7.1 - MondayMINUTE monetization proposal

Below is an agreement from Association Revenue Partners. They offer a menu of non-dues revenue programs to associations.

The proposal focuses on them selling ads that are placed in the MondayMINUTE e-newsletter email and paying AIBD a 40% commission on each ad for providing the space and the distribution.

Creating a newsletter that looks commercialized is a concern. However, we must remember, and remind our membership, dues were reduced by 20% in 2015 (from $365 to $289) and they have stayed at the same rate through the 20/21 FY, at least. I think it is the board's desire to continue to hold the rate beyond next year. This has been possible because our non-dues revenue ratio has increased from 35% in June 2014 to nearly 50% in June 2020. During this same time, membership dues revenue has also increased by approximately 15%.

Here is a mock-up example of what the MONDAYminute would look like with ads.

Here is the proposed agreement. The term is for 24 months unless one of the parties materially breaches any provision of the agreement and fails to correct the default within 30 days.

Other potential partnerships with ARP include having them sell and manage the banner ads, which we currently have on our website. The current ad space is committed to Multiview, an agreement we entered into in January 2013. 

Our next opportunity to cancel the Multiview contract is January 31, 2022, with a 90-day notice in writing (November 2, 2021).

Due to that, the discussion with ARP moved to the e-newsletter as an opportunity to explore in the meantime.

There are two other services of interest - Dedicated Blasts and Programmatic Retargeting.

Here is the full menu, provided by ARP.

Here is a brief summation of our services we provide to associations to generate non-dues revenue.

ARP (Association Revenue Partners) partner with Associations to generate non-dues revenue through digital media resources the Association already has in place (e.g. Association website, email Newsletter, etc.).  We provide full-service advertising sales in the form of banners or content-based ads.  Managing these advertisements includes selling, invoicing, designing, maintaining/updating, and collections for these Banners.  We also can provide advertising revenue through your digital email newsletters to your members/recipients.  Our services are provided in a menu approach meaning utilize us as needed.  We don’t require you to turn over all digital media advertising you offer and can work in conjunction with your current team on any specific advertising outlet (website, email, community platform, etc.).

The Difference:

It is important to note that as a true partner, you control who can advertise at any given time.  If there is ever a company you don’t want to advertise, we will remove it immediately.  With that said, our sales team works hard to ensure that all advertisers are relevant and offer products/services that will benefit your membership.  We provide 40% of all gross revenue generated from ad sales before any expenses we incur, and there is never a charge for the organization.  We also understand that your websites and email communications primary function is to serve the needs of the Association and its constituents.  We can provide you with a few different optional ad locations that are visible, yet nonintrusive to your website content.  Ultimately, you as the association can choose the final location of where the ad is placed within your website or any other media outlets.

We are the most versatile partner you will find allowing you to choose to partner with us for all or part of our services.  We have no problem at all working in conjunction with other partners of yours.  

Website Banners:

We work with you to establish the location and frequency of the ad placement on your website such as location on page, only home page, run of site, internal pages only (all have some effect on pricing we can charge).  We can manage all website advertising banners internally so that the Association virtually has no work after initial coding (20 minutes with your web designer).  With a single ad space on your internal pages run of site, we could have 10 advertisers rotating in this space throughout the year.  

Email Newsletter Advertising:

With Newsletter advertising, we work with you initially to establish the number of ads and location of ads within an email newsletter you already publish.  We can offer suggestions of sizing, location, and number based on average content weekly, but the ultimate decision is yours.  We would work with your staff members that publish the newsletter to provide creative artwork within the newsletter monthly (if changes are requested from the advertiser) to simply paste in the predetermined locations within the email news template.  You get back 40% gross revenue with an in-house newsletter and 25% gross if we curate the content for you.

Dedicated Blasts 

A Dedicated Monthly Blast a great opportunity available to connect your members with the vendor community.  It enables one vendor per month to email your membership promoting their business or product/service exclusively (with full review and approval by the Association before sending).  

Programmatic Retargeting

Programmatic retargeting is the newest trend in digital marketing that enables advertisers the ability to first identify someone as whom they are looking to reach, then show their advertisement to them.  We are offering it as a way for Associations to generate more non-dues revenue without utilizing any digital resources owned by the Association itself (since the ads are not seen until after your members leave your website).  We simply place one line of code on your website template (that can’t be seen).  This code allows us to identify once a visitor to your website has come and left.  Then we can serve advertising to that website visitor as they visit other websites on the internet at everyone’s discretion (we limit and control what sites the ads are served on).   With this program, we provide 20% of gross revenue to the association as we must purchase ad space online through the ad exchanges.  

*Other potential services include Higher Logic Community Forum (we could generate approximately $10,000 in revenue depending on your member usage of the HL Forum), Buyer’s Guides, and an Affinity Marketing Program providing revenue to the association for vendors (B2B) that sign up to use our targeting and retargeting.  Please let us know if you’d like more information on these services.

Example Partnerships (please let me know if you would like more):

I’ve included a few of our current partnerships that are similar in size and or smaller (state level).

NAHB – www.nahb.org (National Association of Home Builders) – we partner to sell ads within the Housing Headlines Weekly Newsletter to the 158,000 home builders throughout the year.  We generate approximately $90,000 - $125,000 in revenue directly to the Association from this one publication.

ASAM - https://www.asam.org/ (American Society of Addiction Medicine) – we partner to sell ads within their website and e-Newsletter. We generate a little over $40,000 per year for ASAM.

ACR – www.acr.org (American College of Radiology) – we are in the first year of our partnership with the ACR currently offering website ads and email newsletter ads.  We generate approximately $100,000 - $125,000 within these two resources.

AAUCM - www.aaucm.org (American Academy of Urgent Care Medicine) – we partner to sell the rotating banner on their homepage annually.  The Association has a little over 1,000 members and approximately 6,000 visitors to the site per month.  We’ve generated over $18,000 directly to the Association for this year.

AANP – www.aanp.org (American Association of Nurse Practitioners) – we partner to sell ad placements within their weekly email newsletter generating approximately $40,000 - $45,000 per year.

TCEP – www.texacep.org (Texas College of Emergency Physicians) – we partner to sell 10 homepage banners on the association homepage for the year as well as email newsletter.  The Association represents approximately 2,000 emergency physicians in Texas.  We generated over $20,000 for the Association last year alone.  They have recently asked us to take over their email newsletter ad sales.

We work as a true partner.  You always have control over who can advertise, banner locations, and the number of ad placements and we can provide 100% of our Association partners to be contacted as a reference.  

Our sales reps have over 8 years of experience each on average, in working with Associations to sell digital advertising through website or email newsletter platforms.  We can find competing Associations and locate other companies that may not be current prospects of yours for advertising.  These new prospects could easily become exhibitors at your show and/or Sponsors of the association.  

Kind Regards,
Amanda Rasor

Director of Partnerships 

Association Revenue Partners (ARP)