associations can apply it to scale smarter and move faster.
The Enterprise Shift – How AMA is designing bundled, multi-touchpoint partnerships that deliver year-round engagement and sustained revenue.
Breaking the Silos – Why cross-functional collaboration has been critical to AMA’s success—and how one biweekly meeting changed everything.
Stretching the Mission – A real-world case study in partnering outside your traditional audience to expand impact (and build a future pipeline).
Saying No with Strategy – What Edessa looks for before saying yes—and why “dollars without depth” isn’t worth the trade.
Testing, Quietly – How a “start small and validate” approach has helped AMA experiment, learn, and grow without institutional friction.
🎧 This episode is a must-listen for associations looking to elevate their partner strategy, build meaningful relationships, and drive non-dues revenue that actually advances the mission.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: This July, we’re spotlighting how associations are innovating in sponsorships, partnerships, and non-dues revenue—from bold new models to tactical lessons that will help you get unstuck. Tune in weekly for fresh insights and real-world stories from leaders making it work.
In this short solo episode of The Association Insights Podcast, host Colleen Gallagher delivers a high-energy dose of practical advice for busy association leaders—one quick-hit insight at a time.
With more than a dozen rapid-fire questions, Colleen tackles everything from member engagement and strategic planning to board dynamics, advocacy messaging, and internal communication. If you’ve ever wished for a pocket-sized playbook of smart, actionable association strategies—you’re in the right place.
🎧 Whether you're running a team, advising a board, or just trying to get your next member email out the door, this episode is packed with ideas you can implement right away.
Key Highlights:
🔥 Messaging Mistakes – Why starting with your members is the fix you’ve been looking for.
📞 Dashboard Drop-Off? – The first thing to do when engagement tanks—and it’s not another email.
🎉 Retention That Works – Why milestone celebrations can matter more than discounts.
📣 Advocacy That Moves People – How to make policy feel personal—and mobilize support.
🧠 Board Strategy – One small agenda item that keeps meetings focused and mission-aligned.
✍️ Smart Comms Tip – How one great message can live a dozen lives across your channels.
🚨 When It’s Political – Why values-based communication matters more than ever.
📊 Talk to the Quiet Ones – Why your “sometimes show” members may have your smartest insights.
🎯 The Pilot Mindset – How associations can innovate without blowing up the budget.
🌱 Burnout Tip – What to do when it all feels like too much.
🎧 Tune in now for a fast-paced, no-fluff episode full of real-world advice—and the kind of encouragement association pros need right now.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: In July, we’re diving deep into sponsorships, partnerships, and non-dues revenue—from new models to internal collaboration, to what top associations are doing to create lasting value. Don't miss the ideas (and case studies) that could help future-proof your bottom line.
In this encore episode of The Association Insights Podcast, host Colleen Gallagher welcomes back Dr. Bill Conerly, economist, Forbes contributor, and author of The Flexible Stance: Thriving in a Boom/Bust Economy. Almost two years to the day since his last appearance, Bill returns with a timely update on the economic landscape—and what it means for associations navigating uncertainty in 2025.
With political changes underway, persistent inflation concerns, and tariff decisions looming large, Bill breaks down the outlook for recession, how to plan when the data is murky, and why acting quickly and smartly still sets resilient associations apart. From contingency planning to member engagement and policy positioning, this conversation is a must-listen for association leaders seeking clarity—and calm—in the face of complex signals.
🎧 Whether you’re leading through growth, bracing for downturn, or somewhere in between, you’ll walk away with actionable insights to guide your next board conversation or budget draft.
Key Highlights:
Recession or Just Risk? – Why uncertainty is the real threat right now—and what associations should watch for.
Planning with Purpose – How a one-page contingency plan can help associations respond faster and smarter.
Navigating Hot Topics – What to say (and what to avoid) when it comes to tariffs, immigration, and tax reform.
Member-Centered Messaging – Why knowing what your members are really facing is your biggest communications asset.
AI, Aging & Workforce Shifts – How associations can prepare for two massive forces reshaping the economy.
What Resilience Looks Like Now – Lessons from COVID and how to double down on what actually worked.
Just Pick Up the Phone – Why talking to your members—especially the quiet ones—might be your smartest move all year.
Resources:
📘 The Flexible Stance: Thriving in a Boom/Bust Economy by Bill Conerly: Buy on Amazon
🗞️ Bill’s Free Monthly Newsletter: Subscribe here
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: Tune in weekly as we share practical insights and powerful conversations with association leaders navigating change, building community, and shaping what’s next.
In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Leonard Steinhorn, Professor of Communication and Affiliate Professor of History at American University, for a dynamic, deeply relevant conversation on how associations can lead with clarity, ethics, and impact in today’s fragmented media environment.
A former broadcast commentator, prolific writer, and award-winning educator, Professor Steinhorn offers timeless principles and timely advice on what’s changed in media—and what never should.
🎧 If you’re navigating polarization, disinformation, or simply trying to get your association’s message to stick, this episode is a must-listen.
Key Highlights:
Snackable, Story-Driven, & Strategic: Why attention spans have changed—and what associations must do to break through.
The Algorithm vs. the Mission: How modern media systems reward outrage and what that means for ethical communicators.
Media ≠ Journalism: A crucial distinction that affects how your message is received—and why it matters more than ever.
Trust Rebuilt Through Transparency: What history teaches us about institutional trust—and the power of doing good while doing well.
Gen Z & the Future of Media: What today’s students expect from organizations—and how to connect across generations.
🎧 Tune in now for a thought-provoking conversation that blends media literacy, strategic communication, and practical storytelling advice for every association leader.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: We’ll continue exploring how associations can communicate what matters—with fresh perspectives from leaders navigating crisis, complexity, and cultural change through smart, values-driven communication. Don’t miss what’s ahead.
In this solocast episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, dives into one of the most essential, and often most underleveraged, tools in any association’s toolbox: communication.
From navigating complex topics to telling stories that resonate, Colleen shares how associations can move beyond the buzzwords and show up with clarity, courage, and strategy in their communications.
🎧 If you’ve ever struggled to get the right message to the right people—or felt stuck between saying something and saying nothing—this episode is for you.
Key Highlights:
What Strategic Really Means: Why communications shouldn’t be a bolt-on and how to embed intention, not just information.
Navigating Complexity: What to say (and when) when your members are divided or the topic is politically charged.
Storytelling that Connects: How to surface and share stories that drive engagement and reflect your values.
Crisis or Opportunity?: How to prepare before a crisis hits—and why trust can be built even in tough moments.
Takeaway Framework: Colleen’s three-point checklist to strengthen your communications muscle and lead with impact.
🎧 Tune in now for a candid, tactical look at how to communicate what matters—especially when it matters most.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: In June, we’re exploring what it means to Communicate What Matters—with guests sharing how they’re driving engagement, understanding media and messaging, managing reputational risk, and telling their stories with purpose and precision. Don’t miss what’s ahead.
In this bonus episode of The Association Insights Podcast, we wrap up our Gen Z Insights Series—spotlighting rising professionals shaping the future of associations from the inside out. This special series is made possible by our partners at Highland.
Host Keaveny Hewitt from OnWrd & UpWrd sits down with Alyssa Garcia, Web Project Manager, Master Juggler, and Cat Herder at Matrix Group International, whose journey from audio engineer to association tech partner is anything but traditional. Alyssa brings a refreshing blend of creative storytelling, strategic thinking, and deep curiosity to the conversation—offering insights on everything from website design to DEI, mentorship, and what it means to take up space.
🎧 It’s the perfect finale to our Gen Z series—filled with purpose, candor, and big-picture thinking about where associations go from here.
Key Highlights:
From Studio to Strategy: How a music industry background led Alyssa to association tech—and what storytelling and design have in common.
Websites That Work: Why redesigns are about more than navigation—and how intentional digital experiences can signal inclusion, trust, and clarity to members.
Take Up Space: What it’s like to be a woman of color in leadership—and why Alyssa believes young professionals shouldn’t wait to be invited to the table.
Mentorship That Matters: How one CEO's representation and generosity changed Alyssa’s perspective—and what that tells us about the power of seeing yourself in leadership.
Creatives Belong Here: Why associations need to rethink what "professional" looks like—and embrace the diverse talents and perspectives Gen Z brings to the table.
AANHPI Heritage Month Reflections: Alyssa shares what this month means to her as a Filipino American—and why representation, especially in leadership, still matters deeply.
Real Over Rigid: Whether it’s website copy, social media, or advocacy campaigns—authentic storytelling builds trust faster than polish ever could.
🎧 Tune in now for a smart, thoughtful, and inspiring send-off to our Gen Z Insights Series.
Resources:🌐 Learn more about our series partner Highland: www.highlandsolutions.com📊 Explore the Young Professional Membership Index: http://ypmi.reportThe YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:🎙️ In June, we’re shifting focus to Communicating What Matters—a month-long look at how associations are navigating complexity, managing crises, and telling their stories with purpose and impact. From communications strategy to crisis response, we’re diving into what works—and what leaders need now. Don’t miss it.
In this episode of The Association Insights Podcast, we continue our Gen Z Insights Series—spotlighting rising professionals shaping the future of associations from the inside out. This special series is made possible by our partners at Highland.
Host Keaveny Hewitt from OnWrd & UpWrd welcomes two dynamic Gen Z/young Millennial leaders to the mic: Anastacia Barbosa-McBride, Content Marketing Manager at Bostrom, and Taylor Barnett, Events Coordinator at NIRSA. Together, they dive into what it means to work—and lead—as early-career professionals in a multigenerational industry.
From digital engagement and workplace culture to intergenerational dynamics and professional purpose, this conversation is equal parts energizing and eye-opening. Whether you're rethinking your member engagement strategy or mentoring your youngest team member, this episode offers candid insights and practical takeaways you won’t want to miss.
Key Highlights:
The Power of Mission-Driven Work: Why Gen Z finds purpose in associations—and how that fuels creativity, resilience, and connection across the board.
Digital Expectations, Real Engagement: From AI tools to short-form reels, learn how Gen Z wants to be reached—and what associations can stop doing now.
Beyond the Brochure: Why long emails, printed flyers, and overly scripted content are missing the mark—and how associations can meet younger audiences where they are.
Trust & Leadership Pipelines: How associations can empower Gen Z employees by creating clear leadership pathways, embracing experimentation, and trusting younger professionals to lead.
Authenticity Over Optics: Why real, behind-the-scenes content performs best—and how an on-the-ground approach to Instagram is helping members feel seen, included, and valued.
Bridging the Generational Gap: From imposter syndrome to earned trust, hear what it’s like to be the youngest person in the room—and how colleagues can better support rising talent.
What Gen Z Really Wants: Hint: It’s not free pizza. It’s feedback, transparency, meaningful recognition, and a chance to shape what’s next.
🎧 Tune in now for a real-talk conversation about connection, communication, and what it means to grow up—and lead—in today’s association world.
Resources:🌐 Learn more about our series partner Highland: www.highlandsolutions.com📊 Explore the Young Professional Membership Index: http://ypmi.reportThe YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:One more Gen Z bonus episode is dropping this Friday! We’re wrapping our series with a powerful finale featuring more bold ideas and honest reflections from young professionals driving change across the association sector. Don’t miss it.
This special series is brought to you by our friends at Highland, where strategy meets research meets action.
In this episode of The Association Insights Podcast, we continue our Gen Z Insights Series—spotlighting rising professionals shaping the future of associations from the inside out. This special series is made possible by our partners at Highland.
Host Keaveny Hewitt from OnWrd & UpWrd sits down with Rachel Grace Leman, Specialist, Program Development at the Association of Corporate Counsel. With honesty, energy, and thoughtfulness, Rachel shares how her Gen Z perspective is helping reshape the way associations think about meaning, engagement, and professional growth—from mission alignment to mental health to making room for vulnerability at work.
If you care about cultivating next-generation leadership, creating healthier work cultures, or just want to better understand what Gen Z really values—this is one conversation you won’t want to miss.
Key Highlights:
More Than a Job: Why values alignment and workplace transparency are non-negotiables for Gen Z.
Mental Health & Meaningful Work: How Rachel’s professional journey has been shaped by her experiences with burnout, identity, and mental well-being—and how associations can show up better for their people.
Safe to Grow: What it takes to create a culture where younger professionals feel safe enough to ask questions, take risks, and speak up.
Inside the Legal World: How Rachel’s work at ACC offers a unique lens into one of the most tradition-bound professions—and what Gen Z is bringing to the table.
The Power of Vulnerability: Why authenticity matters, and how Rachel is redefining what professionalism can look like in today’s workplace.
Advice for Association Leaders: Practical ways to support and retain younger team members—starting with listening, investing, and letting them lead.
🎧 Tune in now for a smart, heartfelt, and hopeful conversation that bridges generations and reimagines what a career in associations can be.
Resources:
🌐 Learn more about our series partner Highland: www.highlandsolutions.com
📊 Explore the Young Professional Membership Index: http://ypmi.report
The YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:This May, we’re continuing the conversation with Gen Z professionals who are shaping the future of associations. From redesigning membership models to rethinking workplace culture, our Gen Z Insights series highlights the real stories, bold ideas, and fresh perspectives that are driving innovation across the association sector. These episodes offer an inside look at what’s next—straight from the generation leading the charge.
This special series is brought to you by our friends at Highland, where strategy meets research meets action.
In this episode of The Association Insights Podcast, we continue our Gen Z Insights Series—spotlighting rising professionals shaping the future of associations from the inside out. This special series is made possible by our partners at Highland.
Host Keaveny Hewitt from OnWrd & UpWrd sits down with Laiya Rollins, Manager of Membership & Workforce Initiatives at LeadingAge Virginia. Laiya shares her journey from temp to leader in aging services, offering candid insight into what makes Gen Z stay, what drives real workforce engagement, and why culture and purpose matter more than ever.
If you care about workforce development, remote work, or building meaningful Gen Z engagement pathways—this episode is packed with honest reflections and actionable ideas.
Key Highlights:
Career with Purpose: Why Gen Z isn’t just job-hopping for paychecks—and how associations can align mission with motivation.
Ripples of Impact: Laiya’s powerful take on association work as a multiplying force for good across communities and sectors.
Beyond the Bedside: Why aging services aren't just for healthcare professionals, and how associations can broaden awareness of their industries.
Remote Work Real Talk: From creating boundaries to finding belonging, Laiya shares the challenges and benefits of transitioning to fully remote work.
Culture, Not Just Compliance: Why recruiting for values and listening for the “message behind the message” is key to long-term retention.
Workforce Advice for Leaders: How associations can meet employees where they are—without sacrificing expectations or impact.
🎧 Tune in now to hear how one Gen Z leader is redefining what it means to build a meaningful career in associations—and why workforce work is people work.
Resources: 🌐 Learn more about our series partner Highland: www.highlandsolutions.com 📊 Explore the Young Professional Membership Index: http://ypmi.reportThe YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: This May, we’re continuing to hand the mic to Gen Z professionals shaping the future of associations. From rethinking membership value to balancing remote work, our Gen Z Insights series features candid conversations with rising leaders who are building community, driving innovation, and challenging long-held assumptions from the inside out. These episodes spotlight fresh perspectives, practical ideas, and a glimpse into what’s next—straight from the generation leading the charge.
🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.
In this episode of The Association Insights Podcast, we kick off our May spotlight series on Gen Z and younger professionals in the association space—powered by our partners at Highland.
Our guest is David Whited, Principal of Design Research & Strategy at Highland, an innovation consultancy helping mission-driven organizations uncover member needs and build digital solutions that meet them. David shares eye-opening insights from Highland’s Young Professional Membership Index (YPMI)—an annual national survey and benchmarking tool that’s helping associations uncover the real barriers to Gen Z and young professional engagement.
🎧 If you’ve been wondering why younger members aren’t joining—or why they don’t stay—this conversation is for you.
Key Highlights:
The Myth of the Membership Cliff: Why disengagement isn’t inevitable—and what associations can do to shift the trend.
From Compliance to Connection: Why joining and staying are two separate decisions for Gen Z—and how associations must design “bridge experiences” to help members cross that divide.
Rethinking Retention Strategy: Why value—not pricing—is the biggest driver of retention among younger members (and why free or reduced dues often don’t move the needle).
Beyond Marketing Fixes: Why TikToks and memes aren’t enough—and how meaningful value and career partnership are the real keys to Gen Z engagement.
The Power of Experiments: What successful associations are doing to pilot low-risk, high-impact experiences that build trust and increase retention.
Designing for Career Partnership: What Gen Z actually wants from their association—and how organizations can shift from a “roster of benefits” to a true partner in professional growth.
Near-Peer Mentorship & Real Influence: How leadership models and volunteer pathways must evolve to meet Gen Z’s desire to make—not just join.
🎧 Tune in now to get inspired, challenge assumptions, and walk away with actionable insights you can bring to your next team meeting or board retreat.
Resources:
🌐 Learn more about Highland: www.highlandsolutions.com
📊 Check out the Young Professional Membership Index: http://ypmi.report/
The YPMI offers a quick, 15-minute organizational snapshot that helps association leaders identify gaps in young professional engagement and benchmark their performance against peers. It’s free to take—and packed with immediately actionable insights.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:This May, we’re handing the mic to Gen Z professionals shaping the future of associations. From rethinking membership value to balancing remote work, our Gen Z Insights series features candid conversations with rising leaders who are building community, driving innovation, and challenging long-held assumptions from the inside out. These episodes spotlight fresh perspectives, practical ideas, and a glimpse into what’s next—straight from the generation leading the charge.
🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.
In this episode of The Association Insights Podcast, we sit down with Rob Barnes, CAE, AAiP, CEO and co-founder of Betty—a groundbreaking AI knowledge assistant built specifically for associations.
With three decades of association leadership across three countries, Rob brings a global lens and deep passion for community innovation. He shares how Betty is helping associations safeguard institutional wisdom, deliver member value in real time, and unlock strategic insights through what he calls the Association Knowledge Cycle.
From preserving the expertise of retiring volunteers and staffers to enabling multilingual member support and accelerating certification design, Rob walks us through real-world use cases that show how AI—when deployed thoughtfully—can help associations work smarter, serve better, and build trust in new ways.
🎧 Whether you’re just starting to explore AI or already experimenting, this conversation is packed with eye-opening ideas and tangible takeaways.
Key Highlights:
From Vicious to Virtuous: How the Association Knowledge Cycle helps solve one of the most persistent challenges—getting the right knowledge to the right person at the right time.
AI with Boundaries: Why ethical guardrails, trust, and human oversight are critical—and how Betty is built with these values at the core.
Member Insights in Real Time: How organizations like the International Society of Automation (ISA) are using Betty to uncover surprising trends and improve content strategy.
The Anita Example: Why the American Society for Nondestructive Testing (ASNT)—an A100 Comm Impact Award winner—is integrating AI into both member engagement and certification development.
Productivity without Sacrificing Humanity: How Betty empowers member services teams, protects institutional knowledge, and lets staff focus on what humans do best.
What's Next for AI in Associations: Rob shares what’s on the horizon—from peer-to-peer matchmaking to deeper advocacy alignment and engagement.
🎧 Tune in now for a smart, energizing conversation that will change how you think about AI and your association’s future.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: In May, we’re turning the spotlight on Gen Z in associations—exploring what it takes to recruit, retain, and engage this rising generation of professionals. From digital fluency to values-based connection, we’ll feature leaders and case studies making it work. This special series is made possible by our partners at Highland. Don’t miss it!
In this episode of The Association Insights Podcast, we’re bringing you a special replay of one of our most engaging LinkedIn Live panels: The Future of Association Events. Originally hosted by OnWrd & UpWrd CEO Colleen Gallagher, this roundtable brings together an all-star lineup of association leaders, event strategists, and production experts to explore the biggest shifts shaping events in 2025 and beyond.
From immersive tech and content strategy to data-driven decision-making and reimagining hybrid, this candid conversation is packed with actionable ideas for making your next event smarter, more inclusive, and more impactful.
Panelists include:
Lisa Astorga, CMP, DES, Director of Meetings, International Society on Thrombosis and Haemostasis (ISTH)
Sven Bossu, CEO, AIPC - The International Association of Convention Centres
Phil Alongi, CEO, Alongi Media
Kara Dickerson, Founder, Content with Impact, LLC
Matt Weingarden, Executive Vice President, Communities & Journals, American Marketing Association
🎧 Listen in as these leaders share lessons learned, tech innovations, and what association pros must prioritize heading into 2025.
Key Highlights:
Return on Emotion (ROE) – Why personalization, emotion, and engagement matter just as much as ROI.
Hybrid Reimagined – How organizations are moving away from default hybrid and getting smarter about virtual engagement.
Data-Driven Strategy – The key to knowing what your audience really wants—and how to make content and community stick.
Innovative Event Tech – From AI-powered translations to podcast studios and immersive screen experiences, what’s working now.
Creative Revenue & Cost Savings – How partnerships, flexible venues, and sustainability strategies can drive impact without breaking the budget.
Lessons Learned – Favorite wins, big misses, and the future-forward thinking that today’s association planners can’t afford to ignore.
🎧 Tune in now for an energizing, future-focused conversation on what’s next for association events.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: New episodes weekly featuring powerful voices in association leadership, communications, and community building.
In this episode of The Association Insights Podcast, we sit down with Matt Marcial, CAE, CMP, newly named Chief Executive Officer of the Public Relations Society of America (PRSA). With a deep background in association leadership and a passion for building stronger communities, Matt shares how he’s approaching his first months at the helm of PRSA—and what’s ahead for one of the industry’s most important professional organizations.
From aligning diverse stakeholders to elevating the role of ethical communication, Matt offers a transparent look into his leadership philosophy, the strategic vision guiding PRSA’s next chapter, and the responsibility associations have in shaping the future of the profession.
Key Highlights:
A Leader’s Journey – How Matt’s experience across diverse associations shaped his collaborative, stakeholder-first approach.
Strategic Momentum – Why PRSA’s new strategic plan was a major draw and how it’s driving early priorities.
Listening First – Matt’s “open door” mindset in his first 30 days and what he’s hearing from members, volunteers, and staff.
Actionable Support for Members – A look at how PRSA is responding to today’s challenges with nimble, practical resources.
Growing Community, Broadening Impact – How PRSA plans to expand its reach and redefine what it means to be a communications professional.
Elevating Ethics and the APR – Why ethics education and industry credentials remain core to PRSA’s mission.
Doubling Down on DEI – How PRSA is reaffirming its values and supporting professionals amid a complex policy environment.
Defining Success – Matt’s vision for what success looks like—and how PRSA can be the professional home for all communicators.
🎧 Listen now for thoughtful insights on association leadership, industry transformation, and the future of professional communications.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: Tune in weekly as we share practical insights and powerful conversations with association leaders navigating change, building community, and shaping what’s next.
In this special 100th episode of The Association Insights Podcast, host Colleen Gallagher reflects on the lessons, themes, and unforgettable guests that have shaped the show since its launch. From candid career conversations to powerful leadership insights, this milestone episode is both a celebration and a roadmap for the future of associations.
Colleen shares the big ideas that have come up time and again—from redefining member value to leading with curiosity—and highlights some of the most impactful episodes, guests, and moments that have stayed with her. She also offers a glimpse of what’s ahead for the podcast and for associations navigating a fast-changing world.
🎉 Whether you’ve been listening since day one or just joined us recently, thank you for being part of this growing community.
Key Highlights:
Recurring Themes – What 100 episodes have taught us about leadership, community, innovation, and value.
Unforgettable Guests – Reflections on standout conversations with Kirstin Garriss, Kinsey Fabrizio, Bennie Johnson, Brandie Thacker, and more.
Inside the Podcast – Why this show started, how it’s grown, and what it’s meant to our team.
What’s Next – Colleen’s take on the top three issues associations should be watching right now: AI & ethics, workforce transformation, and navigating polarization.
Bonus Giveaway – Colleen shares a special offer to mark this milestone for our most engaged listeners!
🎧 Listen now for heartfelt reflections, practical insights, and a toast to 100 episodes of learning and leading together.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: Fresh insights, fearless leaders, and more candid conversations as we kick off the next 100 episodes of Association Insights.
In this episode of The Association Insights Podcast, we sit down with Jeanne Metzger, Vice President of Membership, Marketing & Communications at the Association of Corporate Citizenship Professionals (ACCP). With more than 25 years of experience across multiple associations, Jeanne shares practical strategies for strengthening value propositions, engaging members, and leading communications in today’s shifting environment.
From rethinking DEI messaging to building powerful peer networks, Jeanne offers insight into what’s working now—and what association professionals need to prepare for next.
Key Highlights:
Multi-Hat Leadership – How Jeanne balances membership, marketing, communications, and fundraising—and where she’s focused most quarter by quarter.
The Power of Peer Communities – Why fostering trusted spaces for connection is one of the most valuable services associations can provide today.
Trends in Corporate Social Impact – How companies are adapting language and strategy while staying committed to social good.
Member-Led Recruitment – How ACCP is turning its members into natural ambassadors through referral campaigns and local events.
Engagement Data That Drives Retention – How Jeanne’s team uses integrated tech platforms to identify and re-engage at-risk members.
What Gen Z Expects – Why associations must evolve their user experience and communications approach to meet the needs of younger professionals.
Marketing as Strategy, Not Support – Jeanne’s advice to association leaders: bring comms in at the very beginning—not the end.
🎧 Listen now for smart, actionable strategies to improve membership, elevate communications, and create community in a rapidly changing landscape.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon:Tune in weekly as we share practical insights and powerful conversations on the challenges—and opportunities—shaping the future of associations.
In this episode of The Association Insights Podcast, we close out our March Leadership Series with Annette Gregg, CMM, MBA, CIS, CEO of the Society for Incentive Travel Excellence (SITE). Annette leads SITE’s 3,100 global members across 90 countries and brings deep expertise in business events, leadership, and community building.
Annette shares how she’s guided SITE through rapid growth post-pandemic, what it takes to lead a global and multigenerational membership, and how associations can stay grounded in their values during turbulent times.
Key Highlights:
Growing with Purpose – How SITE achieved 40% growth by focusing on core strengths and evolving with intention.
Leading a Global Membership – Annette’s approach to expanding brand awareness while respecting cultural and generational differences across 90 countries.
Navigating Disruption – Insights from Annette’s LinkedIn article on moving forward in uncertain times, and how association leaders can balance optimism with realism.
Staying Grounded in Your Values – Why SITE is doubling down on inclusion, community, and leadership development—and how associations can stay true to their missions even amid political or economic headwinds.
Protecting Your Mindset – How leaders can care for themselves and their communities to maintain focus, clarity, and connection.
The Stockdale Principle – Annette’s leadership north star and advice for staying hopeful while facing hard truths head-on.
🎧 Listen now for a candid, energizing conversation on resilience, values-based leadership, and finding calm in the chaos.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: Tune in weekly as we share practical insights, smart strategies, and powerful conversations with association leaders on the challenges—and opportunities—shaping our sector.
In this episode of The Association Insights Podcast, our March Leadership Series continues with Joanna Pineda, CEO and Chief Troublemaker of Matrix Group. A seasoned entrepreneur and technology leader, Joanna has spent over 25 years helping associations harness digital transformation, enhance member engagement, and drive organizational success. She also hosts the Associations Thrive Podcast, where she interviews top association leaders on what makes organizations truly thrive.
Key Highlights:
Leading with a Growth Mindset – Joanna shares why she intentionally reinvents her company every 3-4 years to stay relevant and innovative.
Curiosity as a Leadership Tool – How fostering a culture of curiosity fuels problem-solving, experimentation, and breakthrough ideas at Matrix Group.
Staying Ahead of the Curve – How Matrix Group is carving out dedicated time for exploration and innovation.
Member-Centric Digital Transformation – What sets successful association technology initiatives apart and how to ensure products resonate with members.
What Makes Great Association Leaders – Insights from Joanna’s conversations with CEOs on governance, board relations, and articulating an association’s value proposition.
Balancing Leadership & Passion Projects – How Joanna integrates personal passions like podcasting and travel into her leadership journey without burning out.
🎧 Listen now for actionable leadership insights on embracing change, driving digital transformation, and building thriving associations.
Stay Connected:
Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.
Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Fun Resources: Be sure to check out Joanna’s other podcast as well: K Drama Chat, which is all about Korean dramas
Coming Soon: Our March Leadership Series continues with more top association CEOs sharing their strategies for innovation, member engagement, and navigating today’s challenges.
