What Matters to Associations in 2026: Highland’s 3rd Annual YPMI National Report and Career Partnership for Young Professionals

David Whited

Principal, Design Research & Strategy | Highland

David Whited leads the Future of Membership Initiative at Highland, where he partners with associations to reimagine membership alongside the young professionals they hope to serve. He is also the Principal Researcher for Highland’s Young Professional Membership Index (YPMI), a national initiative that helps associations assess and strengthen their ability to connect with the next generation.

At Highland, David combines research, design, strategy, and digital innovation to shape new offerings across sectors. He has developed membership products for associations, designed engagement strategies for nonprofits like Goodwill, and helped launch new services and digital experiences for companies spanning healthcare, financial services, and consumer products. His research with Make-A-Wish helped define what makes a wish truly impactful, and those insights now inform how wishes are designed for children across the U.S.

Terri Herrmann

Chief Marketing Officer | Forj

Terri Herrmann is the CMO of Forj, the single solution for community and learning. Terri believes that behind every great brand is an even better story. She knows that true success happens when you have the confidence to live your own personal brand and communicate the “story of you.”

Terri has partnered with sales teams to exceed revenue goals, and she’s led the launch of three major brands to the market. However, what really drives and inspires Terri is creating meaningful connections and making a difference. Whether that is through leading and growing teams, creating brand advocates, launching and promoting new products to the market, or building an opportunity pipeline - her best work is tied to a greater purpose.