Do you have a list of your TOP 100 “Dream Members”?

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Membership

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The first step in the member recruiting process is to make a list of specific companies that you want as members. It’s not “rocket science” but this step gets overlooked often. Sure, every Association has a giant list of “non-member” contractors and sub-contractors or a drop list or some other document listing a whole variety of companies that should join the Association. My guess is that every once in a while someone peruses the list, gets overwhelmed and then nothing happens.

Take the time to look at your “lists” and create a TOP 100 “Dream Members” or a TOP 100 “Most Wanted” list and then create a specific plan to recruit them that includes your “spikes” ambassadors, board members, committee members and staff. Decide which “tools” you will use (phone, fax, email, personal visit, member affinity) that will be the most effective when trying to recruit a “TOP 100 Member”. It’s important to note that a recruiting tactic or strategy that works on one individual or company may be totally ineffective on another potential member company.

HOT TIP: Post the name and phone number of your TOP 100 list on a “BIG SHEET” of paper and put it in a highly visible location where staff, board members, committee members and visitors can’t miss it. In many cases, just making it easy to identify who should or could be recruited will result in some kind of a personal contact. If you are really daring, publish the list in your newsletter (printed and email) and “accidentally” send it out to not only your members but everyone on the TOP 100 “Dream Member” list.

Note – Be sure to set up some type of criteria for your TOP 100 list that may include things like community influence, industry excellence, leadership potential, non-dues revenue potential and “spike” potential. This list really should be a specific TOP 100 list and not just a general list of non-members.

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/17/do-you-have-a-list-of-your-top-100-dream-members/

Do you know your R.O.M.? – “Return On Member”

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Membership, Retention

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If you know your R.O.M. you are already ahead of most Associations and other member driven associations. It’s a simple measurement (calculation) that once understood really can and should change the way you think about your current members and potential members.

R.O.M. is the lifeblood of any Associations yet is often overlooked or not “watched” on a regular basis.

R.O.M. stands for “Return On Member”.  Once this concept is understood it is really easy to set goals, measure “performance” and put programs, processes and systems in place to increase not just revenue and sales but “member satisfaction” as well.

In reality, the only legitimate way to increase your R.O.M. is by increasing your “member satisfaction”.

The end of the year is a perfect time to do a quick calculation of R.O.M. and put plans in place to increase it.

Let’s say your Association has 500 members and the annual dues are $300.00. That means your annual revenue from dues is $150,000.00. In addition to dues income let’s assume that another $100,000.00 in revenue is generated from events, programs, classes and other non-dues sources. That’s an average of $200.00 in “other” revenue generated per member. For simplicities sake let’s say that you set a “conservative” goal for 2011 of increasing your “other revenue” average by just 10%. That would mean an additional $10,000.00 generated from “non-dues” revenue over the course of the year.

I know that the above math is pretty straightforward but the “getting it done” is a whole different matter. This is where R.O.M. and “member satisfaction” become really critical issues in your Association.

I don’t want to get too way “out there” with this R.O.M. concept but you ought to consider the following as you set your Association “business plan” in place for 2011.

The goal in getting a member is not to get a sale – it really is just the opposite! The real goal in “selling” a membership (new members or renewals) is to get or keep a member that you can put on a path of increasing “member satisfaction” for several years to come.

As you increase “member satisfaction” you will also increase “member trust”. As “member trust” increases the odds of your members increasing their investment of time, energy and money in your programs, events, classes and other “offers” will also go up.

Here is a quick and easy “action item”: Make a list of all of the member benefits you offer. Take a hard look at each one of them and make sure they really are designed to increase “member satisfaction” and “member trust”.

Then, get a group of members together (active members and “less involved” members) and ask them to help you make a list of current Association “activities” that give them “member satisfaction”. Take a hard look at the list and “brainstorm” with the group about ways you could make these “activities” even more valuable and then TAKE ACTION.

Increasing “member satisfaction” and “member trust” will absolutely increase your R.O.M. (Return On Member) and will ultimately lead to “member loyalty” not just “membership retention”. 

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/16/do-you-know-your-r-o-m-return-on-member/

One More Note on Offering and Selling Sponsorships

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Non-Dues Revenue

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I got a flyer in the mail from an Association soliciting sponsorships for a Trade Show. The Presenting Sponsorships are offered at $5000.00 each (two available) and the Associate Sponsorships are offered at $1500.00 each (two available). The total cost of the sponsorships combined is $13,000.00.

This particular flyer is a classic example of how not to solicit sponsorship.

First, it was printed on cheap 20lb. paper on a black and white copy machine. If you are offering a product with a price of $5,000.00 consider spending a couple extra dollars in the presentation.

Second, it was folded in with a similar flyer about an upcoming auction (also soliciting sponsorships). Don’t try to save on postage by combining two separate offers in the same mailing.

Third, this offer to sell $13,000.00 in sponsorships was sent “bulk mail” with an inkjet address and barcode. At least put the flyers in an envelope and use a real stamp. For $5,000.00 your prospect wants to feel at least a “little” special.

Fourth, there is a list of sponsorship “features” with no mention of the benefits. Sure they get their logo on some stuff and a pile of free tickets. Explain the benefit of each… “over 13,000 potential customers entering the show will pass directly by a giant 4 X 8 foot banner displaying your company name, website, phone number and special offer”.

Fifth, there is no description of the event at all…just a list of how many booths you get, and where your logo will appear, etc. Don’t assume your audience knows all about your event. It needs to be “resold” and “retold” on a regular basis.

Take a look at your next sponsorship flyer or letter and ask yourself if it would compel you to toss a quick $5,000.00 towards your association. Take a little extra time and invest a few extra dollars on your next sponsorship solicitation and see what a difference it can make.

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Get Attention and Get Renewals – The ABC’s of Sending Renewal Notices

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Retention

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At our office we get about twenty pieces of mail each day. At home I get five to ten pieces of mail each day. So, on average I get to sort through over five-hundred pieces of mail each month or around six-thousand pieces each year – and we are a pretty small business.

As usual, the 80/20 rule takes over meaning about 80% of the mail is deemed “junk” right away and goes straight to the “round file”. 

Of the other remaining 20%, about half goes into the “look at it later” pile and the final 10% gets opened right away. That means the one out of 10 pieces of mail actually gets opened and dealt with immediately. Those averages don’t bode real well when it comes to using the US Mail as a communication device.

Now, imagine the barrage of mail most of your members get each day, month and year.

How many times a year do you mail something to your members (notices, invoices, announcements, letters, newsletters, event updates, etc.)?

Where do you think the mail that you send your members rates when it comes to the 80/20 rule?

I’m not suggesting for a minute that your members “toss” all of the mail you send them. I am suggesting that with the sheer volume of mail they receive that some of yours will end up in one of three “piles.

The “C” mail pile: “C” mail really doesn’t go into a pile at all. It goes into the trash. Usually unopened or torn in half. “C” mail is considered junk mail with zero importance and is quickly discarded.

Think for just a second about how you sort your own mail. Do you ever sort it over the garbage can? I believe that most of the mail that you send your members does NOT end up in this pile. But, don’t celebrate yet – beware of “B” mail.

The “B” mail pile: The “B” mail pile may be the most dangerous pile to have your members put your mail in. The “B” pile is the place mail goes that will be opened or at least glanced at “later”.

Unfortunately, when your members are receiving hundreds of pieces of mail each week the “B” pile can stack up pretty quick and even become overwhelming. At a certain point in time the “B” pile can get so big that when it comes time to look at it a good share of it winds up in the same place as the “C” pile mail. “B” mail usually contains good information and DUES RENEWAL NOTICES but because of the lack of urgency and the sheer magnitude of the “B” mail pile this valuable information and the DUES RENEWAL NOTICES often gets overlooked and eventually tossed. You do not want your Association mail to fall into this category.

The “A” mail pile: This is the “good” place. “A” mail really doesn’t find its way into a pile at all. “A” mail gets opened immediately.

“A” mail is mail that contains checks (good bookkeepers can smell a check in an envelope). Tax notices, letters from family, birthday or holiday cards, utility bills, some vendor invoices and other “urgent” mail falls into the “A” category.

If you want your mail to be noticed and opened by your members the best way is to figure out how to make it “A” mail.

Here are a few tips:

1.) If you really want your member to pay attention to something you mail them like a DUES RENEWAL NOTICE don’t use a #10 double window white envelope. Most “C” mail arrives in this format. The goal is to make your mail stand out so that it gets opened. Try a goldenrod colored envelope that is a little bigger than a regular #10. Your open rate will go up.

2.) Use real stamps when sending important notices. Metered mail has the look and feel of junk mail. It may take a few extra minutes and might cost a couple cents more but if you want it opened use a real stamp. For extra impact, put the stamp on a little crooked. Really, a crooked stamp will create curiosity and create a higher “open” rate.

3.) Either hand address important mail or at least take a felt tip marker and circle the address label. I know it sounds crazy but mail with a personal touch is way more likely to get opened upon receipt.

4.) Make the envelope lumpy. Add a pen, keychain, letter opener or some other type of promotional item (provided by your members – some will pay $$$ for the privilege) that will cause curiosity. Lumpy mail almost always becomes “A” mail.

5.) This is the “killer” tactic that breaks through all of the clutter – THE FEDEX ENVELOPE. FedEx envelopes get opened and get opened fast. They convey urgency and importance to the recipient. Use FedEx envelopes for sponsorship requests, that third renewal notice, very important “thank you” notes and any other type of information that is critical. You will pay a little more but the return on investment can be huge.

If you take a little more time and INVEST a few cents more you can make the mail you send to your members “A” mail.

When it comes to retention the more RELEVANT information you can get into the hands and the minds of your members the more success you will have keeping them ENGAGED.

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How to Harness the “Power of Affinity”, Watch your Membership Renewals Soar

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Retention

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There are dozens, if not hundreds of ways, processes and strategies for
increasing retention. There are eight point plans, twelve step plans, eighteen
“touch” plans and more.

Most of them would probably work pretty well if they were implemented and used on a
regular basis. A lot of times the main reason that these plans go by the wayside or are
used occasionally is because they require a fair amount of human interaction from board
members, staff and committee members.

Guess what? When you add the human piece there is automatically room for
procrastination, fear, discomfort and a whole variety of other obstacles and emotions to
get in the way. The “affinity” tool I’ll describe below eliminates most of the roadblocks
and is a great baseline for starting a true retention “system”.

Instead of sending out the typical renewal form letter signed by the Executive Officer,
Board President or Membership Director I want you to try using the “power of affinity”.

If a renewing member is “sitting on the fence” about renewing their membership there is
often little hesitation to quit if the only one asking them to renew is a staff person or a
Board President.

Here is where you can use affinity to keep that member from quitting.

Affinity is really just a big word for having a common goal or having familiarity with a
certain group. Here’s what all this means to you. If a member is considering whether to
renew or not the way to sway them is not by a second notice or a “we’re sorry to lose
you” letter from the Association office.
 
The people that have the most influence are those that the renewing member has
“affinity” or familiarity with. Here are the steps. This really will work.
 
1. Call or email all of you board members and tell them to bring 100 business cards with
them to the next board meeting. That’s pretty simple.

2. At the board meeting while business is being conducted have the board members
write “I’m glad you are a member” or “thanks for your support” or some other very short
personal note on the back of each of their business cards and then sign them.
 
Note: To be effective they must be handwritten not stamped, printed or copied.

3. When you send out your renewal letter simply drop in one card from each board
member with the personal note and signature on the back. If you have twelve board
members then there should be twelve individually signed business cards in the
envelope.

4. Watch the power of affinity do the “heavy lifting” for you. When your member believes
that ten, twelve, sixteen or more of their “peers” (people they have affinity with) are all
aware and watching for there renewal, not just an EO, Membership Director or
bookkeeper their odds of renewing will go up dramatically. Your renewing member does
not want to let his or her affinity group down by leaving the Association. They will also
appreciate the fact that so many individuals have taken an interest in their membership.

Do those four steps sound too simple to be effective? Just give it a try. It will work.
All it takes is a little effort during a board meeting and a little extra “stuffing” with the
renewal letter. What if just one member that was going to quit renewed because of the
power of affinity? What is you increased your retention by just one or two percent?

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“Little Hinges Open Big Doors”

Categories:

Membership, Non-Dues Revenue, Retention

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I’ve always been kind of a “big picture” guy. Sometimes it pays off really well, but often times it slows me down and puts us in a ready, aim, aim, aim situation while I wait for everything to be perfect. Although, there’s nothing wrong with being a little cautious and having all my “ducks in a row”,

I have learned, at least for me, just getting a project started gets it over halfway completed.

What I’m getting at, is in most cases it’s not the big things that create successes, but a series of small ongoing activities that create the most value and biggest successes – “little hinges open big doors”.

Here are some tips on increasing membership, retention and non-dues revenue using “little hinges”:  

Call one current member a day (not only when their membership is past due) with no other agenda other than interest in their business.

1. It may be as simple as asking this question – “As your Association we would like to know what your biggest challenge is the current business climate?” Let them answer and note the response. If just one call is made per day that’s five per week and about 250 per year – just one call a day.

2. Send a catered lunch to the sponsor of your last Trade Show or other special event “just to say thank you”. That catered lunch will pay for itself 100 times over.

3. Call one committee member a week and just say “thanks for all your help and support”. Follow it up with a simple thank you card signed in advance by the entire Board of Directors.

4. Prior to your next Membership Meeting personally invite by phone or email just five members that you haven’t seen for awhile, if at all. It doesn’t matter if they come or not – it’s the personal contact they will remember at renewal time – contacting five just isn’t that hard.

5. Once a week pick an industry like “insurance” and then go to the internet and “Google” something like “insurance marketing”.  You will find dozens and dozens of articles online. Pick one and forward to all of your insurance members with a note that says “ran across this on the internet and thought you might find it interesting”. You will be amazed at the responses you will get – just one industry a week.

6. Add just one new sponsor category to each of your events. This could be as simple as the “dessert sponsor” for a Membership Meeting. For $2.00 per attendee they can be listed as the dessert sponsor in the program, recognized from the podium and announced one more time as dessert is served. Cost to you – Zero. Value to them – Huge.

7. Write a good new member “invitation” letter (not stuffy and stiff). Make one hundred copies and take them to your next board meeting. While the meeting is going on send the letters around the table and have them personally signed by all of the board members. Each week pick ten companies you would like to join the Association and hand address ten envelopes, use real stamps and include a “brief” member application (you can follow up later for all the other information) and a stamped return address envelope. What if you only sign up 2 or 3 in 100? The math does work.

8. At your next Membership Meeting have everyone that has been a member for less than two years stand up and say their name and what company they represent. That little bit of recognition will go a long way at renewal time.

Ok, I know these are all simple, easy, and mostly cost free “little hinges” that individually don’t seem like they will amount to much.

Here’s a quick reality check and how the little activities really add up:  

250 personal member calls per year – one per day Two catered “thank you” lunches for sponsors – one renewal is worth thousands of dollars

50 Committee Member “thank you’s” and a follow up card – one call and card per week.

60 Membership Meeting personal invitations –  just five per meeting

One “industry news” email per week – reach fifty member industries per year   Adding one new low cost – high return sponsor per event – thousands of dollars annually

500 new member invitation letters personalized by the board members – just 10 per week

Recognizing one group (by tenure) at each general membership meeting – you decide the value

There are hundreds and hundreds of “little hinges” out there. Get staff, board and committee members together for a casual lunch and brainstorm more. I hope the ones that I just listed will simply be a catalyst to dozens more.

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“Get ‘em off the fence” using Direct Marketing 101

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Non-Dues Revenue

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Are you ever frustrated waiting for people to make a decision about participating in an event, sponsorship, advertising in the newsletter or buying a ticket to a big function? Do people tend to wait until the last minute to make a financial commitment to something you are promoting or supporting?

Direct Marketing 101 is a simple, effective and very powerful tool to get people “off the dime” and get a decision from them. Businesses that use this “tool” properly increase sales and profits almost instantly…so can you.

b I know that it sounds way too simple but let’s take a closer look and see how we can apply it at the Association.

The goal in using this three step process – “offer, enhance it, deadline” is to eliminate one of the toughest responses to overcome and you know what it is – “I’ll think about it”. How many times have you heard that phrase? How do you respond? Don’t you wish you get a simple “yes” or “no” and move on?

Before we go on it’s important to understand something. There are two kinds of manipulation. There is “negative” manipulation when trying to get someone to take an action or make a decision that is not in their best interest. I don’t ever recommend using Direct Marketing 101 for that purpose. But, there is also something called “positive” manipulation. Some people need to be “nudged” in the right direction to make a decision even if it is clear that it will be in their best interests. Other people (like me) tend to put decisions off until the very last minute. If you know that the offer you have (sponsorship, membership, event participation, etc.) is a good one and will be valuable to the person or company you are presenting it to, it’s OK to use a little “positive” manipulation.

Here is a quick overview of how to use Direct Marketing 101 when presenting a sponsorship offer:

When selling sponsorships you must always have a clear offer. An easy way to create an offer is to write a “top 10” list. Just make a list of ten ways (more or less) the sponsorship you are offering will benefit the “prospect”.

Once you have your offer, the next thing that you need to do is “enhance” the offer (make it even better). The way to do this is to create a special “bonus” package that includes extra benefits that have a high perceived value but a low “cost” of goods. This package may include a free ad in your newsletter, a “seasons pass” to your Membership Meeting, an additional smaller sponsorship (create one if you need to) to another non-related event or even waiving membership dues for a year (depending on the sponsorship investment). The goal is to create a package of “extras” that make the value of the sponsorship “far exceed the price”…kind of like a “but wait, there’s more!” Lastly, here is the “key” to this whole process. You have to have a definite deadline for a response in order to give them the “enhancements”. Creating the deadline is a way of applying gentle “positive” manipulation and getting a decision much faster. All you have to do is follow these three steps:

1.) You present your sponsorship offer and the necessary financial investment with your “Top 10” list of benefits…not just features. Make sure the value exceeds the price and explain why.

2.) Present the additional “bonus” package in detail and the true value in dollars that it represents.

3.) Explain that in order to receive the additional “bonuses” that you must have a decision by a specific date and explain why. Your reasons will vary from offer to offer.

If you are offering a sponsorship, the reason for the deadline to get the bonuses can be as simple as “by getting your commitment early we can focus our energy and resources on creating the best event possible instead of on selling sponsorships so we are offering the “extras” to get a faster decision”. Isn’t that the truth? Another reason could be that “the faster we get our sponsors in place the faster we can start producing marketing materials and avoid last minute “rush charges” from suppliers”.

Be completely honest about why you are willing to offer “enhancements” for a quicker decision.

If you apply the Direct Marketing 101 Tool consistently to your offers you can not only get faster decisions and “eliminate” the “I’ll think about” response, in many cases you can raise the “investment” as well.

Make a list of other things you “sell”. Then think of ways to use Direct Marketing 101 to make the process faster and more profitable. Whether it’s selling ads in the newsletter, event tickets, golf event participation, Parade of Homes, PAC fundraising, Business EXPO, Trade Show or anything else – Direct Marketing 101 is a great tool that you can use to get the results you want.

“Make the offer, Enhance the offer, Put a deadline on the offer” = Direct Marketing 101

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/06/get-em-off-the-fence-using-direct-marketing-101/

DO “Sweat the Small Stuff”

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Membership, Retention

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There was a book written a few years ago titled “Don’t Sweat the Small Stuff”. The truth is I bought it, skimmed it and set it aside so I really can’t beat it up or give it a fair critique. But, what I can say is that when it comes to running and operating a member based association, it’s critical that everyone sweats the small stuff.

Here’s just a sample list of things to “sweat”:

Get new member packets out fast, not a month or two after a new member joins. Imagine, joining a group or making a purchase and getting no “recognition” for 60 to 90 days – not a great start for a member relationship.

Take the time to make a “personal” contact several times a year with each member. Use handwritten cards, phone calls, personal visits and at least one personal call per year from the Board President or the Executive Officer. That one phone call could increase your retention rate substantially.

Return member phone calls immediately. When a member actually takes the time to try to communicate with your association – for any reason – consider it an opportunity to enhance and strengthen the relationship and act accordingly.

Send out “relevant” emails. Don’t waste your member’s time by sending them a continuous “stream” of emails that have no value to the recipient. Your Title Company member doesn’t need to get the email about the “plumber’s certification and licensing class”. Take the time to segment your email lists into smaller groups. Your members will appreciate the fact that you understand the value of their time…and might even start reading the emails again.

Take the time to pick up the phone whenever possible. Voicemail automation is a powerful tool, but it will never be a substitute for a friendly, live human voice.

Choose productivity over activity. Make sure that the methods that you use to communicate and interact with your members are effective, efficient, and get you to your stated goals. Sometimes, a simple phone call to invite a member to a general membership meeting or special event can replace a “pile” of emails, flyers and letters…and get greater results. Make a list of your daily “activities” and make sure that they are getting you closer to your goal.

Create a pleasant and professional office atmosphere, regardless of the size of your Association. Take a look around the office. Get rid of outdated flyers, magazines, brochures and anything else that doesn’t add value to the members “experience” in your facility. The reception area is a place to welcome visitors – not a personal museum for the family of the office manager to hang photos or the latest “artwork” by a two-year old Picasso.

Finally, just make a list of other little things that you can do “just a little better” in the future. Sometimes, just “sweating” a couple small things can make a huge, positive difference in your Association. 

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“Everyday is a Member Day!”

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Membership, Retention

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Gene Simmons of the rock band KISS (and amazingly successful business man) has a credo that he lives by every day. According to Gene, “Every Day is a Money Day”. At the conference we attended Gene said that every morning when he gets up to “go to work” he asks himself what actions and activities should he take that will result in generating more revenue and profits for his company – and then he implements and executes them. Period. It’s really not “rocket science”.

How does that quote relate to your Association? Try this credo for your Association:   “EVERY DAY IS A MEMBER DAY!”  

What does that mean? Take a look at a “typical” day at your Association. Take a hard look at the activity around the office – even if you are a one person office.

Will the activities of the day help increase membership?  

How many items on the “to do” list are aimed directly at member retention?  

Is there a focus on increasing non-dues revenue or just maintaining the status quo?  

At our office there is usually so much activity going on that it’s easy for me (a true procrastinator) to just kind of move through the day and look back at the end of the day to see what happened. Usually, when I let myself just make it through the day the level of real productivity slips – actually it kind of plummets.

One of the things that have helped me is to make a very short list of at least three activities or actions that are directly aimed at getting a new client, retaining an existing client and creating a new product or service for our clients.

My goal each day is to implement and execute at least one activity in each of those areas, regardless of whatever else happens around me.  

If your day tends to get away from you occasionally or at the end of the day you sometimes wonder if you really accomplished what you set out to – you might create a simple, three item action lists that will help make “Every Day a Member Day”.   These daily actions do not need to require a lot of time and effort to be effective – they just need to implement consistently.

Here’s a really easy and simple three-step “Every Day is a Member Day” plan:

1.) Send a short letter to a non-member each day that describes the benefits of membership and contains at least five “testimonials” from current members. The letter can be a form letter but should be written in a conversational “tone” and include a handwritten note and signature.

2.) Call or send a short note to a current member that is not one of the “regulars” at meetings and functions. I recommend either a personal call or a handwritten note just to let them know you appreciate and value their continued membership.

3.) Send a past event “sponsor” an “unexpected” thank-you notes (never an email) each day and includes a list of current sponsorship opportunities or marketing tools that you have available.

These are just three ideas to get you thinking. There are all kind of small but effective things that you can do make “Every Day a Member Day”.

All three of the above activities can be completed in just a few minutes each day. You will be pleasantly surprised at the results but will also have real sense of accomplishment each day, week and month.

 

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Possibility Thinking Can Increase Retention and Non-dues Revenue!

Categories:

Non-Dues Revenue, Retention

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I had a conversation with an Executive Officer recently about doing a retention mailing to a “lost” member list and as usual the word “budget” came up. Although the odds of this particularly creative mailing being successful and paying for itself many times over was very high, the necessary upfront investment just wasn’t in the budget.

This particular mailing would consist of an oversized envelope with a personal letter signed by EVERY member of the board, a business card with a signed short personal note on the back from every board member, and some sort of promotional item to make the envelope “lumpy”. The oversized envelope would be hand-addressed and real stamps would be used for the postage. Finally, there would also be a stamped, self- addressed envelope included to make the response as convenient as possible.

The real obstacle was simply the upfront cost to do a true “direct marketing” mailing as opposed to just another number 10 envelope with a dunning notice inside.

A mailing of this type could easily run $2 to $3 per piece. Sending just twenty per month for twelve months (240 in a year) would rack up a $700 – $800 expense. The upside was that if the mailing generated just seven or eight renewals over the course of the year, it would pay for itself and then some.

Here is a solution to the budget issue that is often overlooked, yet offers a benefit to all of the parties involved. GET A SPONSOR – NOT A DONATION.

For just $95 per month a member company that sponsors the “lost member” mailing can receive the following benefits:

1. They can provide the promotional item (pen, key chain, mini-flashlight, etc.) that will go inside every “lost member” envelope.

2. They can include their business card and a note that will be included in each mailing.

3. Their company logo and bio can appear in the newsletter during the month they sponsor.

4. They can receive recognition at the Membership Meeting during the month of their sponsorship.

5. Their logo and a link to their website can be included on the Association website.

6. A thank-you email announcing their sponsorship with a link to their website can be sent to the entire membership.

7. They can be invited to the next membership committee meeting to be recognized again.

8. They can receive a list of any “lost members” that renew so they can follow-up with a thank-you and request an appointment.

9. Their promotional item (pen, keychain…) will be handed out to all board members at the board meeting during the month of their sponsorship.

10. Get the idea? What other tangible benefits could you offer?

As you can see, that’s a lot of “bang for the buck” for just $95.00!

A sponsorship is not and should not be presented or perceived as a donation. Sponsorships are true marketing opportunities that have to include specific marketing deliverables. In the example above there is virtually NO ADDIITONAL EXPENSE to the Association to provide the sponsor benefits.

At just $95.00 per month for the “lost member” sponsorship the annual income is $1140 and the expense is about $700. Now an expense has actually become a non-dues revenue income producer, but even more important is if these unique mailings generate even ten renewals, the true return on investment becomes amazingly high.

Look at every expense as a potential marketing opportunity for your members and be creative with the benefits. A little “out of the box” thinking can offset some or allow you to implement a project that didn’t seem financially feasible in the past.

Where else can you apply this type of thinking in your Association?

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Permanent link to this article: https://www.olivergroupassociationinsider.com/2013/07/01/possibility-thinking-can-increase-retention-and-non-dues-revenue/

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