revenue development for associations...2020/05/28 · upload prospects into the moery company crm...

REVENUE DEVELOPMENT

FOR ASSOCIATIONS

W W W . M O E R Y C O M P A N Y . C O M

M A R C H 2 0 2 0

W W W . M O E R Y C O M P A N Y . C O M 2

Millions of dollars sold in membership, exhibits, ads and sponsorship. More than 250,000 sales and marketing contacts annually.

Advisor to the nation’s top associations for business models and strategic planning.

Founded in 2010 by SVP, US Chamber of Commerce, JP Moery.

THE MOERY COMPANY


ASSOCIATIONS HIRE US TO…..

Increase revenue through direct sales.

• Membership recruitment• Sponsorship sales• Exhibit and advertising development

Provide respected, objective third party analysis thru data-driven business analysis and qualitative interviews or surveys on:

• Membership value proposition, ROI and dues levels,

• Sponsorship inventory and pricing, and• Association strategy and decision-making.

Facilitate strategic planning sessions for organizations seeking growth opportunities, increased industry relevance and improved relevance.


THREE PRODUCTS:Sales, Value Proposition And Business Model Reviews And Strategic Planning Facilitation

Membership & Non-dues Revenue Sales

– Conduct industry-wide sales campaigns for association growth to generate increased membership, sponsorship, advertising and

exhibit revenue through direct sales.

National Association of Federally Insured Credit Unions, Association Builders and

Contractors, Distilled Spirits Council of the United States, American Bus Association,

American Coatings Association, Aluminium Association.

Strategic Planning Facilitation

Professional facilitation for strategic planning; mission and vision development;

and brainstorming for staff, Board of Directors, and your members

Biotechnology Innovation Organization, Forest Resources Association,

Pharmaceutical Care Management Association, Trucking Association of New

York, Plant Based Product Council

Value Proposition And Business Model Consulting

Develop an “across the board” data driven-business analysis including membership satisfaction, dues levels,

and sponsorship inventory and pricing. TMC works towards identifying the underlying factors contributing

to an organization’s revenue stall or design new approaches to help take revenue to the next level. TMC provides an in-depth evaluation, industry perspective,

and growth strategies backed by solid data for practical, tactical solutions.

National Restaurant Association, International Dairy Food Association, Futures Industry Association,

Financial Services Institute, Precision Metalforming Association


Moery Membership & Non-Dues Revenue Sales –Two Week Launch Process

Industry Awareness

Initiate association value proposition briefing.

Determine the compelling reason to join, sponsor or advertise.

Schedule industry knowledge briefing for The Moery Company staff.

Conduct launch meeting regarding administrative procedures, including

invoicing.

Establish differentiation between other associations and client.

Sales Infrastructure

Upload prospects into The Moery Company CRM for sales outreach.

Determine key accounts for most valuable prospects to sell.

Develop talking points for email, voice mail & phone appointments.

Design automated email and social media campaigns for sales launch.

Establish weekly reporting system for sales activities.

Direct Sales

Initiate sales campaigns (email and digital ads) to engage prospects & track

interests.

Conduct outbound sales on most interested prospects.

Respond to all inbound requests and qualify for best membership or

sponsorship program.

Communicate with client about strategy adjustments and “in the field”

market intelligence.


Results: TMC Membership Sales Growth (Over 3 Years)

Membership Growth with TMC

$-

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

Year 1 Year 2 Year 3

Net to Association New Membership Revenue


Results: Sponsorship Revenue Growth and Net to Client

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

$160,000

$180,000

$200,000

Before Moery (2016) After Moery (2018)

$184.000

$56.000

DIVISION OF SALES REVENUE

$184.000 $31.225

$152.775

TMC Revenue Net to Association

Annual Sponsorship Revenue


$184.000 Renewal

New

Approximately $1 million raised annually

Sponsorship Sales –

New vs Renewal

58% 42%


Results: TMC Costs Less than Full-Time Employees

$-

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

Average Amount Paid to TMC Ad Sales Rep Exhibit Manager Member Services Director Top Fundraising Position

Average Compensation for Sales Functions

Data from Association Compensation & Benefits Survey, ASAE 2016-2017 Edition


TMC is a Total Sales Solution, Not a Call Center

Dedicated Biz Dev Director and Sales

Support

Access to Leading Association

Strategist and Thought Leader

Salesforce CRM and Licensed Staff

New Company Prospecting

Existing List Clean-up

Email Verification System

State-of-the-Art Email Marketing

PlatformDigital Ad Strategy,

Design and Placement

Experienced sales and marketing team focused on revenue growth;

Access to one of the most successful growth strategists in the association industry;

Sales activity and data provided in through state of the art CRM;

Trackable, turnkey, segmented marketing campaigns, implemented by best in class software;

Improved, expanded and verified data with critical contact information for association use;

Previously non engaged companies researched and contacted.


TMC Brings Best-in-Class Infrastructure to Your Association

Dedicated Biz Dev Director and Sales

Support

Access to Leading Association

Strategist and Thought Leader

Salesforce CRM and Licensed Staff

New Company Prospecting

Existing List Clean-up

Email Verification System

State-of-the-Art Email Marketing

PlatformDigital Ad Strategy,

Design and Placement

Annual Cost of Resources

Biz Dev Manager:

$50,000 - $60,000 plus commissions

SalesForce Certified Staff:

$40,000 - $50,000

Research & Support Team:

$30,000 - $40,000

Pardot Email Marketing License:

$6,000

ZoomInfo Subscription:

$5,000

SalesForce CRM License:

$900 per user

BriteVerify Email Verification:

$600


“Moery ROI” Business Model Consulting Process –90 days to complete

Association Review

• Initiate financial model analysis, including all revenue and NDR streams.

• Review existing sales and marketing process.

• Design and field membership or market satisfaction survey.

• Conduct staff interviews regarding barriers to growth and opportunities.

• Hold member interviews or focus groups for candid feedback on membership value.

Industry Analysis

• Examine business models of competing associations.

• Compare membership dues structure, sponsorship pricing and inventory from other associations with public information.

• Develop member benefits comparison.

• Examine revenue decline and growth of competing and similar groups.

Custom Findings

• Multiple scenarios for restructuring or adjusting models or categories and processes to generate more revenue.

• Feedback on membership value proposition and association ROI.

• Develop and execute sales process, Salesforce training and basic report building.

• “Next steps” plan to implement most relevant scenario or hybrid of options.


Results: Comparison of Membership Rate Cards

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$0 $500,000,000 $1,000,000,000

CLIENT

ABCD

EFGHIJKLM

At $75M Sales, ABCD and EFG Dues are higher. $100K

vs. $50K for CLIENT

Member Annual Sales


Results: What Would CLIENT Dues Look Like Using ABCD or EFG Structure?

Number of Members

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

0 100 200 300 400 500 600

At $75M Sales, ABCD and EFG Dues are higher. $100K

vs. $50K for CLIENT


Results: Advanced Modeling of Dues Categories

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$0 $25,000,000 $50,000,000 $75,000,000

$1M, $5M, and $10M in Revenue

A $1M Revenue firm would pay $2 of every $1000 earned, but a large firm would pay

<$0.50

Used to show the discrepancies at the low end of the rate card and recommended smoothing the curve

Member Company Revenue


Results: Modeling of dues decrease for smaller members

0

20

40

60

80

100

120

140

$20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000

$50

$500

$1,000

Each line represents dues amount for smaller members

Nu

mb

er o

f U

pp

er T

ier

Mem

ber

s

There is no significant difference in total dues receipts if small member dues are $50 or $1,000 provided additional large

members added

118 large members necessary paying

$20K each to maintain current

dues income46 large members

necessary at $50K each


Sponsorship pricing comparison

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

$80,000

Annual Conference TopTier

Major Reception/Dinner Tote Bag Key Cards Lanyards Charging stations

Sponsorship Comparison Between 5 Associations


“Moery ROI” Strategic Planning –90 day process

Information Gathering

• Conduct interview with staff for alignment of mission and goals. Identify organization priorities.

• Interview Strategic Planning Committee regarding mission, vision and priorities.

• Conduct members survey research for feedback on industry priorities and association goals.

• Gather existing strategic plans.

Group Facilitation

• Assist with agenda development for one-day retreat with senior staff.

• Facilitation of one-day retreat at time and place agreeable to by both parties.

• Provide insights on forces affecting associations and how organizations adapt.

• Develop plan with aspirational missions, vision, goals and objectives.

• 30-day strategic plan implementation consulting.

Deliverables

• Staff and strategic plan interviews to assess organization priority preferences.

• Facilitation of strategic planning session.

• Summary of existing research (conducted by Moery Company) as applicable.

• Small and large group exercises to identify organization priorities.

• Strategic plan written document.

• 30 days of implementation consulting following strategic planning session.


JP Moery’s career in the association industry has spanned 25 years. He launched The Moery Company, an association sales and marketing company, ten years ago with one client. Today the “Big Red M” has worked with over 100 of the nation’s top associations and earned millions of dollars in membership and sponsorship revenue for its clients.

JP’s team of professionals makes more than 250,000 marketing contacts annually for its association clients and has developed a reputation for proactive outreach while enhancing the association’s brand.

Prior to starting The Moery Company, he served as Senior Vice President at the U.S. Chamber of Commerce. JP revitalized the prestigious Association Committee of 100; launched a new membership program, which garnered 250,000 new small business members; and led the Chamber’s multi-million-dollar sponsorship program. He has experience in new media as well. As Executive Vice President, Association Relations at the digital media company, SmartBrief, JP enlisted a record number of association partnerships.

In 2019, JP published his highly successful book Association Hustle, which provides an actionable blueprint for “association entrepreneurism” needed in today’s organizations.

JP is a graduate of the University of Oklahoma. A sports enthusiast, he volunteered as a softball coach for nearly a decade and was recognized as a “Champion of Character” by Fairfax County, VA, for his leadership in youth athletics. He and his wife, Diane, and daughters, Grace and Katie Jo live in Alexandria, VA.

Founder and President


Chief Operating Officer

The true chameleon of the company, Diane Moery oversees – with extraordinary attention to detail – the overall management of the company. She serves as the project manager of all consulting clients as well as the direct report for Moery consultants. She administers the company’s proposals and contracts. Diane coordinates roundtable and advisory board activities.

Her experience as a lobbyist on Capitol Hill shows in her exceptional political sensitivity within our company, and she is the foundation of our values: integrity, dedication, and collaboration.

A co-founder of the Hollin Meadows Partnership for Math and Science, a non-profiteducational foundation, Diane has more than 15 years of experience in the areas of policy and government affairs. She served as Legislative Director to United States Senator Don Nickles and Senior Vice President at Fierce, Isakowitz & Blalock – a strategic government relations consulting firm.


a business development professional with more than 20 years of association and media experience, leads the winning sales

team at The Moery Company. With his expertise in sales training, he’s developed the very best talent in the association

space. His staff breaks sales goals generating hundreds of thousands of dollars on behalf of our client partners year after

year. With a seasoned understanding of what drives association prospects, Mike excels at creating client strategies tailored to the needs of their organization – and, effectively sets goals not only to meet but surpass expectations. Mike is a graduate of the University of Southern California - Marshall

School of Business.

Senior Vice President

Mike Thomas

a member of The Moery Company team since its inception in 2010, has led highly successful memberships and

sponsorships campaigns throughout her tenure for some of the top associations in the country. She specializes in

conducting a comprehensive review of existing sponsorship programs and developing fresh opportunities for increased

revenue. Her association expertise also includes her ability to articulate government relations as a key membership benefit

and in delivering presentations to leadership and boards across industries. She is a graduate of James Madison

University.

Vice President

Elizabeth H. Johnson

Vice Presidents


is a specialist at revamping association conventions to increase revenue and secure more sponsors. She excels

at customer relationship management and executing sales programs on behalf of our partners. A true pro in

“sales persistence” with sound business acumen –Bethany has helped our clients grow their memberships

year after year. Bethany joined The Moery Company from Bulletin Media in Reston, VA, where she served as

an Account Executive.

Senior Business Development Director

Bethany Murphy

gives her experience and passion to all of her clients. With extensive association and communications

experience, Jackie spearheads new growth initiatives and membership and sponsorship campaigns for our

association clients. She brings to the position a passion, drive, and positive attitude, which make her a perfect fit for The Moery Company. A graduate of George Mason

University, she formerly was the Membership Development Manager at the Door and Hardware

Institute (DHI).

Business Development Manager

Jackie Bessette

Business Development


has over 20 years of experience working in the association field. Her experience includes serving as a director of

membership for the National Association of Manufacturers (NAM) and as a consultant to the Association for Unmanned Vehicles Systems International (AUVSI). Serving as a trusted

advisor, Susan preforms as a persuasive advocate who provides timely and effective counsel. She is able to positively

represent an organization to deliver exceptional results inspiring confidence and trust within her team and business community. She and her husband Scott have two daughters.


Susan Coven

graduated from The Pennsylvania State University in 2018. After interning at the American Moving and Storage

Association, Grace accepted a marketing and communications role at the Global Cold Chain Alliance (GCCA), where she

strived to be a “Jill-of-all-trades” to learn the many facets of associations. At GCCA, she was responsible for domestic and

international digital marketing communications, including emails, social media and the association’s web site, in addition to providing membership, marketing and on-site support at the

association’s many conferences and events.


Grace Lynch

Business Development


Certified Salesforce Administrator. Her expertise lies within the management of client data for business growth. Kerry

effectively manages The Moery Company’s extensive database to serve client needs and support their goals. She maintains ongoing communication with client prospects through our automated email campaigns and message delivery – which guides a sound sales process. A graduate of James Madison

University, Kerry joined The Moery Company in 2013.

Salesforce Director

Kerry Doyle

JP Moery’s extraordinary right hand in managing his day-to-day business needs. With an excellent eye for detail, she serves as

the Salesforce Administrator and gatekeeper of all list management and preliminary prospect data. She collaborates

with the Salesforce Director and sales team on developing winning email marketing content on behalf of our partners.

Prior to joining The Moery Company, Amanda was employed by Affinity Center International, an association consulting firm.

Salesforce Administrator and Executive Assistant to the President

Amanda McMahon

List Development and Marketing Team


experienced digital and social media marketer with over 15 years of experience in a range of industries. Kseniya’s growth mindset will help the Moery Company achieve, and exceed,

their goals using her deep understanding of marketing strategy, social media management, e-mail marketing, and

other in-demand skills. With a degree in marketing and strong business acumen, Kseniya brings a creative full-circle

approach to her projects. She is obsessed with solving problems and can adapt quickly to shifting priorities and

business needs. Kseniya lives in Alexandria with her husband and daughter. She enjoys travel, cooking, and spending time

with friends and family.

Marketing & Communications Consultant

Kseniya Martin

seasoned communicator with nearly two decades of Washington, D.C. experience in issues management, public affairs and digital media. Her most recent venture is Clear Skies Strategic Communications. For more than a decade,

Lyndsey has worked with trade associations and industries to better understand the digital conversations happening around

their products and services and has served as a senior adviser to executives providing strategic counsel on the most

effective way to engage with stakeholders while communicating complex, technical information. Lyndsey lives

in Washington, D.C.

Digital Marketing Consultant

Lyndsey Medsker

Communications and Digital Media


experienced senior association executive with more than 20 years of experience developing and leading strategic

association initiatives. She conducts research, analysis, and assessment services projects on behalf of The Moery

Company. Formerly, Patty was a Vice President at Association Laboratory, a strategic research consultancy

specializing in association business strategy.

Chief Analyst

Patty Leeman, MBA, CAE

Founder of The Institute for Association and Non-profit Research. He has more than 25 years of experience in the

research industry and is an expert in qualitative and quantitative research design, implementation, analysis and

consulting. He has worked in a variety of industries, including business travel, consumer electronics, health care,

political polling, and has spent more than 20 years in the non-profit sector.

Research Analyst

Joe Bates

Business Consulting and Research


Moery Client Partners

Aluminum AssociationAmerican Association of Life Underwriters

American Association of Exporters and ImportersAmerican Architectural Manufacturers Association

American Bakers AssociationAmerican Boiler Manufacturers Association

American Bus Association American Council of Engineering Companies

American Energy AssociationAmerican Frozen Food Institute

American Hotel & Lodging Association American Wind Energy Association

American Coatings Association Associated Builders and Contractors

Associated General ContractorsAdvaMed

Auto Care AssociationBiotechnology Industry Organization

Business Software AllianceCalifornia Manufacturing & Technology Association

Consumer Bankers AssociationConsumer Data Industry Association

Consumer Healthcare Products AssociationConsumer Specialty Products Association

Council of Institutional InvestorsDangerous Goods Advisory Council

Distilled Spirits Council

National Electrical Contractors AssociationNational Hospice & Palliative Care Organization

National Restaurant AssociationNational Roofing Contractors AssociationNational Waste & Recycling Association

National Association of Wholesale-Distributors News Media Alliance

Outdoor Power Equipment InstitutePersonal Care Products Council

Pharmaceutical Care Management AssociationPLASTICS

Precision Metalforming AssociationRailway Supply Institute

Renewable Fuels AssociationSnack Food Association

Securing America’s Future EnergySociety of Actuaries

Society of American FloristsSociety of the Plastics Industry

Solar Energy Industries AssociationSpecialized Carriers and Rigging Association

Surety & Fidelity Association of AmericaTextile Rental Service Association

Telecommunications Industry AssociationTrucking Association of New York

Women in Manufacturing

Door and Hardware InstituteEnergy Bar Association

Entertainment Software AssociationFederal Bar Association

Financial Executives InternationalForest Resources AssociationFutures Industry AssociationGlobal Cold Chain Alliance

Greater Washington Board of TradeGrocery Manufacturers of AmericaHelicopter Association International

Hydraulics InstituteIndependent Community Bankers of America

Insured Retirement InstituteInstitute of Scrap Recycling Industries

International Sign AssociationInteractive Advertising BureauInvestment Company Institute

Manufacturers Alliance for Productivity and InnovationMarketingEDGE

Mortgage Bankers AssociationNational Air Transportation Association

National Association of Federal Credit UnionsNational Association of Manufacturers

National Association of Remodeling IndustryNational Beer Wholesalers Association

National Community Pharmacists Association

The Moery Company has become one of the most respected and successful business development firms focused on associations. Our core values of collaboration, entrepreneurship, ownership and integrity—have built a fantastic reputation among the nation’s best associations.


A Proud Sponsor of

For the 3rd season, The Moery Company is proud to sponsor the #18 Dale Coyne with Vasser Sullivan Racing IndyCar, piloted by rising star and American driver Santino Ferrucci. We hope you will follow the Big Red M at the Indy500, Long Beach Grand Prix, and other exciting venues on NBC and NBC Sports Network.

IndyCar Racing helps grow our brand while entertaining association clients and their members at unique and exciting race venues.

Follow #18 @VSINDYCAR .

The Big Red M and IndyCar

• Value-driven sponsorship programs• A winning sales process• A new playbook for advocacy and public affairs to leverage membership sales.

LET’S CONNECTJP Moery’s Association Hustle is written with his signature energy and authenticity featuring

• 571-814-3443

Phone & Email

• [email protected]

Social Media

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revenue development for associations...2020/05/28 · upload prospects into the moery company crm...

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