asae small staff ndr 8 8 11
TRANSCRIPT
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Generating Non Dues Revenue: Small-Staff Edition
Hashtag - #ASAE11 LE3ASAE Learning Lab
Mon., Aug. 8th 3:15 – 4:30
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Introductions/Overview
Tracy Thompson-Przylucki
Executive Director, NELLCO
Lewis Flax
President, Flax Associates
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What We’ll Cover
Objectives
Current Environment
Concepts / Tactics
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Typical Opportunities
Conference sponsorships Gala dinner; other fundraising event Advertising Event or program sponsorships List rental Affinity programs Other
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Standard Sponsorship Offering
Memorable?
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Traditional Approach
‘Inventory’ One-off transactions Regular funding requests What can we offer? No differentiation
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Corporate Reaction
Limited potential
Low level review
Gold, Silver, Bronze…
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Shift: Establish Relationships
Interview top prospects Understand their needs and objectives No sale zone Seek candid feedback
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Key Concepts
80/20 Rule Beyond membership Sponsorship? Different languages
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Corporate Messaging: Credibility?
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Marketing Budgets
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Create Tailored Campaigns
Bundle benefits strategically Tier packages to incent companies to ‘buy-up’ Price packages based on value Consider their interests
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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
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A Specific Offering
Limit opportunities Obtain feedback Pre-sell Others?
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Evaluate
Interest of our audience Constraints
– Ethics?– Alignment?
How should we move forward
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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!
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Questions?
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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