The Association Adviser Podcast – Details, episodes & analysis

Most leaders share a common trait: they are doers. They take action, even when it means stepping outside of their comfort zones.

Jay Karen, CEO of the National Golf Course Owners Association (NGCOA), exemplifies this mindset. As a key figure in the $103 billion golf industry, Jay not only leads NGCOA but also contributes his expertise as a board chair and member of prominent organizations like ASAE and the U.S. Travel Association.

In today’s conversation, Jay offers an insider’s perspective on what it takes to lead effectively. We discuss invaluable lessons on embracing foresight, taking strategic risks, and staying ahead of the curve in a rapidly changing world. You’ll hear about the leadership qualities that have taken Jay from his beginnings as a high school leader to a prominent figure in multiple billion dollar industries. 

You’ll learn:

• Proven methods to demonstrate next-level thinking for career advancement.
• The power of proactive forecasting to anticipate and address industry shifts.
• How to approach AI strategically within your association.
• Why foresight is the #1 duty for any board and how to implement it.
• Effective strategies for navigating legislative and policy impacts on associations.
• Practical tools and practices associations can use to stay ahead of emerging trends.

About the guest:

Jay Karen is the CEO of the National Golf Course Owners Association, leading initiatives that support the $102 billion golf industry. He has chaired the board of the American Golf Industry Council, served on the Golf USA Tee Time Coalition board, and contributed to the advisory board of the World Golf Hall of Fame. A trusted voice in the industry, Jay has been featured in outlets like The Wall Street Journal, Bloomberg, The New York Times, and the Golf Channel.  With experience as CEO of two associations in the lodging and hospitality sector, Jay is a Certified Association Executive (CAE) and currently serves on the boards of ASAE and the U.S. Travel Association. Recognized as one of Golf Inc. Magazine’s top 25 most powerful people in golf, he is also a member of the Golf Writers Association of America and an Associate Member of the PGA of America.

Resources:

Recommended reading: Outlive: The Science & Art of Longevity

Explore more on embracing the duty of foresight. 

Visit: https://www.naylor.com/

Connect with the National Golf Course Owners Association & Jay Karen:

LinkedIn: @NGCOA & @JayKaren

Visit: www.ngcoa.org/home

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Understanding your association’s value proposition is key to showing up effectively for members—because every membership sector has unique needs. This insight is especially critical today, as members are more discerning about where they invest their dollars, expecting clear returns on their membership.

Today, we’re joined by David Murillo, President and CEO of Compass Management Solutions, and an association executive with over 20 years of experience. David specializes in governance and strategic guidance for Boards of Directors and brings a wealth of knowledge to the table.

Together, we discuss essential leadership qualities like self- awareness and empathy and how they can affect decision making. Plus, David explains how associations can navigate challenges and seize opportunities, from changes in tech to diversity and inclusion initiatives. 

You’ll Learn:

• The importance of staying true to core values during times of change.
• How to break free from recycled yearly planning and create forward-looking strategies.
• Why cultivating self-awareness is a must for today’s leaders.
• How empathy can be used to build lasting trust in a team.
• How to align an association’s value proposition with mission-driven strategies.

About the guest:

With over 20 years of experience, David Murillo is a highly respected association executive specializing in governance and strategic guidance for Boards of Directors. His career began in membership roles, including serving as the membership executive for the American Council of Engineering Companies and the California Restaurant Association. As President and Chief Mission Officer of The Core Management Company, he managed business operations and served as Executive Director for diverse associations. Now leading Compass Management Solutions, David continues to guide organizations of all sizes and industries. A dedicated leader, he served on the California Society of Association Executives (CalSAE) Board from 2016-2023, including as Chair from 2020-2021, and is active on ASAE’s CAE Exam Committee and the CSU Sacramento Alumni Association Board. Recognized as a 2024-2026 ASAE Diversity Executive Leadership Program Scholar and CalSAE’s 2018-2019 Executive of the Year, David’s contributions to the association field continue to inspire.

Resources:

Recommended reading: The Four Agreements

Explore more on enhancing membership value and inspiring growth. 

Visit: https://www.naylor.com/

Connect with Compass Management Solutions & David Murillo: 

LinkedIn: @CompassManagementSolutions & @DavidMurillo

Visit: https://compass.management/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

We’re in an authentic leadership revolution. In this episode, you’ll learn how to show up fully as association leader and how to succeed without sacrificing yourself or your values. 

In today’s Season Two premier of the Association Adviser Podcast, we have the pleasure of speaking with Artesha Moore, FASAE, CAE, President & CEO of Association Forum. She inspires with her vision for this new style of leadership where honest communication is prioritized and failure is valued for the lessons it teaches. 

This conversation gets into the state of diversity in the association world and the ways that Artesha and host Christine Shaw are continuing to move that conversation forward. We discuss Artesha’s philosophy about mentoring the next generation of association leaders, why she never gives them advice, and the ways she prefers to show her support.

Artesha discusses the influences and passions that show up in her leadership style, from Buddhism to dystopian novels. Plus, she shares how she broke out of the cookie-cutter model of leadership and learned to show up as her full self. 

You’ll learn: 

• The forward-thinking mindset that prepares organizations for unexpected challenges.
• How to supercharge your data through contextualization.
• The importance of aligning technology with organizational goals.
• The crucial skills needed for future leaders in an AI-driven world. 
• How inclusivity and diverse voices can elevate an organization to the next level.

About the guest:

Artesha Moore, FASAE, CAE, President & CEO of Association Forum, is a respected thought leader in the association management community with more than 20 years of experience. She has previously served in leadership roles with the American Geophysical Union and the Association for Professionals in Infection Control and Epidemiology. Artesha was named by the ASAE as a Diversity Executive Leadership Program Scholar. She is passionate about mentoring the next generation of leaders and pushing them to find their own solutions to common and uncommon problems. 

Resources:

Recommended reading: Nexus: A Brief History of Information Networks from the Stone Age to AI, Qualityland

Explore more on authentic leadership.

Visit: https://www.naylor.com/

Connect with Association Forum & Artesha Moore:

LinkedIn: @AssociationForum, @ArteshaMoore

Facebook: @AssociationForum

Instagram: @AssociationForum

Visit: https://www.associationforum.org

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Inspiring and effective leadership is the cornerstone of any thriving association. That’s why in Season Two of the Association Adviser Podcast, we’ll be doing a deep dive into all aspects of leadership. 

In this Season Two preview, our host Christine Shaw, CEO & President of Naylor Association Solutions, is joined by Sarah Sain, CAE, Vice President of Content Services and one of the lead researchers of the Association Benchmarking Report.

This season is all about leadership and what it takes to guide successful associations. Whether you’re an association executive, partner, or someone passionate about organizational success, this season will equip you with practical tools and inspirational stories from leaders at every level to drive your association forward. Plus, learn the latest findings from the Association Benchmarking Report that inspired this season’s focus on leadership. 

Resources:

Read the report: Association Benchmarking Report

Explore more strategies for leading successful associations.

Visit: https://www.naylor.com/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

Sarah Sain, CAE: @SarahSain

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we love to hear from you!

So much of an association’s value proposition is delivered through content. 

Whether you’re struggling to streamline your content efforts or looking to maximize engagement and revenue, this episode will equip you with practical strategies to elevate your association's impact. 

We're diving deep into the vital role content plays in driving membership engagement, delivering mission-aligned value, and boosting non-dues revenue for your association.

Joining us today is Hilary Marsh, President and Chief Strategist of Content Company—a consultancy specializing in content and digital strategy for associations, nonprofits, and corporations. 

Hilary brings her wealth of experience, from her early days navigating the transition from print to digital to her current work helping major associations get the most out of their content.

You’ll learn:

• Why content is central to an association's existence
• How to develop a cohesive content strategy
• The value behind creating empathy-based personas 
• Invaluable tips on ensuring your content strategy aligns with both individual and organizational goals 
• Why ungated content can be a game changer for your membership growth

About the guest:

Hilary Marsh is the Founder and Chief Content and Digital Strategist at Content Company, Inc. She has extensive expertise in content strategy, content management, and web operations, leading multidisciplinary digital projects spanning web, social media, and e-communications for associations, nonprofits, and corporations in multiple industries. An experienced strategic communicator, Hilary has created digital strategies, developed content strategies and management plans, managed social media guidelines and channels, built e-newsletter programs, written digital content, helped organizations choose content management systems, and more.

Resources:

Read the ASAE Foundation’s research: Content Strategies for a Changing World

Learn about empathy-based personas.

Recommended reading: Content Strategy for the Web 

Explore more on content strategy.

Visit: https://www.naylor.com/

Connect with Hilary Marsh:

LinkedIn: Hilary Marsh & Content Company

X: @hilarymarsh

Visit: https://contentcompany.biz/

Join: https://content-strategy.com/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What if you could personalize every email uniquely to the individual recipient on your list? 

It turns out you can with the help of AI. In today’s episode, Erica Salm-Rench, COO of rasa.io, shares with us how AI is revolutionizing newsletter conversion rates and engagement by adding value through personalization.

Erica brings her wealth of experience in digital marketing, web development, SEO, and advertising to the conversation as she shares her early days at Tulane University to leading innovative strategies at rasa.io. Erica helps us dive deeper into the fundamentals of successful email marketing and how leveraging AI to create personalized newsletters will enhance member engagement and drive non-dues revenue. 

You’ll learn:

• How to measure effectiveness through key metrics.
• The immense potential of AI in creating high-impact content.
• How personalized content can boost your association's success.
• How more newsletter engagement leads to more non-dues revenue.

About the guest:

Erica Salm Rench is the Chief Operating Officer at rasa.io. After working in enrollment management where she focused on recruitment strategy and marketing, Erica managed a team of online marketers at the largest digital marketing company in the Gulf South. There, she supported the web development, SEO, online advertising, and content marketing teams in executing strategies which elevated organizations to stand out and be seen amongst the chaos of the online marketplace. Now at rasa.io, she gets to blend her love of digital marketing technology and email in order to support the incredible community of rasa.io customers.

Resources:

Recommended reading: Ascend: Unlocking the Power of AI for Associations, Competing In the Age of AI, The Age of AI

For the latest on AI: Tech Brew Newsletter, Revolutionize Your Marketing with AI

Recommended listening: The Artificial Intelligence Show

Just for marketers: Marketing AI Institute

Explore more on artificial intelligence.

Visit: https://www.naylor.com/

Connect with rasa.io & Erica Salm-Rench::

LinkedIn: @rasa.io & @esalm

X: @rasa_io

Instagram: @rasa.io

Visit: https://rasa.io/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

What do positivity and creativity have in common? When combined, they can motivate a team to achieve above-and-beyond results. 

In today's episode, special guest, Dianne Vance, CAE, Director of Business Development and Sales at the American Occupational Therapy Association (AOTA), inspires us by sharing her unique journey into the world of associations. She shares how her background in psychology unexpectedly led to a thriving career in sales and marketing. 

You'll hear real-world examples of creative sales strategies, tips on maximizing talent within your sales team, and insights on staying adaptive in a fast-paced industry. Plus, Dianne offers invaluable advice for other association sales leaders looking to achieve similar success.

You’ll learn:

• The importance of creativity and innovation in driving sales and revenue.
• How creativity can achieve remarkable results.
• Strategies for motivating and leading a successful sales team.
• Aligning sales goals with the association's core mission.
• How to generate non-dues revenue through targeted marketing efforts.

About the guest:

Dianne Vance, CAE, is the Director of Business Development and Sales at the American Occupational Therapy Association. Dianne is a results-driven business development professional with 20+ years of award-winning sales and marketing experience at high profile membership associations. Her expertise is in generating advertising, exhibit, sponsorships and membership sales, designing innovative collateral materials, and leading successful sales teams. 

Resources:

Recommended reading: Life’s Too Short: A Memoir 

Explore more on Success Sales Strategies

Visit: https://www.naylor.com/

Connect with AOTA & Dianne Vance:

LinkedIn: @aota, @diannevance

X: @aotainc, @dvances

Facebook: @AmericanOccupationalTherapyAssociationAOTA, 

Instagram: @aotainc

Visit: https://www.aota.org/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

When an association values its team as much as its members, the results are inspiring! 

Today, we have a truly refreshing guest joining us — Christina Lewellen, MBA, CAE, Executive Director of ATLIS, the Association of Technology Leaders in Independent Schools.

In this episode, our host Christine Shaw talks with Christina about her compelling journey from journalism student to association leader and shares invaluable insights into the fast-growing world of her relatively young association. She discusses the strategic elevation of technology leaders in educational institutions, especially post-COVID, and the innovative ways her small but mighty team is making an impact.

We dive into her unique leadership style and workplace culture, including cutting-edge practices like a four-day workweek, zero internal emails, and unlimited PTO. 

You’ll learn:

• How embracing AI can boost efficiency.
• The challenges and triumphs of launching a new credentialing program.
• How to strategically leverage print as a top marketing tool.
• How to maximize the powerful role of vendor partnerships.

About the guest:

Christina Lewellen, MBA, CAE, Executive Director, Association of Technology Leaders in Independent Schools, is a seasoned association executive who brings a data-driven framework to business planning and strategy, having earned her MBA from the Rochester Institute of Technology and the Certified Association Executive designation from the American Society of Association Executives. She was named the Executive Director of ATLIS in 2019 and travels coast-to-coast visiting independent schools and their leadership teams. She serves as a trustee for the Harmony Foundation International and is actively involved in volunteer roles in the association community. 

Resources:

Recommended reading: On Call: A Doctor’s Journey in Public Service

Explore more topics on Innovation.

Visit: https://www.naylor.com/

Connect with ATLIS & Christina:

LinkedIn: @associationoftechnologyleadersinindependentschools & @ChristinaLewellen

Visit: https://theatlis.org/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Creating a sense of belonging and community can be a challenging task but when accomplished the results are pure magic!

Today’s episode dives deep into the world of creating intentional and meaningful experiences that drive member engagement and foster growth. Our guest, Aaron Wolowiec, MSA, CAE, CMP Fellow, President & Founder of Event Garde, is a trailblazer in the association space, with four successful brands under his belt: Event Garde, Facilit8Me, Review My Speaker, and Health by Association. Aaron brings a wealth of expertise to our conversation in designing events, facilitating learning, and nurturing a sense of belonging within communities.

Together, host Christine Shaw and Aaron explore the necessity of crafting intentional networking opportunities that cater to diverse needs and why it’s crucial for both attendees and sponsors to feel genuinely included. Plus, Aaron shares actionable insights on how to overcome the challenges of event programming and how to make advertisers and sponsors active participants rather than passive contributors.

You’ll learn:

• The importance of blending creativity with education.
• The evolution of members needs in a post-pandemic world.
• How associations can avoid the pitfalls of outdated practices.
• The role empathy, self-care, and mental health have in personal and professional growth.

About our guests:

Aaron Wolowiec, Founder & President of Event Garde LLC, is nationally recognized for his professional development work with boards, learners, staff and volunteers. Having launched four successful brands – Event Garde, Healthy by Association, Review My Speaker and Facilit8Me – Aaron’s equal parts practitioner and theorist. Since 2011, Event Garde has helped leading trade associations, individual membership societies, non-profit organizations, and government agencies across the United States address a range of unique and challenging professional development needs through customized services and expert guidance informed by research, trend analysis, best practices, prior experiences, and intuition.

Resources:

Recommended reading: Pricing For Associations, The Art of Gathering

Explore more on Building Community

Visit: https://www.naylor.com/

Connect with Event Garde & Aaron Wolowiec:

LinkedIn: @eventgardellc, @aaronwolowiec

Facebook: @EventGardeLLC

X: @eventgardellc, @aaronwolowiec

Visit: https://eventgarde.com/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!

Clear communication and marketing directly translates to how an association is resonating with its members … or not.

In this exciting episode, we’re diving deep into the world of association communication and marketing strategies and rebranding efforts with our special guest, Bill Rowan, Senior Director of Communications & Marketing for the National Asphalt Pavement Association (NAPA).

Bill shares his incredible journey from designing ads for the Yellow Pages to spearheading a comprehensive overhaul of NAPA’s marketing and communications. Together, we explore how data-driven decisions, a strategic communications gap analysis, and the power of stakeholder feedback led NAPA to a more member-centric approach. We’ll also touch on Bill’s passion for the Japanese business philosophy of Kaizen, which emphasizes continuous improvement.

Bill provides valuable insights on enhancing member engagement, driving non-dues revenue, and the intricate details behind a successful association rebrand. This episode is packed with actionable advice and inspiring anecdotes.

You’ll learn:

• How data and member-feedback can drive meaningful change.
• The details behind a successful association rebrand.
• The power of plain language and clear communication.
• The impact improved communication can have on non-dues revenue.

About the guest:

Bill Rowan is the Senior Director of Communications & Marketing at the National Asphalt Pavement Association (NAPA). Bill shapes NAPA's internal and external communications. He helps staff, members and media convey compelling information about the asphalt pavement industry and inspire action to advance the industry, its members, and its critical role in U.S. infrastructure. 

Resources:

Case study: Strategic communications gap analysis

Recommended reading: Everybody Writes

Explore more on communication strategy.

Visit: https://www.naylor.com/

Connect with NAPA & Bill Rowan:

LinkedIn: @Bill Rowan & @asphaltpavement

Instagram: @goasphalt

Visit: https://www.asphaltpavement.org/

Connect with us:

LinkedIn: @NaylorAssociationSolutions

Christine Shaw: christine.shaw@naylor.com

*Please rate us and leave us your thoughts and comments on Apple Podcasts, we’d love to hear from you!