"[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.⁠⁠⁠, the boutique production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast.

- ⁠⁠⁠MyPar.org⁠⁠⁠: learn more about the PAR member community

- ⁠⁠⁠RevUP Summit⁠⁠⁠: November 4-6, 2025 in Annapolis, MD. The only association event focused on revenue health.

"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.⁠⁠, the boutique production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast.

- ⁠⁠MyPar.org⁠⁠: learn more about the PAR member community

- ⁠⁠RevUP Summit⁠⁠: November 4-6, 2025 in Annapolis, MD. The only association event focused on revenue health.

“How do we continue to sustain this for another 30 years?”

If sustainability, advocacy, partnerships or a new generation of members is of importance for your association, this is a 13-minute episode you won't want to miss.

Find out how the Association of Progressive Rental Organizations (APRO) is engaging a new generation of members to advocate for its industry in Washington. And, how a long-term relationship between APRO and vendor-member Ashley Furniture was the key to making it happen. You’ll hear from APRO CEO Charles Smitherman and Ashley Furniture’s Mike Kays on a mentorship/fellowship opportunity in Washington.

Plus, learn why momentum is vital to your association's success. You'll learn how to build it in a way that is unstoppable from best-selling author and keynote speaker, Brant Menswar.

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.⁠, the production company PAR trusts with our in-person event the RevUP Summit, and the parter of this podcast.

- ⁠MyPar.org⁠: learn more about the PAR member community

- ⁠RevUP Summit⁠: November 4-6, 2025 in Annapolis, MD

- Brant Menswar

- APRO Fellowship Program