What exactly is an association

“When you go to these associations’ websites, they don’t have robust staff…it’s not hard to find them. You can directly engage with them and talk to them about an event that’s coming up. You can identify, ‘You have a fall conference coming up. I’d love to chat with you and see how I can best support you on that.’” 

This week on The Speaker Lab podcast, host Grant Baldwin sits down with industry expert and regular guest Erick Rheam for a deep dive into one of the most powerful avenues for speakers: associations. If you've ever wondered what an association is, why they matter to your speaking business, or how to break into these lucrative networks, this episode is your roadmap.

Throughout their conversation, Erick and Grant peel back the layers, starting with a clear definition of associations and moving into the different types. You’ll hear why associations can be the “low-hanging fruit” for both new and seasoned speakers, offering paid opportunities and exposure to hundreds of decision makers at a time.

Additionally, the episode covers practical strategies for researching associations in your area, using both Google and ChatGPT to quickly uncover dozens of opportunities—plus tips on who to contact inside these organizations. You’ll also learn about Association Management Companies (AMCs) and Societies of Association Executives (SAEs), two insider gateways to getting in front of hundreds of associations through one well-placed showcase or breakout session.

If you’re nervous about reaching out or unsure about timing and how to build relationships, Erick shares actionable advice for playing the long game, planting seeds, and earning your way onto bigger stages. This episode is packed with simple tactics and inspiring stories that will help you get past the overwhelm, start building momentum, and unlock the massive potential of speaking for associations!

You’ll learn:

• Directories and resources for discovering associations
• Basic definition & purpose of an association
• Key characteristics of an association
• The types of associations: trade, professional, cause or mission-based, state & regional
• The benefits of being hired by associations
• Matching your speaking topic to association opportunities
• When and how to approach associations
• Using technology to identify relevant associations
• And much, much more!

“[Showcase events for speakers] are a great way in a forty-five minute to one hour talk to get in front of one hundred one one hundred and fifty decision makers that could potentially hire you.”

Episode Resources

• Erick’s Website
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