{"id":259,"date":"2012-11-05T09:33:48","date_gmt":"2012-11-05T09:33:48","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/index.php\/2012\/11\/05\/newsletter32242_259\/"},"modified":"2018-02-27T19:56:14","modified_gmt":"2018-02-27T19:56:14","slug":"reaching-members-balance-sheet-booster","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/reaching-members-balance-sheet-booster\/","title":{"rendered":"Is the Privilege of Reaching Your Members a Balance-Sheet Booster?"},"content":{"rendered":"<p>Are\u00a0you taking advantage of every opportunity your association has to raise\u00a0non-dues revenue?<\/p>\n<p>Of\u00a0course, you might think to yourself. We charge vendors to exhibit at our annual\u00a0expo. We collect fees for members to become certified. Printing a logo in our\u00a0annual awards banquet program is an upcharge. We are definitely maximizing our\u00a0non-dues revenue.<\/p>\n<p>Great.\u00a0Now are you ready to sell the proverbial farm and really rake in some extra funds?<\/p>\n<table style=\"border-collapse: collapse; width: 100%; margin: 5px; border: 1px solid black; background-color: #dcdcdc;\" cellspacing=\"3\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"border: 1px solid black;\">\n<ul>\n<li><span style=\"font-size: 10pt;\">Many associations underestimate the value of the assets they have.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">By being creative, you can come up with many new\u00a0sources of revenue that will enhance your bottom line and not offend your\u00a0members and volunteers.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 10pt;\">You may already be earning non-dues revenue, but\u00a0are you doing so as strategically as you could be?<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>In<br \/>\nconnection with his new book, Jeff De Cagna recently\u00a0wrote about taking a closer look at your organization\u2019s budget and determining\u00a0if you are spending your money strategically. &#8220;Instead of organizing budgets\u00a0around a predetermined set of activities,&#8221; he wrote, &#8220;association boards can\u00a0function more like investors by allocating capital to fund high-level strategic\u00a0priorities developed through the crowdsourcing of strategy, while\u00a0trusting staff and voluntary leaders to collaborate in real time to decide\u00a0on the specific approaches and investments required to achieve those\u00a0priorities.&#8221; In other words, stop funding\u00a0traditional activities simply because you\u2019ve always done it that way, and start\u00a0throwing your money at agreed-upon pursuits and people that will directly help\u00a0you achieve your goals.<\/p>\n<p>In\u00a0the same manner De Cagna suggests inspecting budgets, take a closer look at your organization\u2019s\u00a0potential revenue-generating sources and determine if you are earning money strategically.\u00a0Beyond attendance at events or shows, certification and continuing education,\u00a0or materials such as white papers or books, are you earning money from every\u00a0printed piece, email, meeting or item you produce?<\/p>\n<h3><strong>Are you making the privilege\u00a0of reaching your members at every touch point a balance-sheet booster?<\/strong><\/h3>\n<p>Many\u00a0associations would find plenty more potential sources of non-dues revenue if\u00a0they would look closer at their publications and other tangibles:<\/p>\n<h4>Email:<\/h4>\n<p>Offer advertising or a compact paid editorial space in your regular\u00a0communications. Do you create and mail a daily newsletter during your\u00a0conference? Find businesses willing to sponsor each day\u2019s update. Include a\u00a0logo, or if your newsletters or emails are text-based, offer a couple lines\u00a0that summarize the businesses\u2019 mission or offerings.<\/p>\n<h4>Magazines:<\/h4>\n<p>Digital magazines offer a variety of ad placements, including videos, audio files,\u00a0virtual postcards and animation that not only make your magazine more\u00a0interactive and interesting to the reader, but offer the potential to earn some\u00a0serious revenue from these rich media. The fact that ads can be linked directly\u00a0to an advertiser\u2019s website makes them even more convenient and informative\u2014and<br \/>\nless intrusive\u2014to the reader.<\/p>\n<h4>Websites:<\/h4>\n<p>Online advertising doesn\u2019t have to be flashy. Your website could have one sponsor whose message is seamlessly included in a sidebar, header or footer on\u00a0every page.<\/p>\n<h4>Verbal:<\/h4>\n<p>Acknowledge sponsors at select or all meetings. Sometimes a simple verbal\u00a0thank you for a vendor\u2019s support, coming from the mouth of your executive\u00a0director or president, is the most sincere form of gratitude as well as\u00a0endorsement. Charge for that sincerity!<\/p>\n<h4>Social Media:<\/h4>\n<p>Your association\u2019s social media pages are a perfect place to introduce\u00a0sponsors as a friend and supporter of your association. Offer digital word-of-mouth\u00a0ads on your social media pages as a way for vendors to connect with potential\u00a0clients. Your only setup costs for this channel are staff time, which can be as\u00a0minimal as needed.<\/p>\n<h4>Conference\u00a0apps:<\/h4>\n<p>As blogger Julius Solaris notes, <a href=\"https:\/\/www.eventmanagerblog.com\/event-apps-info\/\" target=\"_blank\" rel=\"noopener\">these are becoming essential tools\u00a0<\/a>for multiday, multitrack conferences and shows, and conference apps usually\u00a0have the screen space for paid logos, micro banners and balloons. Are you\u00a0selling that space? According to the Pew<br \/>\nResearch Center,\u00a070 percent of all American cellphone owners <a href=\"http:\/\/www.pewinternet.org\/2012\/05\/07\/just-in-time-information-through-mobile-connections\/\" target=\"_blank\" rel=\"noopener\">use their phones<\/a>\u00a0to access information when they need it through apps and mobile browsers. Your\u00a0members are likely within that group.<\/p>\n<p>You\u00a0may be thinking: Our association should be a haven from ads. We don\u2019t want our\u00a0organization to become a pseudo-NASCAR eyesore.<\/p>\n<p>Well,\u00a0fine. But <a href=\"https:\/\/www.ogilvy.com\/\" target=\"_blank\" rel=\"noopener\">as advertising pioneer David Ogilvy pointed\u00a0out<\/a>,\u00a0&#8220;Advertising is only evil when it advertises evil things.&#8221;<\/p>\n<p>To\u00a0add to that: Advertising is annoying only if it is not well-placed. Restaurant\u00a0billboards near the only interstate exit for 30 miles around are a welcome\u00a0sight. A repairman\u2019s phone number on a refrigerator magnet when said\u00a0refrigerator has stopped working is a welcome sight. Sell your farm to the\u00a0appropriate sponsors, and their messages will dovetail seamlessly with your\u00a0association brand.<\/p>\n<p>Furthermore,\u00a0as blogger Deirdre Reid points\u00a0out, <a href=\"https:\/\/deirdrereid.com\/2012\/09\/05\/no-vendors-please\/?utm_source=feedburner&amp;utm_medium=feed&amp;utm_campaign=Feed%3A+wordpress%2FKAsM+%28Reid+All+About+It%29\" target=\"_blank\" rel=\"noopener\">vendors are sometimes exactly the people to whom you should repeatedly<\/a><br \/>\nintroduce your members. They provide the expert services members need and want,\u00a0so make it easy for the two groups to meet. Let vendors put their brands in\u00a0front of your members in conversational ways. Involve them in the creation of\u00a0your non-dues revenue opportunities. They\u2019ll reach the potential customers they\u00a0want, and your members will be pleased that their membership plugs them into\u00a0the network they need to function more effectively.<\/p>\n<p>Why\u00a0would you pass over potential revenue? Get creative with your non-dues revenue\u00a0sources. Your scholarship\u00a0winners, your volunteers whom you reward with gift cards and your staff whom\u00a0you reward with a raise, all of which is funded through this extra revenue,\u00a0will thank you.<\/p>\n<p><em>Kelly Donovan\u00a0is the team leader for online\u00a0marketing with Naylor, LLC.<\/em><\/p>\n<p><span style=\"font-size: 10pt;\"> <a id=\"_anchor_2\" href=\"#_msocom_2\" name=\"_msoanchor_2\"><\/a><\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get creative and learn how to capitalize on all your potential non-dues revenue sources.<br \/>\n<em>By Kelly Donovan<\/em><\/p>\n","protected":false},"author":25,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-259","post","type-post","status-publish","format-standard","hentry","category-revenue"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is the Privilege of Reaching Your Members a Balance-Sheet Booster? - Association Adviser<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/reaching-members-balance-sheet-booster\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Is the Privilege of Reaching Your Members a Balance-Sheet Booster? - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Get creative and learn how to capitalize on all your potential non-dues revenue sources. 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