Advertise on podcast: The Association Adviser Podcast

Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.  In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation.  They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it's safe to test new ideas. In this episode, you’ll learn: Why risk—not pricing—may be the biggest barrier to revenue growth.How to experiment with new revenue streams more effectively.The connection between risk capacity, innovation, and growth. What associations discover when they evaluate their ability to take risks.Why adaptable teams are better positioned for long-term growth. About Our Guest:  Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation. Resources: Read The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation by Sheri Jacobs. Explore more on the balance between taking risks and playing it safe in your association.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Sheri Jacobs & Avenue M Group LinkedIn: @SheriJacobs & @AvenueMGroup  Visit: https://www.sherijacobs.com & https://www.avenuem.org *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Innovation is one of the most talked-about ideas in the association space, but putting it into practice in a meaningful way is often harder than defining it.  In this episode, Christine sits down with Rebecca O’Brien, Executive Director of the Institute for Real Estate Management Foundation, to discuss how associations can turn innovation into real outcomes, generate revenue, and create new ways to serve their members and industries.  As a seasoned entrepreneur turned association professional, Rebecca brings over twenty years of experience innovating in both the for-profit and non-profit space. Christine and Rebecca dive into creating a culture that supports innovative thinking and how associations can rethink the role foundations play in long-term revenue strategy.  In this episode, you’ll learn: How innovative thinking can uncover entirely new revenue opportunities.What separates meaningful innovation from ideas that never gain traction.Why association foundations can become powerful drivers of growth and industry impact.The role failure plays in experimentation, progress, and long-term innovation.How to keep new ideas tied to measurable outcomes and goals.  About Our Guest:  Rebecca O'Brien is a seasoned entrepreneur, intrapreneur, and association professional with over 20 years of experience innovating in for-profit and non-profit sectors. As the Executive Director of the IREM Foundation, Rebecca is working to advance workforce development, access to careers, inclusion, and innovation. Rebecca holds her Certified Association Executive (CAE) and Certified Fund Raising Executive (CFRE) designations, as well as an MBA from the University of Chicago, Booth School of Business. Resources: Visit IDEO.com for information and resources on turning ideas into a future reality.  Explore more on embracing foresight and innovation.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Rebecca O’Brien & IREM Foundation: LinkedIn: @RebeccaO’Brien & @IREM Facebook: @IREM Visit: https://www.iremfoundation.org/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.  In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from value-based partnerships. Dan Cole is the Head of Sales for AVIXA’s InfoComm show, which brings together more than 800 exhibiting companies at each show. Sean is the CEO of Hi-Fidelity Group, Inc. and Founder of Professionals for Association Revenue (PAR), which brings associations together to focus on innovative ideas for revenue growth.  Together, they explore how even lean association teams can strengthen their sales approach, why trust matters more than ever in business development, and what associations should be doing now to create more sustainable revenue growth. In this episode, you’ll learn:  Practical sales strategies for when you’re short on resources. What associations often get wrong when approaching partnerships. How sponsorship and exhibit sales are evolving and what associations should prepare for next.How to adapt your trade show for changing attendee expectations. How stronger sponsor relationships lead to more sustainable revenue About Our Guests:  Dan Cole is a sales and business development leader with more than 35 years of experience driving revenue growth across the exhibitions, events, and association industries. He currently serves as Head of Sales for AVIXA’s InfoComm show and previously held leadership roles at the International Spy Museum, Hargrove, Inc., and CES, where he spent more than 16 years leading business development efforts. Known for his expertise in sales strategy, relationship building, and high-performing teams, Dan is also an active contributor through advisory roles with organizations including Professionals for Association Revenue (PAR) and the Center for Exhibition Industry Research (CEIR). Sean Soth is the Founder and Chair of the Leadership Advisory Board for Professionals for Association Revenue (PAR), where the staff leads initiatives that advance business development strategy and innovative revenue models across the association community.  PAR events include Association Business Week and the annual RevUP Summit, which brings together association business teams looking to share ideas and improve revenue health.   Resources: Read Never Split the Difference: Negotiating As If Your Life Depended On It by Chris Voss and Reset: How to Change What's Not Working by Dan Heath.  Explore more on making non-sales staff key revenue drivers.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Sean Soth & PAR:  LinkedIn: @SeanSoth & @PAR Visit: https://mypar.org/ Connect with Dan Cole & AVIXA: LinkedIn: @DanCole & @AVIXA  Visit: https://www.avixa.org/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

When associations think about growth, the focus often turns to tactics—new offerings, sponsorships, and pricing strategies. But there’s a real opportunity in looking deeper.  In this episode, Christine sits down with Lori Anderson, President and CEO of the International Sign Association, to explore how values can shape not just member experience, but engagement, growth, and long-term success. With more than 20 years leading ISA, Lori has helped guide the organization through major shifts in how it serves its members. Most recently, her team conducted a large-scale values research initiative to better understand what truly matters to their members. These insights have transformed how they approach everything from programming to their annual trade show. Christine and Lori discuss how focusing on shared values like connection, purpose, and belonging can lead to stronger relationships, more engaged members, and new opportunities for growth beyond traditional revenue streams. In this episode, you’ll learn: How values-driven strategies can open the door to new revenue models and opportunities.How to better understand what drives your members.The difference between demographics and values-based segmentation.Practical ways to apply values insights to events, programs, and member experience.How to measure success, maintain momentum, and develop consistent growth.  About Our Guest:  Lori Anderson is the President and CEO of the International Sign Association, where she leads efforts to support the sign, graphics, and visual communications industry through advocacy, education, workforce development, and its flagship ISA International Sign Expo. Over her tenure, she has guided the organization through major structural and strategic changes, expanded its reach into emerging sectors, and championed initiatives that promote diversity, develop future leaders, and strengthen the industry’s workforce. A respected voice in the association community, Lori is an ASAE Fellow and Certified Association Executive (CAE), and was named Trade Association Executive of the Year by Association TRENDS in 2025. Resources: Read The Death of Demographics: Valuegraphic Marketing for a Values-Driven World by David Allison.  Explore more on the challenge of turning traditional data into insights.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Lori Anderson & ISA: LinkedIn: @LoriAnderson & ISA Facebook: @ISA YouTube: @ISA Visit: https://Signs.org/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Membership dues have long been the foundation of association revenue, but that model is shifting. As dues make up a smaller share of the overall picture, associations must rethink how they generate income and deliver value. In this episode, Christine sits down with Sheree Anne Kelly, CEO of the Association of Chamber of Commerce Executives, which represents more than 10,000 chamber professionals worldwide. Sheree Anne has a front-row view of how associations are adapting to these changes and where new opportunities are emerging.  They discuss innovative approaches to non-dues revenue, including freemium models, fee-for-service programs, and concierge-style offerings. If you want to future-proof your association’s revenue, or learn about innovative revenue ideas, this conversation is full of practical insight you can apply right away.  In this episode, you’ll learn: Why membership dues are declining as a percentage of revenue.How freemium membership models work and when to use them.Real-world examples of associations driving rapid membership growth.Alternative revenue strategies, including fee-for-service and concierge-style offerings.What it takes to build resilience in today’s evolving association landscape. About Our Guest:  Sheree Anne Kelly is the CEO of the Association of Chamber of Commerce Executives. Under her leadership, ACCE has expanded services, grown membership, launched new research and thought leadership, and built strategic partnerships across the industry. She previously spent 16 years at the Public Affairs Council as a senior leader and brings additional experience from roles at the National Association of Home Builders and the U.S. Chamber of Commerce, giving her a broad perspective on advocacy, membership, and organizational growth. Resources: Read Emotional Intelligence 2.0 by Dr. Travis Bradberry and Dr. Jean Greaves. Explore more on unlocking non-dues revenue.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Sheree Anne Kelly & ACCE: LinkedIn: @ShereeAnneKelly & @ACCE Facebook: @ACCE Visit: https://www.acce.org/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Many associations still treat revenue as something separate from their mission. But what if that thinking is actually holding them back? In this episode, Christine sits down with John Bacon, Vice President of Sales and Partner Experiences at ASAE, to discuss a shift in how associations approach revenue—and why it needs to be more intentional, integrated, and value-driven. John brings a unique perspective, having spent years on the for-profit side, including at Naylor, providing services for associations. He now leads revenue growth across print, digital media, sponsorships, partnerships, and events for ASAE.  Together, they discuss what it really means to move beyond transactional revenue models and toward strategies that build trust, strengthen relationships, and deliver real outcomes for both members and partners. If you’re looking to rethink how revenue fits into your organization and how to make it work harder for your mission, this conversation offers a practical place to start. In this episode, you’ll learn: The important difference between lead generation and demand generation. How to shift from transactional sponsorships to more intentional partnerships.Simple ways to find untapped revenue opportunities within your existing offerings.Why content should be treated as a long-term asset, not a one-time deliverable.How to better align internal teams around a shared revenue strategy.  About Our Guest:  John Bacon is the Vice President of Sales & Partner Experience at ASAE, where he leads revenue growth across media, sponsorships, partnerships, and major events while focusing on delivering meaningful value for partners and enhancing member engagement through content strategy. Prior to joining ASAE, he spent 16 years at Naylor Association Solutions in senior leadership roles, driving record-setting business growth and developing deep expertise in sales, strategy, and partner experience. Resources: Visit the ASAE Learning Academy.  Explore more on turning a sponsor into a strategic partner.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with John Bacon & ASAE: LinkedIn: @JohnBacon & ASAE Visit: https://www.asaecenter.org/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

What makes some associations thrive while others fade out? According to KiKi L’Italien, the answer lies in one crucial element: trust.  KiKi L’Italien is a media strategist and advisor who created the Association Chat, a community-driven media brand that evolved into a multi-platform ecosystem including a magazine, live events, podcast, newsletter, and online community, serving the association industry for more than 16 years. She is also the host of the Things Go Sideways podcast.  In this episode, Christine and KiKi explore how trust impacts everything from revenue to member engagement and why it’s not just a soft concept, but a measurable driver of success. They also unpack how associations can build and maintain trust through intentional communication, even as new technologies like AI enter the picture. In this episode, you’ll learn:  How trust directly impacts growth and revenue.Real-world examples of how associations can monitor, maintain, and grow trust.The warning signs when trust is breaking down—and what to do about it.The important distinction between transparency and honesty.How to integrate emerging tech like AI to strengthen member relationships. About Our Guest: KiKi L’Italien is a media strategist, storyteller, and trusted advisor who helps organizations build relevance, credibility, and connection through human-centered media and narrative strategy. She founded Association Chat and now works as a Fractional Media Director and Brand Storytelling Advisor, creating interview-driven content and thought leadership platforms that deepen trust and engagement. She also hosts the Things Go Sideways podcast, which explores leadership and change, and was recognized with the 2025 ASAE Academy of Leaders Award for her impact on the association community. Resources: Listen to Things Go Sideways. Subscribe to Ungovernable Context by Brian Kirkland. Explore more on using emerging tech so that your association can lead into the future.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with KiKi L’Italien: LinkedIn: @KiKiL’Italien Visit: https://amplifiedgrowthmedia.com/ *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Revenue is top of mind for just about every association right now—but the real question is, are we thinking about it the right way? In this Season 4 preview, Christine is joined by two Naylor colleagues: Taylor Kessel-Salomonsson, Chief Growth Officer, and SaraCatherine Goodwin, VP of Member Sales and Strategy. Together, they set the stage for a season focused on rethinking how associations approach revenue as a core driver of member value and long-term growth.  In this episode, Christine, Taylor, and SaraCatherine break down what they’re seeing across the industry right now and where the biggest opportunities lie. From building trust to creating year-round partnerships, this conversation offers a clear lens into how associations can evolve to stay relevant and unlock new growth. In this episode, you’ll learn: What associations are getting wrong and right when it comes to revenue strategy The financial impact of a clearly stated value propositionHow trust fuels both engagement and financial growthHow to meet increasing sponsorship demandsWhat high-performing associations are doing differently to drive success  About Our Guests: Taylor Kessel-Salomonsson is the Chief Growth Officer at Naylor Association Solutions, where she leads the company’s integrated growth strategy across marketing, sales, and go-to-market functions. With experience spanning startups and global enterprises—including Salesforce, DocuSign, and Bloomfilter—she focuses on driving revenue, expanding market reach, and helping associations grow membership and engagement.  SaraCatherine Goodwin is the VP of Member Sales and Strategy at Naylor, where she partners with association leaders and internal sales teams to drive sustainable revenue growth and long-term client success. Known for her expertise in association media, sales strategy, and performance management, she works to align advertising solutions with member needs while building strong, high-performing teams. About Our Host: The host of the Association Adviser Podcast, Christine Shaw, is the CEO and President of Naylor Association Solutions, where she leads strategy to help associations grow members and revenue through integrated media, events, and technology solutions. A two-time CEO with more than 20 years of experience across media, events, and B2B sectors, she brings deep expertise in digital transformation and strategic leadership.  Resources: Continue learning about how to create a strategic path forward for non-dues revenue.  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Taylor Kessel-Salomonsson & SaraCatherine Goodwin: LinkedIn: @ChristineShaw & @TaylorKesselSalomonsson & @SaraCatherineGoodwin

The future of associations isn’t just about adopting new technologies—it’s about building cultures where people can thrive. In this episode of the Association Adviser Podcast, host Christine Shaw sits down with Wendy-Jo Toyama, CEO of the American Epilepsy Society, to discuss what it really takes to create future-ready organizations. Wendy-Jo has more than 25 years of leadership experience across associations and is known for championing creativity, equity, and belonging within the workplace. Her award-winning work has transformed teams, strengthened DEI efforts, and guided organizations through major disruption. In this conversation, Wendy-Jo and Christine explore how associations can evolve their cultures intentionally. They unpack the realities of modern workforce expectations, from hybrid teams to accessibility to empowering people to bring their full selves to the mission. You’ll also hear lessons Wendy-Jo brings from her years in healthcare associations and why agility and creativity are essential as disruption accelerates. You’ll learn: What the strongest association cultures have in common.How hybrid workforces can stay connected and collaborative.Where DEI is headed next—and how to prepare your organization.How accessibility and neurodiversity strengthen both teams and membership.Lessons from the healthcare field that any association can apply.Ways to build more agile, collaborative, and creative teams. About our guest: Wendy-Jo Toyama, MBA, FASAE, CAE, is the CEO of the American Epilepsy Society and a long-time leader in medical and professional associations. She has previously led the American Academy of Hospice and Palliative Medicine and the American Cleft Palate-Craniofacial Association, and served as a senior vice president at the American Dental Association. Wendy-Jo is known for her commitment to belonging and justice, having chaired multiple ASAE committees—including the Research Foundation Research Committee and the Diversity & Inclusion Committee—and leading the AANHPI Association Community Group. A Fellow of ASAE, she has been honored with the 2025 Key Award and the 2024 Woman of Influence Award. Resources: Recommended Reading: The Culture Code: The Secrets of Highly Successful Groups Explore more on how to create a culture of engagement and performance.  Visit: AssociationAdviser.com Connect with American Epilepsy Society & Wendy-Jo Toyama: LinkedIn: @AES & @WendyJoToyama Visit: https://aesnet.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

The role of an association leader has never been more complex. Today’s leaders must navigate political pressures, respond to crises, and adapt to new technologies—all while keeping their members informed, supported, and inspired. In this episode, Larry Sloan, MBA, CAE, FASAE, CEO of the American Industrial Hygiene Association (AIHA), joins host Christine Shaw to discuss how association leadership is evolving and why emotional intelligence has become one of the most essential skills for everyone in the association field. Larry’s career has given him a unique perspective on advocacy, policy, and people. Over the past several years, his role has shifted from focusing primarily on member services to becoming a visible advocate in Washington D.C—representing his members amid federal funding cuts, agency changes, and moments of national uncertainty. In this conversation, Larry shares how AIHA stepped up during the pandemic to fill vital gaps in public health guidance, how associations can respond when government support wanes, and how to lead through change with steadiness and empathy. You’ll learn: How association CEOs can adapt to changing political and financial environments.How to keep your association ready for a pivot.The hidden cost of hybrid work environments. How to use feedback to fuel growth. The leadership skills that will define the next generation of association professionals. About our guest: Lawrence Sloan serves as CEO of the American Industrial Hygiene Association (AIHA). Previously, he served as CEO of SOCMA, a trade association representing the U.S. specialty chemical industry.  Mr. Sloan began his non-profit career at the Adhesive and Sealant Council, where he was promoted to his first CEO role in January 2005. He began his career as a chemical engineer at Air Products and later worked for Nalco Chemical in various capacities, including marketing, manufacturing, and sales.  Mr. Sloan earned a BS in chemical engineering from the University of Pennsylvania and an MBA from Northwestern University’s Kellogg School of Management.  Resources: Recommended Reading: Emotional Intelligence: Why It Can Matter More Than IQ Explore more on the future of association leadership.  Visit: AssociationAdviser.com Connect with AIHA & Larry Sloan: LinkedIn: @AIHA & @LarrySloan Facebook: @AIHA Visit: https://www.aiha.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Community is the most powerful member benefit that associations have. And that’s exactly what Ronn Nozoe, CEO of the National Association of Secondary School Principals (NASSP), is working to build.  Ronn’s background is deeply rooted in education—from classroom teacher to principal to Deputy Assistant Secretary for Policy and Programs at the U.S. Department of Education. Today, he leads NASSP with a clear mission: support school leaders in real time, not just once a year at a conference. In this episode, host Christine Shaw talks with Ronn about how associations can create meaningful, ongoing connections among members—especially at a time when so many are feeling isolated. They discuss NASSP’s peer-to-peer engagement networks, the shift toward “hyper-personalized” professional learning, and new approaches to advocacy that amplify member voices in impactful ways. In this episode, you’ll learn: The power of peer-to-peer networks and what makes them work.What “hyper-personalized” learning looks like and how to implement it.How to elevate member stories to influence policy and drive advocacy.How to use digital platforms to build connections amongst members. The unique approach to seeking connection employed by the younger generation. About our guest: Ronn Nozoe is a lifelong educator and the CEO of the National Association of Secondary School Principals (NASSP), where he leads efforts to transform education through strong and supportive school leadership. Prior to NASSP, he served as associate executive director and interim executive director at ASCD, and earlier as deputy assistant secretary for policy and programs at the U.S. Department of Education, focusing on teacher quality, school safety, and equity for rural, migrant, and Indigenous students. In his home state of Hawai‘i, Ronn served as deputy state superintendent, where he elevated principals’ voices and helped increase achievement and graduation rates statewide. His career began at the school level as a teacher, vice principal, principal, and district superintendent. Ronn holds both his bachelor’s degree in English and master’s degree in education from the University of Hawai‘i at Mānoa. Resources: Recommended Reading: Drive: The Surprising Truth About What Motivates Us Explore more on membership momentum and how engaging today can lead to growth tomorrow. Visit: AssociationAdviser.com Connect with NASSP & Ronn Nozoe: LinkedIn: @NASSP & Ronn Nozoe  Facebook: @NASSP Visit: https://www.nassp.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Culture can make or break an organization. The right culture creates safety, fuels creativity, and gives people the freedom to solve problems. But outdated mindsets, organizational politics, and micromanagement can hold even the best teams back. In this episode, host Christine Shaw talks with Tamesha Logan, MBA, CAE, Executive Director of American Mensa and Mensa Foundation, about what it takes to build a culture that drives results. Tamesha believes culture isn’t just “soft skills”—it’s a strategy. She shares how leaders can empower teams to take ownership, why boards need to make space for execution, and what it means to create psychological safety in the workplace. They also dive into one of the most pressing issues facing associations today: how to engage younger generations and create a culture that resonates across all ages and experiences. In this episode, you’ll learn: Strategies to attract and engage younger professionals.What a psychologically safe culture looks like — and why it matters.Ways to empower teams to take initiative without micromanagement.The right roles boards should play in shaping culture (and the roles to avoid).How association culture will continue to evolve over the next five years. About our guest: Tamesha Logan is the Executive Director of American Mensa and the Mensa Foundation, bringing more than 17 years of experience driving impact across national and global nonprofit organizations. A proven strategist and collaborator, she has led initiatives that strengthen organizational performance, align teams to mission-critical goals, and deepen stakeholder engagement. Throughout her career, Tamesha has elevated brand visibility and expanded partnerships through innovative marketing and communications, securing national media coverage and support from high-profile leaders such as Kobe Bryant, Ken Griffey Jr., and Mark Cuban. Known for fostering empowering, future-focused cultures, she continues to champion meaningful leadership, creative problem-solving, and organizational growth across the association sector. Resources: Recommended Reading: The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth Explore more on how associations can engage with Generation Z.  Visit: AssociationAdviser.com Connect with American Mensa & Tamesha Logan: LinkedIn: @AmericanMensa & @TameshaLogan Facebook: @AmericanMensa Visit: https://www.us.mensa.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

If you work for an association, you know that revenue is always top of mind. In our 2025 Association Benchmarking Survey, 61% of respondents said non-dues revenue was their top concern.  Today’s guest, Bruce Rosenthal, is a strategic adviser who has helped associations create successful corporate sponsorship and partnership programs that increase revenue and add member value. Listen in as our host Christine Shaw sits down with Bruce to outline the tools that associations need to set them up for revenue growth well into the future.  In this episode, you’ll learn:  The real value proposition that inspires sponsors to partner with an association. How to position your association as a preferred partner for industry education and thought leadership. How to create an agency-style approach to sponsorships.The importance of a thorough competitive analysis when approaching sponsors. How associations can ensure their partnerships align with member needs.  About our guest: Bruce Rosenthal is a strategic advisor, consultant, and educator with 20+ years of experience advancing corporate sponsorship programs for associations. He helps associations grow revenue, increase member value, and drive sustainability. Bruce is the author of Mastering Association Corporate Sponsorships and a leading voice on association-corporate relationships. He specializes in developing sponsorship program implementation plans and rethinking outdated revenue models for associations.  Resources: Recommended Reading: Mastering Association Corporate Sponsorships: How to Create Strategic Partnerships that Add Revenue and Member Value Explore more on boosting non-dues revenue in your association.  Visit: AssociationAdviser.com Connect with Bruce Rosenthal: LinkedIn: @BruceRosenthal Visit: https://brucerosenthal.associates Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

Associations are all asking the same questions: How do we make AI and data work for us? How do we use it in a way that is both practical and ethical? Today’s guest, Tori Miller Liu has answers. She is the President and CEO of the Association for Intelligent Information Management and a leading voice in associations about AI ethics and data literacy.  Along with our host, Christine Shaw, Tori discusses what it takes for an association to implement emerging tech in helpful ways. Tori shares the tech skills every association will have to develop, as well as how to stay true to your membership base as AI reshapes the workforce.  In this episode, you’ll learn:  How to use AI to enhance human-to-human connection. How to navigate tough conversations about AI’s workforce impact.The importance of a human-centric approach to emerging tech. How to map your association’s data ecosystem. Why data literacy matters now more than ever. About our guest: Tori Miller Liu, MBA, FASAE, CAE, CIP is the President & CEO of the Association for Intelligent Information Management, the world's leading association dedicated to the information management industry. She is an experienced association executive, technology leader, speaker, and facilitator. Previously, she served as the Chief Information Officer of the American Speech-Language-Hearing Association. A longtime contributor and volunteer in the association community, Tori is a current member of the ASAE Executive Management Advisory Council and a co-founder and past Board Member of the Association Women Technology Champions. She was named a 2020 Association Trends Young & Aspiring Professional and 2021 Association Forum Forty under 40 award recipient. Tori was honored to be named an ASAE Fellow (FASAE) in 2023. Resources: Recommended Reading: AI Activation Code: Challenge the Conventional, Transform Your Company, and Lead the Future Explore more on practical uses for AI in associations.  Visit: AssociationAdviser.com Connect with AIIM & Tori Miller Liu: LinkedIn: @AIIM & @ToriMillerLiu Facebook: @AIIM Visit: AIIM.org Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

In today’s world, it’s more essential than ever for associations to strike the right balance between bold advocacy and thoughtful strategy. Our guest, Heather L. Maurer, CEO of the National Association of Nurse Practitioners in Women’s Health (NPWH) is intimately familiar with this balancing act. She has more than 27 years of experience leading nonprofits and associations through periods of uncertainty and political change. Along with our host, Christine Shaw, Heather discusses the challenges facing associations in the healthcare space, from navigating advocacy to combating misinformation and supporting clinicians on the front lines. Heather reveals the strategies her organization uses to remain relevant and impactful, including fostering community, embracing adaptability, and staying true to the founding mission.  In this episode, you’ll learn:  How to grow the three pillars of any association: advocacy, education, and connection. The importance of a multichannel approach when listening to member feedback. The Inclusivity, Diversity, and Equity framework driving NPWH’s work.How to find the “yes” amidst any obstacle that arises. The content strategy NPWH employs to ensure member needs are met.  About our guest: Heather L. Maurer is the CEO of the National Association of Nurse Practitioners in Women’s Health (NPWH). With more than 27 years of experience leading nonprofits and associations, Heather has built a reputation for guiding organizations through growth, transition, and challenge with clarity and vision. At NPWH, Heather is advancing the organization’s mission to support women’s health nurse practitioners and advanced practice registered nurses who care for women and gender-diverse individuals. Under her leadership, NPWH has prioritized health equity, cutting-edge continuing education, and real-time member support, ensuring the association remains the trusted champion for its community. Heather is known for her ability to align strategy with mission, empower her team to foster a truly engaged membership, and position associations at the forefront of advocacy and innovation.  Resources: Recommended Reading: These Truths: A History of the United States Explore more on identifying and acting on advocacy priorities.  Visit: AssociationAdviser.com Connect with NPWH & Heather L. Maurer: LinkedIn: @NPWH & @HeatherMaurer Facebook: @NPWH Visit: https://npwh.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!