Read more about the article Small Experiments, Big Lessons: Rethinking Member Engagement

Small Experiments, Big Lessons: Rethinking Member Engagement

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we continue our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher and special co-host David Whited, Principal of Research & Strategy at Highland, sit down with Laura Burch, Vice President of Product Evolution, and Kelsey King, Director of Product Development and Management, at the American Academy of Physician Associates (AAPA) to explore how small, intentional experiments can help associations tackle big questions around member engagement, career support and retention. From testing an AI-powered career tool to rethinking how existing resources reach members, Laura and Kelsey share what worked, what didn’t—and why an experiment that doesn’t produce the expected result can still create tremendous value.

Continue ReadingSmall Experiments, Big Lessons: Rethinking Member Engagement
Read more about the article From Executor to Orchestrator: Rethinking Marketing Careers in the Age of AI

From Executor to Orchestrator: Rethinking Marketing Careers in the Age of AI

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher welcomes back Jen O’Brien, Director of Research and Innovation at the American Marketing Association (AMA), to unpack findings from AMA’s new 2026 State of Marketing Careers Report. Jen shares what AMA’s research reveals about how AI is reshaping marketing roles, why generalists may have an advantage in a rapidly changing environment and what these shifts mean for associations helping professionals navigate their careers.

Continue ReadingFrom Executor to Orchestrator: Rethinking Marketing Careers in the Age of AI
Read more about the article Career Pathways That Keep Members Engaged for the Long Haul

Career Pathways That Keep Members Engaged for the Long Haul

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we continue our special fall series with Highland exploring how associations can better attract, engage and retain younger professionals. Host Colleen Gallagher and special co-host David Whited, Principal of Research & Strategy at Highland, sit down with Sid Bhatnagar, CEO of the American Society for Quality (ASQ), to explore how associations can become career-long resources for their members. If your association is rethinking how it supports members throughout their careers, this conversation is for you.

Continue ReadingCareer Pathways That Keep Members Engaged for the Long Haul
Read more about the article Designing Professional Development That Actually Meets Member Needs

Designing Professional Development That Actually Meets Member Needs

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, recorded on the show floor at the 2026 ASAE Annual Meeting & Exposition in Indianapolis, host Colleen Gallagher sits down with Tanika Coates, Director of Professional Development at the American Society for Cell Biology, to explore how associations can create more meaningful professional development experiences for members at every stage of their careers. Tanika shares how associations can move beyond one-size-fits-all programming by using data to better understand member needs, reimagining existing content and designing learning experiences with accessibility and inclusion built in from the start.

Continue ReadingDesigning Professional Development That Actually Meets Member Needs
Read more about the article From Joining to Staying: Rethinking Younger Professional Engagement

From Joining to Staying: Rethinking Younger Professional Engagement

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we kick off our September series focused on how associations can better attract, engage and retain younger professionals—powered by our partners at Highland. Our guest is Jon Berbaum, President of Highland, who joins host Colleen Gallagher to explore why younger professional engagement has become an association-wide strategic issue—and why getting someone to join is only the beginning. If your association is working hard to attract younger professionals but struggling to keep them, this conversation is for you.

Continue ReadingFrom Joining to Staying: Rethinking Younger Professional Engagement
Read more about the article From Career Support to Career Partnership: Rethinking the Role of Associations

From Career Support to Career Partnership: Rethinking the Role of Associations

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher sits down with David Whited, Principal, Research & Strategy at Highland, to explore how associations can move beyond providing products and services to become essential career partners for their members. David shares why strong resources alone aren’t enough—and how associations can create greater value by understanding where members are in their careers, anticipating what they need, and showing up at the moments that matter. Whether you lead membership, strategy, marketing, or the organization as a whole, this conversation offers a thought-provoking look at how associations can deepen member relationships and become more essential throughout a professional’s career.

Continue ReadingFrom Career Support to Career Partnership: Rethinking the Role of Associations
Read more about the article Scaling Impact: How Small Teams Can Build Big Programs

Scaling Impact: How Small Teams Can Build Big Programs

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, recorded on the show floor at the 2026 ASAE Annual Meeting & Exposition in Indianapolis, O&U’s Meghan Henning sits down with Gail R. Kulp, M.Ed., CAE, Executive Director of the Sea Tow Foundation, to talk about scaling programs, empowering partners and creating meaningful impact with a small team. The Sea Tow Foundation’s Life Jacket Loaner Program has grown to more than 1,500 loaner stations nationwide, and Gail shares the systems behind that growth – from making participation easy to using data and reporting to continually strengthen the program.

Continue ReadingScaling Impact: How Small Teams Can Build Big Programs