4 easy ways to grow your association with non-dues revenue
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4 Easy Ways toGrow Your AssociationWith Non-Dues Revenue
June 18, 2014
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About WebLink• 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
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About WebLink• Association Management
Software• Website Design & Develop
ment• Non-Dues Revenue Progra
ms• Partner in Your Success
Instant Commerce • iPad app for mobile commerce• Integrated credit card reader• New member sales• Event registrations• Pay open invoices
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
WebLink Blog
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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
Justin Greenwalt Business Development
ManagerWebLink International
What is Non-Dues Revenue?• Annual sponsorships• Events attendance• Event exhibitor and sponsorship fees• Website advertising• Newsletter advertising• Webinars/training• Merchandise• Print publications
Why Non-Dues Revenue?• Adds revenue to the bottom line• Keeps you relevant• Additional member benefit
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Session Agenda4 Easy Ways to Grow Your Association with Non-Dues Revenue
• Engage Members/ Market the Program• Distribution/Sales• Value Proposition to
Members• Renew the Revenue
Engage Members/Market the Program
New Member Orientation Packets
Email Marketing
Leverage Your Newsletter
Social Media
Events
Teleprospect
Strategy + Effective Execution = Greater Participation!
Distribution/Sales
Sales Campaign Planning
Non-Dues Revenue Should Fit Into Your Overall Marketing Strategy
Time Your 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
Staff Resources• Evaluate internal talent and
resources• Assign staff or trusted third
party contractor to manage the initiatives• Sales experience is a must
Selling Tactics• Listen to member needs• Get in the “know”• Understand the value of
what you’re selling• Present ROI • Close the deal
Sales Distribution Wrap Up
• Organization in your Association is key for determining: • When?• What? • Who?• How?
Value Proposition
Deliver Value to Your 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 – aesthetically
pleasing • Deliver LEADS – ads have to
work• Exposure • All media and sponsorships are
done for exposure
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
Renew the Revenue
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
4 Key Ideas Revisited• Engage Members/Market the Program• Distribution/Sales• Value Proposition to Members• Renew the Revenue
Bonus: Total Inclusion
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
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
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
Reward Members• Give members a higher listing
rank than non-members• Grant non-members/prospects a
line listing at the bottom of their category
Increase Member Loyalty• More traffic = more referrals derived from the
association or chamber website• More value in membership • Higher lifetime value of a member
Coming Up: 3 Questions
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
CMS Select• Simple to drag and drop
content
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database and website
3 Questions
Please answer these to receive a copy of the presentation.
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