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.
