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.

Key Highlights:

Start Small, Learn More: Why contained pilots and clear success metrics can help associations test new ideas responsibly before committing significant resources.

When the Experiment Doesn’t “Work”: AAPA’s AI-powered career tool didn’t significantly impact retention—but revealed important insights about personalization, resource awareness and what members actually need.

Don’t Create What Already Exists: Members were asking for career support AAPA already offered, reinforcing the need to surface the right resources at the right moments rather than continually creating something new.

Think Differently About AI: Why associations may not need their own version of ChatGPT—and how AI could instead work behind the scenes to create more personalized member experiences.

Consider the Risk of Doing Nothing: You’ll rarely have perfect data before making a decision. Kelsey shares why the potential cost of inaction belongs in the equation, too.

🎧 Tune in for a practical conversation about experimentation, learning from what doesn’t work and making smarter investments in the member experience.

Resources:
🌐 Learn more about Highland: www.highlandsolutions.com
📊 Take the Young Professional Membership Index:
 https://www.highlandsolutions.com/member-index/sign-up

Stay Connected:

Coming Soon: We’ll continue bringing you conversations with association professionals sharing insights and strategies shaping the industry today. And coming soon, we’ll resume our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals through real-world examples of what’s working.

🎧 This special series is brought to you by our friends at Highland, where strategy meets research meets action.

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