{"id":13462,"date":"2026-05-04T09:30:19","date_gmt":"2026-05-04T09:30:19","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=13462"},"modified":"2026-05-21T17:06:22","modified_gmt":"2026-05-21T17:06:22","slug":"podcast-how-to-unlock-association-revenue-with-naylor-association-solutions","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/podcast-how-to-unlock-association-revenue-with-naylor-association-solutions\/","title":{"rendered":"Podcast: How to Unlock Association Revenue with Naylor Association Solutions"},"content":{"rendered":"<p><a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/33-how-to-unlock-association-revenue-with-naylor-association-solutions\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignright wp-image-13471 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Podcast-S4-Episode-1-Two-Guests-6.png\" alt=\"\" width=\"336\" height=\"336\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Podcast-S4-Episode-1-Two-Guests-6.png 336w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Podcast-S4-Episode-1-Two-Guests-6-300x300.png 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2026\/05\/AA-Podcast-S4-Episode-1-Two-Guests-6-150x150.png 150w\" sizes=\"(max-width: 336px) 100vw, 336px\" \/><\/a>Revenue is top of mind for just about every association right now\u2014but the real question is, are we thinking about it the right way?<\/p>\n<p>In this Season 4 preview, Christine is joined by two Naylor colleagues: Taylor Kessel-Salomonsson, Chief Growth Officer, and SaraCatherine Goodwin, VP of Member Sales and Strategy. Together, they set the stage for a season focused on rethinking how associations approach revenue as a core driver of member value and long-term growth.<\/p>\n<p>In this episode, Christine, Taylor, and SaraCatherine break down what they\u2019re seeing across the industry right now and where the biggest opportunities lie. From building trust to creating year-round partnerships, this conversation offers a clear lens into how associations can evolve to stay relevant and unlock new growth.<\/p>\n<p>In this episode, you\u2019ll learn:<\/p>\n<ul>\n<li>What associations are getting wrong and right when it comes to revenue strategy<\/li>\n<li>The financial impact of a clearly stated value proposition<\/li>\n<li>How trust fuels both engagement and financial growth<\/li>\n<li>How to meet increasing sponsorship demands<\/li>\n<li>What high-performing associations are doing differently to drive success<\/li>\n<\/ul>\n<p>About Our Guests:<\/p>\n<p>Taylor Kessel-Salomonsson is the Chief Growth Officer at Naylor Association Solutions, where she leads the company\u2019s integrated growth strategy across marketing, sales, and go-to-market functions. With experience spanning startups and global enterprises\u2014including Salesforce, DocuSign, and Bloomfilter\u2014she focuses on driving revenue, expanding market reach, and helping associations grow membership and engagement.<\/p>\n<p>SaraCatherine Goodwin is the VP of Member Sales and Strategy at Naylor, where she partners with association leaders and internal sales teams to drive sustainable revenue growth and long-term client success. Known for her expertise in association media, sales strategy, and performance management, she works to align advertising solutions with member needs while building strong, high-performing teams.<\/p>\n<p>About Our Host:<\/p>\n<p>The host of the Association Adviser Podcast, Christine Shaw, is the CEO and President of Naylor Association Solutions, where she leads strategy to help associations grow members and revenue through integrated media, events, and technology solutions. A two-time CEO with more than 20 years of experience across media, events, and B2B sectors, she brings deep expertise in digital transformation and strategic leadership.<\/p>\n<p>Resources:<\/p>\n<p>Continue learning about how to create\u00a0<a href=\"https:\/\/www.naylor.com\/associationadviser\/when-non-dues-revenue-feels-out-of-reach-a-more-strategic-path-for-associations\/\" target=\"_blank\" rel=\"noopener\">a strategic path forward for non-dues revenue.\u00a0<\/a><\/p>\n<p>Learn more:<\/p>\n<p>LinkedIn:\u00a0<a href=\"https:\/\/www.linkedin.com\/company\/naylor-association-solutions\/posts\/?feedView=all\" target=\"_blank\" rel=\"noopener\">@naylorassociationsolutions<\/a><\/p>\n<p>Connect with Taylor Kessel-Salomonsson &amp; SaraCatherine Goodwin:<\/p>\n<p>LinkedIn:\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/christineashaw\/\" target=\"_blank\" rel=\"noopener\">@ChristineShaw<\/a>\u00a0&amp;\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/taylor-kessel-salomonsson\/\" target=\"_blank\" rel=\"noopener\">@TaylorKesselSalomonsson<\/a>\u00a0&amp;\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/saracatherine-goodwin-8ab2b38\/\" target=\"_blank\" rel=\"noopener\">@SaraCatherineGoodwin<\/a><\/p>\n<p><span data-contrast=\"auto\">Listen now to the full conversation with Taylor Kessel-Salomonsson and SaraCatherine Goodwin: <\/span><a href=\"https:\/\/the-association-adviser-podcast.cohostpodcasting.com\/episodes\/33-how-to-unlock-association-revenue-with-naylor-association-solutions\">How to Unlock Association Revenue with Naylor Association Solutions<\/a><\/p>\n<div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2025\/03\/Tamara_Approved-Leadership-Background-Working-Files-768x512-1.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\t<strong>Tamara Perry-Lunardo<\/strong><strong>\u00a0<\/strong>is the Vice President of Content Services with Naylor Association Solutions. Reach her at <a href=\"mailto:tplunardo@naylor.com\">tplunardo@naylor.com<\/a> or connect with her on <a href=\"https:\/\/www.linkedin.com\/in\/tamara-perry-lunardo\/\">LinkedIn<\/a>.\n\t\t\t<\/div><\/div><\/div>\n<p>&nbsp;<\/p>\n<p>Photo courtesy of 365daysStudios\/<a href=\"http:\/\/Shutterstock.com\">Shutterstock.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Revenue is top of mind for just about every association right now\u2014but the real question is, are we thinking about it the right way? In this Season 4 preview, Christine is joined by two Naylor colleagues: Taylor Kessel-Salomonsson, Chief Growth Officer, and SaraCatherine Goodwin, VP of Member Sales and Strategy. Together, they set the stage [&hellip;]<\/p>\n","protected":false},"author":308,"featured_media":13465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,1576,3],"tags":[1691,384,114,177,1824,74,27,1521,86],"class_list":["post-13462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-podcast","category-revenue","tag-association-adviser-podcast","tag-association-growth","tag-association-leadership","tag-member-engagement","tag-member-value","tag-membership-2","tag-non-dues-revenue","tag-podcast","tag-sponsorship"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Podcast: How to Unlock Association Revenue with Naylor Association Solutions - Association Adviser<\/title>\n<meta name=\"description\" content=\"Associations are rethinking revenue as a driver of member value and long-term growth. 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