In this episode of The Association Insights Podcast, we wrap up our July series on sponsorships, partnerships, and non-dues revenue with a candid conversation about the human side of corporate engagement.

Host Meghan Henning sits down with Cindy Simpson, M.Ed., CAE, Corporate Relations Manager at the Urgent Care Association (UCA), who brings decades of experience across membership, meetings, and business development. With over 100 corporate partners in her portfolio, Cindy offers grounded, real-world advice on building trust, qualifying fit, and creating long-term value for both members and sponsors.

🎧 Whether you’re refining your sales approach or rethinking your entire partner strategy, this episode delivers fresh ideas and proven tactics you can apply right away.

Key Highlights:

Start with Listening – Cindy shares why every partnership starts with understanding—not pitching—and how asking the right questions early helps set the stage for long-term success.

It’s Not Just About the Check – Why treating corporate members as partners, not piggy banks, is essential—and how UCA encourages “test drive” involvement before deeper investment.

Beyond the Exhibit Hall – From regional events to strategic think tanks, learn how UCA builds year-round visibility and engagement for partners beyond their sold-out convention floor.

Up the Ladder, Not Out the Door – Cindy breaks down her approach to evolving sponsor relationships over time—moving partners from basic brand awareness to trusted thought leadership roles.

Member Experience First – Hear how thoughtful partnership strategy directly supports UCA’s member experience—from connecting them to solutions that help with tight margins to curating meaningful education.

Advice for Associations – Cindy offers practical guidance on retaining high-dollar sponsors, managing churn at lower tiers, and having the honest conversations that build trust, not just transactions.

🎧 This conversation is packed with insights for any association professional looking to deepen industry relationships, align partnerships with mission, and build sustainable non-dues revenue.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

  
  

Coming Soon: In August, we’re diving into one of the most talked-about topics in associations today: AI. Our next podcast series will explore how associations are experimenting with, implementing, and scaling AI tools—from personalization engines to member support and content creation. Tune in for real-world examples, practical insights, and conversations that cut through the hype to focus on what AI can actually do for your organization. Stay tuned!

In this episode of The Association Insights Podcast, we continue our July series on sponsorships, partnerships, and non-dues revenue with a fresh perspective from the higher education space. Host Colleen Gallagher sits down with Leah Lang, Senior Director of Partnerships and Corporate Engagement at EDUCAUSE, to explore how the organization moved beyond transactional sponsorships and built a high-impact partnership model that aligns with their mission—and delivers real value to both members and industry.

🎧 Whether you’re building a sponsor program from scratch or looking to deepen your existing relationships, this episode offers powerful takeaways on strategy, structure, and sustained success.

Key Highlights:

From A La Carte to All In – Why EDUCAUSE moved away from one-off offerings and built bundled, relationship-based partnerships—and how that shift improved satisfaction for both sides.

Let the Data Guide You – How EDUCAUSE used stakeholder feedback and internal analysis to reshape their program—and how your association can do the same.

The Power of Fit – Why not every sponsor becomes a partner—and how EDUCAUSE curates its partner roster to ensure community alignment and long-term value.

Mission at the Core – How Leah’s member-first mindset ensures industry engagement supports the broader mission of advancing higher ed through technology.

Advice for Associations – From creative bundling to thoughtful onboarding, Leah shares tactical advice for associations looking to reimagine their approach to non-dues revenue.

What’s Next – Learn how EDUCAUSE’s Annual Partner Summit is evolving into a year-round innovation program—and why convening diverse stakeholders is a powerful way to co-create solutions.

🎧 Tune in for a candid, practical conversation on how thoughtful strategy and member-first thinking can turn sponsor relationships into something deeper—and far more impactful.

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

Coming Soon: We’ll wrap up our July series with one more real-world example of how associations are rethinking value, impact, and what partnership really means. Stay tuned!

In this special encore episode of The Association Insights Podcast, host Colleen Gallagher welcomes back David Whited, Principal of Design Research & Strategy at Highland, to walk us through fresh insights from the newly released 2025 Young Professional Membership Index (YPMI)—dropping the same day this episode airs.

Earlier this year, David helped us kick off our Gen Z series with data-backed insights and practical frameworks for attracting and retaining younger members. That episode sparked major interest—and now he’s back to unpack what’s shifted, what’s holding steady, and how associations can take the next step in their engagement strategy for Gen Zs and young Millennials.

🎧 Whether you’re leading a young professionals committee or setting strategy at the board level, this episode will help you benchmark your efforts, spot gaps, and find your next move.

Key Highlights:

Leadership Focus Still Leads – Why leadership alignment remains the single most important driver of young professional retention.

What Tier Are You In? – How Highland’s four-tier maturity model helps associations understand where they stand—and what to do next.

The Power of Bridge Experiences – Only 19% of associations are using them, yet they can drive up to a 50% boost in first-year retention.

Getting Unstuck – Why most organizations stall between good intentions and meaningful action, and how to move from talk to traction.

AI & Innovation Readiness – What the 2025 data reveals about AI experimentation in associations, and where the biggest gaps remain.

One Priority to Focus On – Why prototyping, not perfection, is the best path forward for associations ready to engage the next generation.

🎧 Tune in for a thought-provoking conversation that blends reflection, real data, and practical next steps for associations of all sizes.

Resources:

📊 Download the 2025 Young Professional Membership Index (YPMI) National Report: https://www.highlandsolutions.com/member-index/national-report-2025

🧠 Learn more about Highland: www.highlandsolutions.com

Stay Connected:

• Subscribe to The Association Insights podcast on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.

• Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.

Coming Soon: We’re heading back into our July series on sponsorships, partnerships, and non-dues revenue—featuring fresh perspectives and bold new models that are helping associations unlock value beyond dues. Stay tuned!