Selling BDPA: Multiple Streams of Chapter Income

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This is presentation that I gave at the 2009 National BDPA Technology Conference in Raleigh NC. The purpose of the discussion was to highlight ways to increase revenue growth for local BDPA chapters in today's rough economic climate.

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Selling BDPA: Multiple Streams of Chapter Income

  1. 1. 2009 National BDPA Technology Conference Selling BDPA: Multiple Streams of Chapter Revenue Wayne Hicks August 5 – 9, 2009 Raleigh, NC
  2. 2. It Can Be Done! <ul><li>Nat’l Membership Committee Chair (1989-1990) </li></ul><ul><ul><li>Chartered almost 25% of current chapters (10 of 51) </li></ul></ul><ul><li>Nat’l BDPA Vice President (1991-1992) </li></ul><ul><li>BDPA Cincinnati Chapter President (1999-2001) </li></ul><ul><ul><li>Grew membership from 6 (Jan 1999) to 229 (Nov 2001) </li></ul></ul><ul><ul><li>Won Chapter of the Year Twice (2000 and 2001) </li></ul></ul><ul><li>National BDPA President-Elect (2002-2003) </li></ul><ul><li>National BDPA President (2004-2005) </li></ul><ul><ul><li>Profitable annual conferences </li></ul></ul><ul><ul><li>All-time record in corporate sales </li></ul></ul><ul><ul><li>All-time record in BDPA membership totals </li></ul></ul><ul><li>BETF Executive Director (2006 – Present) </li></ul><ul><ul><li>Over $399,000 grants for BDPA (local & National) since 2006. </li></ul></ul><ul><ul><li>Increased grant activity in 2009 </li></ul></ul>
  3. 3. Where Is the Money? <ul><li>Marketing </li></ul><ul><li>Membership is Money </li></ul><ul><li>Fundraising </li></ul><ul><li>Corporate Sales </li></ul>
  4. 4. What is our Brand Essence? <ul><li>BDPA is the center of influence, excellence and professional development for African Americans in the Information Technology industry </li></ul><ul><li>BDPA offers a pathway from the classroom to the boardroom in an environment that rewards innovation, technical mastery, business mastery and individual growth. </li></ul><ul><li>From that initial mentoring session with a high school student to a BDPA corporate executive or business owner reaching out to promote interest and utilization of IT, BDPA represents broad community leadership and a nurturing association of inspired professionals. </li></ul>
  5. 5. Where is our ‘hurt’? <ul><li>The biggest marketing challenge that BDPA faces is its low membership numbers. </li></ul><ul><li>FACT #1: We have seen a steady stream of major-name corporations to BDPA. </li></ul><ul><li>FACT #2 : However, that success will start to falter if these corporations see BDPA as a small organization which is not growing. To them, the value of their investment comes from high numbers. </li></ul>
  6. 6. BDPA Marketing Theme “ BDPA advances the careers of African Americans in the IT industry from the classroom to the boardroom” Elevator pitch when people ask what does BDPA do “ We’re a service organization that advances IT professionals’, entrepreneurs’ and students’ careers from the classroom to the boardroom through education, mentoring, services and business networking that enhance innovation, technical skills, business savvy and personal growth.”
  7. 7. Our Marketing Messages <ul><li>Marketing messages to potential members </li></ul><ul><ul><li>Join BDPA to advance your career in IT. </li></ul></ul><ul><ul><li>Through BDPA, help shape and guide the next generation of IT professionals. </li></ul></ul><ul><ul><li>Participate in BDPA at the community level to bridge the digital divide </li></ul></ul><ul><li>Marketing messages to potential sponsors </li></ul><ul><ul><li>Your support of BDPA today expands your IT resources for tomorrow </li></ul></ul><ul><ul><li>Your active involvement in BDPA builds the next generation of IT and technology leaders </li></ul></ul><ul><ul><li>BDPA is a strong partner to help you open new markets within African American communities </li></ul></ul><ul><li>Marketing messages for potential entrepreneur members </li></ul><ul><ul><li>Open the door to new business opportunities through BDPA </li></ul></ul><ul><ul><li>Help us help you through contributing to BDPA’s growth </li></ul></ul><ul><ul><li>Participate in BDPA at the community level to bridge the digital divide </li></ul></ul><ul><li>Marketing messages for potential student members </li></ul><ul><ul><li>Play with today’s technology while creating tomorrow’s technology </li></ul></ul><ul><ul><li>Try it, you might like it </li></ul></ul><ul><ul><li>Make friends and find mentors who can shape your future </li></ul></ul>
  8. 8. Helpful Hints <ul><li>Get covered in the press </li></ul><ul><li>Get into the budget cycle </li></ul><ul><li>Learn to fly in under the radar </li></ul><ul><li>Organize a CIO Reception </li></ul><ul><li>Partner with ITSMF, SIM, Urban League and others </li></ul><ul><li>Pick the low hanging fruit </li></ul><ul><li>Seek investments, not donations </li></ul><ul><li>Start a Corporate Advisory Council </li></ul><ul><li>Understand your product offering </li></ul><ul><li>Use our CRM tool (SF.com) </li></ul>
  9. 9. Grow Your Membership <ul><li>Who is your target audience? </li></ul><ul><li>Recruitment strategies </li></ul><ul><li>Retention strategies </li></ul><ul><li>Wholesale membership growth vs. retail membership growth </li></ul><ul><li>Attracting student members vs. IT professionals </li></ul><ul><li>Corporate memberships </li></ul><ul><li>Using the membership database to your chapter's advantage. </li></ul>
  10. 10. Fundraising Tips <ul><li>Annual awards banquets or luncheon (1Q) </li></ul><ul><li>Annual education banquets or luncheon (3Q) </li></ul><ul><li>Collaborating with BDPA Education & Technology Foundation (BETF) </li></ul><ul><li>Matching funds </li></ul><ul><li>Raffles and other fundraising ideas </li></ul><ul><li>Traditional grant writing </li></ul><ul><li>Volunteer grants </li></ul>
  11. 11. Corporate Sales <ul><li>Corporate Sales Roles & </li></ul><ul><li>Responsibilities </li></ul><ul><li>Chapter President </li></ul><ul><li>Account Manager </li></ul><ul><li>Corporate Champion </li></ul><ul><li>Corporate Chapter </li></ul><ul><li>BDPA-BETF Director </li></ul><ul><li>Corporate Participation </li></ul><ul><li>Continuum </li></ul><ul><li>Awareness </li></ul><ul><li>Involvement  </li></ul><ul><li>Corporate Supporter </li></ul><ul><li>Corporate Sponsor </li></ul>
  12. 12. Corporate ROI Decision <ul><li>National Programs/Services – Resume database, digital library, IT Institute, newsletter ads, web banner or Bemley Scholarship fund. </li></ul><ul><li>Local Chapter Programs/Services – Monthly program meeting, quarterly workshops, newsletter ads, web banner or memberships. </li></ul><ul><li>Annual Conference – Career Fair, Speaking Opportunity, Receptions, Conference Guide advertisements or workshop presenters. </li></ul>
  13. 13. Corp Sales Talking Points <ul><li>Has company realized benefits from BDPA sponsorship? </li></ul><ul><li>What are your business challenges? </li></ul><ul><li>Is there more that BDPA can do to help company meet corporate objectives? </li></ul><ul><li>Any BDPA opportunities for improvement? </li></ul><ul><li>What are good areas for collaboration (hot buttons)? </li></ul><ul><li>Is the corporation interested in supporting multiple chapters? National BDPA? National Conference? </li></ul><ul><li>Will Company sponsor and at what level? </li></ul><ul><li>What are the next steps? </li></ul>
  14. 14. Corp Sales Process Flow <ul><li>Distribute Corporate Marketing Package </li></ul><ul><li>Hold preliminary meeting </li></ul><ul><li>Submit written proposal </li></ul><ul><li>Hold formal presentation meeting </li></ul><ul><li>Funds disbursement and receipt </li></ul><ul><li>Provide recognition and show appreciation </li></ul><ul><li>Increase corporate employee participation </li></ul><ul><li>Provide periodic status reports </li></ul><ul><li>Seek renewal and additional funds disbursement </li></ul>
  15. 15. Corp Sales Collateral Material <ul><li>Annual Conference Brochure </li></ul><ul><li>Banquet Publications ( local or national ) </li></ul><ul><li>Corporate Opportunities Portfolio </li></ul><ul><li>Membership Brochure </li></ul><ul><li>Newsletters (local or national) </li></ul><ul><li>Your Chapter’s Desk Reference </li></ul>
  16. 16. Contact Information <ul><li>Wayne Hicks, CEO </li></ul><ul><li>Hicks Enterprises </li></ul><ul><li>[email_address] </li></ul><ul><li>(513) 284-4968 </li></ul><ul><li>http://betf.blogspot.com </li></ul><ul><li>http://electronicvillage.blogspot.com </li></ul>

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