The Association Adviser Podcast

Naylor Association Solutions
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Welcome to the Association Adviser Podcast, brought to you by Naylor Association Solutions! Hosted by Naylor CEO & President Christine Shaw, the podcast explores strategies and solutions that keep association professionals informed and inspired. Christine is joined in conversation by leading association executives and industry professionals who share their stories and lessons learned. By sharing practical tools and expert advice, the Association Adviser Podcast will give your association the competitive edge and empower you to achieve new levels of success. * Be sure to click the Follow button on your favorite podcast app, like Apple, Spotify or wherever you listen to podcasts, to be notified when a new episode releases.

  1. #28: How to Create High-Value Sponsorships with Bruce Rosenthal

    5D AGO

    #28: How to Create High-Value Sponsorships with Bruce Rosenthal

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 He specializes in developing sponsorship program implementation plans and rethinking outdated revenue models for associations.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

    33 min
  2. #27: AI is Here - Is Your Association Ready? with Tori Miller Liu of AIIM

    OCT 28

    #27: AI is Here - Is Your Association Ready? with Tori Miller Liu of AIIM

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

    22 min
  3. #26: The Future of Advocacy & Action for Associations with Heather L. Maurer of NPWH

    OCT 21

    #26: The Future of Advocacy & Action for Associations with Heather L. Maurer of NPWH

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

    25 min
  4. #25: The Secret to an Unforgettable Trade Show with Daniel McKinnon of MHI

    OCT 14

    #25: The Secret to an Unforgettable Trade Show with Daniel McKinnon of MHI

    If you want to take your association’s trade show from ordinary to unforgettable, this is the episode for you. Our guest today, Daniel McKinnon, CEM, Chief Exhibitions Officer at MHI, has been in the industry for 30 years and currently leads two of North America’s biggest supply chain trade shows. Daniel and our host, Christine Shaw, dive into the evolution of trade shows, the best tech driving the events industry forward, and the key to measuring the success of your trade show. Daniel shares how focusing on attendee value and investing in the right team can take your association’s events to the next level.  In this episode, you’ll learn:  How to make sure attendees return to your show year after year. The importance of vendor and partner relationships. How to leverage data and AI to work smarter, not harder.The secret to executing big events with a small staff. How to ensure the success of your trade show exhibitors.  About our guest: Daniel McKinnon, CEM, is the Chief Exhibitions Officer at MHI, where he leads the team behind MODEX and ProMat, two of the world’s largest supply chain trade shows. With more than 30 years of experience in exhibition management, Daniel has held leadership roles at FreemanXP, Access Intelligence, 1105 Media, and Messe Frankfurt, among others, and has served as chair of both the International Association of Exhibitions and Events (IAEE) and the board of directors at the Center for Exhibition Industry Research (CEIR). A seasoned strategist in global events and business development, he continues to shape the future of the exhibitions industry while balancing life in Dallas with his wife, five children, and a house full of pets.  Resources: Recommended Reading: Lonesome Dove Explore more on the trends shaping the future of the trade show industry.  Visit: AssociationAdviser.com Connect with MHI & Daniel McKinnon: LinkedIn: @MHI & @DanielMcKinnon Facebook: @MHI Visit: https://MHI.org Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

    27 min
  5. #24: How Small Staff Associations Drive Big Results with Tip Tucker Kendall of NGMA

    OCT 7

    #24: How Small Staff Associations Drive Big Results with Tip Tucker Kendall of NGMA

    Running a small team doesn’t have to mean small results. In this episode, Tip Tucker Kendall, CAE, Executive Director of the National Grants Management Association (NGMA), shares how she tripled membership with just nine staff—all by focusing on community, efficiency, and technology.  Tip and Christine dig into why rethinking volunteer roles, empowering independent staff, and using tech to eliminate busywork are game-changers for associations. If you’re leading a lean operation, this is your blueprint for scaling big and staying nimble and profitable. In this episode, you’ll learn: Why you should consider shifting away from a committee-heavy structure.How to think smarter about delivering value to members.How to make tech work for your organization. How to achieve growth and visibility through the power of branding. Why small staff may have the edge on productivity. About our guest: Tip Tucker Kendall, CAE, is the executive director of the National Grants Management Association (NGMA), where she leads a team of nine staff members. Under her leadership, NGMA has experienced significant growth and change, including a 200% increase in membership, an expansion of its educational programs, and improvements to its certification, the Certified Grants Management Specialist (CGMS). Tip has worked for professional associations supporting arboriculture, basketball, equine veterinary medicine, and travel. She speaks regularly on nonprofit issues and currently serves as chair of the Stall Staff Professionals Advisory Committee of the American Society of Association Executives (ASAE). Resources: Recommended Reading: Fierce Conversations Explore more on how to maximize resources with a small staff association.  Visit: AssociationAdviser.com Connect with NGMA & Tip Tucker Kendall: LinkedIn: @NGMA & @TipTuckerKendall Facebook: @NGMA Visit: https://www.ngma.org/ Connect with Us:  LinkedIn: @NaylorAssociationSolutions *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

    24 min
  6. #23: How to Build a Future-Adaptive Association with Jeff De Cagna of Foresight First LLC

    SEP 30

    #23: How to Build a Future-Adaptive Association with Jeff De Cagna of Foresight First LLC

    How do you prepare your association for a future full of unknowns? That’s the big question we tackle in today’s episode with Jeff De Cagna, AIMP, DAIG, FRSA, FASAE, Executive Advisor of Foresight First LLC. With more than three decades in the association world, Jeff is known for challenging leaders to embrace the duty of foresight—to anticipate disruption, rethink old assumptions, and set their organizations up to thrive in the long term. In this conversation, Christine and Jeff dig into the forces reshaping associations today and how they can be transformed into reconnecting with community and purpose.  Along the way, Jeff shares practical strategies for building a stronger future—shifting from complacency to care, fostering cooperation over competition, and making decisions with the next generation in mind. In this episode, you’ll learn: How to recapture the original purpose of your association.Practical steps to boost adaptability and resilience.Ways to navigate AI without losing sight of your mission.The enduring principles that have always guided associations.How to steward your organization for future generations. About our guest: Jeff De Cagna, AIMP, DAIG, FRSA, FASAE, Executive Advisor of Foresight First LLC, is an association contrarian, foresight practitioner, governing designer, stakeholder and successor advocate, and stewardship catalyst. He is the curator and editor of the Future of Association Boards (FAB) Community Dialogue, presented in partnership with Impexium. In 2019, Jeff became the 32nd recipient of the Academy of Leaders Award, ASAE’s highest individual honor awarded to consultants or industry partners for outstanding contributions to the association community. Resources: Recommended Reading: Empire of AI: Dreams and Nightmares in Sam Altman's OpenAI Explore more on preparing your association for the future.  Visit: AssociationAdviser.com Connect with Foresight First LLC & Jeff De Cagna: LinkedIn: @ForesightFirstLLC & @JeffDeCagna Facebook: @ForesightFirstLLC X: @ForesightFirstLLC Visit: https://foresightfirst.io/ Connect with us: LinkedIn: @NaylorAssociationSolutions Christine Shaw: christine.shaw@naylor.com *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

    24 min

  7. SEASON 3 TRAILER

    SEASON THREE: The Future of Associations

    What does the future hold for associations? Join us for Season Three of the Association Adviser Podcast, brought to you by Naylor Association Solutions, as our host and Naylor CEO, Christine Shaw, explores this question with expert guests who are leading the way forward! We’ll be speaking to association executives and thought leaders about: What the future of associations really looks likePractical tools, tech, and strategies to help you plan aheadFresh ideas to keep your organization relevant, resilient, and thriving From rethinking events, to navigating AI, to building stronger member communities, this season is packed with insights to help you take your association to the next level. Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions *Please be sure to follow us on Spotify, Apple Podcasts, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

    2 min
  8. #22: How to Lead with Foresight with Jay Karen of the National Golf Course Owners Association

    12/17/2024

    #22: How to Lead with Foresight with Jay Karen of the National Golf Course Owners Association

    Most leaders share a common trait: they are doers. They take action, even when it means stepping outside of their comfort zones. Jay Karen, CEO of the National Golf Course Owners Association (NGCOA), exemplifies this mindset. As a key figure in the $103 billion golf industry, Jay not only leads NGCOA but also contributes his expertise as a board chair and member of prominent organizations like ASAE and the U.S. Travel Association. In today’s conversation, Jay offers an insider’s perspective on what it takes to lead effectively. We discuss invaluable lessons on embracing foresight, taking strategic risks, and staying ahead of the curve in a rapidly changing world. You’ll hear about the leadership qualities that have taken Jay from his beginnings as a high school leader to a prominent figure in multiple billion dollar industries.  You’ll learn: Proven methods to demonstrate next-level thinking for career advancement.The power of proactive forecasting to anticipate and address industry shifts.How to approach AI strategically within your association.Why foresight is the #1 duty for any board and how to implement it.Effective strategies for navigating legislative and policy impacts on associations.Practical tools and practices associations can use to stay ahead of emerging trends. About the guest: Jay Karen is the CEO of the National Golf Course Owners Association, leading initiatives that support the $102 billion golf industry. He has chaired the board of the American Golf Industry Council, served on the Golf USA Tee Time Coalition board, and contributed to the advisory board of the World Golf Hall of Fame. A trusted voice in the industry, Jay has been featured in outlets like The Wall Street Journal, Bloomberg, The New York Times, and the Golf Channel.  With experience as CEO of two associations in the lodging and hospitality sector, Jay is a Certified Association Executive (CAE) and currently serves on the boards of ASAE and the U.S. Travel Association. Recognized as one of Golf Inc. Magazine’s top 25 most powerful people in golf, he is also a member of the Golf Writers Association of America and an Associate Member of the PGA of America. Resources: Recommended reading: Outlive: The Science & Art of Longevity Explore more on embracing the duty of foresight.  Visit: https://www.naylor.com/ Connect with the National Golf Course Owners Association & Jay Karen: LinkedIn: @NGCOA & @JayKaren Visit: www.ngcoa.org/home Connect with us: LinkedIn: @NaylorAssociationSolutions Christine Shaw: christine.shaw@naylor.com *Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

    43 min
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About

Welcome to the Association Adviser Podcast, brought to you by Naylor Association Solutions! Hosted by Naylor CEO & President Christine Shaw, the podcast explores strategies and solutions that keep association professionals informed and inspired. Christine is joined in conversation by leading association executives and industry professionals who share their stories and lessons learned. By sharing practical tools and expert advice, the Association Adviser Podcast will give your association the competitive edge and empower you to achieve new levels of success. * Be sure to click the Follow button on your favorite podcast app, like Apple, Spotify or wherever you listen to podcasts, to be notified when a new episode releases.

Information

  • Creator
    Naylor Association Solutions
  • Years Active
    2018 - 2025
  • Episodes
    32
  • Rating
    Clean
  • Copyright
    © The Association Adviser Podcast
  • Show Website
    The Association Adviser Podcast

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