The Association Insights Podcast

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , recorded on the show floor at the 2026 ASAE Annual Meeting & Exposition in Indianapolis , host Colleen Gallagher sits down with Tanika Coates, Director of Professional Development at the American Society for Cell Biology , to explore how associations can create more meaningful professional development experiences for members at every stage of their careers. Tanika shares how associations can move beyond one-size-fits-all programming by using data to better understand member needs, reimagining existing content and designing learning experiences with accessibility and inclusion built in from the start. Key Highlights Move Beyond One-Size-Fits-All Learning: Members have different needs throughout their careers, and professional development should be designed as a journey rather than a single package of programs and resources. Let Data Guide Your Investments: AI, analytics, surveys and program data can help associations identify what members actually use, what may no longer be sustainable and where resources could have greater impact. Reimagine What You Already Have: Creating greater value doesn't always mean creating something new. Tanika shares how associations can rethink existing publications, webinars and other content for new formats and audiences. Design for Accessibility From the Start: Rather than relying on members to request accommodations, associations can build inclusion into their events, education, content and services from the beginning. Rethink Value for the Next Generation: Younger professionals are looking for mentoring, networking, advocacy and opportunities to grow—not simply traditional benefits or discounts. 🎧 Tune in for practical ideas to help your association rethink professional development, make smarter use of its resources and create learning experiences that better support members throughout their careers. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd 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: Next week, we're resuming our special fall series in partnership with Highland, exploring how associations can better attract, engage and retain younger professionals. Colleen and Highland's David Whited will sit down with association leaders to unpack real-world approaches, lessons learned and what's working – before David returns to close out the series and connect those experiences back to Highland's research.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , we kick off our September series focused on how associations can better attract, engage and retain younger professionals—powered by our partners at Highland . Our guest is Jon Berbaum, President of Highland , who joins host Colleen Gallagher to explore why younger professional engagement has become an association-wide strategic issue—and why getting someone to join is only the beginning. 🎧 If your association is working hard to attract younger professionals but struggling to keep them, this conversation is for you. Key Highlights: Joining vs. Staying: Why younger professionals increasingly join for a specific, transactional reason—and why associations need to treat the decision to stay as an entirely separate challenge. The Long-Term Stakes: How low younger professional engagement can impact an association's mission, revenue and long-term relevance. From Customer to Member: Why the initial joining decision is an opportunity to begin building the experiences and relationships that give younger professionals a reason to stay. AI and Career Partnership: How associations can look beyond staff efficiency and use AI to create new member value by coordinating resources and personalizing career support. Trust Over Ownership: Why the question is shifting from What products and benefits do we own? to What trusted position do we occupy in someone's career? 🎧 Tune in for a thought-provoking conversation on earning the decision to stay and becoming a more meaningful part of younger professionals' career journeys. Resources: 🌐 Learn more about Highland: www.highlandsolutions.com 📊 Take the Young Professional Membership Index: https://www.highlandsolutions.com/member-index/sign-up The YPMI takes just 15 minutes to complete and helps association leaders see where their organization is strong, where it may be stuck and where to focus next – benchmarked against the field, with insights into young professional engagement, retention and AI maturity. 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: Throughout September, we're exploring how associations can better attract, engage and retain younger professionals. Colleen and Highland's David Whited will sit down with association leaders to unpack real-world approaches, lessons learned and what's working—before David returns to close out the series and connect those experiences back to Highland's research. 🎧 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 powered by OnWrd & UpWrd , host Colleen Gallagher sits down with David Whited, Principal, Research & Strategy at Highland, to explore how associations can move beyond providing products and services to become essential career partners for their members. David shares why strong resources alone aren’t enough—and how associations can create greater value by understanding where members are in their careers, anticipating what they need, and showing up at the moments that matter. 🎧 Whether you lead membership, strategy, marketing, or the organization as a whole, this conversation offers a thought-provoking look at how associations can deepen member relationships and become more essential throughout a professional’s career. Key Highlights From Career Support to Career Partnership: Associations have built exceptional resources, but David argues that resources alone aren’t enough. He explains the difference between offering a “menu” of career support and creating a coordinated journey where members feel genuinely known and supported. How Associations Drifted from Their Original Purpose: Growth, specialization, departmental structures, pressure for non-dues revenue, and the need to scale all helped associations become highly effective distributors of products and services. Competing in an Unbundled World: Professionals can increasingly find education, networking, information, communities, and career guidance across platforms like LinkedIn, Reddit, AI tools, podcasts, and peer networks. The Moments That Matter: The biggest opportunities for member value aren’t always where associations expect them to be. David shares why research into pivotal career moments can uncover when members need support most—and, just as importantly, when they want associations to step back. Personalization That Actually Means Something: Meaningful personalization goes far beyond using a member’s first name. It means understanding where someone is in their career, recognizing the challenges they’re likely facing, and connecting them with the right resource or person at the right time. 🎧 Tune in for a forward-looking conversation about membership, trust, AI, and what it will take for associations to become indispensable career partners once again. Stay Connected: Subscribe to The Association Insights podcast on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing the conversation with association professionals sharing top trends, challenges, and insights shaping the association world. And stay tuned throughout September for a special series, presented in partnership with Highland, exploring how associations can better engage, support and create lasting value for younger professionals.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , recorded on the show floor at the 2026 ASAE Annual Meeting & Exposition in Indianapolis , O&U’s Meghan Henning sits down with Gail R. Kulp, M.Ed., CAE, Executive Director of the Sea Tow Foundation , to talk about scaling programs, empowering partners and creating meaningful impact with a small team. The Sea Tow Foundation’s Life Jacket Loaner Program has grown to more than 1,500 loaner stations nationwide , and Gail shares the systems behind that growth – from making participation easy to using data and reporting to continually strengthen the program. Key Highlights Make It Easy to Participate: Sea Tow Foundation gives local partners everything from building plans and signage to talking points and marketing materials, removing barriers to participation. Listen and Keep Improving: Recurring questions from partners help Gail identify where additional resources, templates or guidance are needed. Build in Accountability: Reporting requirements help the Foundation understand how its resources are being used, measure impact and make smarter decisions about future support. Use Data to Scale Smarter: In 2026, the Foundation awarded 9,990 life jackets to 224 organizations , using application and reporting data to help determine where resources could have the greatest impact. Create Systems That Extend Your Team: Gail shares how templates, ready-to-use social content, media resources and outside partners allow a small staff to support a much larger network. 🎧 Tune in for practical ideas on scaling successful programs, empowering partners and helping a small team make a much bigger impact. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing to share conversations with association leaders on the ideas and strategies shaping the future of the industry. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher sits down with Phil Andrews, CEO of USA Fencing, to explore what it takes to build sustainable growth in today's association landscape. Since becoming CEO in 2022, Phil has led USA Fencing through significant membership, club, and revenue growth while positioning the organization for the opportunities surrounding the LA28 Olympic and Paralympic Games. But as Phil explains, lasting success isn't built around one marquee moment—it's built through member listening, strong local communities, creative partnerships, and a culture of trust. 🎧 Whether you're focused on growing membership, diversifying revenue, or strengthening member engagement, this episode is full of practical ideas association leaders can put to work. Key Highlights Listening Is a Leadership Strategy: Phil explains why treating members as your "bosses"—and acting on their feedback—creates stronger organizations and better long-term decisions. Local Communities Fuel Growth : Learn how investing in USA Fencing's network of clubs has strengthened membership and created a more resilient organization. Lead With Transparency: Phil shares how clear communication, accountability, and explaining the "why" behind decisions help build trust—even during difficult moments. Think Beyond the Big Event : As LA28 approaches, USA Fencing is using the excitement to build long-term engagement—not just short-term visibility. Rethinking Revenue Growth : Phil discusses how understanding members beyond their role in the association opens the door to stronger partnerships, sponsorships, and new revenue opportunities. Tell Stories That Reach New Audiences : From creator collaborations to Comic-Con, Phil shares how creative storytelling helps USA Fencing connect with people beyond the sport. Culture Drives Everything: Building a strong culture starts with leadership, accountability, and creating an environment where people feel they belong. 🎧 Tune in for an engaging conversation on membership growth, leadership, storytelling, and building associations that thrive for the long term. Stay Connected: Subscribe to The Association Insights podcast on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We're continuing to feature association executives and industry leaders sharing practical insights on the trends, challenges, and opportunities shaping the future of associations. Stay tuned for more conversations designed to help association professionals grow, innovate, and lead with confidence.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher welcomes Denny Lengkong, President of IntelliData, back to the podcast to explore one of the biggest challenges facing associations today: turning mountains of data into meaningful decisions. While many organizations have more data than ever before, few are fully leveraging it to drive strategy. Denny shares practical advice on how association leaders can move beyond reporting, ask better questions, prepare their organizations for AI, and build a data culture that supports smarter decision-making—not just more dashboards. 🎧 Whether you're just beginning your data journey or looking to make AI work more effectively for your organization, this episode offers practical, actionable insights for association leaders at every stage. Key Highlights Why Associations Are "Data Rich but Insight Poor" : Denny explains why so many organizations treat their AMS or CRM as a "glorified filing cabinet" instead of a strategic asset—and what prevents teams from turning data into action. From Reporting to Decision Support : Learn why the most valuable data questions aren't "How many members do we have?" but "What actions will improve engagement, retention, and member value?" Preparing Your Data for AI Success : AI isn't a magic fix for poor data. Denny shares why clean data, shared definitions, and organizational context are essential before AI can deliver meaningful results. The Small Data Points That Predict Big Outcomes: Discover how seemingly minor patterns—like changes in a member contact or recurring attendance trends—can reveal valuable insights into member behavior and retention. Creating a Single Source of Truth : Breaking down silos starts with shared definitions. Denny explains why agreeing on something as simple as what qualifies as a "member" lays the foundation for better reporting, analytics, and AI adoption. Resources: Sign up for IntelliData’s monthly newsletter, The Slice: https://intellidata.tech/#newsletter-signup 🎧 Tune in for an engaging conversation filled with practical advice on building a stronger data strategy, embracing AI thoughtfully, and helping your association make better decisions with the information it already has. Stay Connected: Subscribe to The Association Insights podcast on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon We're continuing to sit down with association professionals and industry leaders to share practical perspectives on the trends, challenges, and innovations shaping the future of associations. Stay tuned for more conversations designed to help you strengthen your organization, engage your members, and lead with confidence.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Candice Warltier, CEO & Founding Partner of CS-Effect, to explore how associations can use trusted voices to combat misinformation, educate new audiences, and strengthen their credibility in an increasingly noisy digital landscape. Drawing from CS-Effect's award-winning work with the American Association of Endodontists (AAE), Candice shares how a strategic influencer campaign helped counter myths about root canals by partnering with respected physicians, pediatricians, and healthcare content creators—not to promote products, but to deliver science-based education people could trust. 🎧 Whether you're leading communications, marketing, membership, or advocacy, this episode offers practical insights into how associations can thoughtfully incorporate influencer marketing to expand their reach, build trust, and engage the next generation. Key Highlights Why Influencer Marketing Belongs in the Association Toolkit : Candice explains how member concerns about online misinformation sparked a campaign that reached audiences traditional communications couldn't. Trust Starts with the Right Voices : Learn why AAE intentionally partnered with physicians and healthcare educators outside dentistry—and how third-party credibility helped strengthen the campaign. The Vetting Process Matters : From audience engagement and brand alignment to years of past content, Candice shares the rigorous process associations should use before partnering with any content creator. Authenticity Beats Scripts: Discover why giving creators messaging guidance—not word-for-word scripts—results in content that feels genuine and resonates with audiences. Measuring Success Beyond Likes : The campaign generated thousands of saves and shares while driving users to AAE's educational resources and Find My Endodontist locator, proving meaningful engagement goes far beyond impressions. 🎧 Tune in for a practical conversation on building trust through credible voices, combating misinformation with confidence, and using influencer partnerships to help your association reach new audiences with authenticity. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon We're continuing to sit down with association professionals and industry leaders to explore the top trends, innovative strategies, and practical insights helping associations strengthen member engagement, navigate change, and prepare for what's next. Stay tuned!

In this special episode of the Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher shares a live panel discussion from Washington Women in Public Relations (WWPR) on how associations can use strategic storytelling to build trust, strengthen member engagement, and drive organizational results. Joining Colleen are: Courtney Rhodes , Head of News Media Relations, U.S. Travel Association Jeanne Metzger , Vice President, Membership, Marketing & Analytics, Software & Information Industry Association (SIIA) Alexandra Bradley , Director of Communications & Marketing, American Association for Public Opinion Research (AAPOR) Together, they share practical strategies for helping associations move beyond promoting programs to becoming trusted, strategic voices during times of uncertainty, rapid technological change, and shifting member expectations. 🎧 Whether you lead communications, marketing, membership, or strategy, this episode offers actionable ideas for building trust, creating stories that resonate, and positioning communications as a driver of organizational success. Key Highlights Communications as a Business Driver: Why communications deserves a seat at the leadership table—and how it supports membership, revenue, advocacy, and reputation. Leading Through Uncertainty: How associations can communicate with confidence, avoid reactive messaging, and build trust during challenging moments. Tell Better Stories, Not More Stories: Why audience segmentation, member insights, and authentic storytelling outperform constant promotion. Putting Members at the Center: Learn how member experiences, volunteer voices, and community stories create stronger engagement than organizational messaging alone. Using AI with Intention: Practical ways AI can improve efficiency while preserving the authenticity that only people can provide. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: More conversations with association professionals sharing the trends, insights, and strategies helping associations navigate change, engage members, and lead with confidence. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Meghan Henning sits down with Tara Puckey, MBA, FASAE, CAE, CMP, President & CEO of the Radio Television Digital News Association (RTDNA), for a thoughtful conversation on trust, leadership, organizational culture, and the evolving information landscape. Drawing on her unique background in both journalism and association leadership, Tara explores why trust has become one of the defining challenges of our time—and what association leaders can do to build resilient organizations in an era of rapid technological change, increasing polarization, and rising expectations around transparency and wellbeing. 🎧 Whether you're leading through uncertainty, strengthening organizational culture, or preparing your association for what's next, this episode offers timely insights into the leadership skills today's association executives need most. Key Highlights Trust Is Every Association's Business: Tara explains how declining trust—once primarily a challenge for journalism—has expanded across industries, creating new expectations for associations to demonstrate credibility, transparency, and value to both members and the public. Leading Through Polarization Without Losing Your Mission : As social and political issues increasingly intersect with organizational leadership, Tara shares why associations should proactively define their values and discuss potential response strategies before difficult moments arise. Building Cultures Where People Thrive: Strong organizational cultures don't happen by accident. Tara discusses why trust, empathy, and authentic relationships are foundational to high-performing teams—and why putting people first ultimately leads to stronger organizational outcomes. Why Leadership Can Feel Lonely : Even in collaborative organizations, CEOs often carry challenges they can't always share internally. Tara highlights the importance of peer networks, mentorship, and professional communities that provide support, perspective, and practical advice. 🎧 Tune in for an inspiring conversation on leading with purpose, building trust in uncertain times, and creating organizations that are prepared for the future—not just reacting to it. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon We're continuing to sit down with association leaders from across industries to explore the trends, leadership lessons, and innovative strategies shaping the future of associations. Stay tuned for more conversations designed to help your organization stay resilient, relevant, and ready for what's next.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Stuart Broadley, CEO of the Energy Industries Council (EIC), for a conversation about leading one of the world's largest trade associations serving the energy supply chain. Representing more than 950 member companies across 120+ countries, EIC has built its reputation by helping organizations navigate global markets through market intelligence, advocacy, networking, and strategic insights. 🎧 Whether you're leading a global association, thinking about member value, or looking for new ways to innovate, this episode offers practical lessons on leadership, strategy, and building an organization that stays relevant through disruption. Key Highlights Leading with Mission, Not Market Trends: Why EIC's "energy agnostic" approach has allowed the association to support members across the full energy supply chain while staying true to its mission. Turning Data into Member Value: How EIC uses proprietary market intelligence to strengthen advocacy, uncover business opportunities, and help members make more informed decisions. Building Global Value for Local Members: With members in more than 120 countries, Stuart shares how EIC balances global resources with the flexibility members need to pursue their own strategies. Leadership Lessons from 700+ CEOs: Drawing on a decade of Survive and Thrive research, Stuart explains why resilience, adaptability, and passionate leadership matter more than any single business strategy. Listening Before Investing: How independent member research helps EIC identify shifting priorities—and why networking has become just as valuable as market intelligence. 🎧 Tune in for an insightful conversation on leadership, innovation, global member engagement, and what associations can learn from one organization's commitment to data, mission, and continuous evolution. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We're continuing to sit down with association professionals and industry leaders to explore the top trends, emerging ideas, and practical insights shaping the future of associations. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher welcomes back Kara Dickerson, Founder of Content With Impact, LLC, to explore how associations can transform keynote programs into powerful storytelling platforms that create value before, during, and long after an event. Drawing on her experience leading the keynote strategy for InfoComm 2026 and previously curating executive stages for CES, Kara shares practical strategies for designing keynote experiences that inspire attendees, strengthen industry leadership, and extend far beyond the conference stage. 🎧 Whether you're planning a conference, refreshing your keynote program, or looking to create greater value for attendees and sponsors, this episode offers actionable insights for building keynote experiences with lasting impact. Key Highlights Start with Strategy, Not Speakers: Define the trends shaping your industry first, then build keynote programming around the conversations your audience needs most. Balance Vision with Action: Great keynotes inspire while giving attendees practical ideas they can apply immediately—not just big-picture predictions. Measure More Than Attendance: The real impact often happens after the event through media coverage, social sharing, on-demand views, and continued audience engagement. Turn Keynotes into a Content Engine: Extend the value of every keynote through strategic promotion, highlight clips, post-event content, and year-round storytelling. Create Shared Value with Industry Partners: The strongest keynote programs are collaborative partnerships that elevate both the event and participating organizations. Use Your Stage to Shape the Industry: A thoughtfully curated keynote program positions your association as a leader while helping members prepare for what's next. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: More conversations with association leaders and industry experts on the ideas and strategies shaping the future of associations. Stay tuned!

In this solo episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher explores a simple but often overlooked truth: effective association communications don't start with content—they start with organizational goals. Too often, communications teams get caught in a cycle of emails, social media posts, event promotions, and campaign execution without stepping back to ask what those efforts are actually meant to achieve. Whether the goal is member retention, event attendance, sponsorship growth, advocacy impact, or industry awareness, communications should serve as a strategic driver—not just a tactical function. Colleen shares how association communicators can move beyond measuring activity and start demonstrating impact by aligning campaigns, messaging, and metrics with broader organizational priorities. Key Highlights Communications Is a Vehicle, Not the Destination : Why successful associations start by identifying organizational goals before choosing tactics, channels, or content. Moving Beyond Activity Metrics: Open rates, impressions, and followers matter—but leadership increasingly wants to understand how communications contributes to growth, engagement, and strategic priorities. From Reactive to Strategic: How communications teams can avoid becoming an internal service department and instead position themselves as partners in achieving organizational outcomes. Event Marketing With Purpose : Why understanding the business importance of attendance leads to stronger messaging, better audience targeting, and more meaningful measurement. Member Retention Through Value Reinforcement: How communications can help members understand the value, relevance, and impact of association membership throughout the year. Supporting Sponsorship and Non-Dues Revenue: Why sponsors are looking for outcomes—not just visibility—and how strategic storytelling can strengthen partnerships. 🎧 Tune in for practical insights on turning communications into a strategic asset that supports growth, engagement, and organizational success. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon : We're continuing to explore the ideas, trends, and strategies shaping the future of associations—from communications and membership to leadership, engagement, and growth. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Lerro Gallagher sits down with Mark Fernando, Director of Governance and Administration at the American Sociological Association (ASA), to explore what it takes to build trust, transparency, and engagement within a complex member-driven organization. Managing governance, elections, volunteer leadership, and organizational operations, Mark shares practical lessons on balancing structure with member voice, creating inclusive leadership pathways, and preparing associations for the challenges ahead. 🎧 Whether you're modernizing governance, strengthening member trust, or thinking about the future of association leadership, this conversation offers valuable insights for association professionals. Key Highlights Governance as the Foundation: Mark shares his "association as a house" analogy to explain how bylaws, policies, members, and staff work together to create strong, adaptable organizations. Building Trust Through Transparency: Effective governance requires clear processes, member feedback, and consistent communication that helps members understand how decisions are made. Running Elections at Scale: From managing dozens of ballots to navigating unexpected technology challenges, Mark discusses what it takes to maintain fair, trusted election processes. Representation Requires Intention: Leadership development and volunteer recruitment should reflect the diversity of the membership across backgrounds, perspectives, institution types, and geography. Communication Is a Two-Way Street: Associations often focus on messaging but overlook feedback. Mark explains why listening is just as important as communicating. Balancing Agility and Governance: Strong governance systems create the guardrails associations need to respond thoughtfully to emerging issues without losing focus. 🎧 Tune in for a thoughtful conversation on governance, leadership, and the strategies associations can use to remain trusted, responsive, and member-focused in a changing environment. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing to sit down with association professionals, industry leaders, and changemakers to explore the top trends, challenges, and ideas shaping the future of associations. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Dr. Michael Carr-Tatonetti, CPP, CAE, Founder & CEO of Pricing for Associations, to explore one of the most powerful—and often misunderstood—tools available to association leaders: pricing. From membership dues and event registrations to sponsorships and education programs, pricing decisions influence far more than revenue. Michael shares why associations often underprice their value, overcomplicate their offerings, and allow fear of member backlash to hold them back from making strategic decisions. 🎧 Whether you're considering a dues increase, or looking to strengthen your organization's financial sustainability, this conversation offers practical guidance grounded in data, value, and member experience. Key Highlights Pricing Is About Sustainability, Not Greed: Why associations need to rethink their relationship with pricing and view it as a tool for supporting mission and long-term organizational health. Value Comes Before Engagement: Michael explains why understanding what members truly value should come before efforts to increase participation and engagement. The Case for Small, Consistent Price Increases: How incremental adjustments can help associations keep pace with rising costs while avoiding major pricing shocks. Simplify to Strengthen Decision-Making: Why fewer, clearer pricing options often lead to a better member experience and stronger purchasing decisions. What Sponsors Actually Want: Insights into how sponsors define ROI, what drives long-term partnerships, and why transparency matters more than ever. The Future of Membership Value: As AI and free information become more accessible, Michael shares why associations must double down on community, connection, and unique member benefits. 🎧 Tune in for a candid conversation on building stronger pricing strategies, communicating value more effectively, and creating financially sustainable associations. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We're continuing to sit down with association leaders and industry experts to explore the trends, challenges, and opportunities shaping the future of associations. Stay tuned.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Adrienne Lerro, Partner at PwC, to discuss what it takes to successfully lead transformation in large organizations. Drawing on her experience leading global operational and technology transformations, Adrienne shares why the most successful organizations focus on solving business problems—not simply implementing new technology. The conversation explores how AI is accelerating change, where organizations are seeing the greatest returns, and why people, processes, and data remain critical to long-term success. 🎧 Whether you're evaluating AI, managing organizational change, or looking to improve efficiency while strengthening member value, this episode offers practical insights for association leaders navigating a rapidly evolving landscape. Key Highlights Start with the Business Problem: Successful transformations begin with a clear understanding of the challenge you're trying to solve. Adrienne explains why technology alone rarely delivers results without the right strategy, processes, and objectives in place. Reimagine Processes—Don't Just Automate Them: Organizations seeing the biggest gains from AI aren't simply making existing workflows faster. They're stepping back, redesigning processes, and rethinking how work gets done. Bring Your Team Along: Change is hard—especially when AI enters the conversation. Adrienne shares why involving employees in the transformation journey, investing in upskilling, and creating opportunities for growth leads to stronger outcomes. AI Supports Expertise—It Doesn't Replace It: While AI can eliminate repetitive tasks and improve efficiency, human judgment, critical thinking, and accountability remain essential. The future belongs to organizations that combine technology with skilled people. Break Down Silos: Looking ahead, Adrienne sees significant opportunity in connecting traditionally separate functions, processes, and data sources to improve experiences, reduce risk, and drive better organizational outcomes. 🎧 Tune in for a thoughtful conversation on leadership, AI, and the strategies organizations can use to drive meaningful transformation. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We're continuing to bring you conversations with association professionals, industry experts, and leaders sharing the trends, challenges, and opportunities shaping the future of associations. Stay tuned for more insights designed to help organizations adapt, innovate, and better serve their members.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Leslie Frazier, SVP of Community and Industry Relations at Virginia REALTORS®, for a thoughtful conversation on leadership, advocacy, housing, and the evolving role of associations in building stronger communities. With experience spanning political campaigns, state government, and association leadership, Leslie shares how relationship-building, data, and authentic communication help Virginia REALTORS® navigate complex issues like housing affordability, advocacy, and belonging in a rapidly changing environment. 🎧 Whether you lead advocacy, membership, communications, or strategy, this episode offers practical insight into how associations can stay trusted, relevant, and member-focused during times of change. Key Highlights The Real Role of Virginia REALTORS®: Leslie explains how the state association supports nearly 33,000 members through advocacy, research, education, and housing expertise. Advocacy That Stays Bipartisan: In a constantly shifting political landscape, Virginia REALTORS® focuses on relationship-building and housing as a universal issue that impacts everyone. Building Belonging Authentically: Leslie shares how the organization approached DEI by focusing on conversations, representation, and weaving belonging into the association’s everyday work. Why Data Matters: From rising home prices to shifting buyer demographics, Virginia REALTORS® uses research and accessible data to strengthen both member value and public trust. Leadership Starts with Relationships: Leslie emphasizes the power of genuine connection, small touchpoints, and networking as critical leadership skills for association professionals. The Future Is Collaboration: As housing intersects with workforce and economic issues, Leslie discusses why associations must think beyond traditional silos and build broader partnerships. 🎧 Tune in for an insightful conversation on advocacy, leadership, housing, and why strong relationships remain the foundation of impactful associations. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing to sit down with association professionals, industry leaders, and changemakers to explore the top trends, challenges, and ideas shaping the future of associations. Stay tuned!

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher sits down with Katy Thorbahn, President & CEO of Shiny, for a thoughtful conversation about customer indifference, trust-building, and why the most effective organizations focus less on selling—and more on being genuinely helpful. Drawing from her deep experience in financial services marketing, Katy shares how brands in highly commoditized industries build loyalty by creating confidence at every step of the customer journey. While her work centers on financial services, the lessons translate directly to associations navigating member engagement, retention, and long-term trust. 🎧 Whether you’re rethinking onboarding, trying to improve renewal experiences, or looking for ways to create stronger member connection in a crowded landscape, this conversation offers practical, human-centered insights that associations can apply immediately. Key Highlights Defeating Customer Indifference: Katy explains why many organizations aren’t competing against direct competitors as much as they’re competing against indifference—and why associations need to clearly show members why they matter. Ruthlessly Customer-Centric Marketing: From financial products to membership organizations, Katy shares why the most effective marketing starts by deeply understanding the person on the other side of the decision. Helpful Marketing Builds Trust: Being helpful means more than promoting benefits. Katy discusses how organizations can guide people toward the right solutions—even when that solution may not be them—and why “no dead ends” matter. Confidence Is Built After the Yes: The customer journey doesn’t stop once someone joins. Katy explains why onboarding, follow-up communication, and post-decision experiences are often the moments that most influence long-term loyalty. Human-Centered Experiences Still Win: At the heart of every successful strategy is empathy. Katy reminds us that whether someone is choosing a credit card or joining an association, people simply want to feel understood, supported, and confident in their decisions. 🎧 Tune in for a practical and refreshing conversation on customer psychology, member confidence, and how associations can create more meaningful, loyalty-building experiences by focusing on what truly helps people. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon : We’re continuing to sit down with association professionals, industry experts, and business leaders to explore the trends, strategies, and ideas shaping the future of member engagement, trust-building, and organizational growth. Stay tuned.

In this special replay episode of The Association Insights Podcast powered by OnWrd & UpWrd , O&U CEO Colleen Gallagher revisits the very first episode of the show — originally recorded more than four years ago when the podcast launched as The Association 100 . As OnWrd & UpWrd approaches six years in business, Colleen reflects on the early conversations, industry frustrations, and vision that led her and Meghan Henning to build an agency focused on helping associations strengthen communications, visibility, and trust. While the industry has evolved significantly since this episode first aired, many of the core themes — authentic storytelling, strategic communications, and serving as true extensions of client teams — remain just as relevant today. 🎧 Tune in for a look back at where it all started and the mission that continues to shape Association Insights and OnWrd & UpWrd today. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing the conversation with association professionals across sectors, sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned for what’s next.

In this solo episode of The Association Insights Podcast powered by OnWrd & Upwrd , host Colleen Gallagher takes a step back to unpack where AI actually stands right now in association communications and PR. After months of rapid experimentation across the industry, Colleen moves beyond the hype to focus on what’s actually working, where teams are seeing real value, and where challenges are starting to surface. From accelerating workflows to protecting voice and credibility, this episode offers a clear, practical lens on how associations can use AI effectively—without losing what makes their communications impactful. 🎧 If your team is navigating how to use AI in PR, messaging, or content strategy, this episode will help you cut through the noise and focus on what matters most right now. Key Highlights AI Is Accelerating PR—Not Replacing It: AI is making research, drafting, and monitoring faster—but it’s not replacing the core drivers of effective PR: judgment, relationships, and credibility. The real opportunity is using AI to create more time for strategic work that actually moves the needle. Where AI Is Actually Delivering Value: From faster media monitoring and trend identification to refining messaging and enabling personalization at scale, AI is helping teams work smarter—especially when it comes to staying relevant in fast-moving conversations. Efficiency That Unlocks Strategy: Behind-the-scenes gains—like media list updates, reporting, and content repurposing—are freeing up time for higher-value strategic thinking, where communications teams make the biggest impact. What Matters Most Right Now: Use AI to support—not replace—your thinking. Protect your voice. Prioritize strategy over speed. And keep humans at the center of the process—because credibility still depends on judgment. 🎧 Tune in for a clear, experience-driven perspective on how associations can move from experimentation to intentional, effective use of AI in their communications and PR strategies. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing the conversation with association professionals across sectors, sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned for what’s next.

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd , host Colleen Gallagher takes a step back to focus on a foundational—but often overlooked—driver of association success: trust. In a landscape shaped by information overload, growing skepticism, and declining institutional credibility, trust is no longer assumed—it’s earned, reinforced, and, if neglected, quickly lost. 🎧 Whether you’re leading communications, shaping strategy, or thinking about how your organization shows up in the market, this episode offers a clear, practical lens on how to build trust in a time when it matters more than ever. Key Highlights Why Trust Is More Fragile Than Ever: With misinformation rising and audiences more skeptical, associations can’t rely on legacy credibility. Trust must be built—and rebuilt—through consistent, relevant communication. The Hidden Erosion of Member Trust: Trust doesn’t disappear overnight. It fades through generic messaging, lack of clarity, or content that doesn’t reflect real member challenges—often long before engagement drops. Earned Media Is Built on Credibility, Not Titles: Reporters don’t choose sources based on press releases—they choose who they trust. Associations that provide clear, timely, and grounded insights become go-to voices over time. Leadership Visibility vs. Leadership Trust: Showing up isn’t enough. Trust in leadership is built through consistent, authentic, and clear communication—not polished, one-off messaging. Trust Is the Real Path to Becoming a Go-To Source: It’s not about being everywhere—it’s about being reliable. When stakeholders trust your perspective, opportunities for visibility, influence, and engagement follow naturally. Where Associations Should Focus Right Now: From consistency and clarity to member-centered messaging and follow-through, trust is built in the everyday execution—not just big moments. 🎧 Tune in for a practical, perspective-driven conversation on how associations can strengthen trust across communications, leadership, and media—and why it’s the metric that matters most moving forward. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify , Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: We’re continuing to sit down with association professionals and industry leaders to share top trends, insights, and real-world strategies shaping the future of associations. Stay tuned!