1. 4 EasyWays to
GrowYour Association
With Non-Dues Revenue
June 18, 2014

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

3. AboutWebLink
• Association Management
Software
• Website Design &
Development
• Non-Dues Revenue
Programs
• Partner in Your Success
3

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

8. WebLink Blog

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
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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
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13. Engage Members/Market
the Program

14. New Member Orientation Packets

15. Email Marketing

16. LeverageYour Newsletter

17. Social Media

18. Events

19. Teleprospect

20. Strategy + Effective Execution = Greater Participation!

21. Distribution/Sales

22. Sales Campaign Planning

23. Non-Dues Revenue Should Fit IntoYour
Overall Marketing Strategy

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?

28. Value Proposition

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

32. Renew the Revenue

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

35. Bonus:Total Inclusion

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

42. Coming Up: 3 Questions

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

45. 3 Questions
Please answer these to receive a copy
of the presentation.