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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
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Instant Commerce • iPad app for mobile commerce• Integrated credit card reader• New member sales• Event registrations• Pay open invoices
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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
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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
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What is Non-Dues Revenue?• Annual sponsorships• Events attendance• Event exhibitor and sponsorship fees• Website advertising• Newsletter advertising• Webinars/training• Merchandise• Print publications
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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
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Engage Members/Market the Program
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New Member Orientation Packets
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Email Marketing
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Leverage Your Newsletter
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Social Media
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Events
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Teleprospect
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Strategy + Effective Execution = Greater Participation!
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Distribution/Sales
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Sales Campaign Planning
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Non-Dues Revenue Should Fit Into Your Overall Marketing Strategy
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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
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Staff Resources• Evaluate internal talent and
resources• Assign staff or trusted third
party contractor to manage the initiatives• Sales experience is a must
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Selling Tactics• Listen to member needs• Get in the “know”• Understand the value of
what you’re selling• Present ROI • Close the deal
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Sales Distribution Wrap Up
• Organization in your Association is key for determining: • When?• What? • Who?• How?
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Value Proposition
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Deliver Value to Your Members• You’ve engaged• Your staff signed them up to
participate in the program• NOW! deliver value
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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
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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
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Renew the Revenue
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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
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4 Key Ideas Revisited• Engage Members/Market the Program• Distribution/Sales• Value Proposition to Members• Renew the Revenue
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Bonus: Total Inclusion
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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
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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
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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
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Reward Members• Give members a higher listing
rank than non-members• Grant non-members/prospects a
line listing at the bottom of their category
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Increase Member Loyalty• More traffic = more referrals derived from the
association or chamber website• More value in membership • Higher lifetime value of a member
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Coming Up: 3 Questions
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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
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CMS Select• Simple to drag and drop
content
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database and website
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3 Questions
Please answer these to receive a copy of the presentation.
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