In this episode of The Association Insights Podcast, we launch our Member Value Reimagined series with a bold and inspiring story from the American Society for Nondestructive Testing (ASNT). Host Meghan Henning sits down with Pat White, Director of Membership, and Nealy Wheat, Chief Financial & Administrative Officer, to explore how ASNT broke the mold—replacing a traditional dues-based model with a freemium structure that’s already delivering surprising results.

🎧 From board buy-in to cross-team collaboration, this episode offers a behind-the-scenes look at how associations can challenge the status quo, grow their reach, and still drive revenue—without sacrificing value.

Key Highlights:

A Strategic Pivot, Driven by Data: Faced with declining membership and ambitious growth goals, ASNT asked a radical question: What if we started with free? Pat and Nealy walk through how this question set off a cross-functional strategy shift that redefined what member value looks like—and who gets access to it.

What the Freemium Model Actually Includes: Hear how ASNT reduced 11 membership categories down to 4, created a new “Associate” level with limited but meaningful benefits, and structured the experience so members could opt in to value rather than be forced to buy in.

The Financials Behind the Shift: With membership revenue making up less than 10% of total income, ASNT had room to explore—and a CFO willing to model every risk scenario. Nealy shares what it took to balance boldness with sustainability, and how the organization made the case to its board.

$100K in New Revenue—From Non-Paying Members: That’s right. Since launching in January 2025, ASNT has welcomed 2,000+ new and returning members into its Associate category—resulting in over $100,000 in new non-dues revenue. Pat breaks down where the dollars are coming from and how engagement is higher than ever.

The Marketing and Rollout That Made It Work: From a smart survey to a savvy social media launch, Pat credits ASNT’s marketing team for building buzz, generating leads, and crafting campaigns that resonated with the right audiences—without overwhelming them.

Lessons in Leadership and Change Management: Nealy and Pat offer candid insights on what made this transformation possible—from a risk-tolerant board and empowered staff to a culture of innovation that embraces iteration and continuous improvement.

🎧 Tune in for a real-world case study of a freemium membership model that actually works, along with smart strategy and practical advice from finance, membership, and operations pros. You’ll also hear fresh thinking on how to reduce friction, streamline benefits, and attract more members—without sacrificing your bottom line.

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: Our Member Value Reimagined series continues throughout October, featuring association leaders who are redefining benefits, access, and experiences to better serve today’s members. Tune in next week for more ideas that challenge assumptions—and deliver results.

The Association PR Toolkit—Smart, Strategic, and Actually DoableIn this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, walks through the essential tools every association needs in their PR playbook. From mapping out the right stories to building the right press list—and pitching them to the right people—this is your tactical, honest, and refreshingly practical guide to PR that works.

Whether you're new to PR or looking to tighten your approach, Colleen lays out a clear framework for how associations can stop playing defense and start leading with strategy.

🎧 Get ready for a fast-moving, tip-packed episode designed to help you build visibility, credibility, and momentum—on your terms.

Key Highlights:

Your Editorial Calendar = Your North Star: Why a strategic, flexible editorial calendar is the foundation of all great PR—and how to align your content with awareness days, legislative priorities, and member moments.

The Press List That Actually Works: Forget mass email blasts. Learn how to build a press list that’s focused, up-to-date, and built around relationships—not just reach.

Pitching, Personalized: Colleen breaks down how to craft stories that resonate—whether you’re pitching national, local, trade, or digital-first outlets.

The Follow-Up Formula: Learn when to follow up, how often, and what not to do if you want to build real relationships with reporters.

Media Training 101: Why polished spokespeople matter, what good training looks like, and how to prepare your team for tough questions without sounding robotic.

Make Every Media Hit Go Further: Once you land a story, the work isn’t over. Colleen shares how to amplify your media wins through owned channels—email, social, newsletters, and board reports—so your results don’t end when the segment does.

🎧 Tune in for a candid, practical solo episode that gives associations a real plan for PR success.

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: Our October series, Member Value Reimagined, kicks off next week. We’re talking to association leaders and innovators who are redefining what value looks like in today’s changing landscape. From content and community to benefits and beyond—you won’t want to miss it.

In this solo episode of The Association Insights Podcast, host Colleen Gallagher, CEO of OnWrd & UpWrd, breaks down one of the most debated tactics in association PR: awareness days. While some call them overdone or ineffective, Colleen makes the case that, done right, awareness days can unlock real visibility, credibility, and media wins—especially for associations.

With real client examples and a clear, strategic framework, this episode is packed with practical advice on how to tap into awareness days in a way that’s smart, localized, and aligned with your mission.

Key Highlights:

Why Awareness Days Still Work: Despite the critiques, awareness days can offer a timely, built-in hook—if you avoid generic outreach and focus on relevance, localization, and timing.

Market Selection That Matters: You don’t need to pitch everywhere. Colleen shares how choosing 5–10 key markets—based on membership, media openness, or strategic visibility—can help you go deeper, not wider.

The Power of Localized Storytelling: From local data to member quotes to recent incidents, localizing your pitch is what turns an awareness day from a missed opportunity into a media win.

Real-World Examples in Action

Hear how OnWrd & UpWrd helped:

• A mental health association land TV interviews by tying Childhood Obesity Awareness Month to trending stories around GLP-1 drugs and presidential fitness tests.

• A boating safety client secure coverage by combining Global Drowning Prevention Awareness Day with localized accident data and seasonal relevance.
  

Takeaway Tips You Can Use Now

Colleen shares six actionable strategies your team can implement today, from choosing markets and building in lead time, to layering news hooks and leveraging public data.

Don’t Stop at the Hit—Maximize It:

Once you land coverage, amplify it across your owned channels.

At OnWrd & UpWrd, we believe the best PR efforts start with earned media and grow with owned media. Awareness days can be a powerful part of that strategy—when they’re done with intention, not just instinct.

🎧 Tune in now for a smart, strategic solo episode packed with ideas your association can put into action before your next awareness day.

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 continuing to sit down with top association leaders and industry experts for real-world insights on what’s working, what’s changing, and how to navigate the challenges—and opportunities—ahead. Stay tuned!