Association RevUP

About Association RevUP

Association RevUP is a podcast series presented by the Professionals for Association Revenue (PAR) that will get everyone in your association talking about revenue health! This entertaining and concise "docustyle" podcast is unlike any association podcast on the market and invites both association leadership and revenue producers to become active learners on the journey toward achieving revenue health. Featuring pioneers from the association community, Association RevUP will help you assess the health of your association's business and give you tactical steps for improvement.

Publisher

Professionals for Association Revenue (PAR)

Category

business

Language

en

Explicit

No

First episode

20 May 2024

Latest episode

9 Sept 2025

Latest episodes

17 episodes in the feed.

1. 

   9 Sept 2025

   Hidden Association Revenue Opportunities and Four Ways to Find It (S2: E7)

   "[Associations] are banking 60% of our revenue on four days out of the year - and only 20% of members engage.” If that statistic scares you, it should. While association events lead to both connection and revenue, associations are missing opportunities for their next big program by not thinking bigger. In this season finale of the Association RevUP Podcast, host Carolyn Shomali is joined by Marcus Maleck (Society for Clinical Research Sites), James Young (Product Community), David Upbin (Mortgage Bankers Association), and Letty Kluttz (Association for Professionals in Infection Control and Epidemiology). Together, they share real-world examples of how their associations discovered new association revenue opportunities by: Selling outcomes instead of products Extending the life of events beyond “one and done” Simplifying and packaging offerings for members Responding to market shifts with fresh solutions If you’re looking to grow association revenue and create lasting member value, this episode will give you practical ideas you can apply right away. About Association RevUP: A PAR podcast that celebrates the stories of associations who are utilizing business to bring about real change in their industries. Episodes are less than 15-minutes, written and produced to keep you engaged, and full of actionable insights. Hosted by Carolyn Shomali. - ⁠⁠⁠VPC, Inc.⁠⁠⁠ (https://vpcinc.net/), the boutique production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast. - ⁠⁠⁠MyPar.org⁠⁠⁠ (https://mypar.org): learn more about the PAR member community - ⁠⁠⁠RevUP Summit⁠⁠⁠ (www.revupsummit.org): November 4-6, 2025 in Annapolis, MD. The only association event focused on revenue health.

2. 

   31 Jul 2025

   One Thing Your Partnerships Are Missing and How EDUCAUSE Found It

   "We trust them with their money, but we can't trust them with their expertise?" Podcast mic drop. Imagine the progress that could be made if associations consistently invited partners (and their expertise) into the conversation. That's what John Bacon, ASAE’s Vice President of Enterprise Sales, is challenging associations to do: go beyond the dollars and recognize partners as strategic allies. This 14-minute episode will give you tips on how to do it. Learn how EDUCAUSE , an association committed to advancing higher education through technology, is bringing partners together in a unique way to advance their industry. Just a year in, partnerships have doubled and the program is at capacity according to Leah Lang (EDUCAUSE). If you're ready to not only increase revenue but also advance your industry by bringing partners into the conversation, give this episode a listen! About Association RevUP: A PAR podcast that celebrates the stories of associations who are utilizing business to bring about real change in their industries. Episodes are less than 15-minutes, written and produced to keep you engaged, and full of actionable insights. Hosted by Carolyn Shomali. - ⁠⁠VPC, Inc.⁠⁠ (https://vpcinc.net/), the boutique production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast. - ⁠⁠MyPar.org⁠⁠ (https://mypar.org): learn more about the PAR member community - ⁠⁠RevUP Summit⁠⁠ (www.revupsummit.org): November 4-6, 2025 in Annapolis, MD. The only association event focused on revenue health.

3. 

   7 Jul 2025

   APRO's Advocacy Fellowship and How Momentum Drives the Future

   APRO CEO Charles Smitherman and Ashley Furniture's Mike Kays discuss APRO's advocacy fellowship and its partnership with Ashley Furniture to engage a new generation of members, in an interview with Carolyn Shomali.

4. 

   1 Jun 2025

   RTDNA's Bold Event Changes and Data to Drive Sponsorship (S2.E4)

   Tara Puckey, Executive Director of RTDNA, discusses bold event changes aimed at meaningful connection, while Joe Colangelo and Vinnu Deshetty explain how to leverage data to drive sponsor engagement, in an interview with Carolyn Shomali.

5. 

   5 May 2025

   How AGU's Personalized Tech Powers Young Member Engagement (S2.E3)

   "I think what we're doing is trailblazing." We don't often hear 'trailblazing' associated with associations, but that's exactly how Thad Lurie describes the most recent initiative of the American Geophysical Union (AGU) in episode 3. Effectively reaching the youngest career professionals is an ongoing challenge for associations in the quest to remain relevant. In less than 13-minutes, you'll learn how AGU is using personalization to provide members with the content and connections they are looking for. And, how they are adapting the new technology to meet immediate and evolving member needs. The Association RevUP Podcast is presented by the Professionals for Association Revenue (PAR) and hosted by Carolyn Shomali. Learn more about ⁠PAR⁠ (https://mypar.org) and its annual conference, ⁠The RevUP Summit. ⁠ (https://mypar.org/revup-summit/) Special Thanks to podcast partner, the event production company ⁠VPC, Inc.⁠ (https://vpcinc.net) Helpful Links: Learn more about AGU (https://www.agu.org) AGU partner: Tasio Labs (https://tasiolabs.com)

6. 

   31 Mar 2025

   AAVSB's Culture of Innovation and How to Think Like a Startup (S2.E2)

   "We need to take these things that are ideas and figure out if they even have legs before we spend a bunch of time and money and invest in them." What would it look like if your association acted like a startup? That's the question explored in episode 2 with Chrissy Bagby of the American Association of Veterinary State Boards (AAVSB) and Elizabeth Engel of Spark Consulting. Learn how AAVSB is implementing a culture of innovation where employees at all levels of the organization have learned how to identify and develop non-dues revenue ideas with the help of a proven framework. Learn how to understand your audience, their needs and potential solutions to their problems before investing valuable time and resources moving in the wrong direction. The Association RevUP Podcast is presented by the Professionals for Association Revenue (PAR) and hosted by Carolyn Shomali. Learn more about PAR (https://mypar.org) and its annual conference, The RevUP Summit. (https://mypar.org/revup-summit/) Special Thanks to podcast partner, the event production company VPC, Inc. (https://vpcinc.net) Helpful Links: Lean Startup by Eric Ries (https://theleanstartup.com/book) Skateboard to Car: MVP analogy (https://blog.crisp.se/2016/01/25/henrikkniberg/making-sense-of-mvp) Video: Eric Ries 2011 Google Talk (https://www.leansixsigmadefinition.com/glossary/eric-ries/)

7. 

   3 Mar 2025

   SIO's 6M Win and the Case for C-Suite Deals (S2:E1)

   "Clinical research is not cheap." Season 2 of the Association RevUP podcast celebrates the stories of associations who are utilizing business to bring about real change in their industries. In this debut episode, discover how the Society of Interventional Oncology (https://www.linkedin.com/company/siocentral/) 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. About Association RevUP : Episodes are less than 20-minutes, written and produced to keep you engaged, and full of actionable insights. Hosted by Carolyn Shomali. - VPC, Inc. (https://vpcinc.net), the production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast. - MyPar.org (www.mypar.org): learn more about the PAR member community - RevUP Summit (www.revupsummit.org): November 4-6, 2025 in Annapolis, MD

8. 

   5 Nov 2024

   Bonus! Sneak Peak RevUP 2024

   Association RevUP hosts share exclusive insights from 2024 RevUP Summit presenters, revealing the focus of sessions and the story behind the conference's name.

9. 

   22 Jul 2024

   Ep 8: RevUP Change Management

   “We all like change. When it fits the way we like change.” The final episode of the inaugural season of the Association RevUP podcast focuses on how to approach the one thing that so many people shy away from: change. Skot Waldron is the author of the book Unlocked: A-52 week guide for the Intentional Leader (mailto:https://skotwaldron.com/unlocked-book/). In Episode 8, he shows us how identifying both the elements of change and the personalities of our colleagues (and ourselves) will improve our chances of turning our ideas into outcomes. Then, we’ll revisit what we’ve learned this season and share the five foundational elements of association business: Intentionality, relationships, communication, collaboration, and innovation. Association RevUP is a podcast presented by the Professionals for Association Revenue (PAR) (https://mypar.org) and is supported by partner VPC Inc (https://vpcinc.net). Join PAR for the RevUP Summit 2024 (https://mypar.org/revup-summit/) where the theme is the basis of this episode: Ideas to Outcomes. Nov 20-21 in Annapolis, Maryland.

10. 

    15 Jul 2024

    Ep 7: RevUP Digital Strategy

    “Often, technology is considered an impetus, a barrier, something that you have to deal with, and it shouldn't be that way.” Technology has the power to advance the financial, operational and strategic goals of our associations. But often we view technology as something we have to use and not something that can propel our business – and our missions – forward. In Episode 7, Duane Capuano (Success Roads Consulting) is joined by Michele Brien (Matchbox) to share how a strong digital strategy will improve your association in three specific ways. And, Thad Lurie (AGU) shows how the decisions to prioritize technology is advancing the American Geophysical Union’s mission. Finally, Colleen McKenna (Intero Advisory) outlines an effective approach to our own personal digital strategy on the LinkedIn platform. Association RevUP is a podcast presented by the Professionals for Association Revenue (PAR) and supported by partner VPC Inc. (https://vpcinc.net)Join PAR at the RevUP Summit, November 20-21, 2024 (https://mypar.org/revup-summit/)in Annapolis Maryland!

11. 

    8 Jul 2024

    Ep 6: RevUP Data to Drive Business

    “The value is in the extraction of the insights and the actionability from the data.” Joe Colangelo (Bear Analytics) reminds us that the true value of data emerges for our associations when we know what to look for and how to use it to drive business decisions. In Episode 6: RevUP Data to Drive Business, Colangelo is joined by Vinnu Deshetty (EVA), Thad Lurie (AGU), Maneesha Manges (High Road Solutions) and Erin Pressley (NRECA) as they cover: the evolution of data how to overcome data overwhelm and data silos ideas to create a culture where data is valued throughout three ways association pioneers are using data to transform their association business outcomes Association RevUP is a podcast presented by the Professionals for Association Revenue (PAR) (https://mypar.org) and supported by partner VPC Inc. (https://vpcinc.net) This isn’t your typical Q&A podcast – it’s an 8-episode series that will get everyone in your organization talking about revenue health. Like what you heard? Subscribe to the show, leave a review and join us for the RevUP Summit (https://mypar.org/revup-summit/)(Nov 20-21, 2024) in Annapolis, Maryland. Use code PARPOD for special savings and register at RevUPSummit.org.

12. 

    24 Jun 2024

    Ep 5: RevUP Corporate Connections

    “Maybe you don’t always think of yourself this way, but associations are authority.” When associations operate with that mindset, corporate outreach becomes less of an "ask" and more of a business opportunity. In Episode 5, Lori Zoss Kraska (Growth Owl, LLC) shares how association business teams can effectively connect with Fortune1000 companies to develop partnerships, including: Why corporate partners matter for your association Who the decision makers are and how to connect Tips for structuring your outreach 3 types of partnerships that are increasingly intriguing to corporations Then, Josh Slayton (Holmes Corporation) shares a real-world example of how associations and corporations are partnering alongside higher ed to impact the nation’s labor shortage, all while increasing non-dues revenue. Additional Links: Gallup worforce research (https://www.gallup.com/education/231740/ways-realign-higher-education-today-workforce.aspx) Growth Owl, LLC (https://www.thegrowthowl.com) Holmes Corporation (https://www.holmescorp.com) RevUP Summit 2024 (https://mypar.org/revup-summit/) (PARPOD code to register) VPC, Inc (https://vpcinc.net): Elevate your next in-person event!

13. 

    17 Jun 2024

    Ep 4: RevUP Partnerships

    “We had partners that literally thought that their investment with us was a donation and not a business decision.” In Episode 4, Tracie Clemmer of the International Downtown Association (IDA) shares how she transformed IDA’s sponsors into long-term partners with real association impact. This 24-minute episode is for you if your association is ready to begin a partnership program, or if you're ready to elevate your current partnership program by getting the entire organization involved. Clemmer is joined by partnership experts Lewis Flax (Flax Associates), Jeremy Figoten (ICMA) and Bruce Rosenthal (PPN) as they provide insights into: How to assess the current state of your partnership program The skills your team needs to execute a high-performing partnership program Ways to overcome common partnership challenges Why a team approach is imperative to sustaining this important revenue stream Considerations to help you secure your next partnership deal Association RevUP is a podcast presented by the Professionals for Association Revenue (PAR) and supported by partner, VPC Inc. This isn't your typical Q&A podcast - it's an 8-episode series jam packed with learning that will get everyone in your organization talking about revenue health! Like what you heard? Subscribe to the show, leave a review, and join us for the RevUP Summit (Nov 20-21, 2004) in Annapolis, Maryland. Use code PARPOD for special savings and register at RevUPSummit.org. (https://mypar.org/revup-summit/) And, follow the PAR Newsletter (https://signup.e2ma.net/signup/1914008/1898209/) for more association business insights!

14. 

    10 Jun 2024

    Ep 3: RevUP Sales Skills

    “We're all in sales.” Park Howell is the Founder of Business of Story and helps purpose-driven organizations drive results through the business of storytelling. And he's right - if we are conveying the message of our association to our audience, we are all in sales. Listen to Episode 3 as Howell is joined by Brittany Shoul (MCI), Jay Blankenship (MCI), Lori Zoss Kraska (Growth Owl) and Chris Smith (FMCA) as they share 5 skills every association sales team needs to grow revenue. This episode is for any association professional whose role involves generating revenue. We cover: Identifying your audience’s top need Utilizing AI to improve your sales process Conducting outreach and the most important element of an effective meeting Speaking so your partners, members and prospective clients understand your message more than that of your competitors. Association RevUP is a podcast presented by the Professionals for Association Revenue (PAR) and supported by partner, VPC Inc. This isn't your typical Q&A podcast - it's an 8-episode series made up of 25-minute written and produced shows jam packed with learning that will get everyone in your organization talking about revenue health! Like what you heard? Subscribe to the show and check out the additional resources below: Attend the RevUP Summit (https://mypar.org/revup-summit/), Nov 20-21, 2024 (code PARPOD for savings) PAR Newsletter (https://signup.e2ma.net/signup/1914008/1898209/) Business of Story (https://businessofstory.com) State of the Global Workforce 2023 Report (Gallup) (https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx) Contact VPC Inc (https://vpcinc.net)for your association event production needs

15. 

    3 Jun 2024

    Ep 2: RevUP Sales Leadership

    "Not anyone can sell. We are all experts." Jodi Ashcraft (https://www.linkedin.com/in/jodi-ashcraft-a756a84/) is the Director of Media and Event Sales for the American Psychological Association (APA) and says treating your association sales team like the experts they are is one way to show their work is valued. Listen to Episode 2 as Ashcraft (APA) and Carrie McIntyre (https://www.linkedin.com/in/carriemcintyre/)of Navigate share four areas of focus for any sales leader working to elevate the performance and workplace enjoyment of their team. Plus, find out what step Jeremy Figoten (ICMA) takes to show the value of his sales team. This episode is geared to both sales leaders and members of their team as we discuss: Compensation structures Cross departmental relationships A quality sales approach When to say 'no' and how to do it A key attribute of successful teams everywhere Association RevUP (https://mypar.org/association-revup-podcast/) is a podcast presented by the Professionals for Association Revenue (https://mypar.org) (PAR) and supported by VPC, Inc. (https://vpcinc.net) This isn't your typical Q&A podcast - it's an 8-episode series made up of 25-minute written and produced shows jam packed with learning that will get everyone in your organization talking about revenue health! Like what you heard? Subscribe to the show, subscribe to PAR's newsletter (https://signup.e2ma.net/signup/1914008/1898209/), and join us for PAR's in-person event at the RevUP Summit 2024 in Annapolis, Maryland (Nov 20-21) (https://mypar.org/revup-summit/) (and, don't forget to add the special promo code from the episode for savings!) Additional Links: LinkedIn 2023 Workplace Learning Report (https://learning.linkedin.com/resources/workplace-learning-report-2023) More on Project Aristotle (https://www.nytimes.com/2016/02/28/magazine/what-google-learned-from-its-quest-to-build-the-perfect-team.html) Supporting Partner: VPC, Inc, (https://www.linkedin.com/company/vpc-inc./) award-winning full service production company that will elevate the production quality of your next association event!

16. 

    22 May 2024

    Ep 1: RevUP Culture

    "The reason why culture is so important for driving growth is culture drives behavior....the organizations that change culture the fastest, win." Episode 1 is live and we're starting with a deep and fascinating dive into association culture with author and culture strategist, Jamie Notter. During the course of the season, we will explore specific aspects of association business. But if we want improved business practices to stick, we have to create and maintain a culture that shows business is valued. Join PAR's Carolyn Shomali as an active learner in this educational and entertaining episode. Jamie Notter will help you assess your own association's culture and give you actionable steps to improve it as he: defines culture teaches you how to create and maintain the one you want provides real world examples to highlight pitfalls to avoid (Enron, anyone?) and show both revenue producers and association leaders how to begin. Association RevUP, is a podcast presented by the Professionals for Association Revenue. This isn't your typical Q&A podcast - it's an 8-episode series made up of 25-minute written and produced shows jam packed with learning that will get everyone in your organization talking about revenue health! Additional Links: Professionals for Association Revenue (https://mypar.org) RevUP Summit 2024 (https://mypar.org/revup-summit/) Propel: Culture Done Right (https://propelnow.co) Culture Change Made Easy (https://www.amazon.com/Culture-Change-Made-Easy-Workplace-ebook/dp/B0D15CH967) by Jamie Notter and Maddie Grant Gallup 2023 State of the Global Workforce (https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx) Special thanks to supporting partner, VPC INC (https://vpcinc.net) Music Attribution: Cold Funk - Funkorama by Kevin MacLeod is licensed under a Creative Commons Attribution 4.0 license.https://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) Source: http://incompetech.com/music/royalty-free/index.html?isrc=USUAN1100499 (http://incompetech.com/music/royalty-free/index.html?isrc=USUAN1100499) Artist: http://incompetech.com/ (http://incompetech.com/)

17. 

    20 May 2024

    Introducing Association RevUP

    It’s not always easy talking about association business. But, what if it’s not what we are saying, but how we are saying it? Introducing, Association RevUP, a new podcast presented by the Professionals for Association Revenue (PAR) and hosted by Carolyn Shomali that will get everyone in your association talking about revenue health. Yes, we know what you are thinking… ‘Another podcast?!’ And you’re right! We don’t need another podcast, but we think we need a new kind of podcast. Over the course of 8 episodes, Association RevUP will explore how everyone from practitioners to C-Suite executives can improve association business practices. The best part? The 25-minute episodes are written and produced in an entertaining way meaning we think it’s the type of learning you’ll want to do, not the type of learning you have to do. Take a listen to this introduction and get ready to RevUP with PAR this season! Learn about PAR by visiting MyPar.org. Special thanks to VPC Inc, the supporting partner of this podcast. Visit VPCinc.net Be an association business pioneer! Subscribe to the PAR newsletter here. (https://signup.e2ma.net/signup/1914008/1898209/)

Who has been a guest on Association RevUP

Names identified in recent episode analyses. Showing up to five guests.

• Charles Smitherman
• Mike Kays
• Tara Puckey
• Joe Colangelo
• Vinnu Deshetty

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

Apple Podcasts (US)

5.0 / 5

6 ratings

Podcast Authority Score: 38 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

64

Social presence

0

YouTube

0

Engagement

32

Contact Association RevUP

Guest appearances

Books guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.