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 approach revenue as a core driver of member value and long-term growth. 

In this episode, Christine, Taylor, and SaraCatherine break down what they’re seeing across the industry right now and where the biggest opportunities lie. From building trust to creating year-round partnerships, this conversation offers a clear lens into how associations can evolve to stay relevant and unlock new growth.

In this episode, you’ll learn:

• What associations are getting wrong and right when it comes to revenue strategy 
• The financial impact of a clearly stated value proposition
• How trust fuels both engagement and financial growth
• How to meet increasing sponsorship demands
• What high-performing associations are doing differently to drive success 

About Our Guests:

Taylor Kessel-Salomonsson is the Chief Growth Officer at Naylor Association Solutions, where she leads the company’s integrated growth strategy across marketing, sales, and go-to-market functions. With experience spanning startups and global enterprises—including Salesforce, DocuSign, and Bloomfilter—she focuses on driving revenue, expanding market reach, and helping associations grow membership and engagement. 

SaraCatherine Goodwin is the VP of Member Sales and Strategy at Naylor, where she partners with association leaders and internal sales teams to drive sustainable revenue growth and long-term client success. Known for her expertise in association media, sales strategy, and performance management, she works to align advertising solutions with member needs while building strong, high-performing teams.

About Our Host:

The host of the Association Adviser Podcast, Christine Shaw, is the CEO and President of Naylor Association Solutions, where she leads strategy to help associations grow members and revenue through integrated media, events, and technology solutions. A two-time CEO with more than 20 years of experience across media, events, and B2B sectors, she brings deep expertise in digital transformation and strategic leadership. 

Resources:

Continue learning about how to create a strategic path forward for non-dues revenue. 

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Taylor Kessel-Salomonsson & SaraCatherine Goodwin:

LinkedIn: @ChristineShaw & @TaylorKesselSalomonsson & @SaraCatherineGoodwin

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 associations and is known for championing creativity, equity, and belonging within the workplace. Her award-winning work has transformed teams, strengthened DEI efforts, and guided organizations through major disruption.

In this conversation, Wendy-Jo and Christine explore how associations can evolve their cultures intentionally. They unpack the realities of modern workforce expectations, from hybrid teams to accessibility to empowering people to bring their full selves to the mission. You’ll also hear lessons Wendy-Jo brings from her years in healthcare associations and why agility and creativity are essential as disruption accelerates.

You’ll learn:

• What the strongest association cultures have in common.
• How hybrid workforces can stay connected and collaborative.
• Where DEI is headed next—and how to prepare your organization.
• How accessibility and neurodiversity strengthen both teams and membership.
• Lessons from the healthcare field that any association can apply.
• Ways to build more agile, collaborative, and creative teams.

About our guest:

Wendy-Jo Toyama, MBA, FASAE, CAE, is the CEO of the American Epilepsy Society and a long-time leader in medical and professional associations. She has previously led the American Academy of Hospice and Palliative Medicine and the American Cleft Palate-Craniofacial Association, and served as a senior vice president at the American Dental Association. Wendy-Jo is known for her commitment to belonging and justice, having chaired multiple ASAE committees—including the Research Foundation Research Committee and the Diversity & Inclusion Committee—and leading the AANHPI Association Community Group. A Fellow of ASAE, she has been honored with the 2025 Key Award and the 2024 Woman of Influence Award.

Resources:

Recommended Reading: The Culture Code: The Secrets of Highly Successful Groups

Explore more on how to create a culture of engagement and performance. 

Visit: AssociationAdviser.com

Connect with American Epilepsy Society & Wendy-Jo Toyama:

LinkedIn: @AES & @WendyJoToyama

Visit: https://aesnet.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!

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 is evolving and why emotional intelligence has become one of the most essential skills for everyone in the association field.

Larry’s career has given him a unique perspective on advocacy, policy, and people. Over the past several years, his role has shifted from focusing primarily on member services to becoming a visible advocate in Washington D.C—representing his members amid federal funding cuts, agency changes, and moments of national uncertainty.

In this conversation, Larry shares how AIHA stepped up during the pandemic to fill vital gaps in public health guidance, how associations can respond when government support wanes, and how to lead through change with steadiness and empathy.

You’ll learn:

• How association CEOs can adapt to changing political and financial environments.
• How to keep your association ready for a pivot.
• The hidden cost of hybrid work environments. 
• How to use feedback to fuel growth. 
• The leadership skills that will define the next generation of association professionals.

About our guest:

Lawrence Sloan serves as CEO of the American Industrial Hygiene Association (AIHA). Previously, he served as CEO of SOCMA, a trade association representing the U.S. specialty chemical industry.  Mr. Sloan began his non-profit career at the Adhesive and Sealant Council, where he was promoted to his first CEO role in January 2005. He began his career as a chemical engineer at Air Products and later worked for Nalco Chemical in various capacities, including marketing, manufacturing, and sales.  Mr. Sloan earned a BS in chemical engineering from the University of Pennsylvania and an MBA from Northwestern University’s Kellogg School of Management. 

Resources:

Recommended Reading: Emotional Intelligence: Why It Can Matter More Than IQ

Explore more on the future of association leadership. 

Visit: AssociationAdviser.com

Connect with AIHA & Larry Sloan:

LinkedIn: @AIHA & @LarrySloan

Facebook: @AIHA

Visit: https://www.aiha.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!

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 NASSP with a clear mission: support school leaders in real time, not just once a year at a conference.

In this episode, host Christine Shaw talks with Ronn about how associations can create meaningful, ongoing connections among members—especially at a time when so many are feeling isolated. They discuss NASSP’s peer-to-peer engagement networks, the shift toward “hyper-personalized” professional learning, and new approaches to advocacy that amplify member voices in impactful ways.

In this episode, you’ll learn:

• The power of peer-to-peer networks and what makes them work.
• What “hyper-personalized” learning looks like and how to implement it.
• How to elevate member stories to influence policy and drive advocacy.
• How to use digital platforms to build connections amongst members. 
• The unique approach to seeking connection employed by the younger generation.

About our guest:

Ronn Nozoe is a lifelong educator and the CEO of the National Association of Secondary School Principals (NASSP), where he leads efforts to transform education through strong and supportive school leadership. Prior to NASSP, he served as associate executive director and interim executive director at ASCD, and earlier as deputy assistant secretary for policy and programs at the U.S. Department of Education, focusing on teacher quality, school safety, and equity for rural, migrant, and Indigenous students. In his home state of Hawai‘i, Ronn served as deputy state superintendent, where he elevated principals’ voices and helped increase achievement and graduation rates statewide. His career began at the school level as a teacher, vice principal, principal, and district superintendent. Ronn holds both his bachelor’s degree in English and master’s degree in education from the University of Hawai‘i at Mānoa.

Resources:

Recommended Reading: Drive: The Surprising Truth About What Motivates Us

Explore more on membership momentum and how engaging today can lead to growth tomorrow.

Visit: AssociationAdviser.com

Connect with NASSP & Ronn Nozoe:

LinkedIn: @NASSP & Ronn Nozoe 

Facebook: @NASSP

Visit: https://www.nassp.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!

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 build a culture that drives results. Tamesha believes culture isn’t just “soft skills”—it’s a strategy. She shares how leaders can empower teams to take ownership, why boards need to make space for execution, and what it means to create psychological safety in the workplace.

They also dive into one of the most pressing issues facing associations today: how to engage younger generations and create a culture that resonates across all ages and experiences.

In this episode, you’ll learn:

• Strategies to attract and engage younger professionals.
• What a psychologically safe culture looks like — and why it matters.
• Ways to empower teams to take initiative without micromanagement.
• The right roles boards should play in shaping culture (and the roles to avoid).
• How association culture will continue to evolve over the next five years.

About our guest:

Tamesha Logan is the Executive Director of American Mensa and the Mensa Foundation, bringing more than 17 years of experience driving impact across national and global nonprofit organizations. A proven strategist and collaborator, she has led initiatives that strengthen organizational performance, align teams to mission-critical goals, and deepen stakeholder engagement. Throughout her career, Tamesha has elevated brand visibility and expanded partnerships through innovative marketing and communications, securing national media coverage and support from high-profile leaders such as Kobe Bryant, Ken Griffey Jr., and Mark Cuban. Known for fostering empowering, future-focused cultures, she continues to champion meaningful leadership, creative problem-solving, and organizational growth across the association sector.

Resources:

Recommended Reading: The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth

Explore more on how associations can engage with Generation Z. 

Visit: AssociationAdviser.com

Connect with American Mensa & Tamesha Logan:

LinkedIn: @AmericanMensa & @TameshaLogan

Facebook: @AmericanMensa

Visit: https://www.us.mensa.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!

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!

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!

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. 

About our guest:

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!

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!

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!