4 EasyWays to
GrowYour Association
With Non-Dues Revenue
June 18, 2014
AboutWebLink
• SaaS company (Software as a Service), leading software provider to
business associations and chambers of co...
AboutWebLink
• Association Management
Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in You...
Instant Commerce
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
•...
Partner Plus
• WebLink handles all marketing, sales, ad
creation, ad placement and renewals
• Customized ads and free cons...
WebLink Blog
About Me
• 6 Years experience in Local Media Advertising
• Consult on print, online directories and
SEO/SEM
• 2 years at W...
What is Non-Dues Revenue?
• Annual sponsorships
• Events attendance
• Event exhibitor and sponsorship fees
• Website adver...
Why Non-Dues Revenue?
• Adds revenue to the bottom line
• Keeps you relevant
• Additional member benefit
Session Agenda
4 Easy Ways to Grow Your Association with Non-Dues Revenue
• Engage Members/ Market the
Program
• Distribut...
Engage Members/Market
the Program
New Member Orientation Packets
Email Marketing
LeverageYour Newsletter
Social Media
Events
Teleprospect
Strategy + Effective Execution = Greater Participation!
Distribution/Sales
Sales Campaign Planning
Non-Dues Revenue Should Fit IntoYour
Overall Marketing Strategy
TimeYour Campaigns
• Sell in cycles or on a campaign basis
• Limit sales time for each initiative
• Organize and save time...
Staff Resources
• Evaluate internal talent and resources
• Assign staff or trusted third party contractor
to manage the in...
SellingTactics
• Listen to member needs
• Get in the “know”
• Understand the value of what you’re
selling
• Present ROI
• ...
Sales Distribution Wrap Up
• Organization in your Association is key
for determining:
• When?
• What?
• Who?
• How?
Value Proposition
DeliverValue toYour Members
• You’ve engaged
• Your staff signed them up to participate in the
program
• NOW! deliver value
Value Proposition
• Value
• Deliver what is promised
• Advertising (Print, Online, Newsletter)
• Deliver ad copy – aesthet...
Pricing
• The perceived value must be greater than or equal to
price.
• This is essential for renewals.
• Repeatable reven...
Renew the Revenue
Renew the Revenue
• Make a Plan for Renewals
• Growth – Renewals make year over year revenue
growth possible
• Pricing – R...
4 Key Ideas Revisited
• Engage Members/Market the Program
• Distribution/Sales
• Value Proposition to Members
• Renew the ...
Bonus:Total Inclusion
Total Inclusion
• List all members AND potential members in your Business Directory
• Members and prospects
• Content rich...
Search Engine Optimization
• Major Search engines recognizes local
associations as a local, credible source for
informatio...
Upsell to Prospects
• Leverage the appearance in the online directory to
sign new members
• Some prospects will not have a...
Reward Members
• Give members a higher listing rank than non-
members
• Grant non-members/prospects a line listing
at the ...
Increase Member Loyalty
• More traffic = more referrals derived from the association or
chamber website
• More value in me...
Coming Up: 3 Questions
WebLink Recap:An Integrated Solution
• ONE web-based centralized database
• Prospects, members, non-members
and all reps i...
CMS Select
• Simple to drag and drop content
• Responsive website design
• Automatically adjusts for any screen
• Fully in...
3 Questions
Please answer these to receive a copy
of the presentation.
4 Easy Ways to Grow Your Association with Non-Dues Revenue
4 Easy Ways to Grow Your Association with Non-Dues Revenue
4 Easy Ways to Grow Your Association with Non-Dues Revenue
4 Easy Ways to Grow Your Association with Non-Dues Revenue
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4 Easy Ways to Grow Your Association with Non-Dues Revenue

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  • The focus of this webinar isn’t to discuss the types available, but to generate results with whichever sources you choose.
  • Market your non-dues revenue programs to your membership.
  • Make members aware early and often
    Include Program Highlights and Details
    Dates
    Statistics
    Testimonials
    Sample ROI (for advertising)
  • Program & Campaign Specific
    Print Directory Specific Emails
    Website Advertising/Sponsorship Specific Emails
    Newsletter Emails
    Event Sponsorship Emails

    Announcement Materials
    Eye Catching
    Concise
    Call to Action
  • Promote Programs in member – association Newsletter
    Use any correspondence to promote the upcoming program
  • Face time with members
    Announcement opportunities
    Consider throwing an event where you sell advertising
  • Hit the Phones…Hard
    The more members you engage, the more $’s will be raised
    Target your activity based on members
    Some members will invest $5,000 on a sponsorship
    Some members can only invest $250
  • The more affective your association engages their membership the easier it will be to get participation and drive non-dues revenue.
  • What to Sell? How?

    Non-Dues should be a part of Associations’ overall Marketing plan
    Print Directory
    Website Ads/Sponsorship
    Relocation Guide
    Newsletters

    We have seen success separating these campaign initiatives across the calendar.
    Fine line between engaging and hitting up for $
  • Limit Sales time for each initiative
    For Example
    One month to perform all sales for Print Directory
    One month to perform all sales for Website ads
    First week of the month reserved for the e-newsletter sales.

    Urgency
    This enables associations to conduct campaigns for efficiently
    This is enough time even if you have a membership of 2 or 3000
    Goes back to shameless marketing
  • Assign staff or trusted third party contractor to manage the initiatives.
    WebLink for Website Ads (Partner Plus), local publisher for Print Dir.

    Sales experience is a must
    Media or Sponsorship sales is a valuable for most all non-dues programs

    Staff Timing
    The personnel assigned must have the time to allocate to a campaign or non-dues initiative like a print directory, or website advertising.
  • Present ROI
    Case study
    Call Tracking
    Advertising Metrics
    Click #’s

    Get in the “know”
    Get to know your member
    Make a recommendation
  • Non-dues programs must deliver value to your members
  • Non-dues programs must deliver value to your members
  • 4 Easy Ways to Grow Your Association with Non-Dues Revenue

    1. 1. 4 EasyWays to GrowYour Association With Non-Dues Revenue June 18, 2014
    2. 2. AboutWebLink • SaaS company (Software as a Service), leading software provider to business associations and chambers of commerce • Established in 1996, 60 employees, based in Indianapolis, IN • 94% customer retention rate 2
    3. 3. AboutWebLink • Association Management Software • Website Design & Development • Non-Dues Revenue Programs • Partner in Your Success 3
    4. 4. Instant Commerce • iPad app for mobile commerce • Integrated credit card reader • New member sales • Event registrations • Pay open invoices
    5. 5. Partner Plus • WebLink handles all marketing, sales, ad creation, ad placement and renewals • Customized ads and free consultations with members • Opportunity for additional website exposure and business referrals • Real-time metrics
    6. 6. WebLink Blog
    7. 7. About Me • 6 Years experience in Local Media Advertising • Consult on print, online directories and SEO/SEM • 2 years at WebLink • Helped 100 association raise $1,000,000 in 2 years • Launched non-dues website ad campaigns in over 50 associations in last 18 months 9 Justin Greenwalt Business Development Manager WebLink International
    8. 8. What is Non-Dues Revenue? • Annual sponsorships • Events attendance • Event exhibitor and sponsorship fees • Website advertising • Newsletter advertising • Webinars/training • Merchandise • Print publications
    9. 9. Why Non-Dues Revenue? • Adds revenue to the bottom line • Keeps you relevant • Additional member benefit
    10. 10. Session Agenda 4 Easy Ways to Grow Your Association with Non-Dues Revenue • Engage Members/ Market the Program • Distribution/Sales • Value Proposition to Members • Renew the Revenue 12
    11. 11. Engage Members/Market the Program
    12. 12. New Member Orientation Packets
    13. 13. Email Marketing
    14. 14. LeverageYour Newsletter
    15. 15. Social Media
    16. 16. Events
    17. 17. Teleprospect
    18. 18. Strategy + Effective Execution = Greater Participation!
    19. 19. Distribution/Sales
    20. 20. Sales Campaign Planning
    21. 21. Non-Dues Revenue Should Fit IntoYour Overall Marketing Strategy
    22. 22. TimeYour Campaigns • Sell in cycles or on a campaign basis • Limit sales time for each initiative • Organize and save time • Generate a sense of URGENCY when selling • Does not have to be a separate entity
    23. 23. Staff Resources • Evaluate internal talent and resources • Assign staff or trusted third party contractor to manage the initiatives • Sales experience is a must
    24. 24. SellingTactics • Listen to member needs • Get in the “know” • Understand the value of what you’re selling • Present ROI • Close the deal
    25. 25. Sales Distribution Wrap Up • Organization in your Association is key for determining: • When? • What? • Who? • How?
    26. 26. Value Proposition
    27. 27. DeliverValue toYour Members • You’ve engaged • Your staff signed them up to participate in the program • NOW! deliver value
    28. 28. Value Proposition • Value • Deliver what is promised • Advertising (Print, Online, Newsletter) • Deliver ad copy – aesthetically pleasing • Deliver LEADS – ads have to work • Exposure • All media and sponsorships are done for exposure
    29. 29. Pricing • The perceived value must be greater than or equal to price. • This is essential for renewals. • Repeatable revenue stream • Print directory – pricing is reflected by distribution • Website advertising – pricing is determined by traffic on website • E-newsletter – pricing is determined by number of recipients and open rate
    30. 30. Renew the Revenue
    31. 31. Renew the Revenue • Make a Plan for Renewals • Growth – Renewals make year over year revenue growth possible • Pricing – Remains the same or incrementally increases with Value Proposition • Timing – Same time as last year’s or last cycle’s sales campaign • Consistency – Deliver what you promise
    32. 32. 4 Key Ideas Revisited • Engage Members/Market the Program • Distribution/Sales • Value Proposition to Members • Renew the Revenue
    33. 33. Bonus:Total Inclusion
    34. 34. Total Inclusion • List all members AND potential members in your Business Directory • Members and prospects • Content rich business directory • Re-create the online Yellow Pages, Yelp, or Angie’s List through your association directory
    35. 35. Search Engine Optimization • Major Search engines recognizes local associations as a local, credible source for information. • The more content, the more opportunity to be identified • Drives more traffic & makes your association’s website more valuable
    36. 36. Upsell to Prospects • Leverage the appearance in the online directory to sign new members • Some prospects will not have an interest in membership, but will have an interest in advertising/enhanced listings • Banner ad sales to prospects • Non-members in some cases will pay top dollar to market to your membership • I.E. Regus – short term, temporary offices – chamber audience • Industry specific vendors – Sunbelt Rentals for Builders’ Associations
    37. 37. Reward Members • Give members a higher listing rank than non- members • Grant non-members/prospects a line listing at the bottom of their category
    38. 38. Increase Member Loyalty • More traffic = more referrals derived from the association or chamber website • More value in membership • Higher lifetime value of a member
    39. 39. Coming Up: 3 Questions
    40. 40. WebLink Recap:An Integrated Solution • ONE web-based centralized database • Prospects, members, non-members and all reps in same system • Financials, events, email, committees, website, reporting
    41. 41. CMS Select • Simple to drag and drop content • Responsive website design • Automatically adjusts for any screen • Fully integrated database and website
    42. 42. 3 Questions Please answer these to receive a copy of the presentation.

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