Building the bank with non dues revenue
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This was a session at the AENC Annual Meeting by Buz Buzogany.
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Building the bank with non dues revenue
- 1. Buz Buzogany, CAE, CASE Buzogany Associates
- 2. Advertising – Publications, website, events, social media, webinars Sponsorship – Still the hottest concept Exhibition – Traditional model is fading Fundraising – 501c3, c4, other Affinity Programs – insurance, banking, etc. List Sales or content sales ...and many, many more vehicles
- 3. Stagnant ad or electronic? Website & Social Media % of current revenue? Webinars – open/close/video inserts Video – Ads, PSAs, Links to Advertiser Repurposed content…added revenue stream
- 4. You can sponsor anything and everything Creates a relationship sales opportunity Build Your Own – a dip into the future Does it fulfill your mission (education, publications, meetings, events, w ebinars, social media
- 5. Success depends on type of show Incredible cost in man hours, shipping, etc. How valuable is a business card? Product kiosks versus sales folks Why not shop online?
- 6. Depends upon your mission General economy raises/lowers all boats Number of hands outstretched is growing Professional versus Staff Personnel Electronic research and outreach models
- 7. Unique versus Commodity Degree of Difficulty (staff, marketing, etc.) Vetting the supplier Exclusivity versus a Free Market
- 8. Never, ever, ever sell your list outright Database – the most valuable asset Content – the second most valuable asset Accumulated research, history of an industry
- 9. Database – A defined, identified market Invitation marketing already established Trusted Brand Mission – to enhance a profession Relevant educational content History of an industry, trade or profession Filled with nice people
- 10. Develop the “growth” areas...electronically Repurpose content for value-driven dollars If it can be sponsored, do it everytime Create partnerships, not sales Never, ever, ever, sell your list directly Don’t sell out, sell for maximum return Find expertise, internal or external, for ROI Go after the low-hanging fruit first
- 11. Buz Buzogany, CAE, CASE Buzogany Associates buz@buzoganyassociates.com 828-652-7259 Direct www.buzoganyassociates.com