Last week I was pleased to have you hear from guest blogger and RAC President, Roger Burnett, on creating opportunities to improve the value proposition of the regional associations. In this week’s post, Roger delves into the critically important topic affecting all regional associations—revenue generation. There is much to be gained from the thought leadership presented at the 2013 Leadership Development Workshop. I look forward to connecting with you all. –Paul
Guest post by Roger Burnett, CAS, RAC President
It comes as no surprise that most regional associations generate the largest portion of their revenue from trade shows and events. Distributor and supplier participation in these events has been the linchpin for the continued viability of our regional associations and their ability to provide content to regional members. As the industry continues to evolve into a more dynamic one, we too must learn to adapt; this includes examining new and creative ways to generate revenue.
The 2013 Leadership Development Workshop, September 25-27, 2013 in Grapevine, Texas, will deliver the tools, resources, knowledge and peer-networking opportunities regional association leaders need to build more viable and sustainable organizations.
Through a session on creating non-dues revenue, PPAI staff will show attendees how to implement strong affinity programs with tailored, industry-specific benefits that can increase member retention and ease the burden of member recruitment.
LDW 2013 will also offer several opportunities to take a deeper look at what makes a trade show relevant, then identify and capitalize on the trends that can make regional trade shows measurably successful. By implementing new programs and reinvigorating the trade-show experience, regional associations will develop stronger relationships with their members while increasing non-dues revenue.
As president of the Regional Association Council, I present LDW as the opportunity for us to come together to work toward possible solutions to an industry-wide problem and use the collective knowledge of the leaders in our industry’s trade associations to brainstorm possible outcomes.