The Association Insights Podcast

Hosted by OnWrd and UpWrd

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Episodes

173

Latest episode

Aug 2026

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EN-US

About the show

The Association Insights Podcast powered by OnWrd & UpWrd focuses on best practices, top trends, helpful ideas and smart strategies and tactics that work in the world of associations. The podcast will feature meaningful conversations with association professionals across the country taking a deeper dive into trending topics, offering insights that both inform and inspire. Produced by OnWrd & UpWrd: https://onwrdupwrd.com/

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September 2, 2026Episode 3522 min

From Joining to Staying: Rethinking Younger Professional Engagement

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.

August 26, 2026Episode 3443 min

From Career Support to Career Partnership: Rethinking the Role of Associations

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.

August 19, 2026Episode 3315 min

Scaling Impact: How Small Teams Can Build Big Programs

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!

August 12, 2026Episode 3251 min

Building a Stronger Association: Lessons in Growth, Culture, and Leadership

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.

August 5, 2026Episode 3133 min

From Data Rich to Insight Driven: Building Smarter Association Strategies

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.

July 29, 2026Episode 3020 min

Fighting Misinformation with Trust: How Associations Can Leverage Influencer Marketing

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!

July 22, 2026Episode 291 hr 9 min

WWPR Panel: How Associations Lead with Strategic Storytelling

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!

July 15, 2026Episode 2834 min

Trust, Change, and the Future of Association Leadership

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.

July 8, 2026Episode 2726 min

Leading a Global Association: Data, Innovation, and Member Value in a Changing Energy Landscape

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!

July 1, 2026Episode 2633 min

Beyond the Keynote: Building Conference Experiences That Last

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!