The Association Adviser Podcast

Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.  In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risk...

Innovation is one of the most talked-about ideas in the association space, but putting it into practice in a meaningful way is often harder than defining it.  In this episode, Christine sits down with Rebecca O’Brien, Executive Director of the Institute for Real Estate Management Foundation, to discuss how associations can turn innovation into real outcomes, generate revenue, and create new w...

Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.  In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from v...

When associations think about growth, the focus often turns to tactics—new offerings, sponsorships, and pricing strategies. But there’s a real opportunity in looking deeper.  In this episode, Christine sits down with Lori Anderson, President and CEO of the International Sign Association, to explore how values can shape not just member experience, but engagement, growth, and long-term success....

Membership dues have long been the foundation of association revenue, but that model is shifting. As dues make up a smaller share of the overall picture, associations must rethink how they generate income and deliver value. In this episode, Christine sits down with Sheree Anne Kelly, CEO of the Association of Chamber of Commerce Executives, which represents more than 10,000 chamber professionals w...

Many associations still treat revenue as something separate from their mission. But what if that thinking is actually holding them back? In this episode, Christine sits down with John Bacon, Vice President of Sales and Partner Experiences at ASAE, to discuss a shift in how associations approach revenue—and why it needs to be more intentional, integrated, and value-driven. John brings a unique pers...

What makes some associations thrive while others fade out? According to KiKi L’Italien, the answer lies in one crucial element: trust.  KiKi L’Italien is a media strategist and advisor who created the Association Chat, a community-driven media brand that evolved into a multi-platform ecosystem including a magazine, live events, podcast, newsletter, and online community, serving the associatio...

Revenue is top of mind for just about every association right now—but the real question is, are we thinking about it the right way? In this Season 4 preview, Christine is joined by two Naylor colleagues: Taylor Kessel-Salomonsson, Chief Growth Officer, and SaraCatherine Goodwin, VP of Member Sales and Strategy. Together, they set the stage for a season focused on rethinking how associations approa...

The future of associations isn’t just about adopting new technologies—it’s about building cultures where people can thrive. In this episode of the Association Adviser Podcast, host Christine Shaw sits down with Wendy-Jo Toyama, CEO of the American Epilepsy Society, to discuss what it really takes to create future-ready organizations. Wendy-Jo has more than 25 years of leadership experience across...

The role of an association leader has never been more complex. Today’s leaders must navigate political pressures, respond to crises, and adapt to new technologies—all while keeping their members informed, supported, and inspired. In this episode, Larry Sloan, MBA, CAE, FASAE, CEO of the American Industrial Hygiene Association (AIHA), joins host Christine Shaw to discuss how association leadership...

Community is the most powerful member benefit that associations have. And that’s exactly what Ronn Nozoe, CEO of the National Association of Secondary School Principals (NASSP), is working to build.  Ronn’s background is deeply rooted in education—from classroom teacher to principal to Deputy Assistant Secretary for Policy and Programs at the U.S. Department of Education. Today, he leads NASS...

Culture can make or break an organization. The right culture creates safety, fuels creativity, and gives people the freedom to solve problems. But outdated mindsets, organizational politics, and micromanagement can hold even the best teams back. In this episode, host Christine Shaw talks with Tamesha Logan, MBA, CAE, Executive Director of American Mensa and Mensa Foundation, about what it takes to...

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...

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...

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 uncert...

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 drivin...

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 el...

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 o...

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 like Practic...

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 ASA...

Understanding your association’s value proposition is key to showing up effectively for members—because every membership sector has unique needs. This insight is especially critical today, as members are more discerning about where they invest their dollars, expecting clear returns on their membership. Today, we’re joined by David Murillo, President and CEO of Compass Management Solutions, and an...

Technology isn’t something to fear—it’s a powerful tool that can propel your association to new heights. Today, we’ll speak with a leader who used both data and new technology like AI to transform his association.  In this episode, we’re joined by Michael Reed, Executive Director of the American Fence Association. With over 25 years of experience working with associations and their leaders, M...

During challenging times, effective organizational leadership can make all the difference. Leadership isn’t just about riding high during moments of growth - it’s about guiding teams through obstacles and increasing resiliency. Today, we dive into the qualities that help leaders stay grounded, authentic, and effective, especially when facing instability. Joy D. Calloway is an expert at leading org...

To effectively serve members, associations must first understand them—their priorities, preferences, and the ways they consume information.  Today, we’ll explore the art of meeting members where they are to ensure they feel seen, heard, and engaged.  Our guest is Mike Skiados, MBA, CAE, and CEO of the National Association of Professional Insurance Agents (PIA). Prior to this role, Mike s...

An organization’s brand is the voice of its story—and sometimes, that story needs a fresh look. If you've been considering rebranding but don’t know where to start, this episode is for you. Today, we’ll explore the power of storytelling through design, why an inclusive design process is critical, and how a successful rebrand can elevate your organization’s impact. Joining us is Meredith Martino, t...