Recorded live at ASAE's Marketing, Membership, Communications + Tech Conference, guest host Nikki Golden, CAE, of Association Laboratory, welcomes Preeti Vasishtha, AAiP, editor-in-chief and director of content at the American Academy of Actuaries, for a conversation on the evolving role of association communications and marketing. Together, they explore how the two disciplines work hand in hand to build trust, engage members, and advance organizational goals. They also discuss the growing influence of AI, the importance of strategic storytelling, and why communications professionals must continue developing the skills needed to lead in an increasingly complex and technology-driven environment. Check out the video podcast here: https://youtu.be/7UaKw4Ycgqo Associations NOW Presents is produced by Association Briefings.   Transcript Nikki Golden, CAE: [00:00:00] Welcome to this month's episode of Association NOW Presents, an original podcast series from the American Society of Association Executives. I'm Nikki Golden, CAE, managing director and strategist at Association Laboratory. I'm also incoming vice chair of the Communications Professionals Council of ASAE. We're recording today from ASAE's MM&C Conference in Washington, DC, where association professionals from across the country and industry are gathering to share ideas, build connections, and explore what's next for the community. Today, I'm talking to Preeti, who is one of my fellow council members, and so we're excited to be here with you. Preeti, do you wanna introduce yourself?  Preeti Vasishtha, AAiP: Yeah, sure, Nikki, I'm so excited to be chatting with you. I am Preeti Vasishtha, and I am the editor-in-chief at the American Academy of Actuaries, and I'm also the director of content. I've had various roles in [00:01:00] communications throughout my career at associations in Washington, DC, so I'm really excited to be here. Nikki Golden, CAE: Great, and since we are at MM&CC+Tech, I'm wondering, what do you think is so valuable about this conference for the communications community?  Preeti Vasishtha, AAiP: Yeah. First off, this is my first MM&C+Tech. Oh, great. Yeah. I've been to ASAE's, but this time I was like, "I have to go to MM&C+Tech." So I think one of the things that when I was doing the research for my... I was planning my schedule, looking at all the sessions, and one thing that struck me, I was like, "Wow, I can go to this. I can go for this. This really speaks to me. This session really speaks to me." And when I was doing that, I realized this conference, this event is really built around our jobs of marketing and communications, right? Nikki Golden, CAE: And membership.  Preeti Vasishtha, AAiP: Yeah, and I'll get to that.  Nikki Golden, CAE: Yeah. You're right, and tech. Like, the three, like, let's- Yeah ... like the pillars of a, a stool.  Preeti Vasishtha, AAiP: Yeah. And when I was looking at the sessions, I wasn't even looking whether [00:02:00] it's marketing, whether it's tech, whether it's branding. I was just going, "Yeah, I can go to all of these." Yeah. So I think that's the power of this conference. I also feel the name represents all the four tools of an organization, right? We are the main characters here.  Nikki Golden, CAE: Yeah.  Preeti Vasishtha, AAiP: Right? This is about us.  Nikki Golden, CAE: Yeah.  Preeti Vasishtha, AAiP: So I wasn't struggling to find meaningful, sort of, sessions. Say, "Ah, I don't know which ssession I should go to at this spot." So I think that was really great, and I know, Nikki, you've talked about this previously, but really, you can look at it as three or four distinct areas. Yeah. But none of us really is sticking to our lane. It's also interconnected.  Nikki Golden, CAE: Yeah, very much so.  Preeti Vasishtha, AAiP: I think MMC and tech gets that complexity of our lives, and it just showcases the reality of what we are doing in our daily lives. Nikki Golden, CAE: And it create

In this episode of Associations NOW Presents: Industry Partner Edition, recorded live at ASAE's Marketing, Membership, Communications + Tech Conference, guest host Sharon Pare of HighRoad Solutions welcomes Erica Salm Rench, chief marketing officer at Sidecar, for a conversation about helping associations navigate the rapidly evolving world of artificial intelligence. Erica shares why AI presents a unique opportunity for associations to compete more effectively, discusses the importance of educating staff and aligning AI initiatives with organizational strategy, and offers practical guidance on building AI literacy, selecting the right tools, and adapting to the growing influence of AI-powered search. Check out the video podcast here: https://youtu.be/3tyPPP_4yXU   Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: [00:00:00] Welcome to this episode of Associations NOW Presents: Industry Partners Series, an original podcast series from the American Society of Association Executives. I'm Sharon Pare, partnerships director at High Road Solutions, a HubSpot agency, co-host of Rethink podcast, and your host of this series throughout the year. This episode today is sponsored by Sidecar.  We're recording today from ASAE's MMCT conference in Washington, DC, where association professionals from across the industry are gathering to share ideas, build connections, and explore what's next for the community. I've got the perfect expert with me today, Erica Salm Rench. She's really leading the association industry in all things AI. A lot of you might have heard of AAIP, their certification program. They're part of the Blue Cypress family. But before we kick all of that off [00:01:00] and get into all of those details, I know you're celebrating a special day today. I know we're here at MMCT. We'll get to that in a minute, but you're celebrating your 15-year wedding anniversary today.  Erica Salm Rench: I am. Oh, yeah, that was a fun fact- Yeah ... that we shared right before. Yeah. So I will see my husband later this evening, which is great. He'll get some time with me. It seems like a fair trade-off, though, to be at MMCT. This is so fun.  Sharon Pare: Yes. And then I have another thing. You were talking to me a little bit about your hotel. You know how when you travel a lot, I know for work. And everyone has their ritual when they get back to the hotel and what they do. Is there any things that you need to do? I'll give you an example. So for me, when I'm traveling alone in a hotel room, I always have to sleep with Friends on. Do you have something like that you do?  Erica Salm Rench: You and I are two peas in a pod. I usually have Friends on in the background, or I always make sure I have snacks with me in my purse, because I feel like a lot of times the hotel snacks, they're not as healthy or nutritious as you [00:02:00] want them. Yeah. So I always have nuts packed or protein bars in my purse, and then I lay out my snacks so that I have something in the morning to wake up to. Sharon Pare: Okay. Yeah. I love it. Okay, so I wanna talk about MMCT, but before we get into it, you did win an award this year with AWTC, the Technology Leadership Award. Tell me a little bit about that and what that award meant for you. I was there. I was really excited to see you win that. Erica gives a great speech, by the way. She's a great speaker.  Erica Salm Rench: Thank you. I was so humbled by it. It was so exciting. I was just overwhelmed by the award, and Rebecca and Carrie and Jill, and the amazing women at AWTC. They do such a good job of bringing women together and empowering them, and they truly filled a gap in the association space. It is [00:03:00] so cool to be a part of that movement, and I think it was just really emphasized last night at the AWTC Happy Hour. Sharon Pare: I was just going to ask-  Erica Salm Rench: Oh my ... Sharon Pare: What did you think about that?  Erica Salm Rench: You li

In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions welcomes Brandt Krueger, director of industry relations and partnerships at EventMobi, to discuss the evolving world of event sponsorships and association partnerships. Brandt shares why many sponsorship models have remained unchanged for years and offers practical strategies for creating more meaningful, results-driven opportunities. The conversation explores the importance of understanding sponsor goals, moving beyond traditional sponsorship tiers, embracing thoughtful innovation, and designing event experiences that deliver greater value for both associations and their partners. Check out the video podcast here: https://youtu.be/NgdE7JR8lOc   Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: Welcome to this episode of Association NOW Presents: Industry Partners Series, an original podcast series from the American Society of Association Executives. I'm Sharon Pare, partnerships director of High Road, a HubSpot agency, co-host of Rethink Association, and your host of this series throughout the year. This episode is sponsored by EventMobi. Today, I'm joined by Brandt Krueger, and before we dig into sponsorships and partnerships, I know it wasn't exactly a straight line getting into associations for you. And what I would like to know first, and how I wanna get started is, I think you started in theater, and I wanna find out how you stumbled into the association space, and then we'll dig into all the other important stuff we wanna talk about today. Brandt Krueger: We could probably do a whole podcast on just that, but it's 'cause like so many of us, nobody comes in a straight line, right? It's always falling in, falling out. So yeah, came out of college with a theater degree in technical light; so lighting, so technical theater, so lighting, audio, building sets and props, and things like that. And was working for a theatrical lighting house, and was asked to resign at some point due to things we don't need to get into. But I took one name out of the Rolodex, and he was this kind of crazy, old hippie guy with long hair who did audio for these events. So I guess there's these events that people need audio and video for, and wound up working with him doing small events, and then got hoovered up by one of his major clients, who is one of the largest meeting and event production companies here in Minneapolis. So I wound up working for them for about 18 years doing lights and sound, and mostly audiovisual and production technology. But a sizable portion of their clients were associations. So already starting to get to know them in that context, in that space. Left them, went out on my own, did about 10 years of event technology consulting for a company I created called Event Technology Consulting, because I'm not very creative. So that consisted of a lot of trying to get people the right technology for them, a lot of asking questions, "What are you trying to actually do with it?" And then have worked my way around back into production again, working for another production company here. And then now, most recently, have worked my way into being the director of industry relations and partnerships for EventMobi. EventMobi is on the software side, so we're providing the mobile event app and the event management software that comes around it. But it all links together, right? This association through working with different types, different sizes of organizations, and then culminating in this new position with EventMobi where, when you and I were talking in the pre-show, I was saying I think 40% of our customer base is associations. And since then, I actually looked it up, and it's al- it's almost 50% of our business is actually with associations. So definitely have been stewing in this association world for quite some time.  Sharon Pare: You absolutely have, and it sounds

Recorded live at ASAE’s Marketing, Membership, Communications + Tech Conference, guest host Brittany Lancor of PropFuel sits down with best-selling author and MarketingProfs CCO Ann Handley to discuss the power of “strategic patience” in a culture obsessed with speed. Handley challenges associations to focus on meaningful engagement over vanity metrics, communicate in members’ own language, and prioritize authentic, human-centered messaging. She also shares practical advice on creating more effective email communications and explains why AI is best used to uncover insights and support strategy—not to replace the human connection that drives engagement. Check out the video podcast here: https://youtu.be/nKZs2BI23bQ Associations NOW Presents is produced by Association Briefings.   Transcript Brittany Lancor: [00:00:00] Hello, everyone. Welcome to this month's episode of Associations NOW Presents, an original podcast series from the American Society of Association Executives. I am Brittany Lancor, senior marketing manager of PropFuel. We are recording today from ASAE's MM&C conference here in Washington, DC, where association professionals from across the industry are gathering to share ideas, build connections, and explore what's next for the community. Today, we are so excited to welcome Ann Handley, the world's first chief content officer, best-selling author, and CCO of MarketingProfs. She just delivered the keynote address on the first day of this conference, so we are going to ask some questions. The first question I have for you is where did you get your suit? This is amazing. If you are watching from home, you have to look at this suit. It's wonderful.  Ann Handley: So you're asking who am I wearing?  Brittany Lancor: Yes.  Ann Handley: Is that the question? Yes. Yeah, first of all, [00:01:00] thanks for having me. I'm really excited to be here with all of you, be here with you. So who am I wearing? Today I am wearing Alice + Olivia, and I'll tell you, my biggest stress today was not even the keynote, it was, do I include the bow? Brittany Lancor: I love it. Ann Handley: Or do I leave it off? It's detachable.  Brittany Lancor: The bow was the great choice.  Ann Handley: So I don't know, I went for it, and I like the way it kinda waves around on stage a little bit,  Brittany Lancor: like- Yeah ... I'm prancing around and doing whatever. Yes. It looked great. Yeah. Okay, next question. Oh, yeah, I guess the questions now. Who are you? Help us, like give a quick introduction of who you are, help the audience understand who we're talking with today.  Ann Handley: So yeah, obviously Ann Handley, chief content officer of MarketingProfs. I've been in marketing for a million years, a million dog years. That was like a million plus years. I founded a company called ClickZ ages ago, which is one of the first sources of digital marketing at a time when digital marketing was a sort of brand-new thing, and from there founded MarketingProfs, and I've written a few books about marketing and content, particularly Everybody Writes, which is a [00:02:00] Wall Street Journal bestseller. It's been translated into 19 different languages. The whole ethos of that is really helping marketers, not just content marketers, but all marketers and all businesses really figure out, how do we communicate in a way that's authentic and real, and uniquely us? And honestly, that's a message that we need more than ever now- Yeah in the age of AI. So yeah, author, entrepreneur. Speaker, obviously, and yeah, just friend of Brittany.  Brittany Lancor: Yeah? Yeah. And did I see you're also a dog mom?  Ann Handley: Oh, yeah. Most important thing. Yeah. Yeah, my Cavalier King Charles Spaniel, his name is Augie. He is a stage five clinger. I love him so much, and he loves me just even more. Because love is just that. Do you have a dog?  Brittany Lancor: I have two.  Ann Handley: Oh, you do?  Brittany Lancor: Yes.  Ann Handley: What kind?  Brittany L

In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions sits down with Leslie Johnson, chief sales officer at Visit Milwaukee, to explore why Milwaukee is gaining attention as a premier destination for meetings and events. Johnson discusses the city's recent growth, driven by the expanded Baird Center, a thriving culinary scene, and major events that have showcased Milwaukee on a national stage. The conversation highlights what sets Milwaukee apart from larger convention cities, including its walkability, affordability, authentic neighborhoods, and collaborative hospitality community. Johnson also shares insights into the city's "Flavor Era" campaign, new entertainment and cultural developments, and the experiences that make Milwaukee memorable for visitors. From lakefront festivals and iconic attractions to local dining recommendations, the episode offers a fresh look at a city that's quickly becoming a favorite among event planners and attendees alike. Check out the video podcast here: https://www.youtube.com/watch?v=WwbNMxvH6nc   This episode is sponsored by Visit Milwaukee. Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: [00:00:00] Welcome to this episode of Associations NOW Presents: Industry Partners Series, an original podcast series from the American Society of Association Executives. I'm Sharon Paré, partnerships director at High Road, a HubSpot agency, co-host of Rethink Association, and your host of this series throughout the year. This episode today is sponsored by Visit Milwaukee. Today, I'm joined by Leslie Johnson, chief sales officer at Visit Milwaukee. Leslie, could you give us the highlight reel and tell us what you're all about before we jump into it?  Leslie Johnson: Absolutely. Thank you so much, Sharon, for having me today. Sure, yeah. I'm Leslie Johnson. I'm the chief sales officer of Visit Milwaukee. I've been there just a little over six and a half years. Prior to getting into the space of the DMO side of the industry, I grew up in the hotel and restaurant industry for my entire career. Started with Hyatt Hotels, then decided to get into the restaurant side of the [00:01:00] business. I worked for Capital Grill restaurants, which has ultimately led me to Milwaukee. I had the ability to open that restaurant in Milwaukee a little over 21 years ago. And then while in Milwaukee, I made a few career changes. I worked for Marcus Hotels and Resorts, where I really leaned into learning more on the hotel operations. I was a general manager, director of sales and marketing, and then also extended that career into the resort side of the business and worked for Geneva National Resort, which is a very predominantly golf-focused organization. And then that's what led me to Visit Milwaukee. So there's my quick, 30-second elevator speech on my career. Sharon Pare: I love your 30-second elevator speech, but there are two things you left out, but I'm gonna do them for you since you didn't- Okay ... put your little accolades in. But since you've been on Visit Milwaukee, in 2022 you were recognized as the Milwaukee Business Journal Women of Influence, as well as most recently in 2025, the [00:02:00] International Association of Exhibitors and Events Outstanding Marketing and Salesperson of the Year. So woo- Good job, Leslie  Leslie Johnson: Thank you. Both of those awards were because of the relationship and partnership that we have within our organization and the marketing team, and the Women of Influence award had a lot to do with how we came out of COVID and the strategies that we put into place to really stand out and really elevate Milwaukee onto a different level than it had ever been elevated on before post-COVID. And then same with, yeah, the IAE award was all of the great things our marketing team and our sales team has done since the expansion of our convention center in 2024. Definitely. Those are

In this episode of Associations NOW Presents, guest host Catherine Galli, MPH, digital content writer at the International Coaching Federation, sits down with Wendy-Jo Toyama, MBA, FASAE, CAE, chief executive officer of the American Epilepsy Society, and Megan Henshall, chief impact officer of The Neu Project, to explore findings from the ASAE Foundation and MPI Foundation report, “Enhancing Neuroinclusive Practices in Association.” The conversation examines how associations can create more inclusive environments for neurodivergent staff, members, and event attendees by moving beyond accessibility checklists toward intentional belonging. Toyama and Henshall discuss persistent stigma surrounding neurodivergence, gaps in awareness and implementation across organizations, and the importance of making neuroinclusive efforts visible and actionable. They also share practical strategies such as quiet and resilient spaces at events, inclusive facilitation techniques, clearer accommodation pathways, and ongoing feedback mechanisms, while emphasizing curiosity, co-creation, and intersectionality as essential components of meaningful neuroinclusion. A special thanks to the sponsors and supporters of this important report:Choose ChicagoVisit Kansas CityMGM Resorts InternationalDiscover Puerto RicoMyrtle Beach Convention Center MPI Foundation   Check out the video podcast here: https://youtu.be/l9p_s7Bz6QU Associations NOW Presents is produced by Association Briefings.   Transcript Catherine Galli: [00:00:00] Welcome to this month's episode of Associations NOW Presents, an original podcast series from the American Society of Association Executives. I'm Catherine Galli, digital content writer at the International Coaching Federation. Today, we're excited to welcome Wendy-Jo Toyama, CEO of the American Epilepsy Society, and Megan Henshall, chief impact officer at The Neu Project. Welcome, Wendy-Jo and Megan. Today, we're discussing the joint report through the ASAE Foundation and MPI Foundation, “Enhancing Neuroinclusive Practices in Association,” of course, which was done in partnership with Ferguson and The Neu Project. For those who may be new to the term, let's just dive right in. How do you define neuroinclusion, and why is it especially relevant for associations right now?  Megan Henshall: I can jump in first, and then I would actually love to hear your answer, too. So at The Neu Project, we define neurodiversity as all of us, right? We all have a [00:01:00] brain. Some brains are, quote, unquote, "neurotypical," some brains are neurodivergent, but there are billions of neurotypes and combinations of different ways of thinking and cognitive function. And so neurodiversity really speaks to, to all of us, and I think we're gonna dig into sort of the neurodivergent experience in this conversation today. But it really is important to note that it is speaking to brain health across everyone and how we support people with cognitive functioning, sensory processing, regardless of their neurotype  Wendy-Jo Toyama: Yeah, and then taking it to the next step, neuroinclusion then would be creating that sense of belonging so that everyone can feel seen and heard. So creating an environment that really embraces that neurological difference. And I think it's particularly important because, as Meg said, it cuts across all aspects of associations, and so we have members who are [00:02:00] affected by practices that are either barriers or neuroinclusive. We have staff. So it's really important to build this to be able to be effective and welcoming and create a sense of belonging for everyone. Catherine Galli: Thank you. That's a great explanation, and I think it really centers everybody into the topic today. So in the association industry, this report on neuroinclusion is a first. What are some of the most surprising or unexpected findings that emerged from the data?  Wendy-Jo Toyama: I will just start by saying I think associations have a lo

In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions is joined by Stephanie Alexander-Priakos, director of meetings and conferences at Visit St. Pete-Clearwater; Myha Gallagher, vice president of brand at Future Partners; and Jill Stone, site selection manager with HelmsBriscoe, for a conversation about the evolving meetings and events landscape and the growing appeal of second-tier destinations like St. Pete-Clearwater, Florida. Drawing on industry research and firsthand planning experience, the guests discuss how planners are increasingly prioritizing affordability, accessibility, safety, and unique experiences when selecting destinations, while also navigating rising costs, convention center fatigue, and growing political considerations tied to location decisions. The conversation also explores emerging trends shaping the future of meetings, including the rise of “bleisure” travel, the importance of walkability and outdoor gathering spaces, and how AI is beginning to influence sourcing and attendee personalization. Alexander-Priakos highlights what continues to drive interest in St. Pete-Clearwater, from its award-winning beaches and walkable downtown to expanding meeting infrastructure, wellness-focused properties, and cultural attractions such as the Dalí and Chihuly museums. The episode also examines the role destination organizations play in supporting planners through site visits, logistics, and creating memorable attendee experiences that extend beyond the convention center. Check out the video podcast here: https://youtu.be/dQzqtjc_2N0   This episode is sponsored by Visit St. Pete-Clearwater. Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: [00:00:00] Welcome to this episode of Associations NOW Presents: Industry Partner Series, an original podcast series from the American Society of Association Executives. I'm Sharon Pare, partnerships director at High Road, a HubSpot agency, and your host of this series throughout the year. This episode is sponsored by Visit St. Pete-Clearwater.  Today, I'm joined by three fantastic guests. First, I wanna introduce Myha Gallagher, vice president of brand at Future Partners, where she helps bring meeting and travel industry research to life through data-driven storytelling and insights. Stephanie Alexander-Priakos, director of meetings and conferences at Visit St. Pete-Clearwater, who's passionate about showcasing the destination's award-winning beaches, culture, hospitality, and group experiences. And Jill Stone, site selection manager with HelmsBriscoe    and co-host of the In the [00:01:00] Genes podcast, who brings more than 35 years of experience helping planners create successful meetings and events throughout the world. Today, we're talking about trends shaping the meetings and events industries, meeting and events industry, and why more planners and associations are looking beyond traditional convention destinations toward places like St. Pete-Clearwater. So I'm gonna put a little disclaimer here, 'cause as a Florida girl born and raised, and I think I mentioned this to you ladies before, I have to say it's been really fun watching the west coast of Florida evolve. 20-plus years ago. I don't wanna date myself here, but in college a lot of us on the east side of Central Florida, we just didn't head west all that often. And now here in the 2020s, 2026, I think St. Pete-Clearwater has become one of the most talked about destinations, right? Meetings, events, food, maybe sports, and maybe just the overall experience. So I'm really excited to dig into all of this today. So Myha, I really wanna kick off your work [00:02:00] with the research, because I think it will frame this entire conversation. So Future Partners, which I know you're very heavily involved with that survey, every year you do a survey of meeting planners to understand the trends that are impacting

In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions sits down with Georgina Donahue, Director of Community Innovation and Strategy at Higher Logic, and Rachel Mace, CAE, Director of IT and Database at the National Pest Management Association, to discuss how associations can better understand members and use that insight to drive smarter strategy. They explain how most organizations have plenty of data but little usable intelligence because systems don’t integrate and staff lack a unified, individual-level view across programs, leading to decisions based on gut instinct and missed warning signs like “silent churners.” The guests distinguish reports from behavioral signals and patterns that predict engagement and renewal, share examples of targeted outreach and pandemic-era webinars boosting recruitment and retention, and discuss using engagement scoring, dashboards, and guidance to act at scale. They recommend auditing where data lives, focusing on high-signal sources, and making incremental improvements rather than chasing perfect data. Check out the video podcast here: https://youtu.be/QCQXIDc_cYI   Associations NOW Presents is produced by Association Briefings.   Transcript Sharon Pare: [00:00:00] Welcome to this episode of Associations NOW Presents: Industry Partner Series, an original podcast from the American Society of Association Executives. I'm Sharon Pare, Partnerships Director at Highroad, and your host of this series throughout the year. This episode is sponsored by Higher Logic.  Today, we're excited to welcome Georgina Donahue, Director of Community Innovation and Strategy at Higher Logic, along with Rachel Mace, CAE, Director of IT and Database at the National Pest Management Association. Our conversation today is about how associations can better understand their members and turn that insight into smarter strategy. Georgina, Rachel, welcome to the show.  So I think this is something a lot of associations are quietly dealing with, so why don't we jump in? So let's start with something most associations don't want to say out loud. Most of them are making decisions about their members based on very [00:01:00] little actual insight. Why is that, and how common is it?  Georgina Donahue: I think that most associations have more data than they've ever had, right? They have data coming in from all over the place. They have their AMS records, their event history. They have a community platform. They have email opens, right? So they have this huge bulk of data, but the problem is that almost none of it actually talks to each other, so they end up flying blind even though they have this embarrassment of riches, but they can't access it. They don't know which members are thriving and which ones are drifting, which ones are gonna silently churn in a couple months from now. And the problem actually is not just small organizations who don't have the resources to wrangle the data. It's large, sophisticated tech stacks see this problem as well because the data exists, but it's just really siloed  Rachel Mace, CAE: Yeah, I would have to echo that. There's a lot of silos. [00:02:00] Almost every time I start a job at an association or even at a vendor that services associations, the first thing we have to deal with is untangle the glut of information that they have, what they want to actually access and use. And then we also have to talk through, okay, once we decide what we're gonna use, how are we gonna get it there? Integrations remain such a huge problem with most associations. We find that our data lives in completely separate places, and that data doesn't pipe into new places very easily. So that's been a big issue, and it's not the association staff's fault. We are not integration engineers. We are not high-level data scientists. We came here to work in the nonprofit industry and serve our members. We don't have a background in that expertise. So t

In this episode of Associations NOW Presents, guest host Gary LaBranche, FASAE, CAE, AAiP, CEO of the Risk and Insurance Management Society, is joined by Francisco Gómez, Founder and CEO of Factum Global, and Pietro Macchiarella, MBA, CAE, Senior Director of Data and Insights at YPO, for a timely conversation on how geopolitical disruption is reshaping the association landscape. They explore the slowdown of trade globalization, increasing travel and visa challenges impacting events and engagement, and the growing tension between taking action and staying silent as political issues intersect with mission-driven work. The discussion emphasizes the importance of clear, grounded communication with boards, along with practical strategies like scenario planning and tabletop exercises to prepare for uncertainty. The group also examines how associations can stay agile without compromising their core mission, including the role of AI in monitoring trusted information sources and the value of incorporating diverse global perspectives. As the conversation unfolds, they point to a more fragmented, multipolar world, rising cyber and data risks, and evolving member expectations—offering insight into how association leaders can navigate what comes next. Check out the video podcast here: https://youtu.be/hc8BmpdGDhw   Associations NOW Presents is produced by Association Briefings.   Transcript Gary LaBranche, FASAE, CAE, AAiP: [00:00:00] Welcome to this month's episode of Associations NOW Presents, an original podcast series from the American Society of Association Executives. I'm Gary LaBranche, Chief Executive Officer of RIMS, the Risk and Insurance Management Society. I am delighted to be joined on this podcast with Francisco Gómez, founder and CEO of Factum Global, a boutique consulting firm specializing in international expansion, market analysis, and strategic growth. Also, joining us is Pietro Macchiarella, senior director, data and Insights at YPO, the world's largest community of chief executives that come together to become better leaders and better people. I've said a little bit about each of you, but if you could tell us a little bit more, starting with you, Francisco. Francisco Gómez: Thank you, Gary. Pleasure to be here with you and Pietro. As you said, I founded Factum Global, a firm that [00:01:00] specializes in helping both for-profit companies as well as associations and nonprofits expanding internationally. We focus on truly helping organizations understand where to go, how to do it, and how to sustain that growth, and doing this for the last 20 years or so, and delighted to be here. Gary LaBranche, FASAE, CAE, AAiP: Excellent, Pietro.  Pietro Macchiarella, MBA, CAE: Thank you Gary. I'm Pietro. Good to be here with both of you. As you said, Gary, I work for YPO, which is the largest organization of CEOs. We have 37,000 member members in hundred 40 countries, so as international as it gets. And myself, I am very international. I've grown up in Europe, I've lived in three different countries in Europe and then moved to the US about 20 years ago. I'm also the chair of the ASAE International Association Advisory Council, which right now is a great place to be because we are the center of, of the storm in a way, supporting associations in their international experience or trying to international.[00:02:00]  Gary LaBranche, FASAE, CAE, AAiP: Fantastic. Both of you obviously have a tremendous non-North American experience, and I'm just curious. Currently the world is experiencing what we, in the risk management community, call geopolitical disruption, which is a fancy way of saying chaos is abounding in the our current world today and associations and corporations. Consumers and people in business have to try to navigate all of that, and that's uncharted territory to say the least. Pietro is, your group is international as it gets. What does geopolitical disruption mean? How are you in seeing it impact YPO?  Pietro Ma

In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions sits down with Kurt Heikkinen, CEO of Forj, to explore how to connect learning, community, and member value into one cohesive experience. Drawing on member experience research, Kurt highlights a core insight—members join and stay for two primary reasons: to learn and to connect with peers. When those experiences are separated, engagement suffers. The conversation unpacks how expectations are shifting, particularly among early-career professionals who expect personalized, always-on access to content and community, not just isolated touchpoints like annual events or standalone courses. Kurt makes the case for rethinking how associations deliver value—moving away from fragmented systems toward unified, AI-enabled platforms that bring learning and community together. He shares real-world results from EcoAmerica and offers a clear takeaway for association leaders: start with the member experience, break down internal silos, and design for connection, not just content. Check out the video podcast here: https://youtu.be/J0QxOGuP6Ks   Associations NOW Presents is produced by Association Briefings.   Transcript   Sharon Pare: [00:00:00] Welcome to Association NOW Presents: Industry Partner Series, an original podcast series from the American Society of Association Executives. I'm Sharon Pare, director of Partnerships at High Road Solutions, a HubSpot Solutions and implementation partner, and your host of this series throughout the year. Today, we're exploring how associations think about learning and how that connects to renewal. I'm joined by Kurt Heikkinen. Kurt has built and exited multiple SaaS companies, led mergers and acquisitions, and raised more than $150 million in venture and private equity capital. He's helped companies grow from startup to over $50 million in recurring revenue, and today he's focused on helping associations and organizations rethink how they serve and engage their members. Kurt, welcome  Kurt Heikkinen: Sharon. Thanks so much. Excited to spend this half hour with you and the audience.  Sharon Pare: Absolutely, [00:01:00] and thank you so much, Kurt. You've spent much of your career building companies in fast moving markets. I'm curious what drew you to the association space?  Kurt Heikkinen: Yeah, great question, Sharon. As I entered the space and started to learn more about the mission driven nature of these organizations, I was just compelled to help. After meeting with dozens and dozens of executives, I heard both. Their passion and mission, but also the challenges they face. And so after a couple decades serving the corporate space, I felt compelled to jump in and really help leaders of mission-driven organizations realize their full potential.  Sharon Pare: Why don't we jump into it? So when I hear association leaders talk about value, connection, and education, it always comes up. I think renewal conversations are still happening everywhere, and sometimes I think about it like Netflix versus Instagram, right? Netflix gives you a huge library of content and [00:02:00] then Instagram keeps you coming back for more because it feels dynamic. It feels social, even though I think the influencer community might be dying a little bit. So I'm wondering if associations sometimes operate more like a content library than a living network. So my question for you, Kurtin, from where you sit, what truly keeps members coming back year after year and what do associations tend to overestimate? Kurt Heikkinen: It's a really great question, and I think you can see some of the parallels from an experience standpoint between Netflix and Instagram. But when you think about the core of associations, many of them view themselves as the trusted place, the trusted resource for their members, as some describe themselves as that community of practice. Their members truly care. They want a sense of belo