The Association Insights Podcast

Hosted by OnWrd and UpWrd

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Episodes

162

Latest episode

Jun 2026

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EN-US

About the show

The Association Insights Podcast 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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60 recent

June 9, 2026Episode 2338 min

Pricing with Purpose: Rethinking Value, Membership, and Revenue in Associations

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 HighlightsPricing 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.

June 3, 2026Episode 2214 min

Leading Transformation in the Age of AI: What Association Leaders Need to Know

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 HighlightsStart 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.

May 27, 2026Episode 2131 min

Building Trust, Community, and Belonging: Inside Virginia REALTORS®

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 HighlightsThe 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!

May 20, 2026Episode 2014 min

Helpful Marketing: Building Trust and Loyalty That Lasts

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 HighlightsDefeating 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.

May 13, 2026Episode 1931 min

Replay: How OnWrd & UpWrd — and This Podcast — Got Started

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.

May 6, 2026Episode 1814 min

AI + PR Right Now: What’s Actually Working, What’s Not, and What’s Changing Fast

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 HighlightsAI 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.

April 29, 2026Episode 1710 min

Why Trust Is the Most Valuable Asset Associations Have Right Now

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 HighlightsWhy 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!

April 22, 2026Episode 169 min

Using Member Data to Strengthen Your Messaging

In this solo episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher, President & CEO of OnWrd & UpWrd, breaks down one of the most overlooked opportunities in association communications: how to better use the member data you already have to shape stronger, more relevant messaging.While many organizations focus on collecting more data, Colleen challenges that assumption arguing that most associations already have a wealth of insight at their fingertips. The real gap isn’t access to information. It’s how that information is translated into what organizations actually say publicly.🎧 If you’re responsible for communications, marketing, membership, or leadership strategy, this episode offers a practical, mindset-shifting approach to building messaging that resonates—and drives real engagement.Key HighlightsYou Already Have the Data—You’re Just Not Using It This WayFrom event feedback to email engagement, associations are constantly collecting signals—the opportunity is using them to shape messaging, not just operations.Patterns Are Where Messaging Comes FromIndividual data points are helpful, but repeated questions and themes reveal what truly matters to your members—and what your messaging should reflect.Tone Matters Just as Much as ContentIt’s not just what you say—it’s how you say it. Member behavior shows whether they respond to clarity, urgency, or practical insight.Your Members Are Your Strongest Messaging AssetReal member experiences and challenges make messaging more credible, relatable, and easier to amplify.Messaging Should Be a Living StrategyStrong messaging isn’t static—it evolves with your members, your industry, and the conversations happening in real time.🎧 Tune in for a practical, thought-provoking conversation on how to close the gap between what your members are telling you—and how your organization shows up in response.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 real challenges teams are facing—and the strategies helping them build stronger, more resilient organizations.

April 15, 2026Episode 159 min

How Leading Associations Are Turning Annual Meetings Into Year-Round Visibility

In this solo episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher explores how leading associations are rethinking their annual meetings—not just as events, but as strategic opportunities to build visibility, credibility, and momentum that lasts well beyond the closing session.🎧 Whether you’re planning your next annual meeting or reflecting on one you just hosted, this episode offers practical insight into how to turn a single event into longer-term impact for your organization and your members.Key HighlightsIt’s More Than an Event—It’s a Visibility Moment: The strongest associations treat annual meetings as opportunities to shape conversations, strengthen positioning, and lead with purpose while they have their industry’s attention.Lead With a Clear Point of View: Rather than hoping something resonates, high-performing organizations go in knowing what they want to say, what matters most right now, and how they want to show up.Capture the Right Content in Real Time: Some of the most valuable content comes from unscripted moments—member perspectives, speaker soundbites, and real-time reactions that feel authentic and engaging.Showcasing Members Creates Real Value: By elevating member voices and stories, associations build trust, reinforce member ROI, and create a stronger sense of connection and visibility.Extend the Life of the Event: The best teams use event content long after attendees head home—turning sessions, insights, and conversations into ongoing thought leadership and engagement.Alignment Makes It Work: Success starts before the event begins. When communications, events, and leadership are aligned on messages, priorities, and goals, teams can execute with far greater impact.🎧 Tune in for a practical conversation on how to turn your annual meeting into a stronger driver of visibility, connection, and long-term 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 feature association professionals sharing top trends and insights shaping the future of the industry. Stay tuned!

April 8, 2026Episode 1438 min

Turning Insight into Action: Real-World Scenarios Associations Are Facing Right Now

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher is joined by Meghan Henning, Senior PR Strategist & Founding Partner, and Christine Stay, Director of Operations at OnWrd & UpWrd, for a fast-paced conversation on the real challenges associations are facing right now.Instead of going deep on one topic, this episode takes a rapid-fire approach to the situations many teams are navigating every day—from lack of visibility and overwhelmed staff to stalled campaigns, underused member stories, and uncertainty around AI.🎧 Whether you’re leading communications, managing operations, or wearing multiple hats, this episode offers useful insight on how to focus, prioritize, and move forward with more clarity.Key HighlightsStop Sharing Updates—Start Telling Stories: Associations often default to announcements instead of narratives. Meghan explains why storytelling—especially through member experiences—is the key to media interest, engagement, and real impact.When Everything Is a Priority, Nothing Is: Christine breaks down how overwhelmed teams can regain control by narrowing focus to 2–3 priorities, building clear ownership, and giving permission to deprioritize what doesn’t matter right now.AI as a Strategic Partner (Not a Shortcut): From repurposing content to generating new angles, AI can significantly reduce workload—when used intentionally. The key: maintain human voice, apply guardrails, and start small with one clear use case.Thought Leadership Without the Time Burden: Executives don’t need to be online constantly to build a voice. The team shares how to capture authentic perspectives, repurpose existing content, and create a sustainable process for visibility.Member Stories = Untapped Gold: Associations are sitting on some of their most powerful content. Member stories build credibility, drive engagement, and scale across channels—but only if there’s a system to capture and use them.Why Engagement Falls Flat (and How to Fix It): If content isn’t resonating, it’s time to step back. Are you audience-first or organization-first? Are you saying something worth repeating? The answers often reveal the gap.🎧 Tune in for a candid, practical conversation on how associations can do less, better—and make smarter progress with the time and resources they have.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 SoonWe’re continuing to feature association professionals sharing top trends, practical insights, and real-world strategies for navigating change and driving impact. Stay tuned!