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 by David Allison. 

Explore more on the challenge of turning traditional data into insights. 

Learn more:

Visit: AssociationAdviser.com

LinkedIn: @naylorassociationsolutions

Connect with Lori Anderson & ISA:

LinkedIn: @LoriAnderson & ISA

Facebook: @ISA

YouTube: @ISA

Visit: 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!