#40 Why Taking Smart Risks Will Grow Your Association with Sheri Jacobs of Avenue M Group

#40 Why Taking Smart Risks Will Grow Your Association with Sheri Jacobs of Avenue M Group

Many associations looking to increase revenue focus on pricing, sponsorships, or new offerings. But according to Sheri Jacobs, they should first look at their capacity for risk.  In today’s conversation, host Christine Shaw speaks with Sheri Jacobs, the CEO of Avenue M Group and a four-time bestselling author, whose latest book is The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation.  They discuss the difference between risk tolerance and risk capacity, how associations can create the right guardrails for experimentation, and why sustainable revenue growth often starts with a culture where it's safe to test new ideas. In this episode, you’ll learn: * Why risk—not pricing—may be the biggest barrier to revenue growth. * How to experiment with new revenue streams more effectively. * The connection between risk capacity, innovation, and growth.  * What associations discover when they evaluate their ability to take risks. * Why adaptable teams are better positioned for long-term growth. About Our Guest:  Sheri Jacobs is a four-time bestselling author, researcher, and CEO of Avenue M Group, where she helps organizations innovate, navigate uncertainty, and prepare for the future of work. She has surveyed nearly one million people and worked with more than 300 organizations to uncover how leaders can foster risk-taking, adaptability, and growth. Sheri is also a global keynote speaker and consultant known for her data-driven, practical approach to innovation and organizational change. She has served on the Board of Directors for the American Society of Association Executives and the ASAE Foundation. Resources: Read The Unexpected Power of Boundaries: Rethinking the Rules, Risks, and Real Drivers of Innovation [https://www.amazon.com/Unexpected-Power-Boundaries-Rethinking-Innovation/dp/B0G194H1NM] by Sheri Jacobs. Explore more on the balance between taking risks and playing it safe in your association [https://www.naylor.com/associationadviser/invite-risk-to-the-party-still-play-it-safe/].  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Sheri Jacobs & Avenue M Group LinkedIn: @SheriJacobs [https://www.linkedin.com/in/sherijacobs/] & @AvenueMGroup  [https://www.linkedin.com/company/avenue-m-group-llc/] Visit: https://www.sherijacobs.com [https://www.sherijacobs.com/] & https://www.avenuem.org [https://www.avenuem.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!

#39: Turning Innovation into Real Outcomes with Rebecca O’Brien of IREM Foundation

Innovation is one of the most talked-about ideas in the association space, but putting it into practice in a meaningful way is often harder than defining it.  In this episode, Christine sits down with Rebecca O’Brien, Executive Director of the Institute for Real Estate Management Foundation, to discuss how associations can turn innovation into real outcomes, generate revenue, and create new ways to serve their members and industries.  As a seasoned entrepreneur turned association professional, Rebecca brings over twenty years of experience innovating in both the for-profit and non-profit space. Christine and Rebecca dive into creating a culture that supports innovative thinking and how associations can rethink the role foundations play in long-term revenue strategy.  In this episode, you’ll learn: * How innovative thinking can uncover entirely new revenue opportunities. * What separates meaningful innovation from ideas that never gain traction. * Why association foundations can become powerful drivers of growth and industry impact. * The role failure plays in experimentation, progress, and long-term innovation. * How to keep new ideas tied to measurable outcomes and goals.  About Our Guest:  Rebecca O'Brien is a seasoned entrepreneur, intrapreneur, and association professional with over 20 years of experience innovating in for-profit and non-profit sectors. As the Executive Director of the IREM Foundation, Rebecca is working to advance workforce development, access to careers, inclusion, and innovation. Rebecca holds her Certified Association Executive (CAE) and Certified Fund Raising Executive (CFRE) designations, as well as an MBA from the University of Chicago, Booth School of Business. Resources: Visit IDEO.com [http://ideo.com] for information and resources on turning ideas into a future reality.  Explore more on embracing foresight and innovation [https://www.naylor.com/associationadviser/podcast-embracing-foresight-and-innovation/].  Learn more: Visit: AssociationAdviser.com LinkedIn: @naylorassociationsolutions Connect with Rebecca O’Brien & IREM Foundation: LinkedIn: @RebeccaO’Brien [https://www.linkedin.com/in/rebeccaandreebrien/] & @IREM [https://www.linkedin.com/company/institute-of-real-estate-management/] Facebook: @IREM [https://www.facebook.com/InstituteofRealEstateManagement] Visit: https://www.iremfoundation.org/ [https://www.iremfoundation.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!

#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!