Generating Non Dues Revenue: Small-Staff Edition

Hashtag - #ASAE11 LE3ASAE Learning Lab

Mon., Aug. 8th 3:15 – 4:30

Introductions/Overview

Tracy Thompson-Przylucki

Executive Director, NELLCO

Lewis Flax

President, Flax Associates

What We’ll Cover

Objectives

Current Environment

Concepts / Tactics

Typical Opportunities

Conference sponsorships Gala dinner; other fundraising event Advertising Event or program sponsorships List rental Affinity programs Other

Standard Sponsorship Offering

Memorable?

Traditional Approach

‘Inventory’ One-off transactions Regular funding requests What can we offer? No differentiation

Corporate Reaction

Limited potential

Low level review

Gold, Silver, Bronze…

Shift: Establish Relationships

Interview top prospects Understand their needs and objectives No sale zone Seek candid feedback

Key Concepts

80/20 Rule Beyond membership Sponsorship? Different languages

Corporate Messaging: Credibility?

Marketing Budgets

Create Tailored Campaigns

Bundle benefits strategically Tier packages to incent companies to ‘buy-up’ Price packages based on value Consider their interests

Outreach: A Different Approach

Understand their current activities, objectives and challenges

Clarify how they work with others Seek ways your association

can assist Identify why your organization

is unique Consider ROE

A Specific Offering

Limit opportunities Obtain feedback Pre-sell Others?

Evaluate

Interest of our audience Constraints

– Ethics?– Alignment?

How should we move forward

Keys to Success

Targeted focus Recognize and understand needs Speak their language Relationship first Seek and value their input Simple outreach Make it happen Celebrate small successes!

Questions?

Thank you for your participation!

Lewis Flax

Flax Associates

Phone: 202 266-2655

Email: lewis@flaxassociates.comWebsite: www.flaxassociates.com

Tracy Thompson-PrzyluckiNELLCOPhone: 518 694-3026Email: tracy.thompson@nellco.orgWebsite: www.nellco.org