The Association Adviser Podcast

#38: Why Transactional Sponsorship Is Costing You with Dan Cole of AVIXA and Sean Soth of PAR

Sponsorships, exhibits, and partnerships are critical revenue drivers for many associations, but too often they are viewed from a transactional lens. Our guests today share a better approach for associations.  In this episode, Christine speaks with Dan Cole and Sean Soth, two longtime leaders in association sales and business development, to explore what separates transactional selling from value-based partnerships. Dan Cole is the Head of Sales for AVIXA’s InfoComm show, which brings together more than 800 exhibiting companies at each show. Sean is the CEO of Hi-Fidelity Group, Inc. and Founder of Professionals for Association Revenue (PAR), which brings associations together to focus on innovative ideas for revenue growth.  Together, they explore how even lean association teams can strengthen their sales approach, why trust matters more than ever in business development, and what associations should be doing now to create more sustainable revenue growth. In this episode, you’ll learn:  * Practical sales strategies for when you’re short on resources.  * What associations often get wrong when approaching partnerships.  * How sponsorship and exhibit sales are evolving and what associations should prepare for next. * How to adapt your trade show for changing attendee expectations.  * How stronger sponsor relationships lead to more sustainable revenue About Our Guests:  Dan Cole is a sales and business development leader with more than 35 years of experience driving revenue growth across the exhibitions, events, and association industries. He currently serves as Head of Sales for AVIXA’s InfoComm show and previously held leadership roles at the International Spy Museum, Hargrove, Inc., and CES, where he spent more than 16 years leading business development efforts. Known for his expertise in sales strategy, relationship building, and high-performing teams, Dan is also an active contributor through advisory roles with organizations including Professionals for Association Revenue (PAR) and the Center for Exhibition Industry Research (CEIR). Sean Soth is the Founder and Chair of the Leadership Advisory Board for Professionals for Association Revenue (PAR), where the staff leads initiatives that advance business development strategy and innovative revenue models across the association community.  PAR events include Association Business Week and the annual RevUP Summit, which brings together association business teams looking to share ideas and improve revenue health.   Resources: Read Never Split the Difference: Negotiating As If Your Life Depended On It [https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805]by Chris Voss and Reset: How to Change What's Not Working [https://www.amazon.com/Reset-How-Change-Whats-Working/dp/1668062097] by Dan Heath.  Explore more on making non-sales staff key revenue drivers [https://www.naylor.com/associationadviser/unlock-hidden-potential-non-sales-staff-as-key-revenue-drivers/].  Learn more: Visit: AssociationAdviser.com [http://associationadviser.com] LinkedIn: @naylorassociationsolutions [https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all] Connect with Sean Soth & PAR:  LinkedIn: @SeanSoth [https://www.linkedin.com/in/seansoth/] & @PAR [https://www.linkedin.com/company/professionals-for-association-revenue/?viewAsMember=true] Visit: https://mypar.org/ [https://mypar.org/] Connect with Dan Cole & AVIXA: LinkedIn: @DanCole [https://www.linkedin.com/in/dancole/] & @AVIXA  [https://www.linkedin.com/company/theavixa/] Visit: https://www.avixa.org/ [https://www.avixa.org/] *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

#37: Unlock Revenue Growth with Values-Driven Strategy with Lori Anderson of ISA

When associations think about growth, the focus often turns to tactics—new offerings, sponsorships, and pricing strategies. But there’s a real opportunity in looking deeper.  In this episode, Christine sits down with Lori Anderson, President and CEO of the International Sign Association, to explore how values can shape not just member experience, but engagement, growth, and long-term success. With more than 20 years leading ISA, Lori has helped guide the organization through major shifts in how it serves its members. Most recently, her team conducted a large-scale values research initiative to better understand what truly matters to their members. These insights have transformed how they approach everything from programming to their annual trade show. Christine and Lori discuss how focusing on shared values like connection, purpose, and belonging can lead to stronger relationships, more engaged members, and new opportunities for growth beyond traditional revenue streams. In this episode, you’ll learn: * How values-driven strategies can open the door to new revenue models and opportunities. * How to better understand what drives your members. * The difference between demographics and values-based segmentation. * Practical ways to apply values insights to events, programs, and member experience. * How to measure success, maintain momentum, and develop consistent growth.  About Our Guest:  Lori Anderson is the President and CEO of the International Sign Association, where she leads efforts to support the sign, graphics, and visual communications industry through advocacy, education, workforce development, and its flagship ISA International Sign Expo. Over her tenure, she has guided the organization through major structural and strategic changes, expanded its reach into emerging sectors, and championed initiatives that promote diversity, develop future leaders, and strengthen the industry’s workforce. A respected voice in the association community, Lori is an ASAE Fellow and Certified Association Executive (CAE), and was named Trade Association Executive of the Year by Association TRENDS in 2025. Resources: Read The Death of Demographics: Valuegraphic Marketing for a Values-Driven World [https://www.amazon.com/Death-Demographics-Valuegraphic-Marketing-Values-Driven/dp/1544534620]by David Allison.  Explore more on the challenge of turning traditional data into insights [https://www.naylor.com/associationadviser/why-associations-struggle-to-turn-data-into-insights/].  Learn more: Visit: AssociationAdviser.com [http://associationadviser.com] LinkedIn: @naylorassociationsolutions [https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all] Connect with Lori Anderson & ISA: LinkedIn: @LoriAnderson [https://www.linkedin.com/in/andersonlorim/] & ISA [https://www.linkedin.com/company/international-sign-association/] Facebook: @ISA [https://www.facebook.com/ISAsigns] YouTube: @ISA [https://www.youtube.com/user/IntlSignAssociation] Visit: https://Signs.org/ [https://signs.org/] *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

#36: How to Future-Proof your Association’s Revenue with Sheree Anne Kelly of ACCE

Membership dues have long been the foundation of association revenue, but that model is shifting. As dues make up a smaller share of the overall picture, associations must rethink how they generate income and deliver value. In this episode, Christine sits down with Sheree Anne Kelly, CEO of the Association of Chamber of Commerce Executives, which represents more than 10,000 chamber professionals worldwide. Sheree Anne has a front-row view of how associations are adapting to these changes and where new opportunities are emerging.  They discuss innovative approaches to non-dues revenue, including freemium models, fee-for-service programs, and concierge-style offerings. If you want to future-proof your association’s revenue, or learn about innovative revenue ideas, this conversation is full of practical insight you can apply right away.  In this episode, you’ll learn: * Why membership dues are declining as a percentage of revenue. * How freemium membership models work and when to use them. * Real-world examples of associations driving rapid membership growth. * Alternative revenue strategies, including fee-for-service and concierge-style offerings. * What it takes to build resilience in today’s evolving association landscape. About Our Guest:  Sheree Anne Kelly is the CEO of the Association of Chamber of Commerce Executives. Under her leadership, ACCE has expanded services, grown membership, launched new research and thought leadership, and built strategic partnerships across the industry. She previously spent 16 years at the Public Affairs Council as a senior leader and brings additional experience from roles at the National Association of Home Builders and the U.S. Chamber of Commerce, giving her a broad perspective on advocacy, membership, and organizational growth. Resources: Read Emotional Intelligence 2.0 [https://www.amazon.com/Emotional-Intelligence-2-0-Travis-Bradberry/dp/0974320625/ref=sr_1_1?adgrpid=193183509744&dib=eyJ2IjoiMSJ9.PAIfTOvfAE2fj2Qe5AWlW1HI6HDq8MaHwb8EQrhtN3Pbaz44oEjaSJ6c-8Z_6cdxvv3_ue1QRECWkneM_KNGZUTmJYVO402A1JufPsBnKE6SO0Qij4v_57rsoMqHCJhxI4OYUT8nc8JE9o2ukNwfz414XWSDidWr3fwLGmanuQNTrHqHE6MX1gkNhmTjryPCaf00MpjQTudW83zagjUMASEzG_0-T5xFa6mki8bjVZo.-rqFfQmuMpPUOkdn91qb4p5QRkNTj7xagPjYzsIoZDA&dib_tag=se&hvadid=779699648863&hvdev=c&hvexpln=0&hvlocphy=9189186&hvnetw=g&hvocijid=3560173113459442738--&hvqmt=e&hvrand=3560173113459442738&hvtargid=kwd-1132396111821&hydadcr=24409_13859698_2336327&keywords=emotional+intelligence+2.0.&mcid=10c460527bcd3029be4fdceaf93ae6ef&qid=1776455868&sr=8-1] by Dr. Travis Bradberry and Dr. Jean Greaves. Explore more on unlocking non-dues revenue [https://www.naylor.com/associationadviser/fix-the-gaps-strengthen-engagement-retention-revenue/].  Learn more: Visit: AssociationAdviser.com [http://associationadviser.com] LinkedIn: @naylorassociationsolutions [https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all] Connect with Sheree Anne Kelly & ACCE: LinkedIn: @ShereeAnneKelly [https://www.linkedin.com/in/shereeanne/] & @ACCE [https://www.linkedin.com/company/accehq/posts/?feedView=all] Facebook: @ACCE [https://www.facebook.com/ACCEHQ] Visit: https://www.acce.org/ [https://www.acce.org/] *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

#35: Why Revenue Isn’t Separate from Your Mission with John Bacon of ASAE

Many associations still treat revenue as something separate from their mission. But what if that thinking is actually holding them back? In this episode, Christine sits down with John Bacon, Vice President of Sales and Partner Experiences at ASAE, to discuss a shift in how associations approach revenue—and why it needs to be more intentional, integrated, and value-driven. John brings a unique perspective, having spent years on the for-profit side, including at Naylor, providing services for associations. He now leads revenue growth across print, digital media, sponsorships, partnerships, and events for ASAE.  Together, they discuss what it really means to move beyond transactional revenue models and toward strategies that build trust, strengthen relationships, and deliver real outcomes for both members and partners. If you’re looking to rethink how revenue fits into your organization and how to make it work harder for your mission, this conversation offers a practical place to start. In this episode, you’ll learn: * The important difference between lead generation and demand generation.  * How to shift from transactional sponsorships to more intentional partnerships. * Simple ways to find untapped revenue opportunities within your existing offerings. * Why content should be treated as a long-term asset, not a one-time deliverable. * How to better align internal teams around a shared revenue strategy.  About Our Guest:  John Bacon is the Vice President of Sales & Partner Experience at ASAE, where he leads revenue growth across media, sponsorships, partnerships, and major events while focusing on delivering meaningful value for partners and enhancing member engagement through content strategy. Prior to joining ASAE, he spent 16 years at Naylor Association Solutions in senior leadership roles, driving record-setting business growth and developing deep expertise in sales, strategy, and partner experience. Resources: Visit the ASAE Learning Academy [https://www.asaecenter.org/programs/learning/asae-academy].  Explore more on turning a sponsor into a strategic partner [https://www.naylor.com/associationadviser/from-sponsors-to-strategic-partners-the-corporate-model-associations-should-be-studying/].  Learn more: Visit: AssociationAdviser.com [http://associationadviser.com] LinkedIn: @naylorassociationsolutions [https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all] Connect with John Bacon & ASAE: LinkedIn: @JohnBacon [https://www.linkedin.com/in/johnbacon86/] & ASAE [https://www.linkedin.com/company/asae-the-center-for-association-leadership/] Visit: https://www.asaecenter.org/ [https://www.asaecenter.org/] *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!

#34: How Increased Trust Leads to Increased Revenue with KiKi L’Italien of Amplified Growth Media

What makes some associations thrive while others fade out? According to KiKi L’Italien, the answer lies in one crucial element: trust.  KiKi L’Italien is a media strategist and advisor who created the Association Chat, a community-driven media brand that evolved into a multi-platform ecosystem including a magazine, live events, podcast, newsletter, and online community, serving the association industry for more than 16 years. She is also the host of the Things Go Sideways podcast.  In this episode, Christine and KiKi explore how trust impacts everything from revenue to member engagement and why it’s not just a soft concept, but a measurable driver of success. They also unpack how associations can build and maintain trust through intentional communication, even as new technologies like AI enter the picture. In this episode, you’ll learn:  * How trust directly impacts growth and revenue. * Real-world examples of how associations can monitor, maintain, and grow trust. * The warning signs when trust is breaking down—and what to do about it. * The important distinction between transparency and honesty. * How to integrate emerging tech like AI to strengthen member relationships. About Our Guest: KiKi L’Italien is a media strategist, storyteller, and trusted advisor who helps organizations build relevance, credibility, and connection through human-centered media and narrative strategy. She founded Association Chat and now works as a Fractional Media Director and Brand Storytelling Advisor, creating interview-driven content and thought leadership platforms that deepen trust and engagement. She also hosts the Things Go Sideways podcast, which explores leadership and change, and was recognized with the 2025 ASAE Academy of Leaders Award for her impact on the association community. Resources: Listen to Things Go Sideways [https://podcasts.apple.com/us/podcast/things-go-sideways/id1849510232]. Subscribe to Ungovernable Context [https://www.linkedin.com/newsletters/ungovernable-context-7432243137835753472/] by Brian Kirkland. Explore more on using emerging tech so that your association can lead into the future.  [https://www.naylor.com/associationadviser/ai-and-the-trust-factor-preparing-associations-to-lead-their-industries-into-the-future/] Learn more: Visit: AssociationAdviser.com [http://associationadviser.com] LinkedIn: @naylorassociationsolutions [https://www.linkedin.com/company/naylor-association-solutions/posts/?feedView=all] Connect with KiKi L’Italien: LinkedIn: @KiKiL’Italien [https://www.linkedin.com/in/kikilitalien/] Visit: https://amplifiedgrowthmedia.com/ [https://amplifiedgrowthmedia.com/] *Please be sure to follow us on Spotify, Apple, or wherever you listen to podcasts so you’ll never miss an episode and be sure to leave us a rating and review!