Rethink Association

The World Cup is about more than soccer. It's a reminder that shared purpose can bring people together across cultures, countries, and perspectives. What can associations learn from that?

What if your members are telling you exactly what they want - and not with words? Carlos Cardenas joins Sharon and Aimee to explore neuromarketing, behavioral economics, and AI through the lens of association strategy. Together, they challenge listeners to rethink the role of surveys, retention campaigns, and even data itself - and consider what member behavior may be saying all along.

With shrinking attention spans and overflowing inboxes, associations can’t rely on “spray and pray” marketing anymore. Ahead of ASAE’s MMC + Tech Conference, Sharon sits down with Morgan to talk personalization, omni-channel engagement, clean data, and why email marketing is still very much alive - if you’re doing it right!

What happens when associations stop guessing - and start predicting? In this episode, Sharon and Aimee sit down with Dr. Michael Carr-Tatonetti to explore how AI is reshaping pricing, programming, and member engagement. With faster insights and richer data, organizations can design smarter offerings, personalize experiences, and unlock entirely new revenue streams.

AI isn’t just transforming tech - it’s entering the most human industries. In this episode, salon owner and master colorist Ruby Devine joins Sharon to explore what happens when artificial intelligence starts generating formulas, analyzing data, and leveling expertise in the service economy. If AI makes everyone “good enough,” what happens to mastery?

Sharon and Garra challenge the reflex to build marketing around birth years. From TikTok news habits to cultural trends that span four generations, they question whether age is truly the issue - or if outdated assumptions about behavior and motivation are the real problem.

What does brand awareness look like when you’re not being targeted by an ad? After a month in Japan and the Philippines, Sharon shares what she noticed just by living - train stations, billboards, vending machines, and theme parks - and what Asia gets right about top-of-funnel, real-world brand exposure.

2026 isn’t about doing more marketing - it’s about doing more of what matters. In this episode, we break down the six shifts redefining association marketing, from geotargeting and behavioral segmentation to smarter metrics, AI’s equalizing force, and the return of email as a powerful owned channel. Unpack why this 2026 will mark a true mindset shift and how associations can finally move from gues...

From brainstorming to writing to redefining intelligence itself, this conversation challenges the idea that AI diminishes our value. Instead, it shows how AI can elevate human thinking while giving us back the time and space to be  more human . 

Nike just took a swing at one of the most iconic slogans in history - flipping  Just Do It  into a new challenge:  Why Do It?   For those of us who grew up with Michael Jordan and Air Jordans, it feels almost untouchable. But maybe that’s the point - it wasn’t made for us. In this episode of  Rethink Association , Maneesha sits down with Sharon and Adam to debate whether Nike just messed with perf...

What happens when INBOUND takes the wheel? Maneesha sits down with Ron McGrath (CEO), Sharon Pare (Director of Partnerships), Cynthia DeJesus (Sr. Account Executive), and Garra Swayne (Strategic Account Manager) to unpack their first brush with the self-driving future, HubSpot’s bold shift from funnel and flywheel to the Growth Loop, and the dizzying rollout of 200+ product launches. From stop-you...

“If your members can get answers from ChatGPT in 10 seconds, why would they sit through your 90-minute webinar?”  In this episode, we discuss why associations that ignore AI risk becoming irrelevant - and how to turn a chatbot into your most valuable team member.

AI is changing everything - but at what environmental cost? Join Sharon and Garra with guests Khanh Vu and Susan Park as they unpack the hidden energy and water demands of AI, its impact on communities, and how we can build a smarter, greener future.

In this lively episode of Rethink Association, Maneesha Manges, CXO at HighRoad Solutions, hands the mic to Sharon Pare, our Director of Partnerships, for a wide-ranging conversation that’s part TikTok trend talk, part marketing deep dive, and all about rethinking how we build trust. From the strange and viral world of “Labubus and Lafufus” to how associations have always been ahead of the influen...

As we start 2025, we're diving into the latest slang shaking up the digital world - words and phrases so fresh that  even Millennials and Gen Z are scratching their heads!  Elise Faverio, being a Gen Zer herself, breaks down what she knew about the Association space before joining us at HighRoad and how she thinks Associations can reach the younger generations - news flash: it starts with meeting...

Building a marketing team of the future is rapidly evolving as younger generations are entering the workforce. What worked for one generation in the past, may no longer fit the bill, so how do you ensure a harmonious work environment across all generations, while tapping into each unique skillset? We're discussing this and more with former HighRoader, Sami Scarpitti, Consultant and co-author of "4...

Officially back from maternity leave (with a now almost 5-month-old) and restarting season 4 of Rethink Association, Garra is joined by Sharon Pare, HighRoad's own Senior Partnership Program Manager, to discuss the one and only Ryan Reynolds and his session that closed out this year's INBOUND. Sharon was lucky enough to attend and see the ever-witty comedic genius turned advertising guru in person...

2024 marketing trends are a continuation of what has became popular over the last few years, especially in regard to short form video and influencer marketing, think TikTok (if it doesn't get banned in the U.S. of course), Facebook and Instagram Reels, and YouTube shorts. Content continues to remain a huge player, especially if it involves organizational values through generated content. Podcasts...

Are you finding that you’re doing a lot of “work arounds” to accommodate technology stack limitations? If your organization goals are updated every year, what about your technology stack - does it have to keep up at the same pace? Your martech stack plays a vital role in your strategy to hit short and long term goals. Also, Chandler Miller, joins us to discuss the power of AI and how it could pote...

On this month's episode, we have some special guests from the HighRoad team joining us to talk all things artificial intelligence (AI) and how association marketers can benefit from such a powerful tool. While there are many benefits, we also discuss some of the downsides of using AI as well.

Let’s think back at how some of your sales and marketing teams qualify leads - are they following up with every lead and adding them to a drip campaign or are they taking it a step further to make sure your association is reaching their target audience for membership? On this month's episode we will be discussing how your association can begin the process of utilizing lead scoring to qualify leads...

This month we’ll discuss the differences between the marketing funnel and the fly wheel - is there any overlap between two or are they two totally different entities? Are associations better equipped to use the fly-wheel effectively, and more importantly, how can it deliver on growth and engagement goals?

On this month's episode we sat down with Pattie Kettle from the Investments & Wealth Institute (IWI) to discuss how their marketing and sales teams align for overall success. IWI is a professional association, advanced education provider and standards body for financial advisors, investment consultants, and wealth managers who embrace excellence and ethics.

Reintroducing Rethink Association. The Highroad Strategic Account Managers, Morgan and Garra, have teamed up to bring you latest in association marketing. This episode we will be discussing sales and marketing teams and issues that sometimes arise as they try to align their goals.

You can't turn up the engagement with email if your data isn't up to par. Listen in as Lindsey Loving, Director of Communications at News Media Alliance shares her story of one re-engagement campaign that left over half their contacts on the un-engaged list. It's a year later and she's implemented a data hygiene program that has her members engaging with NMA again.