Thursday, June 7, 2012


We dove in deep at the American Society of Association Executives’ (ASAE) Membership, Marketing and Communications Conference (MMCC) in late May. In addition to attending a number of very educational “learning labs,” PCG co-sponsored a Happy Hour on the first day for association communications professionals that attracted more than 100 people.

On the second day, I joined PCG Staff Associate Marge Wasson and two others for a panel discussion on boosting non-dues revenue with integrated sponsorship programs (ISPs). Along with our client, Mike Boa at the Casualty Actuarial Society, and major ASAE sponsor Lauren Janik of TMA Resources, we shared 11 principles on which non-profits can build effective ISPs. They included knowing your assets (what you have to sell), your members (what they’re comfortable with) and your sponsors (what they hope to accomplish by signing up as a sponsor).

The ISP we created for CAS has been very successful. Revenue and sponsors are up almost 50 percent since the program began two years ago, and we’re working with CAS to expand the program to encompass two new events coming in 2014. If you’d like a copy of the presentation we shared at the MMCC, drop me a note at

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