In this milestone episode, hosts Colby Horton and Frank Humada welcome Whitney Meyerhoeffer, director of communications at the American Mental Health Counselors Association, for a conversation about what it really takes to communicate in a noisy world. Whitney explains the difference between marketing and communications, why storytelling and audience segmentation matter more than ever, and how engagement has evolved from simple metrics to a full-time discipline. The discussion explores when associations should take public stances, how communicators can help shape those decisions, and why bringing communications teams into strategic conversations early is essential. Along the way, Whitney shares practical advice for preventing burnout, creating "sacred spaces" for self-care, and building mentally fit teams.

In this episode of Engaging in the Next, Edessa Polzin, director of strategic partnerships at the American Marketing Association, joins hosts Colby Horton and Frank Humada for a conversation about the evolving role of marketing within associations and how teams can work smarter in an increasingly complex landscape. Polzin reflects on her own path into the association space and explains why AMA’s mission resonates with her background as a marketing practitioner. The discussion explores the growing pressure on association marketers to drive outcomes like membership growth, event attendance, and engagement while often having limited influence over larger organizational decisions involving products, pricing, and technology. Polzin argues that marketing leaders need a stronger voice at the strategy table as the profession becomes increasingly tied to operations, analytics, martech, and business strategy. The conversation also examines how associations can better leverage first-party data, prioritize high-impact work with lean teams, and thoughtfully integrate AI into their workflows without getting distracted by hype. Polzin shares practical perspectives on automation, personalization, AI governance, and the importance of delivering value in ways that genuinely earn audience attention.

In our season 5 premiere, Chad Rummel, M.Ed, CAE, executive director of the Council for Exceptional Children, joins hosts Colby Horton and Frank Humada to share his journey from rural Kansas to leading a mission-driven association. With a background in teaching high school journalism and accounting, Rummel reflects on how educators who believed in him shaped both his career path and his leadership philosophy. Today, he brings that same mindset to his role at CEC, focusing on developing strengths in staff and volunteers, creating space for new ideas, and aligning leadership around a shared purpose. He also discusses practical shifts in governance, including restructuring board meetings around “mega issues” to prioritize meaningful conversation over routine reporting. Rummel shares how he hires for mission alignment, why that connection is visible to members, and how Universal Design for Learning informs a more inclusive approach to serving diverse member needs.

In this episode, Carlos Cardenas, CAE, AAiP, senior strategic consultant at DelCor and Board President of Association Latinos, shares a perspective shaped by experience across every layer of the association space—from member to IT leader to strategist. At the center of the conversation is a key shift: moving from chasing AI as a tool to thinking about it as a strategic partner. Carlos challenges the idea of “AI experts,” emphasizing that in a rapidly evolving landscape, the real advantage comes from experimentation, curiosity, and a willingness to learn. The discussion also explores what’s at stake. As generative AI becomes a faster, more accessible source of information, associations must rethink their value—defining their competitive moat, strengthening trust, and delivering experiences that go beyond what a tool can provide. Carlos underscores the role of leadership in creating a culture that supports learning and innovation, not fear and hesitation. Throughout the episode, a consistent theme emerges: the future doesn’t belong to those who claim expertise, but to those who are willing to evolve.

In this episode, Jeff Shields, FASAE, CAE, president and CEO of NBOA: Business Leadership for Independent Schools, reflects on how associations have evolved during his nearly 16-year tenure through economic disruption, pandemic, and societal change. He shares how NBOA has embraced reinvention by meeting members where they are while building future-focused services — including the transformation of NBOA Advisory Services into a self-sustaining, mission-aligned subsidiary delivering executive search and project-based consulting powered by member expertise. Jeff emphasizes the central role of relationships and people in this model, from trusted advisors to program leadership, and discusses how podcasting and a “create once, publish everywhere” strategy extend NBOA’s reach and engagement.

In this episode, Colby Horton and Frank Humada are joined by Elizabeth Engel and Jamie Notter for a conversation about what the Lean Startup methodology really means for associations. Together, they explore the origins of Lean Startup, popularized by Eric Ries, and unpack common misconceptions that often lead associations to dismiss the approach too quickly. Elizabeth highlights the importance of empathy and Design Thinking as essential foundations for innovation, while Jamie focuses on how learning, experimentation, and iteration—rather than perfection—drive meaningful progress. Throughout the conversation, they discuss how associations can test ideas, learn faster, and create value without requiring every experiment to deliver immediate financial returns. The episode also examines cultural barriers that can slow innovation and offers practical, low-risk ways leaders can begin applying Lean Startup principles within their organizations.

Show notes

Download the whitepaper here: https://bit.ly/LeanAt10

In this episode, we're joined by Sarah Sladek, best selling author, keynote speaker, researcher and podcast host, to unpack the realities of association membership today. Sarah breaks down how political and economic disruption has reshaped the post-pandemic landscape and why many associations are struggling to articulate value, respond to demographic shifts, and diversify board leadership. She dives into the disconnect younger members often feel and why belonging, relationship-building, and modern engagement strategies matter more than ever. Sarah also introduces Membership U, her new global learning community designed to equip membership professionals with tools, research, and best practices. Looking ahead, she predicts associations will become smaller, more nimble, and increasingly focused on education and career development.

In this episode, we sit down with Jessica Richardson, membership manager at the American Association of Immunologists, to explore how collaboration and community fuel success in the association space. Jessica shares how her involvement with the Association Women Technology Champions (AWTC) helped her build meaningful connections and advance her career. Drawing inspiration from the board game Catan, she uses a creative analogy to explain the journey of transforming members from “tourists” to “townspeople.” Along the way, Jessica highlights why collaboration beats competition, how knowledge sharing strengthens the profession, and what practical steps associations can take to create a true sense of belonging among their members.

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