The Association Insights Podcast

OnWrd and UpWrd
  • 5.0 (16)
  • NON-PROFIT
  • UPDATED WEEKLY

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/

  1. 3D AGO

    Leading with Credibility, Story, and Scale: How Small Teams Can Take Awareness Global

    In this episode of The Association Insights Podcast, host OnWrd & UpWrd’s Meghan Henning sits down with Amy Leitman, JD, President of NTM Info & Research (NTMir) for a powerful conversation about advocacy, awareness, and what it takes for a small nonprofit to execute a truly global media campaign.  Amy shares the deeply personal origin story that shaped her work in rare disease education and support—and how a patient-driven mission can scale into meaningful impact over time.The conversation also digs into the behind-the-scenes strategy of building a breakthrough, fully bilingual media campaign that earned an Association Insights CommImpact Award for Excellence in Media Relations. 🎧 If you work at an association or nonprofit with a small team, limited budget, and a big mission—this episode is packed with practical insight on how to scale impact without losing credibility or trust. Key Highlights From Personal Story to Global Mission: Amy explains how patient questions—not organizational assumptions—became the foundation of NTMir’s programs, resources, and research priorities, creating an organization built entirely around real-world needs. Reaching the Audiences You’re Missing: By recognizing gaps in who they were reaching—especially Spanish-speaking patients—NTMir committed to a fully bilingual approach that went far beyond token translation, strengthening credibility and accessibility. Building a High-Impact Media Strategy on a Small Budget: Amy breaks down how the organization identified the right media and marketing partners, leveraged retargeting and AI-supported tools, and focused spending where it would drive measurable awareness and discovery. Why a Satellite Media Tour Still Works: The episode dives into how satellite media tours can deliver massive reach efficiently—when paired with the right spokespeople, expert preparation, and strategic market targeting. Balancing Science with Human Storytelling: Amy shares how NTMir safeguards medical accuracy through rigorous expert review, while still centering the lived experiences of patients to create emotional resonance with broad audiences. 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 across sectors, sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to move their organizations forward. Stay tuned.

    26 min

  2. FEB 11

    Leading With Trust in a Polarized Public Health Moment

    In this episode of The Association Insights Podcast, host Meghan Henning of OnWrd & UpWrd sits down with Julie Hirschhorn, Manager of Public Relations at the American Academy of Family Physicians (AAFP), for a timely conversation on trust, tone, and leadership in healthcare communications. As vaccines have become increasingly politicized, AAFP leaned into its most powerful asset: family physicians as trusted, local voices. Julie unpacks how AAFP’s National Immunization Awareness Month campaign reframed the conversation around vaccines—leading with empathy, evidence, and credibility—while navigating misinformation, fear, and polarization. The campaign earned AAFP an Association Insights CommImpact Award for its bold, compassionate approach. 🎧 If your association is grappling with polarizing issues, fragile public trust, or high-stakes communications, this episode offers practical insight into how to lead with clarity and purpose. Key Highlights Why 2025 Required a Shift in Strategy:  Julie explains how the evolving vaccine landscape—and rising misinformation—signaled the need for a more intentional, audience-specific communications approach rooted in science that hasn’t changed. Three Audiences, One Cohesive Message:  From family physicians and the public to policymakers, learn how AAFP tailored messaging while maintaining consistency, credibility, and mission alignment. Tone Matters More Than Ever:  Hear how AAFP balanced scientific accuracy with compassion—avoiding shame, alarmism, and jargon in favor of empathy, shared values, and human connection. Family Physicians as the Face of Trust: Julie walks through how AAFP activated national, state, and local physician spokespeople—equipping them with media training, local data, and adaptable messaging. Why Local Media Builds Credibility: From local TV interviews and parenting publications to op-eds and letters to the editor, discover why community-based coverage played a critical role in trust-building. Measuring Impact Beyond Media Hits:  Success wasn’t just about placements. Julie shares how AAFP looked at message resonance, physician feedback, and real-world behavior change over time. 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 across sectors—sharing candid perspectives on top trends, emerging challenges, and the strategies leaders are using to strengthen trust, engagement, and impact. Stay tuned for what’s next.

    25 min

  3. FEB 4

    Leading Through Regulatory Change: ACRP’s Blueprint for Trust and Education

    In this episode of The Association Insights Podcast, host Meghan Henning sits down with Lisa Townsend, Director of Marketing & Communications at the Association of Clinical Research Professionals (ACRP), to unpack what it looks like when an association doesn’t just react to industry change—but leads through it. As the global clinical research industry prepared for significant updates to the ICH E6 guidelines, ACRP recognized the moment for what it was: not just a regulatory update, but a critical inflection point for education, trust, and leadership. Lisa shares how her team transformed that complexity into a coordinated, member-driven communications and learning ecosystem—earning an Association Insights CommImpact Award and empowering tens of thousands of professionals worldwide. 🎧 Whether your association is navigating regulatory change, industry disruption, or shifting member expectations, this episode offers practical insights on how communications, collaboration, and agility can turn uncertainty into leadership. Key Highlights Positioning Communications as Strategy, Not Support: Lisa shares how early involvement from leadership—and a CEO who deeply understood communications—allowed ACRP to plan proactively, align messaging with strategy, and define what it truly meant to be a “trusted source.” Planning Ahead When the Stakes Are High: With advance insight into the timing of the ICH E6 updates, ACRP began planning months ahead—launching communications before competitors and setting expectations with clarity and confidence. Members as Co-Creators, Not Just Consumers: From subject matter experts to working groups and community conversations, ACRP leaned into “for members, by members” content—boosting credibility, relevance, and reach. Sequencing Without Overwhelming: Lisa walks through how the team carefully layered resource hubs, blogs, webinars, tools, and live sessions—ensuring members always knew where to go without feeling overloaded. When Things Break, Trust Is Built in the Response: A record-breaking webinar turnout exposed technical limits—but ACRP’s fast, transparent pivot reinforced trust and demonstrated what leadership looks like when things don’t go perfectly. Measuring What Really Matters: Beyond record registrations and downloads, Lisa explains how qualitative feedback, conversations, and community signals shaped decisions and revealed deeper success. Lessons for Small Teams with Big Mandates: With a lean staff and modest budget, ACRP’s campaign proves that strategic clarity, cross-functional teamwork, and intentional reuse of content can drive outsized impact. 🎧 Tune in for a candid, thoughtful conversation on how associations can lead through change—not by doing more, but by doing the right things at the right time. 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 executives and industry leaders to explore what’s working, what’s changing, and how associations are navigating disruption, growth, and opportunity. Stay tuned!

    28 min

  4. JAN 28

    Future-Proofing Marketing: What Associations Need to Know Now

    In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Jen O’Brien, Director of Research and Innovation at the American Marketing Association (AMA), to unpack the newly released Future Trends in Marketing Report—and what it means for association marketers navigating rapid change. With AI reshaping how work gets done, how audiences discover brands, and how trust is built, this conversation moves beyond hype to focus on practical, long-term implications. Jen shares how AMA approached foresight-driven research, why a 5–10 year lens matters right now, and how associations can better support professionals through disruption, skill shifts, and evolving career paths. 🎧 Whether you lead marketing, communications, membership, or strategy, this episode offers clear insight into what’s changing—and how associations can stay relevant, trusted, and future-ready. Key Highlights Why AMA Built a Future Trends Report (Without an Agenda): Jen explains why AMA wanted to create a marketer-centered trends report—free from vendor bias—and how foresight research helps professionals prepare rather than react. The Age of Autonomous Agents: What happens when AI moves from “tool” to “teammate”? Jen breaks down how autonomous agents are changing both consumer discovery and internal marketing workflows. From Search to Discovery: Traditional SEO isn’t enough anymore. Learn why associations must think about social-first content, answer engine optimization, and visibility inside AI-driven environments. Trust in a Fragmented World: With declining trust across institutions, Jen shares why associations can’t take credibility for granted—and how a single misstep can undo decades of goodwill. The Rise of the Liquid Workforce: Portfolio careers, freelance talent, and AI-assisted work are reshaping teams. What association leaders should consider when structuring, supporting, and retaining marketing talent. Sustainability Without Greenwashing—or Greenhushing: Why sustainability remains an innovation imperative, how to stay authentic in polarized environments, and what associations can learn from brands navigating public pressure. Preparing Professionals for What’s Next: From skill disruption to career pathways, Jen outlines the unique role associations can play in helping workers adapt, reskill, and maintain dignity through change. Resources: Download your copy of AMA’s 2026 Future Trends in Marketing Report today: https://resources.ama.org/2026-trends-report-nm  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: More conversations with association professionals and leaders sharing the trends, shifts, and insights shaping the future of associations—and what it takes to stay relevant, resilient, and member-focused in a rapidly changing world. Stay tuned.

    31 min

  5. JAN 21

    Marketing Fundamentals That Still Matter: Trust, Touchpoints, and What Associations Should Focus on for 2026

    In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Katy Doss, Founder & CEO of Script Marketing, for a practical conversation on the marketing basics associations can’t afford to skip—especially as attention gets harder to earn and teams are stretched thin. While Katy’s work centers on marketing for outdoor service businesses, her approach translates directly to association challenges: building trust, staying visible without overdoing it, and creating consistent member engagement that actually drives action. 🎧 If you’re a marketing team of one (or close to it), trying to prioritize channels, improve credibility, or plan smarter for 2026, this episode is full of grounded insight. Key Highlights The 10–15 Touchpoint Rule (and Why Associations Underestimate It): Katy explains why it takes repeated exposure for people to notice—and why you’re not “over-emailing” as quickly as you think. Brand Is More Than a Logo: Your brand is how people describe you. Katy shares why clear messaging, strong visuals, and consistency build credibility fast. Human Connection Wins: Video, staff visibility, and member stories are powerful trust-builders—especially when associations stop sounding institutional and start sounding human. GEO Is the New SEO: To show up in AI tools like ChatGPT and Gemini, associations need accurate, consistent information across platforms and helpful content created regularly. Small Teams: Do Less, Better: Batch work, measure results, and drop what isn’t working. Katy also shares when it’s worth outsourcing—especially paid digital ads. Credibility Leaks to Fix: Outdated blogs, inconsistent posting, and slow responses quietly erode trust—easy fixes that make a big difference. 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 experts to share what’s working, what’s changing, and the top trends shaping engagement, growth, and strategy heading into 2026. Stay tuned.

    31 min

  6. JAN 14

    Leading Through Crisis, Advocacy, and Change: Inside TIA’s Fight Against Freight Fraud

    In this episode of The Association Insights Podcast, host Meghan Henning sits down with Chris Burroughs, President & CEO of the Transportation Intermediaries Association (TIA), for a candid conversation on leadership, advocacy, and how associations respond when an industry crisis hits. Chris reflects on stepping into the CEO role after nearly 15 years leading government affairs—and why that policy background translates into enterprise leadership, strategy, and member value. The discussion then turns to the logistics industry’s most urgent challenge: freight fraud—now more sophisticated, more organized, and more damaging than ever. 🎧 If you lead an association team facing fast-moving risk, this episode offers practical insight into how to mobilize, communicate, and move the needle. Key Highlights From Policy Expert to Association Leader: Chris shares what surprised him most about moving from subject-matter leadership into the CEO role—and why deep institutional knowledge, relationship-building, and a service mindset made the transition possible. Why Freight Fraud Became an Industry Crisis: Once a niche concern, cargo theft and strategic fraud have evolved into sophisticated, organized criminal operations. Chris explains what changed, why small and midsize businesses are especially vulnerable, and why underreporting remains a major challenge. Building a Multi-Pronged Response: TIA isn’t waiting on a single fix. Chris walks through the association’s ecosystem approach—combining advocacy, member tools, education, data sharing, and new partnerships with the FBI and federal agencies. Advocacy Takes Time—and Patience: From revisiting long-standing legislation to pushing for stronger interagency collaboration, Chris offers a realistic look at how policy change actually happens—and why persistence and bridge-building matter. The Power of Real Member Stories: A $400,000 lobster heist made national headlines—but it represents a much larger problem. Chris explains why elevating real member experiences is essential to education, awareness, and credibility. 🎧 Tune in for a practical, real-world conversation on leadership, advocacy, and how associations can lead when the stakes are high. 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 SoonWe’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.

    23 min

  7. JAN 7

    State of Media & PR for Associations: What Matters Most Heading Into 2026

    In this New Year’s solocast episode of Association Insights, host Colleen Gallagher—CEO of OnWrd & UpWrd Marketing & Communications—takes a grounded, practical look at the evolving media and PR landscape for associations. With newsrooms shrinking, attention getting harder to earn, and AI reshaping how information is discovered and indexed, Colleen breaks down what’s changed, what hasn’t, and where associations have the clearest opportunity to build credibility and influence in 2026—through relationships, speed, and authentic storytelling. 🎧 Whether you lead communications, membership, advocacy, or executive strategy, this episode offers a clear perspective on how to show up consistently, credibly, and at the right moment. Key Highlights The Media Environment Is Louder and More Competitive: Why shrinking beats and low response rates mean associations can’t rely on volume, generic announcements, or outdated tactics. Relationships Aren’t Optional—They’re the Strategy: How associations can lean into their unique advantage as trusted industry voices and expert sources journalists can count on quickly. Speed + Story = Real Impact: A behind-the-scenes look at how TIA and a member’s $400K lobster theft story became a national narrative—by acting fast, targeting the right markets, and connecting the member experience to a broader fraud trend. Authenticity Outperforms Polish: Why “corporate” messaging is falling flat—and how human, member-centered storytelling is what cuts through with media, members, and the public. PR in the Age of AI: How earned media and authoritative content increasingly shape how associations show up in AI-powered search—and why visibility now includes accuracy, indexing, and influence beyond traditional pickup. What Leaders Should Prioritize in 2026: Clear takeaways on focus, ownership, credibility, and doing the right things better—without trying to do everything. 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: Over the next few months, we’re featuring our Association Insights Communications Impact Award winners—breaking down what they did, why it worked, and what other associations can learn from their campaigns.

    10 min

  8. 12/31/2025

    What 53 Conversations Taught Us About Associations—and What Comes Next

    In this final episode of 2025, host Colleen Gallagher, CEO of OnWrd & UpWrd, reflects on a year of learning, listening, and leadership across 53 episodes of The Association Insights Podcast this year. From member value and communications to AI, advocacy, culture, and leadership, this solocast pulls together the most consistent themes that emerged across conversations with association CEOs, communicators, strategists, and builders navigating a year defined by uncertainty—and intentional change. Rather than predictions or hype, this episode focuses on what association leaders actually shared about what’s working, what’s shifting, and what deserves more focus as we head into 2026. Key Reflections from 2025 Uncertainty is the environment—strategy is the response Relationships, not transactions, drive influence and trust Member value is defined by experience, not benefits lists Data matters only when it’s used to adjust and improve AI is a leadership decision, not just a technology one Culture determines whether strategy succeeds or stalls Colleen also offers reflection questions to help association leaders close out the year with clarity—and outlines what associations should be prioritizing in 2026, grounded directly in insights shared throughout the podcast. 🎧 Tune in for a thoughtful, grounded close to 2025—and a clear-eyed look at what associations should carry forward into the year ahead. 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 kicking off 2026 with new conversations, fresh case studies, and practical insights from association leaders navigating change, growth, and opportunity. Stay tuned for what’s next.

    10 min
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5
out of 5
16 Ratings

About

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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