Membership & Marketing Summit

 Chris N. Cheetham-West, MBA, Founder, LR Training Solutions
Keynote: Future-Proof Your Marketing: Trends and Tactics to Drive Membership Growth 
Breakout: Unlocking GA4: Smarter Data, Stronger Member Engagement 

 Chris is an international speaker, author, and Founder of LR Training   Solutions. Global brands, Fortune 500 companies, and government   agencies seek out Chris and his company for their events and trainings. In   his former position at Google, he managed marketing programs and   strategies for key products. Experienced and driven, Chris’s career has allowed him to present in 48 states and to teams in various countries including Serbia, Germany, and Canada. Chris and his team take the time to understand the needs of each new customer.  In 2020 Chris was voted one of the top 50 Black Entrepreneurs. Chris has worked with teams at brands such as: Charles Schwab, Lamar Advertising, Pattern Beauty by Tracee Ellis Ross, and more. Chris helps teams save time and focus on what truly matters.  He is the author of Digital Marketing For Results: How to Focus on What Matters.

Katie Appold, Owner and Consultant, Nonprofit Nav and Executive Director, Inform USA
More Than Benefits: Building a Membership That Matters

Katie has held leadership roles across human services, foundations, and publishing-related nonprofits, consistently driving growth and innovation. As an Executive Director, she tripled organizational revenue and secured the nation’s top affordable housing grant from the Federal Home Loan Bank of Indianapolis. She co-founded Do More Good, which later merged with Nonprofit Hub, one of North America’s largest free content platforms for nonprofits. Katie now leads Inform USA on contract, consults through Nonprofit Nav, and teaches nonprofit leadership at Cornerstone University. She holds degrees in business administration and nonprofit leadership. Katie serves on the boards of the National 211 Steering Committee, Gracious Grounds, and the Grand Haven Children’s Museum, and is active in several nonprofit networks across Michigan and beyond.

Rob Barnes, CAE, CEO, MeetBetty
The Association Knowledge Cycle—A New World of
Collective Intelligence

Born PNG, raised Darwin, Australia, lives in Park City, UT. 
 
Rob been known to talk under wet cement with a mouth full of marbles about Associations & Technology so don’t get him started. 
 
He volunteered for The Smith Family charity as a mentor to displaced and unprivileged teens and raised over $20,000 for them by riding a motorcycle around Australia for his 50th birthday. 
 
Rob’s first association job at 19 years old was with Surf Life Saving Australia and since he has been a CEO, COO and General Manager over the last 30 years in Australia, New Zealand and the US.  
 
Rob received his CAE credential in 2020 through the American Society of Association Executives and is now CEO and Cofounder of Betty:AI.  

Kaydee Brown, Senior Director, Corporate Marketing, Naylor Association Solutions
Elevating Your Association's Voice: Mastering Marketing and     Communications in a Digital World

 Kaydee is the Senior Director of Corporate Marketing at Naylor Association   Solutions. In her 15-year career at Naylor, she has held a variety of   marketing and strategy roles across multiple departments and has worked   directly with dozens of state and national associations. A self-proclaimed   marketing and data nerd, her expertise lies in strategic planning, lead generation, campaign development and execution, data analytics, marketing tech identification, onboarding and adoption, and branding. Prior to her time at Naylor, Kaydee was a marketer for a regional craft brewery and multiple real estate brokerages. Kaydee is a proud graduate of Appalachian State University, where she double majored in marketing and management. She is lives in Tampa, Florida with her husband, daughter, two dachshunds and cat. She’s an avid outdoor enthusiast, yogi, climber, traveler and foodie.

11:00 am - 12:00 pm Sessions

More Than Benefits: Building a Membership That Matters

In a world overflowing with choices, your competition isn’t just other associations—it’s everything vying for your members’ time, attention, and dollars. To truly stand out, membership must move beyond a list of perks and tap into something deeper: identity, connection, and meaning. This session will challenge you to think beyond industry norms and explore how to create a compelling value proposition rooted in simplicity, relevance, and belonging. Discover how to identify the benefits your members actually care about, position them with clarity, and foster genuine engagement that goes far beyond a social media shout-out. Leave with fresh strategies to honor your members and design a membership experience that earns its place in their busy lives.

Katie Appold, Owner and Consultant, Nonprofit Nav and Executive Director, Inform USA

Unlocking GA4: Smarter Data, Stronger Member Engagement

Google Analytics 4 (GA4) is transforming how associations track and understand member behavior—but the shift from Universal Analytics can be overwhelming. In this practical session, you’ll learn how to harness GA4 to generate more traffic, uncover what’s working across your channels, and gain insights that drive member engagement and growth. Discover how to set up meaningful reports, track the full member journey, and use data to make smarter, faster marketing decisions. Whether you're navigating GA4 for the first time or looking to maximize its capabilities, this session will equip you with the tools and confidence to turn analytics into action—and results.

Chris N. Cheetham-West, MBA, Founder, LR Training Solutions

1:30 pm - 2:30 pm Sessions

The Association Knowledge Cycle—A New World of Collective Intelligence

Associations face unprecedented challenges from digital disruption, changing member expectations, and the rise of artificial intelligence, "The Association Knowledge Cycle TM " offers a groundbreaking model for transforming how associations manage and leverage knowledge. This book introduces the Association Knowledge CycleTM (AKC), a dynamic framework designed to turn static knowledge repositories into vibrant ecosystems of collective intelligence.

Robert Barnes, CAE AAIP, CEO, meetbetty.ai 

Elevating Your Association's Voice: Mastering Marketing and Communications in a Digital World

Elevate your association’s marketing game with a cohesive brand strategy that builds trust, strengthens loyalty, and clearly communicates your value across every channel. In this practical session, you’ll explore how to align your messaging, visuals, and voice to create a consistent member experience. Learn to harness digital marketing tools—like social media, email, and content marketing—to boost engagement and stay ahead of emerging trends. Plus, discover how to track key performance indicators (KPIs) and turn data into insights that sharpen your strategy and drive growth. Walk away with actionable tactics to amplify your impact and ensure your association’s story connects where it counts.

Kaydee Brown, Senior Director, Corporate Marketing, Naylor Association Solutions

2:45 - 3:45 pm Peer-Powered Exchanges

NEW THIS YEAR! We'll end the day with dedicated time to chat with those who can relate most - your peers. Choose a membership or marketing focus and engage in world cafe style interactive discussions on 3 varying hot topics. Gain real world tested tips, tricks and best practices that you can implement immediately to make your work day smoother.

Marketing That Moves Members

Step into a dynamic, peer-led discussion designed for association marketing professionals ready to share, learn, and grow together. This facilitated exchange invites you to explore real-time challenges and opportunities in branding, engagement, content strategy, digital tools, and more. Bring your ideas, questions, and insights—this session thrives on active participation and candid conversation. Whether you're navigating AI, refining campaigns, or exploring new platforms, you'll leave with fresh perspectives, practical takeaways, and a stronger network of peers who understand your world. Come ready to contribute and walk away energized with new ideas to move your marketing forward.

Membership Strategies That Stick

Connect with fellow membership professionals in this interactive, peer-driven discussion focused on the evolving art of recruitment, retention, and engagement. This facilitated session is your opportunity to share what’s working, ask questions, and crowdsource solutions to common challenges—whether it’s crafting compelling member journeys, increasing renewals, or deepening engagement. Bring your experiences and insights to the table and walk away with fresh ideas, real-world strategies, and renewed energy to strengthen your membership efforts. Designed for open dialogue and collaboration, this exchange is all about learning from each other—and moving forward, together.