Association RevUP Podcast
Associations are change makers. Association RevUP shares how they’re making an impact—powered by smart association business strategies.
Welcome to Season 2 of Association RevUP, the podcast from Professionals for Association Revenue (PAR), hosted by Carolyn Shomali. This season, we’re taking revenue health from a conversation to real-world action.
In Season 1, we explored what high-performing association business looks like. Now, we’re bringing you the stories behind it. Each episode starts with an association that’s driving its mission through business success—then delivers expert insights to help you apply those lessons in your own organization.
And because we know learning should be engaging (not just another task on your to-do list), every episode is thoughtfully crafted, under 20 minutes, and packed with insights you’ll actually enjoy.
Ready to rev up your association’s impact? Tune in!
Learn about PAR by visiting MyPar.org.
Special thanks to VPC Inc, the supporting partner of this podcast. Learn more about how VPC can bring your in-person events to life with high-quality, boutique production services.
Listen wherever you get your podcasts:
Association RevUP Podcast
LATEST EPISODES
Featuring: Chrissy Bagby, American Association of Veterinary State Boards, Chief Strategy Officer
Elizabeth Engel, Spark Consulting, Chief Strategist
What would it look like if our associations acted like a startup? That’s the question explored in episode 2 with Chrissy Bagby of the American Association of Veterinary State Boards and Elizabeth Engel of Spark Consulting. Learn how AAVSB is driving innovation with the help of the lean startup framework.
Featuring: Dan Cole, Audio Video Integrated Experience Associaiton, Sr. Director, Exposition Sales
Brittany Shoul, MCI USA, SVP, Revenue Strategy & Operations
Jena Stack, Society of Interventional Oncology, Executive Director
In this debut episode, discover how the Society of Interventional Oncology and Jena Eberly Stack united multiple industry partners to fund a high-cost clinical trial with real-world health impacts. Then Dan Cole and Brittany Shoul share 5 ways your association can level up negotiations for your next big deal, no matter the size.
Featuring: Skot Waldron
Throughout the inaugural season of the Association RevUP podcast, we’ve covered how to prioritize association business to help you achieve your mission. But knowing what to do is just the start—now it’s time to focus on how to implement change effectively. In this final episode, renowned speaker and change management consultant Skot Waldron joins us to explore not just the “why,” but the “how” of successful change management. Learn how to ensure that everyone in your association understands and embraces the value of change. Don’t miss this powerful conclusion to our season!
Featuring: Michelle Brien | Matchbox, Matchbox, VP, Marketing
Colleen McKenna, Intero Advisory, CEO, Founder
Duane Capuano
Thad Lurie, American Geophysical Union (AGU), SVP, Digital and Technology
In Episode 7, we take everything we’ve learned about association business and turn it into action by diving into digital strategy. Join Duane Capuano and Michelle Brien as they outline the financial, operational, and strategic goals your association should prioritize before embarking on its next digital transformation. This episode will equip you with the insights you need to make smart, future-focused decisions in the digital space.
Featuring: Joe Colangelo, Bear Analytics, CEO
Maneesha Manges, HighRoad Solutions, Chief Experience Officer
Thad Lurie, American Geophysical Union (AGU), SVP, Digital and Technology
Vinnu Deshetty, EVA | Event Tech Hub, CEO/Founder
In Episode 6, we explore how associations can evolve from staying relevant to becoming true change makers by harnessing the power of data. A team of data experts reveals why data is your association’s most valuable asset, how to use it to tell compelling stories, and ways to embed data-driven thinking into your organization’s culture. Plus, we’ll dive into innovative event strategies fueled by data insights.
Featuring: Lori Zoss Kraska, MBA, CFRE, Growth Owl, LLC, Founder/Chief Principal
Josh Slayton, Holmes Corporation, Chief Growth Officer
In Episode 5, we bring it all together. After exploring the connections between culture, sales leadership, skills, and partnerships in the first four episodes, we now turn our focus to outreach and high-impact collaborations. Lori Zoss Kraska shares how to craft outreach that resonates with Fortune 1000 companies, and what kinds of partnerships can help associations transform entire industries. Plus, Josh Slayton from Holmes Corporation takes it further, discussing how associations can collaborate with higher education to build the workforce of the future. This high-level episode is a must-listen for any association business leader looking to drive innovation and growth!
Featuring: Lewis Flax, Flax Associates, President
Bruce Rosenthal, Corporate Sponsorship Consultant and Co-Convener of the Partnership Professionals Network (PPN)
Jeremy Figoten, ICMA, Managing Director, Conferences & Sponsorships
Tracie Clemmer, International Downtown Association (IDA), Director of Corporate Relations
In Episode 4, we tackle a critical question: does your entire association truly grasp the transformational impact of partnerships? This episode dives into how you can elevate sponsors into true partners while gaining full organizational alignment. With insights from four trailblazing association leaders, you’ll discover strategies to foster deeper, more impactful partnerships.