Rethink Association

With shrinking attention spans and overflowing inboxes, associations can’t rely on “spray and pray” marketing anymore. Ahead of ASAE’s MMC + Tech Conference, Sharon sits down with Morgan to talk personalization, omni-channel engagement, clean data, and why email marketing is still very much alive - if you’re doing it right!

What happens when associations stop guessing - and start predicting?In this episode, Sharon and Aimee sit down with Dr. Michael Carr-Tatonetti to explore how AI is reshaping pricing, programming, and member engagement. With faster insights and richer data, organizations can design smarter offerings, personalize experiences, and unlock entirely new revenue streams.

AI isn’t just transforming tech - it’s entering the most human industries. In this episode, salon owner and master colorist Ruby Devine joins Sharon to explore what happens when artificial intelligence starts generating formulas, analyzing data, and leveling expertise in the service economy. If AI makes everyone “good enough,” what happens to mastery?

Sharon and Garra challenge the reflex to build marketing around birth years. From TikTok news habits to cultural trends that span four generations, they question whether age is truly the issue - or if outdated assumptions about behavior and motivation are the real problem.

What does brand awareness look like when you’re not being targeted by an ad? After a month in Japan and the Philippines, Sharon shares what she noticed just by living - train stations, billboards, vending machines, and theme parks - and what Asia gets right about top-of-funnel, real-world brand exposure.

2026 isn’t about doing more marketing - it’s about doing more of what matters. In this episode, we break down the six shifts redefining association marketing, from geotargeting and behavioral segmentation to smarter metrics, AI’s equalizing force, and the return of email as a powerful owned channel. Unpack why this 2026 will mark a true mindset shift and how associations can finally move from guesswork to meaningful, data-driven action.

From brainstorming to writing to redefining intelligence itself, this conversation challenges the idea that AI diminishes our value. Instead, it shows how AI can elevate human thinking while giving us back the time and space to be more human.

Nike just took a swing at one of the most iconic slogans in history - flipping Just Do It into a new challenge: Why Do It?  For those of us who grew up with Michael Jordan and Air Jordans, it feels almost untouchable. But maybe that’s the point - it wasn’t made for us.In this episode of Rethink Association, Maneesha sits down with Sharon and Adam to debate whether Nike just messed with perfection or made a smart play for Gen Z and Gen Alpha. From nostalgia marketing to sneaker culture, and from purpose-driven messaging to what associations can learn about reaching younger audiences, this conversation asks a bigger question: what are we willing to let go of to stay relevant?

What happens when INBOUND takes the wheel? Maneesha sits down with Ron McGrath (CEO), Sharon Pare (Director of Partnerships), Cynthia DeJesus (Sr. Account Executive), and Garra Swayne (Strategic Account Manager) to unpack their first brush with the self-driving future, HubSpot’s bold shift from funnel and flywheel to the Growth Loop, and the dizzying rollout of 200+ product launches. From stop-you-in-your-tracks moments to lessons associations can apply right now, this episode explores how marketing, technology, and member engagement are accelerating into the future.

“If your members can get answers from ChatGPT in 10 seconds, why would they sit through your 90-minute webinar?” In this episode, we discuss why associations that ignore AI risk becoming irrelevant - and how to turn a chatbot into your most valuable team member.

AI is changing everything - but at what environmental cost? Join Sharon and Garra with guests Khanh Vu and Susan Park as they unpack the hidden energy and water demands of AI, its impact on communities, and how we can build a smarter, greener future.

In this lively episode of Rethink Association, Maneesha Manges, CXO at HighRoad Solutions, hands the mic to Sharon Pare, our Director of Partnerships, for a wide-ranging conversation that’s part TikTok trend talk, part marketing deep dive, and all about rethinking how we build trust.From the strange and viral world of “Labubus and Lafufus” to how associations have always been ahead of the influencer marketing game, Sharon shares her take on what makes a message stick and how authenticity - not algorithms - is what really earns attention.

As we start 2025, we're diving into the latest slang shaking up the digital world - words and phrases so fresh that even Millennials and Gen Z are scratching their heads! Elise Faverio, being a Gen Zer herself, breaks down what she knew about the Association space before joining us at HighRoad and how she thinks Associations can reach the younger generations - news flash: it starts with meeting them where they are at.

Building a marketing team of the future is rapidly evolving as younger generations are entering the workforce. What worked for one generation in the past, may no longer fit the bill, so how do you ensure a harmonious work environment across all generations, while tapping into each unique skillset? We're discussing this and more with former HighRoader, Sami Scarpitti, Consultant and co-author of "4-Gen Leadership - Thriving in a Multi-Generational Workplace".

Officially back from maternity leave (with a now almost 5-month-old) and restarting season 4 of Rethink Association, Garra is joined by Sharon Pare, HighRoad's own Senior Partnership Program Manager, to discuss the one and only Ryan Reynolds and his session that closed out this year's INBOUND. Sharon was lucky enough to attend and see the ever-witty comedic genius turned advertising guru in person and we have thoughts!

2024 marketing trends are a continuation of what has became popular over the last few years, especially in regard to short form video and influencer marketing, think TikTok (if it doesn't get banned in the U.S. of course), Facebook and Instagram Reels, and YouTube shorts. Content continues to remain a huge player, especially if it involves organizational values through generated content. Podcasts and blogging will drive new audiences and even possibly younger demographics to associations as well. Being able to leverage some of these trends as we move through 2024 will become increasingly popular, especially in building a younger base and reaching those they may not know about your particular association.

Are you finding that you’re doing a lot of “work arounds” to accommodate technology stack limitations? If your organization goals are updated every year, what about your technology stack - does it have to keep up at the same pace? Your martech stack plays a vital role in your strategy to hit short and long term goals. Also, Chandler Miller, joins us to discuss the power of AI and how it could potentially shape (or not) the future of IT teams.

On this month's episode, we have some special guests from the HighRoad team joining us to talk all things artificial intelligence (AI) and how association marketers can benefit from such a powerful tool. While there are many benefits, we also discuss some of the downsides of using AI as well.

Let’s think back at how some of your sales and marketing teams qualify leads - are they following up with every lead and adding them to a drip campaign or are they taking it a step further to make sure your association is reaching their target audience for membership? On this month's episode we will be discussing how your association can begin the process of utilizing lead scoring to qualify leads.

This month we’ll discuss the differences between the marketing funnel and the fly wheel - is there any overlap between two or are they two totally different entities? Are associations better equipped to use the fly-wheel effectively, and more importantly, how can it deliver on growth and engagement goals?

On this month's episode we sat down with Pattie Kettle from the Investments & Wealth Institute (IWI) to discuss how their marketing and sales teams align for overall success. IWI is a professional association, advanced education provider and standards body for financial advisors, investment consultants, and wealth managers who embrace excellence and ethics.

Reintroducing Rethink Association. The Highroad Strategic Account Managers, Morgan and Garra, have teamed up to bring you latest in association marketing. This episode we will be discussing sales and marketing teams and issues that sometimes arise as they try to align their goals.

You can't turn up the engagement with email if your data isn't up to par. Listen in as Lindsey Loving, Director of Communications at News Media Alliance shares her story of one re-engagement campaign that left over half their contacts on the un-engaged list. It's a year later and she's implemented a data hygiene program that has her members engaging with NMA again.

Elisa Brewer Pratt, CEO of Brewer Pratt Solutions LLC, joins us in this episode to look into the future of what the association member will look like in 2030.  In this riveting conversation with "association-guru" Elisa, we cover: the human experience of that future member, the "goose-bump" effect for getting a yes to membership, and how to balance the technology and the personal.

When your last great digital experience is setting the bar like Spotify's Discover Weekly serving you musical playlists to your taste, associations need to step up to better serve their members and customers. In this episode with guest Skylaur Morris from the Armed Forces Benefit Association we see a glimpse of what it was like to go through a major data integration project with HighRoad.

This is a special broadcast from HighRoad's Spring VirCon 2021 where we had a panelist of association professionals, including Alicia Valencia Erb from NASCUS, Haylie Kohn from ASN, and Dave Caruso from HighRoad, discussing their experience with each generation from major events to the right tools to reach each audience.

Associations are making progress with DEI issues but, "There's always progress to be made." says our very first guest Tony Gentry from Rotary International. Here's what one organization does to make Gen Z members feel heard and accepted and how they address DEI topics across their association.

What's in the way of associations reaching Gen Y & Z? We narrowed it down to three big challenges: technology, culture, and the status quo. Associations adapting and conquering these challenges are positioned for growth.

This month your hosts Nicole Crilley, Ariel Saultz, and Emily Nash share the five trends of Gen Z. We pull our findings from a Spotify-led effort that spanned eight countries and assimilates the wealth of data collected from the Spotify platform. By understanding the big trends of Gen Z, we think associations can strategically align their tools and tactics for a more attractive offering to young members.

In the first episode of Rethink Association your hosts Nicole Crilley, Ariel Saultz, and Emily Nash, introduce themselves, share their backgrounds that led them to working exclusively with associations, and make the case for why their experience as Generation Z and Millennials in marketing give them a unique point of view when discussing associations' appeal to Generations Y & Z.