2. AboutWebLink
• 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
2
6. Instant Commerce
• iPad app for mobile commerce
• Integrated credit card reader
• New member sales
• Event registrations
• Pay open invoices
7. 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
9. 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
9
Justin Greenwalt
Business Development Manager
WebLink International
10. What is Non-Dues Revenue?
• Annual sponsorships
• Events attendance
• Event exhibitor and sponsorship fees
• Website advertising
• Newsletter advertising
• Webinars/training
• Merchandise
• Print publications
11. Why Non-Dues Revenue?
• Adds revenue to the bottom line
• Keeps you relevant
• Additional member benefit
12. Session Agenda
4 Easy Ways to Grow Your Association with Non-Dues Revenue
• Engage Members/ Market the
Program
• Distribution/Sales
• Value Proposition to Members
• Renew the Revenue
12
24. TimeYour 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
25. Staff Resources
• Evaluate internal talent and resources
• Assign staff or trusted third party contractor
to manage the initiatives
• Sales experience is a must
26. SellingTactics
• Listen to member needs
• Get in the “know”
• Understand the value of what you’re
selling
• Present ROI
• Close the deal
27. Sales Distribution Wrap Up
• Organization in your Association is key
for determining:
• When?
• What?
• Who?
• How?
29. DeliverValue toYour Members
• You’ve engaged
• Your staff signed them up to participate in the
program
• NOW! deliver value
30. 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
31. 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
33. 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
34. 4 Key Ideas Revisited
• Engage Members/Market the Program
• Distribution/Sales
• Value Proposition to Members
• Renew the Revenue
36. 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
37. 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
38. 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
39. Reward Members
• Give members a higher listing rank than non-
members
• Grant non-members/prospects a line listing
at the bottom of their category
40. Increase Member Loyalty
• More traffic = more referrals derived from the association or
chamber website
• More value in membership
• Higher lifetime value of a member
43. 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
44. CMS Select
• Simple to drag and drop content
• Responsive website design
• Automatically adjusts for any screen
• Fully integrated database and website
The focus of this webinar isn’t to discuss the types available, but to generate results with whichever sources you choose.
Market your non-dues revenue programs to your membership.
Make members aware early and often
Include Program Highlights and Details
Dates
Statistics
Testimonials
Sample ROI (for advertising)
Program & Campaign Specific
Print Directory Specific Emails
Website Advertising/Sponsorship Specific Emails
Newsletter Emails
Event Sponsorship Emails
Announcement Materials
Eye Catching
Concise
Call to Action
Promote Programs in member – association Newsletter
Use any correspondence to promote the upcoming program
Face time with members
Announcement opportunities
Consider throwing an event where you sell advertising
Hit the Phones…Hard
The more members you engage, the more $’s will be raised
Target your activity based on members
Some members will invest $5,000 on a sponsorship
Some members can only invest $250
The more affective your association engages their membership the easier it will be to get participation and drive non-dues revenue.
What to Sell? How?
Non-Dues should be a part of Associations’ overall Marketing plan
Print Directory
Website Ads/Sponsorship
Relocation Guide
Newsletters
We have seen success separating these campaign initiatives across the calendar.
Fine line between engaging and hitting up for $
Limit Sales time for each initiative
For Example
One month to perform all sales for Print Directory
One month to perform all sales for Website ads
First week of the month reserved for the e-newsletter sales.
Urgency
This enables associations to conduct campaigns for efficiently
This is enough time even if you have a membership of 2 or 3000
Goes back to shameless marketing
Assign staff or trusted third party contractor to manage the initiatives.
WebLink for Website Ads (Partner Plus), local publisher for Print Dir.
Sales experience is a must
Media or Sponsorship sales is a valuable for most all non-dues programs
Staff Timing
The personnel assigned must have the time to allocate to a campaign or non-dues initiative like a print directory, or website advertising.
Present ROI
Case study
Call Tracking
Advertising Metrics
Click #’s
Get in the “know”
Get to know your member
Make a recommendation
Non-dues programs must deliver value to your members
Non-dues programs must deliver value to your members