In this episode of The Association Insights Podcast, host Colleen Gallagher sits down with Julie McDowell, Director of Strategic Communications & Digital Content, and Becca Battisfore, Senior Content Strategist, at the College of American Pathologists (CAP) for an in-depth look at how a legacy association is modernizing its approach to content, data, and digital engagement.

From managing messaging across member and customer audiences to aligning analytics with KPIs, Julie and Becca share how the CAP’s digital team of five supports 18,000 members and countless laboratories worldwide—all while driving measurable impact.

🎧 Whether you’re leading a large communications department or a lean digital team, this episode offers real-world insights on prioritization, collaboration, and content strategy that actually works.

Key Highlights

From Skepticism to Strategy: Julie reflects on launching the CAP’s social media presence more than a decade ago—and how the team turned early doubts into a thriving online community for physicians and laboratory professionals.

Audience First, Always: The CAP’s content strategy starts with a single question: who is this for? Learn how the team balances the needs of two overlapping but distinct audiences—members and customers—through smart segmentation, email strategy, and channel selection.

Metrics That Matter: Becca breaks down how she approaches analytics—from what metrics are truly meaningful to how data drives decision-making. She explains why open rates are outdated and how she connects clickthroughs, behavior, and conversions for a complete picture.

When to Stop Doing What’s Not Working: Julie shares one of the most liberating lessons for association communicators: give yourself permission to stop doing the things that aren’t driving results. Focusing on what works energizes teams and delivers greater impact.

Collaboration as a Core Strategy: From internal “road shows” to sharing data across departments, Julie and Becca explain how transparency, shared KPIs, and storytelling have helped build buy-in and alignment across CAP’s 600-person staff.

Storytelling Through Sound: As the voices behind the CAP’s long-running CapCast podcast, the pair discuss how audio storytelling has evolved from quick Q&As to powerful narratives that humanize members and spark connection—from personal wellness journeys to myth-busting forensic science.

🎧 Tune in for a thoughtful, data-driven, and refreshingly candid conversation about what it takes to build smarter content strategies in associations today—and how to lead with both heart and analytics.

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’re continuing to sit down with top association leaders and communication strategists to uncover what’s working, what’s changing, and how they’re leading their teams—and their missions—forward. Stay tuned!

In this episode of the Association Insights Podcast, host Colleen Gallagher continues the Member Value Reimagined series with an energizing and candid conversation with Julie Davis, Director of Marketing and Membership, and Ben H. Rome, Director of Communications and Brand, at the American Bus Association (ABA).

From strategic tech upgrades to authentic storytelling, Julie and Ben share how ABA is reimagining member value in ways that are both deeply personal and forward-looking. You’ll hear how they’re modernizing systems, listening with intent, and building a sense of belonging for one of the most passionate communities in travel and transportation.

Key Highlights

Why Marketplace is Just the Beginning: ABA’s flagship event is a major driver of member satisfaction—but Julie and Ben are on a mission to make sure the other year-round value is just as visible, accessible, and appreciated.

Bringing the Member Experience into the Future: From exploring a new member app to investing in data systems and automation, Julie shares how ABA is embracing a fan-first mindset to modernize the member journey—especially for digital-native generations.

Authentic Storytelling that Builds Community: Ben reveals how member-driven storytelling has become a powerful differentiator for ABA—creating emotional connections and elevating the association’s brand far beyond traditional marketing.

The Power of Listening (and What Happens Next): It’s not just about hearing members—it’s about engaging with them through councils, conversations, and curiosity. Julie and Ben explain how their team uses real-time feedback to surface insights, validate new ideas, and build programs that matter.

Advice for Associations in Transition: Whether you’re building a tech roadmap, expanding your member base, or navigating cultural change, Julie and Ben offer grounded, practical advice for association professionals rethinking value, engagement, and growth.

🎧 Tune in for a warm, thoughtful, and actionable conversation on how to modernize member value while staying grounded in what matters most—your people.

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’re sitting down with more association leaders to unpack bold strategies, fresh thinking, and member engagement that actually works. Stay tuned for episodes that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, host Colleen Gallagher continues the Member Value Reimagined series with a conversation that’s both timely and inspiring. Her guest, MJ Shoer, Chief Community Officer at the Global Technology Industry Association (GTIA), shares how his organization—formerly the CompTIA Community—is redefining member engagement and impact across the global IT channel.

🎧 From steering a major rebrand and organizational split to expanding GTIA’s global footprint and strengthening cybersecurity readiness, MJ offers an insider’s look at what it means to deliver real, evolving member value in a rapidly changing industry.

Key Highlights

From CompTIA to GTIA: A Bold Transition Built on Trust

MJ walks through how the 42-year-old association successfully separated from CompTIA’s certification business in record time—building new systems, a new brand, and a new future for members in just 65 days.

A Member’s Perspective at the Helm

Having started as a GTIA member, board chair, and now Chief Community Officer, MJ brings a rare 360-degree view of the member experience—and shares how that empathy drives everything from programming to communication.

Global Growth with Purpose

With communities now spanning North America, Europe, and Asia-Pacific, GTIA is leaning into its “G” for global. MJ shares how the association connects members from Birmingham to Brisbane, exchanging best practices and insights across borders to help businesses thrive.

Events That Drive Connection and Impact

From flagship conferences to regional meetups, GTIA’s events have become engines for connection and collaboration. MJ explains how their level playing field approach—where every exhibitor has equal footing—creates authentic engagement across the ecosystem.

Cybersecurity as Core Member Value

GTIA’s cybersecurity programming, including the ISAO and Cybersecurity Trustmark, is helping members protect their businesses while elevating industry standards. MJ discusses how the organization fosters a culture of shared learning, collaboration, and resilience in an era of accelerating threats.

Listening, Storytelling, and Scaling Value

MJ underscores the importance of listening to members, telling their stories, and communicating value clearly and confidently—so more people understand the impact of association membership and the power of community.

🎧 Tune in for a candid, forward-looking conversation about how GTIA is redefining what membership means in the global technology space—and how associations everywhere can build trust, relevance, and impact for the future.

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: Our Member Value Reimagined series continues with more association leaders rethinking benefits, access, and engagement in bold new ways. Stay tuned for fresh ideas that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, we're continuing our Member Value Reimagined series with an eye-opening conversation about one of the most overlooked engagement tools in the association toolkit: audio.

Host Meghan Henning sits down with Kevin C. Mitchell, Esq., CEO of Modio Information Group, to explore how narrated content and branded audio platforms are helping associations transform their member experience, extend the life of their publications, and even open up powerful new revenue streams.

🎧 Whether you’ve already launched a podcast or are just starting to explore audio strategy, this episode will reshape how you think about access, content delivery, and engagement.

Key Highlights:

Turning Publications into 268 Extra Hours of Engagement: Modio works with associations like the American Bar Association, the American Chemical Society, and the American Academy of Family Physicians to convert their top written content into human-narrated, on-demand audio experiences. Kevin breaks down why audio unlocks hundreds of hours of listening time annually—without competing with your members’ core work responsibilities.

Why Podcast Traction Falls Flat—and How to Fix It: If your association’s podcast isn’t gaining momentum, it might be the delivery, not the content. Kevin explains why desktop players and Spotify links won’t cut it—and why mobile-first, branded audio apps are critical to success.

Case Study: AAFP’s App as a Member Magnet: Learn how the American Academy of Family Physicians launched AAFP Audio, growing new audience segments, boosting listens to its publications, and securing sponsorship support—all through a custom-branded audio platform.

Member-Only Access, Monetization, and Data Control: Don’t send members to Spotify and lose the data. Kevin shares how branded apps allow associations to retain control, gate premium content, gather engagement insights, and monetize on their own terms.

Why Human Narration Still Wins: Spoiler: Modio doesn’t use AI-generated voices. Instead, they tap into students from the field to narrate content—improving pronunciation, comprehension, and community connection.

The Real Non-Dues Opportunity: Digital audio advertising now surpasses video and social media in time spent. Associations that invest in branded audio can finally tap into this $7B+ market—while gathering first-party data that powers future monetization.

Future-Proofing Your Member Value Strategy: As AI and search engines continue to reshape how members find and consume content, audio is emerging as a key strategy to preserve attention, revenue, and direct relationships.

🎧 Tune in for real-world examples of how audio platforms drive member value, a compelling case for audio as a core part of your engagement strategy, and practical advice for getting started or scaling up—without overwhelming your team.

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: Our Member Value Reimagined series continues throughout October, with fresh ideas from associations rethinking what benefits, access, and engagement really look like. Stay tuned for more interviews that challenge assumptions—and deliver results.

In this episode of The Association Insights Podcast, we launch our Member Value Reimagined series with a bold and inspiring story from the American Society for Nondestructive Testing (ASNT). Host Meghan Henning sits down with Pat White, Director of Membership, and Nealy Wheat, Chief Financial & Administrative Officer, to explore how ASNT broke the mold—replacing a traditional dues-based model with a freemium structure that’s already delivering surprising results.

🎧 From board buy-in to cross-team collaboration, this episode offers a behind-the-scenes look at how associations can challenge the status quo, grow their reach, and still drive revenue—without sacrificing value.

Key Highlights:

A Strategic Pivot, Driven by Data: Faced with declining membership and ambitious growth goals, ASNT asked a radical question: What if we started with free? Pat and Nealy walk through how this question set off a cross-functional strategy shift that redefined what member value looks like—and who gets access to it.

What the Freemium Model Actually Includes: Hear how ASNT reduced 11 membership categories down to 4, created a new “Associate” level with limited but meaningful benefits, and structured the experience so members could opt in to value rather than be forced to buy in.

The Financials Behind the Shift: With membership revenue making up less than 10% of total income, ASNT had room to explore—and a CFO willing to model every risk scenario. Nealy shares what it took to balance boldness with sustainability, and how the organization made the case to its board.

$100K in New Revenue—From Non-Paying Members: That’s right. Since launching in January 2025, ASNT has welcomed 2,000+ new and returning members into its Associate category—resulting in over $100,000 in new non-dues revenue. Pat breaks down where the dollars are coming from and how engagement is higher than ever.

The Marketing and Rollout That Made It Work: From a smart survey to a savvy social media launch, Pat credits ASNT’s marketing team for building buzz, generating leads, and crafting campaigns that resonated with the right audiences—without overwhelming them.

Lessons in Leadership and Change Management: Nealy and Pat offer candid insights on what made this transformation possible—from a risk-tolerant board and empowered staff to a culture of innovation that embraces iteration and continuous improvement.

🎧 Tune in for a real-world case study of a freemium membership model that actually works, along with smart strategy and practical advice from finance, membership, and operations pros. You’ll also hear fresh thinking on how to reduce friction, streamline benefits, and attract more members—without sacrificing your bottom line.

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: Our Member Value Reimagined series continues throughout October, featuring association leaders who are redefining benefits, access, and experiences to better serve today’s members. Tune in next week for more ideas that challenge assumptions—and deliver results.

The Association PR Toolkit—Smart, Strategic, and Actually DoableIn this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, walks through the essential tools every association needs in their PR playbook. From mapping out the right stories to building the right press list—and pitching them to the right people—this is your tactical, honest, and refreshingly practical guide to PR that works.

Whether you're new to PR or looking to tighten your approach, Colleen lays out a clear framework for how associations can stop playing defense and start leading with strategy.

🎧 Get ready for a fast-moving, tip-packed episode designed to help you build visibility, credibility, and momentum—on your terms.

Key Highlights:

Your Editorial Calendar = Your North Star: Why a strategic, flexible editorial calendar is the foundation of all great PR—and how to align your content with awareness days, legislative priorities, and member moments.

The Press List That Actually Works: Forget mass email blasts. Learn how to build a press list that’s focused, up-to-date, and built around relationships—not just reach.

Pitching, Personalized: Colleen breaks down how to craft stories that resonate—whether you’re pitching national, local, trade, or digital-first outlets.

The Follow-Up Formula: Learn when to follow up, how often, and what not to do if you want to build real relationships with reporters.

Media Training 101: Why polished spokespeople matter, what good training looks like, and how to prepare your team for tough questions without sounding robotic.

Make Every Media Hit Go Further: Once you land a story, the work isn’t over. Colleen shares how to amplify your media wins through owned channels—email, social, newsletters, and board reports—so your results don’t end when the segment does.

🎧 Tune in for a candid, practical solo episode that gives associations a real plan for PR success.

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: Our October series, Member Value Reimagined, kicks off next week. We’re talking to association leaders and innovators who are redefining what value looks like in today’s changing landscape. From content and community to benefits and beyond—you won’t want to miss it.

In this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, breaks down one of the most debated tactics in association PR: awareness days. While some call them overdone or ineffective, Colleen makes the case that, done right, awareness days can unlock real visibility, credibility, and media wins—especially for associations.

With real client examples and a clear, strategic framework, this episode is packed with practical advice on how to tap into awareness days in a way that’s smart, localized, and aligned with your mission.

Key Highlights:

Why Awareness Days Still Work: Despite the critiques, awareness days can offer a timely, built-in hook—if you avoid generic outreach and focus on relevance, localization, and timing.

Market Selection That Matters: You don’t need to pitch everywhere. Colleen shares how choosing 5–10 key markets—based on membership, media openness, or strategic visibility—can help you go deeper, not wider.

The Power of Localized Storytelling: From local data to member quotes to recent incidents, localizing your pitch is what turns an awareness day from a missed opportunity into a media win.

Real-World Examples in Action

Hear how OnWrd & UpWrd helped:

• A mental health association land TV interviews by tying Childhood Obesity Awareness Month to trending stories around GLP-1 drugs and presidential fitness tests.

• A boating safety client secure coverage by combining Global Drowning Prevention Awareness Day with localized accident data and seasonal relevance.
  

Takeaway Tips You Can Use Now

Colleen shares six actionable strategies your team can implement today, from choosing markets and building in lead time, to layering news hooks and leveraging public data.

Don’t Stop at the Hit—Maximize It:

Once you land coverage, amplify it across your owned channels.

At OnWrd & UpWrd, we believe the best PR efforts start with earned media and grow with owned media. Awareness days can be a powerful part of that strategy—when they’re done with intention, not just instinct.

🎧 Tune in now for a smart, strategic solo episode packed with ideas your association can put into action before your next awareness day.

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’re continuing to sit down with top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!

A True Video Partner: Rethinking Storytelling at Your Association

In this episode of The Association Insights Podcast, O&U CEO and host Colleen Gallagher sits down with C. Dallas Golden, DES, founder and Chief Video Strategist of Pond Ripple Media, for an honest and energizing conversation about the power of authentic storytelling. Dallas has spent the last decade helping associations and nonprofits elevate their video strategies—not as a vendor, but as a true partner.

From interviews that spark emotion to B-roll that brings conferences to life, Dallas shares how associations can use video to connect more deeply with members, sponsors, and mission—all without blowing the budget.

🎧 Whether you’re just getting started with video or looking to grow your strategy across departments, this episode is packed with practical takeaways and fresh perspective on what it means to tell your story well.

Key Highlights:

Authenticity Above All: Dallas shares his origin story—from actor to documentarian to video strategist—and explains why authenticity, not polish, is the secret to compelling content.

Beyond the Marketing Budget: Associations often limit video to the marketing line item, but Dallas breaks down how to stretch investment across membership, sponsorship, conference, and education budgets—and why spreading ownership builds greater buy-in.

From One Conference, 60 Videos:  Using his ongoing work with the Association of Clinical Research Professionals (ACRP) as a case study, Dallas outlines how 20 interviews can yield 40+ pieces of evergreen video content that fuel engagement all year long.

Video as a Sponsorship Opportunity: Don’t just spend on video—monetize it. Dallas shares how associations are incorporating interview segments into sponsorship packages and helping their corporate partners tell their own stories of impact and alignment.

Partnership Over Production: It’s not just about being behind the camera—it’s about listening, aligning, and strategizing together. Dallas explains why being treated as a partner, not a vendor, is key to meaningful results.

Fast Turnaround, High ROI: Learn how a 45-second thank you video from an ED (produced on-site and turned around in 48 hours) helped one client generate over 6,300 impressions and more than 100 click-throughs—in just one day.

Metrics That Matter: From impressions to engagement to click-through rates, Dallas explains what data points help show the ROI of video and how associations can better track results to make the case for continued investment.

🎧 Tune in for a real-world, results-driven conversation about how associations can create video content that resonates, gets seen, and makes a difference.

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’re continuing to sit down with top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!

In this episode of The Association Insights Podcast, we’re bringing you a special replay of our summer LinkedIn Live panel: Communicating What Matters—How Associations Can Lead with Strategic Storytelling.

Originally hosted by OnWrd & UpWrd CEO Colleen Gallagher, this roundtable features two communications leaders navigating some of the most complex issues facing associations today:

Tim Ebner, Senior Director of Communications at the Can Manufacturers InstituteSean Luechtefeld, Ph.D., Senior Director of Communications at ANCOR

🎧 From politicized narratives and media scrutiny to member trust and message discipline, this conversation offers honest, experience-driven advice for association pros navigating the intersection of policy, people, and purpose.

Key Highlights:

Mission Over Moment: Why clarity of mission and values is critical for staying grounded in complex, polarized environments—and how communications can lead with focus, not fear.

Storytelling with Intention: How to elevate real member stories in a way that resonates—and why it's about amplifying, not exploiting.

Crisis Isn’t the Time to Build a Playbook: Why the best comms leaders prepare before a flashpoint—and how Tim and Sean work cross-functionally to set expectations and build trust.

Empathy, Not Neutrality: Why staying neutral often isn’t an option—and how associations can lead with empathy and authenticity while holding firm on their values.

Media Readiness & Message Discipline: Tips for navigating media inquiries, staying on message, and preparing staff and board members for sensitive conversations.

Advice for Communicators: Whether you're a one-person team or leading a full department, Tim and Sean offer tactical guidance for aligning your communications strategy with what matters most.

🎧 Tune in for a thoughtful, unfiltered conversation about what it means to lead with clarity, courage, and purpose in today’s association landscape.

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: New episodes weekly featuring association leaders, content strategists, and storytellers exploring the power of clear, values-driven communication. Stay tuned!

In this episode of The Association Insights Podcast, host Meghan Henning sits down with Marilena Vrana, Vice President of Public Affairs and EU Operations at the Plasma Protein Therapeutics Association (PPTA), to explore what it takes to lead a global association strategy with unity, speed, and impact.

From Brussels to Washington, Marilena shares how her team navigates cultural, regulatory, and political complexity while keeping member needs and patient access front and center. With decades of experience in European health policy and a deep commitment to collaboration, she offers powerful lessons in stakeholder engagement, cross-border communication, and values-based leadership.

🎧 Whether you’re managing regional offices or rethinking your global footprint, this episode delivers clear, thoughtful insight into how associations can stay aligned across continents—and stay ahead of change.

Key Highlights:

Anticipating Change, Not Just Reacting: Marilena explains how PPTA stayed ahead of new EU legislation on substances of human origin—mobilizing early, preparing members, and showing up as a trusted, expert voice.

Stakeholder Listening with Empathy and Intent: Why true advocacy starts with active listening—not just to members and partners, but to policymakers too. Marilena shares how building human-centered relationships helps advance shared goals.

Transatlantic Alignment in Practice: From messaging consistency to cultural fluency, Marilena breaks down how her team collaborates across European and American offices—and why diversity is their greatest strength.

What Makes PPTA a Model for Global Associations: Learn how PPTA evolved from fragmented entities into one global voice—driven by strategic planning, agile operations, and a shared mission of patient access to life-saving plasma-derived therapies.

Mission-Led Strategy for 2025 and Beyond: Hear PPTA’s three priorities for the next two years: raising awareness of plasma therapies, ensuring policies work in practice, and building trust through transparency, evidence, and partnership.

Leadership Lessons from Lived Experience: From navigating uncertainty to leading with empathy, Marilena shares deeply personal reflections on how her experience as a patient shaped her leadership philosophy—and why authenticity is her greatest asset.

🎧 Tune in for a global perspective on association leadership that’s grounded, strategic, and refreshingly human.

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’re continuing to sit down with top association leaders for real-world insights on what’s working, what’s changing, and how they’re navigating the challenges—and opportunities—ahead. Stay tuned!