Resourses
On-Demand & Upcoming Events
When You Know Too Much: Overcoming a Common Psychological Bias to Boost Non-Dues Revenue
 In-Person Session at Association West's Elevate Conference
Tuesday, April 14, 2026
1:30Â pm - 2:30Â pm PT
 Associations West
Hyatt Regency Newport BeachÂ
See Association West's Elevate Conference website for options
It's a bit of a crazy paradox, but the more well-versed you are in a particular subject, the more challenging it can be to understand or communicate with those who have limited or no knowledge of the same subject. It's called the "curse of knowledge" or "the insider effect." It's a common reason why associations struggle to connect with prospective sponsors, exhibitors, and advertisers, but it's also easy to correct once you know what to look for. In this fun, interactive session, you'll step out of your "me" shoes and into your "them" shoes to see your association from the perspective of corporate buyers. From there, you'll see exactly what needs to change to close the knowledge gap between you and your prospects for improved non-dues results.
What Hollywood Can Teach Us About Membership Conversations
 In-Person Session at the ASAE MMC+Tech Conference
Friday, May 29, 2026
10:15 am - 10:45 am ET
American Society of Association Executives
Walter E. Washington Convention Center
See ASAE's MMC+Tech Conference website for options
If "sales" feels like a dirty word in your membership work, you're not alone, but the best membership professionals also have solid sales skills. Through a series of short, memorable movie clips from popular films, this interactive session reveals sales tactics that don't feel salesy, improving your ability to drive membership recruitment and retention. Join Carrie and her good friend and fellow sales geek Lori Zoss Kraska for a fun, fast-paced session that uses hidden teaching moments from enjoyable movies that will enhance your real-world member recruitment and engagement. You'll laugh, learn, and leave with actionable strategies for better connections and conversions.
Confident Sales Negotiations: Better Outcomes with Less Anxiety
 Webinar
On-Demand
Texas Society of Association Executives & SeminarWeb
$45 for TSAE members / $75 for non-members
You can’t avoid negotiating, especially when you’re the one doing the selling. Whether you’re haggling with a toddler over their vegetables-to-dessert ratio or sealing the deal with sponsors, exhibitors, and/or advertisers… negotiation is an indispensable skill. Nelson Mandela said, “I don’t fail. I either win or I learn.” So in that spirit, this engaging session is packed with real-life examples and expert insights from Carrie's own wins and “learning experiences” -- feel free to share yours, as well! Elevate your negotiation game and unlock doors to better results with less stress.
Podcast Appearances
TSAE 'Better by Association' Podcast - Episode 8, "Increasing Non-Dues Revenue"
Carrie joins TSAE hosts Steven Stout, FASAE, CAE, and Katy Markert for a fun conversation focused on increasing non-dues revenue, what works (and doesn’t), valuable sales and marketing tips, and the importance of belonging to an organization like TSAE. This episode was recorded in front of a live audience at TSAE’s New Ideas Conference in Fort Worth.
PAR's 'Association RevUP' Podcast - Season 1, Episode 2, "RevUp Sales Leadership"
Carrie and Jodi Ashcraft (APA) share four areas of focus for any sales leader working to elevate the performance and workplace enjoyment of their team. This episode is geared to both sales leaders and members of their team. Speaker clips from PAR's RevUp Summit in Annapolis, MD.
Published Articles
"The First Question to Ask to Improve Nondues Revenue"Â
Published by the American Society of Association Executives
"RevOps: An Organizational Framework to Maximize Non-Dues Revenue Results"
Published by Professionals for Association Revenue
Get in Touch
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