"[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

"This year moving into 2025, we have eliminated the Expo Floor."

If your association is looking for ways to create a more engaging annual event, this episode is for you. Tara Puckey, MBA, CAE, CMP is the Executive Director of the Radio Television Digital News Association (RTDNA). In 2021, RTDNA shrank the size of their event and has made bold decisions ever since aimed at fulfilling the event purpose: meaningful connection. Listen to the episode to find out how they are doing it.

Plus, hear from Joe Colangelo (Bear Analytics) and event expert Vinnu Deshetty on how to use data to drive the ultimate sponsor engagement for your next event.

The Association RevUP Podcast is presented by the Professionals for Association Revenue (PAR) and hosted by Carolyn Shomali.

Learn more about PAR and its annual RevUP Summit.

Special Thanks to podcast partner, the event production company VPC Inc.

"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 and its annual conference, ⁠The RevUP Summit. ⁠

Special Thanks to podcast partner, the event production company ⁠VPC, Inc.⁠

Helpful Links:

Learn more about AGU

AGU partner: Tasio Labs

"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 and its annual conference, The RevUP Summit.

Special Thanks to podcast partner, the event production company VPC, Inc.

Helpful Links:

Lean Startup by Eric Ries

Skateboard to Car: MVP analogy

Video: Eric Ries 2011 Google Talk

"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 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., 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

“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. 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) and is supported by partner VPC Inc. Join PAR for the RevUP Summit 2024 where the theme is the basis of this episode: Ideas to Outcomes. Nov 20-21 in Annapolis, Maryland.