Non-Dues Revenue Andrew Flank Senior Director, Business Development - - PowerPoint PPT Presentation

Non-Dues Revenue

Andrew Flank Senior Director, Business Development National Association of Home Builders aflank@nahb.org I 202-266-8059

Average share of HBA Gross Revenue

Dues 34% Home Show 24% Fundraisers / Events 13% Parade of Homes 12% Sponsorships / advertising 7% Rental Income 3% Insurance 2% Affinity Revenue 1% Education 1% Other 3%

Creating A Sponsorship Program

Sponsorship Sales Life Cycle

Determine Assets Develop Opportunities Identify Prospects Market and Sell (or renew) Deliver Measurement, Reporting and Feedback

Asset Audit

What are your Tangible Assets?

In Person / Events

Membership Meetings, Trade Shows, Home Shows, Parade of Homes, Special Events (golf tournaments, Awards, etc.), Councils

Audience

Members, Non-Member Trade, Consumers

Advertising – Print and Digital

Print or digital pubs, E-newsletters, Member mailings , websites, social media, webinars.

Asset Audit

What are your Intangible Assets?

IEG Measures the following:

1. Prestige 2. Recognizability/Awareness 3. Loyalty/Engagement 4. Category Exclusivity 5. Clutter (# of sponsors) 6. Networking through Access 7. Ability to Activate 8. Media Coverage 9. Track Record

What Do Sponsors Want?

Develop Opportunities

Sales Action Awareness Networking Speaking Exclusivity Thought Leadership Displays Enhancing Experiences Importance Favor Supporting Beliefs

Results Execution Emotional Connection

Developing Your Opportunities

Basic Benefits Logo or Ad on website Registrations/Tickets to Events Ad in Print Publication Brand Logo usage Logo/Ad in newsletter Enhanced Directory Listing Logo/Ad in e-newsletter Mailing lists Logo on signage at every event Association Membership Hole in Golf Tournament Affiliate Memberships

Developing Your Opportunities

Enhanced Benefits

Logo on signage at every event Remarks at meeting Verbal recognition at meetings Member Mailing Tabletops at meetings Sponsor Pin/Ribbon Ad in Printed Member Directory Sponsor Plaque or Window Decal Verbal Recognition at Events Co-branded sponsor logo Registration lists for events Company brochures in HBA lobby Reserved Seating or Table at Events Logo in foyer 10-50% off advertising Tabletop at all events Use of HBA event space (limited #) Logo in signature line of emails VIP Parking at HBA or event venues Dollar allocation to sponsor event of choice Social Media Posts Permit Dues Allocation e-blasts to members Content Creation

Top Level or Unique Benefits

1-2 minutes of mic time at all events Personal introduction to members 5-10 minute presentation at meeting Company content in newsletters One hour Think Tank with Board members once a year Will be put on Do Not Call list for more sponsorships Exhibit Space in HBA lobby for the year Custom magnetic name badges created 4 minute segment on TV News Category Exclusivity Co-branded title sponsors / Naming Logo on invoices Logo on digital signage outside HBA Booth at home/trade show Invite to reception with executive board Recognition in local Media Buys

Developing Your Opportunities

New Opportunities

Non-dues Revenue Idea Bank

NAHB.org/IdeaBank

Bundling Your Assets

Create or Improve

Pri ricing Strategy

• Price on value, not cost.
• If it sells out - raise the price!
• Add Value, Not Discounts
• 2 years with no sale? Reduce price, change, or eliminate

Marketing Your Opportunities

Develop Media Kit

• Event Overview
• Dates/Times
• Audience
• Other Sponsors
• Benefits / costs
• Photos

Customize Packages

Customizing Packages

Event / Benefit Pricing Top Level Benefit 2 $5,000 X Top Level Benefit 1 $2,000 Parade - Option A $10,000 X Parade – Option B $5,000 Event A – Option A $5,000 Event B – Option B $1,500 X TOTAL Commitment $16,500

Platinum partners ($25,000 or more) also receive Invite to HBA board meetings Recognition in Media Buys All benefits of lower level 10% discount on package and a la cart sponsorships added later Gold partners ($12,500 or more also recieves) Verbal Recognition at all meetings Full Page Ad in Magazine 5% discount Silver partners receive ($5,000 or more) Logos on website, signage, newsletters

Customized Partnerships

High Dollar Programs Leveraging Intangible Assets

Promote your Programs

Recap your Events

Selling Best Practices

Relationships are Everything

• Build and leverage relationships
• Convey the value of your audience
• Use a CRM (Insightly.com, Salesforce, Excel, etc.)

Going to market

• Start with local reps and companies
• Personal emails, followed up by phone
• Face-to-face (meetings and events)
• Member recommendations
• Short list of sponsor references

Closing the Sale

• Sponsorship Agreement
• Send immediately after agreement is reached

Concept: Le Leveraging Members

HBA Tulsa: Total Resource Campaign Goal: $432,000 / Total $513,000 Strategy: Enlist several teams of members to act as sales force

Incentives:

• Cash Incentive: Volunteers will earn cash incentives based on

cash sales.

• Trip Incentive: At cash or budget reduction trade sales levels
• f $10,000 and above, producers will earn one trip including

airfare and hotel accommodations to Playa Mujeres, Mexico

• Captains Incentive: A team captain will receive an award of

$500 when team reaches a sales goal of $75,000.

• Top Seller Incentive: The volunteer that produces highest

individual sales total will receive award of $500.

• Rookie Incentive: The rookie volunteer that produces the

sales total will receive $500.

Delivery ry and Feedback

Sponsorship Implementation

• Review and fulfill all benefits of contract
• Treat sponsors like celebrities, not a burden
• “Value Add” benefits whenever possible
• Under promise / Over deliver

Delivery and Feedback

Sponsorship Fulfillment Reports

• Be specific to address original goals.
• Take photos. Save screenshots and clips.
• Keep up along the way vs. looking back at end
• Fulfillment meeting
• Fulfillment report can include
• Overview of HBA / recap or program, testimonials
• Audience and demographic figures, reach, charts
• Fulfillment report – checklist of what you delivered, overdelivered, or failed to deliver
• Photos and screenshots of benefits

More Tip ips

• Get to know their business and needs first
• Develop personal relationships
• Give non-public access to information and research
• Invite big sponsors to events or meetings as your guest
• Send Thank You cards
• Matchmaking - introductions to important

members/builders

• Frequent contact with sponsors – not just asking for money

Thir ird Party y Partners

HBA receives a 15-50% commission from sale Products: Buyer’s Guides, Print or Digital Advertising, Newsletters, Programmatic Retargeting, Video, Sponsorships Companies: Association Revenue Partners, Multiview, YourMembership, GrowthZone, Independent Consultants TIPS: Set clear expectations, realistic budget goals, do not contact lists

Summary

• Your assets and brand drive sponsorship
• Present an exciting product
• Relationships are everything
• Frequent touch points with sponsors
• Be their partner in success
• Innovate and implement best practices

Determine Assets Develop Opportunities Identify Prospects Market and Sell (or renew) Deliver Measurement , Reporting and Feedback

What’s working. What’s not working.

1. What is your most successful sponsorship program? 2. How are you handling a la cart, versus packages, versus customization at your HBAs? 3. What roadblock(s) might you need to

• vercome in order to implement

changes?