Matchmaker, Make Me a Match June 5, 2013 presentation from ASAE 2013 MM&C Conference

1. Matchmaker, Make Me a Match!
June 5th
2:00PM – 3:15PM
Hub Tag: #MMCCon
Lori Ely, Informz
Michele Morgan, NiUG

2. Michele Morgan, Executive Director

3. Lori Ely, Director of Marketing

4. What is a partnership?
• Defined as:
– relationship between partners: the
relationship between two or more people
or organizations that are involved in the
same activity
– cooperation: cooperation between people
or groups working together
– group of people working together: an
organization formed by two or more
people or groups who work together for
some purpose

5. We need to help one another to succeed!
“Togetherness, for me, means teamwork.
It makes us reflect how completely dependent we are
upon one another in our social and commercial life…”
- Walt Disney

6. Informz + NiUG = a Partner Match!
Benefits to Informz:
• Increasing awareness with NiUG members.
• Demonstrating use cases of tools.
• Serving as a client reference.
Benefits to NiUG:
• Providing a benefit to our members.
• Cost savings to our small staff organization
• Helping our chapters – all of our international chapters have these
tools at their disposal (Canada, Asia Pacific and Europe)

7. A look at a variety of partner programs
• What is your main purpose for developing partnerships?
• What type of items do you give in lieu of money out of pocket or in
addition to?
• Expectations from both sides or tracking the partnership.

8. NiUG International
• Develop a plan guided by strategic planning
– Be willing to start over or change direction
• Can you offer a solution to your members or is there a way to increase
non dues revenue?
• Areas to consider when developing your partnership:
– Products
– Access
– Operations
– Technology
– Strategic Growth
– Organization
– Finance

9. • Develop a partner contracts and agreements
• Know what you can offer and know the value of what you are
offering!
• Understand it could be a small partnership to a very complex one!
NiUG International

10. MI & OH Farm Bureau’s
• Ford and GM give rebates to members when they purchase automobiles
• BCBS gives members access to individual healthcare plans without
belonging to a group
• Grainger and Choice Hotels give a reduced rate to their members or
percentage off of purchases
• BCBS pays their chapter staff to do all servicing on contracts

11. Chi Omega Fraternity
• Amazon - Anyone who clicks on the Amazon banner from their website
and purchases something, a portion of their purchase amount is given
back to Chi Omega to increase benefits.
• “Chi O Creations” - Members get cool Chi Omega gear and know that
ALL profits go to Chi Omega organization to increase offerings and
benefits to their members.

12. Florida Association of Insurance Agents
• Very well defined process and the partners are very well vetted
• A contractual relationship where they are exclusively pushing those partners
and allowing them access to their members
• FAIA does all of the marketing and they have 3 sales reps
• FAIA requires a $10k minimum per year revenue from the endorsement
partner

13. Royal Society of Chemistry – London
• Discounts on Journals
• Discounts to our members on various services and purchases for
travel, financial services, leisure and publications
• Compensated financially for advertising in their publications

14. Pi Beta Phi Fraternity
• Discounted deals on travel, fraternal wear, various healthcare
insurance plans and auto insurance, etc…
• Portion of purchase goes back to Pi Beta Phi Fraternity

15. • Discounts to members
• Exclusivity to products “worthy” of a partnership – there is a $12k
minimum “skin-in” fee/partnership fee before even being considered
NetVu - Users Group

16. Group Activity
• Do you have a defined partner program in place?
• What do you offer partners?
• Do you have a dedicated “partner manager?
• How do you measure value?
• What is your partner retention rate?

17. Tip #1
Define your prospecting strategy.

18. Tip #2
Assign a dedicated partner manager.

19. Tip #3
Set expectations and deliver on promises.

20. Set Expectations: Partner Agreements
• Exhibit Booth Space
• Event registrations
• Marketing opportunities
• Webinars
• Ads
• Articles
• Signage
• Website links
• Publication links
• Banner ads
• Personalized web pages
• Internet hosting with splash page
being info about their company
• Collateral materials placed in
conference binders
• Quarterly publications
• Complimentary membership
• “Services provided by” logos
• Special Event Sponsorships

21. Tip #4
Foster relationships with your partners.

22. Tip #5
Analyze performance and value.

23. Contact Us
Lori Ely
Director of Marketing
Informz
ely@informz.com
1.888.371.1842 x 208
Michele Morgan
Executive Director
NiUG
mmorgan@niug.org
1.866.301.6484