"[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.