asae small staff ndr 8 8 11
TRANSCRIPT
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: [email protected]: www.flaxassociates.com
Tracy Thompson-PrzyluckiNELLCOPhone: 518 694-3026Email: [email protected]: www.nellco.org