Selling BDPA: Multiple Streams of Chapter Income

2009 National BDPA Technology Conference

Selling BDPA: Multiple Streams of Chapter Revenue

Wayne Hicks

August 5 – 9, 2009

Raleigh, NC

Selling BDPA (Aug 2009) 2

It Can Be Done! Nat’l Membership Committee Chair (1989-

1990)• Chartered almost 25% of current chapters (10 of 51)

Nat’l BDPA Vice President (1991-1992)

BDPA Cincinnati Chapter President (1999-2001)

• Grew membership from 6 (Jan 1999) to 229 (Nov 2001)• Won Chapter of the Year Twice (2000 and 2001)

National BDPA President-Elect (2002-2003)

National BDPA President (2004-2005)• Profitable annual conferences• All-time record in corporate sales• All-time record in BDPA membership totals

BETF Executive Director (2006 – Present)• Over $399,000 grants for BDPA (local & National) since

2006.• Increased grant activity in 2009


Where Is the Money?

1.Marketing

2.Membership is Money

3.Fundraising

4.Corporate Sales


What is our Brand Essence?

1. BDPA is the center of influence, excellence and professional development for African Americans in the Information Technology industry

2. BDPA offers a pathway from the classroom to the boardroom in an environment that rewards innovation, technical mastery, business mastery and individual growth.

3. 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.


Where is our ‘hurt’?The biggest marketing challenge that

BDPA faces is its low membership numbers.

FACT #1: We have seen a steady stream of major-name corporations to BDPA.

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.


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.”


Our Marketing Messages

1. Marketing messages to potential members• Join BDPA to advance your

career in IT.• Through BDPA, help shape and

guide the next generation of IT professionals.

• Participate in BDPA at the community level to bridge the digital divide

2. Marketing messages to potential sponsors Your support of BDPA today

expands your IT resources for tomorrow

Your active involvement in BDPA builds the next generation of IT and technology leaders

BDPA is a strong partner to help you open new markets within African American communities

3. Marketing messages for potential entrepreneur members Open the door to new business

opportunities through BDPA Help us help you through

contributing to BDPA’s growth Participate in BDPA at the

community level to bridge the digital divide

4. Marketing messages for potential student members Play with today’s technology

while creating tomorrow’s technology

Try it, you might like it Make friends and find mentors

who can shape your future


Helpful Hints• Get covered in the press• Get into the budget cycle• Learn to fly in under the radar• Organize a CIO Reception• Partner with ITSMF, SIM, Urban

League and others• Pick the low hanging fruit• Seek investments, not

donations• Start a Corporate Advisory

Council• Understand your product

offering• Use our CRM tool (SF.com)


Grow Your Membership

1. Who is your target audience?

2. Recruitment strategies

3. Retention strategies

4. Wholesale membership growth vs. retail membership growth

5. Attracting student members vs. IT professionals

6. Corporate memberships

7. Using the membership database to your chapter's advantage.


Fundraising Tips

1. Annual awards banquets or luncheon (1Q)

2. Annual education banquets or luncheon (3Q)

3. Collaborating with BDPA Education & Technology Foundation (BETF)

4. Matching funds

5. Raffles and other fundraising ideas

6. Traditional grant writing

7. Volunteer grants


Corporate Sales

Corporate Sales Roles &

Responsibilities

1. Chapter President2. Account Manager3. Corporate

Champion4. Corporate

Chapter5. BDPA-BETF

Director

Corporate ParticipationContinuum

1. Awareness

2. Involvement

3. Corporate

Supporter

4. Corporate Sponsor


Corporate ROI Decision

1. National Programs/Services – Resume database, digital library, IT Institute, newsletter ads, web banner or Bemley Scholarship fund.

2. Local Chapter Programs/Services – Monthly program meeting, quarterly workshops, newsletter ads, web banner or memberships.

3. Annual Conference – Career Fair, Speaking Opportunity, Receptions, Conference Guide advertisements or workshop presenters.


Corp Sales Talking Points

1. Has company realized benefits from BDPA sponsorship?

2. What are your business challenges?

3. Is there more that BDPA can do to help company meet corporate objectives?

4. Any BDPA opportunities for improvement?

5. What are good areas for collaboration (hot buttons)?

6. Is the corporation interested in supporting multiple chapters? National BDPA? National Conference?

7. Will Company sponsor and at what level?

8. What are the next steps?


Corp Sales Process Flow

1. Distribute Corporate Marketing Package2. Hold preliminary meeting3. Submit written proposal4. Hold formal presentation meeting5. Funds disbursement and receipt6. Provide recognition and show appreciation7. Increase corporate employee participation8. Provide periodic status reports9. Seek renewal and additional funds

disbursement


Corp Sales Collateral Material

Annual Conference BrochureBanquet Publications (local or

national)Corporate Opportunities

PortfolioMembership Brochure

Newsletters (local or national)Your Chapter’s Desk Reference

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Contact Information

Wayne Hicks, CEOHicks Enterprises

[email protected](513) 284-4968

http://betf.blogspot.comhttp://electronicvillage.blogspot.com

Selling BDPA: Multiple Streams of Chapter Income

Economy & Finance

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