The Association Insights Podcast

OnWrd and UpWrd
  • 5.0 (19)
  • Non-Profit
  • Updated Weekly

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/

  1. 17h ago

    The Career Partnership Advantage: Rethinking Younger Professional Engagement

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we wrap up our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher welcomes back David Whited, Principal of Research & Strategy at Highland, for a final conversation connecting the lessons from our association leader interviews with Highland's broader research into what younger professionals really need. David shares why associations must move beyond simply distributing benefits and resources to become trusted career partners – and how creating more intentional experiences at critical career moments can strengthen engagement and retention. Key Highlights: From Benefits to Career Partnership: Why younger professionals are looking for more than programs and resources – and what it means for associations to become essential partners in their careers. The Five Behaviors of Great Partners: How anticipating needs, responding to emotions, offering timely guidance, building confidence and making progress possible can transform the member experience. Meeting the Needs Behind the Needs: Why associations should look beyond functional support to address the social and emotional needs surrounding important career milestones. Trust as a Competitive Advantage: What associations can uniquely offer in a world of LinkedIn, Reddit and countless other professional communities. Start With What You Have: Why improving one high-impact member experience may be more valuable than launching another program – and how three-year retention and experience-based measures can help track progress. 🎧 Tune in for a practical conversation about turning existing association resources into meaningful career partnerships—and giving younger professionals a reason to stay. Resources: 🌐 Learn more about Highland: www.highlandsolutions.com 📊 Take the Young Professional Membership Index: https://www.highlandsolutions.com/member-index/sign-up 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, innovators and industry experts sharing fresh perspectives, practical strategies and ideas shaping the future of associations. Stay tuned! 🎧 This special series was brought to you by our friends at Highland, where strategy meets research meets action.

  2. Oct 14

    Belonging Beyond Benefits: Building a Stronger Member Connection

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we continue our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher and special co-host David Whited, Principal of Research & Strategy at Highland, sit down with Ryan Vanderbilt, Vice President of Membership, Marketing & Communications at the American Psychiatric Association (APA), to explore what it really means for members to feel they belong—and how associations can foster meaningful connections throughout their careers. From APA's new strategic plan to research-driven experiments with mentorship, micro-volunteering and member communities, Ryan shares how APA is moving beyond traditional benefits to become a more relevant and supportive professional home. Key Highlights: Belonging Beyond Benefits: Why APA made belonging a strategic priority and what it means for members to feel understood, valued and connected to their profession. Learning From Residency: How the close-knit relationships formed during training can inform new approaches to mentorship and career-long connections. Creating Community at Scale: How APA is leveraging local networks and practice-specific roundtables to help members find meaningful connections without manufacturing community. Making Engagement More Accessible: Why micro-volunteering, peer mentorship and shorter commitments can open new opportunities for younger professionals to contribute. Turning Research Into Action: How listening beyond the most engaged members, personalizing experiences by practice setting and testing new ideas can strengthen member value. 🎧 Tune in for a practical conversation about creating the conditions for belonging—and building member relationships that last. Resources: 🌐 Learn more about Highland: www.highlandsolutions.com 📊 Take the Young Professional Membership Index: https://www.highlandsolutions.com/member-index/sign-up 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 wrapping up our special fall series with Highland! David Whited returns for a final conversation with Colleen to connect the lessons from our association leader interviews with Highland's research and explore what associations can do to better attract, engage and retain younger professionals. 🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.

  3. Oct 7

    When It Mattered Most: The Untold Stories of Associations During the Pandemic

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher welcomes back Joanna Pineda, CEO & Chief Troublemaker at Matrix Group International, on the eve of the launch of her new book, When It Mattered Most: The Untold Stories of How Associations Protected Professions and Saved Industries During the Pandemic.  Joanna shares the remarkable stories she uncovered of associations working behind the scenes during the pandemic – and the lessons they offer association leaders navigating disruption today. From advocacy that kept industries operating to leaders making critical decisions in a matter of days, the conversation explores what associations accomplished, why so many of those stories remain untold and what we can learn from them now. Key Highlights The Stories We Never Heard: Joanna shares how one conversation with the School Nutrition Association led her to uncover dozens of stories about associations protecting their members, professions and communities during the pandemic.  Leadership When There Is No Playbook: Strong board relationships, trusted partnerships, organizational alignment and the ability to make decisions quickly helped associations respond when every day mattered.  The Lessons Still Matter: Today’s disruptions may look different, but Joanna argues that association leaders still need to recognize moments that demand urgency, adaptability and decisive leadership.  Tell the Story Behind the Work: Associations are often great at communicating what they do but less likely to tell the story of how they made it happen. Joanna explains why those stories matter—and why telling them isn’t bragging.  Taking Associations Beyond the Association World: Joanna hopes the book helps the broader public—and the next generation—better understand the role associations play in our professions, industries and everyday lives.  🎧 Tune in for a powerful conversation about leadership, storytelling and the extraordinary work associations can do when it matters most. Resources: 📘 Buy When It Mattered Most: The Untold Stories of How Associations Protected Professions and Saved Industries During the Pandemic: Kindle and paperback amzn.to/47IhtVOHardback https://www.amazon.com/dp/1963732464Barnes & Noble https://www.barnesandnoble.com/w/when-it-mattered-most-joanna-pineda/1151584099?ean=2940196685064Buy elsewhere https://books2read.com/u/31E607 Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: Next week, we're resuming our special fall series in partnership with Highland, exploring how associations can better attract, engage and retain younger professionals. Colleen and Highland's David Whited will sit down with association leaders to unpack real-world approaches, lessons learned and what's working – before David returns to close out the series and connect those experiences back to Highland's research.

  4. Sep 30

    Small Experiments, Big Lessons: Rethinking Member Engagement

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we continue our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher and special co-host David Whited, Principal of Research & Strategy at Highland, sit down with Laura Burch, Vice President of Product Evolution, and Kelsey King, Director of Product Development and Management, at the American Academy of Physician Associates (AAPA) to explore how small, intentional experiments can help associations tackle big questions around member engagement, career support and retention. From testing an AI-powered career tool to rethinking how existing resources reach members, Laura and Kelsey share what worked, what didn’t—and why an experiment that doesn’t produce the expected result can still create tremendous value. Key Highlights: Start Small, Learn More: Why contained pilots and clear success metrics can help associations test new ideas responsibly before committing significant resources. When the Experiment Doesn’t “Work”: AAPA’s AI-powered career tool didn’t significantly impact retention—but revealed important insights about personalization, resource awareness and what members actually need. Don’t Create What Already Exists: Members were asking for career support AAPA already offered, reinforcing the need to surface the right resources at the right moments rather than continually creating something new. Think Differently About AI: Why associations may not need their own version of ChatGPT—and how AI could instead work behind the scenes to create more personalized member experiences. Consider the Risk of Doing Nothing: You’ll rarely have perfect data before making a decision. Kelsey shares why the potential cost of inaction belongs in the equation, too. 🎧 Tune in for a practical conversation about experimentation, learning from what doesn’t work and making smarter investments in the member experience. Resources: 🌐 Learn more about Highland:⁠ www.highlandsolutions.com⁠📊 Take the Young Professional Membership Index:⁠ https://www.highlandsolutions.com/member-index/sign-up Stay Connected: 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’ll continue bringing you conversations with association professionals sharing insights and strategies shaping the industry today. And coming soon, we’ll resume our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals through real-world examples of what’s working. 🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.

  5. Sep 23

    From Executor to Orchestrator: Rethinking Marketing Careers in the Age of AI

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher welcomes back Jen O’Brien, Director of Research and Innovation at the American Marketing Association (AMA), to unpack findings from AMA’s new 2026 State of Marketing Careers Report. Jen shares what AMA’s research reveals about how AI is reshaping marketing roles, why generalists may have an advantage in a rapidly changing environment and what these shifts mean for associations helping professionals navigate their careers. Key Highlights From Executor to Orchestrator: As AI takes on more execution, marketers are increasingly responsible for setting direction, making judgment calls and ensuring quality. Jen explains why even individual contributors need to think more like managers—and become the “CEO” of their own work. The Rise of the AI-Powered Generalist: Specialized roles aren’t disappearing entirely, but Jen sees growing value in professionals who can work across disciplines, think strategically and build deep expertise in multiple areas. Don’t Undervalue Human Skills: AMA found that marketers are placing less value on adaptability, collaboration, communication and critical thinking—even as research suggests these are among the skills AI is least able to replicate. For associations, that uncertainty creates an opportunity to help professionals understand where the market is headed. The Early-Career Pipeline Problem: With execution-heavy entry-level roles contracting, Jen explores what employers can do to continue developing young talent—and how early-career professionals can build experience through internships, freelancing, volunteering and diversified skill sets. A Bigger Role for Associations: As careers become less linear and skills change faster, associations have an opportunity to become trusted partners in continuous learning, reskilling and credentialing—with greater emphasis on demonstrating what professionals can actually do. AI Adoption Without “Brain Fry”: AI shouldn’t simply become a mandate to do more with less. Jen discusses why leaders need to create space for experimentation, meet employees where they are and pay attention to the less-visible signs of AI-related burnout. 🎧 Tune in for a timely conversation about what AI means for marketing careers—and how professionals and associations can prepare for what comes next. Resources 📊 Explore AMA’s 2026 State of Marketing Careers Report: https://www.ama.org/marketing-news/2026-career-report/ Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: Next week, we're resuming our special fall series in partnership with Highland, exploring how associations can better attract, engage and retain younger professionals. Colleen and Highland's David Whited will sit down with association leaders to unpack real-world approaches, lessons learned and what's working – before David returns to close out the series and connect those experiences back to Highland's research.

  6. Sep 16

    Career Pathways That Keep Members Engaged for the Long Haul

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we continue our special fall series with Highland exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher and special co-host David Whited, Principal of Research & Strategy at Highland, sit down with Sid Bhatnagar, CEO of the American Society for Quality (ASQ), to explore how associations can become career-long resources for their members. 🎧 If your association is rethinking how it supports members throughout their careers, this conversation is for you. Key Highlights: Beyond Transactional Member Value: How associations can become more integrated into members’ career journeys rather than simply offering individual programs and resources. Career Paths Aren’t Always Linear: How ASQ is helping professionals navigate changing roles, transferable skills and different routes through the quality profession. Engaging Younger Professionals: Why personalization, technology and understanding different career goals are increasingly important to the member experience. Community and Career Connection: How mentoring, career resources and stronger use of member data can help associations connect people with the right support at the right time. Start Somewhere: Why associations shouldn’t wait for the perfect solution—and how taking action, learning and adapting can create meaningful member value. 🎧 Tune in for a practical conversation about career pathing, personalization and becoming a more meaningful part of members’ careers. Resources: 🌐 Learn more about Highland: www.highlandsolutions.com📊 Take the Young Professional Membership Index: https://www.highlandsolutions.com/member-index/sign-up Stay Connected: 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’ll continue bringing you conversations with association professionals sharing insights and strategies shaping the industry today. And coming soon, we’ll resume our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals through real-world examples of what’s working. 🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.

  7. Sep 9

    Designing Professional Development That Actually Meets Member Needs

    In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, recorded on the show floor at the 2026 ASAE Annual Meeting & Exposition in Indianapolis, host Colleen Gallagher sits down with Tanika Coates, Director of Professional Development at the American Society for Cell Biology, to explore how associations can create more meaningful professional development experiences for members at every stage of their careers. Tanika shares how associations can move beyond one-size-fits-all programming by using data to better understand member needs, reimagining existing content and designing learning experiences with accessibility and inclusion built in from the start. Key Highlights Move Beyond One-Size-Fits-All Learning: Members have different needs throughout their careers, and professional development should be designed as a journey rather than a single package of programs and resources. Let Data Guide Your Investments: AI, analytics, surveys and program data can help associations identify what members actually use, what may no longer be sustainable and where resources could have greater impact. Reimagine What You Already Have: Creating greater value doesn't always mean creating something new. Tanika shares how associations can rethink existing publications, webinars and other content for new formats and audiences. Design for Accessibility From the Start: Rather than relying on members to request accommodations, associations can build inclusion into their events, education, content and services from the beginning. Rethink Value for the Next Generation: Younger professionals are looking for mentoring, networking, advocacy and opportunities to grow—not simply traditional benefits or discounts. 🎧 Tune in for practical ideas to help your association rethink professional development, make smarter use of its resources and create learning experiences that better support members throughout their careers. Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies. Coming Soon: Next week, we're resuming our special fall series in partnership with Highland, exploring how associations can better attract, engage and retain younger professionals. Colleen and Highland's David Whited will sit down with association leaders to unpack real-world approaches, lessons learned and what's working – before David returns to close out the series and connect those experiences back to Highland's research.

  8. Sep 2

    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.

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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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