Download - 4 Easy Ways to Grow Your Association with Non-Dues Revenue

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Page 1: 4 Easy Ways to Grow Your Association with Non-Dues Revenue

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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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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