Non-dues revenues generated from sponsorships and advertising have seen a strong recovery this fiscal year because of the hard work of Sapna Mehra and her small team of volunteers. Their ability to promote sponsorships and advertising is directly driven by the size of the membership and the breadth of management levels among that membership.

These sponsorships come in many forms, including at events, on the AMA-DC web site or in partnership with promotions. Advertising can also come in many forms, often bundled with the sponsorships. While “in-kind” sponsorships are not recognized as revenues, they generate as much as five times the value of cash sponsorships, usually allowing us to offset costs of events and thereby hold down ticket prices.

Non-dues revenues generated from events is one of the more challenging fiscal and operational functions of the chapter. These events include networking gatherings, “how-to” seminars, a variety of SIG (shared interest group) topic events, speaker series presentations, and executive roundtable luncheons. These events are all very highly rated and are often peer-to-peer knowledge exchanges.
While we strive to hold down member ticket rates, there’s a misconception that the Chapter actually wins when non-members attend events because they pay a higher admission fee than members, so the chapter realizes more revenues.

While this is true from a purely financial perspective, it actually makes it difficult for us to offer quality programs. The attendance from non-members is unpredictable and the planning for the event doesn’t allow us to factor in that unknown ingredient. And while we may realize cash in hand from one event that can be invested in the next event, the gain realized from ticket sales is slim enough that one bad event could wipe out all of the previous gains if planners assumed significant non-member participation.

That is why membership is so important. When we realize revenues from membership dues, rather than non-member sales premiums, we can better plan and execute high quality events. This will increase the value of membership, and will generate even more participation, help us recruit new members and increase the value of sponsorships and advertising.

As you can see, these revenue streams move from highly predictable (dues) to very unpredictable (events).

On the expense side, the association generates between $5,000 and $6,000 per month in expenses. This comes from the management fee paid to the association management company that manages the day-to-day activities of the association (there are many), general overhead, and the cost of putting on the events. The result is that the sponsorships and events must generate between $1,500 and $2,500 per month, assuming no significant surprise expenses (this year the extra effort made by all of the board in the planning area has helped us avoid this) to allow us to break even each month.

As we move into the fourth quarter of the fiscal year the financial position of the association is strong. However, we are still working to recover the losses we suffered last fiscal year. Ending the year with a small realized gain, for several years to come will help us rebuild our reserve cushion. (Most association boards would like to see between six and 12 months operating funds in reserve. AMA-DC currently has between seven and eight months in reserve.)

AMA-DC balance sheet as of January 31, 2010:

Assets
Cash in bank	26,915.08
Certificate of deposit	11,756.27
Certificate of deposit	10,427.64
Total Assets	49,098.99
Liabilities
Accounts payable	5,380.28
Net Assets
Fund balance	43,718.71
Total Liabilities
and Net Assets	49,098.99

• American Jewish World Service is collecting donations for its "Haiti Earthquake Relief Fund," which will help "its network of grantees in Haiti to meet the urgent needs of the population based on real-time, on-the-ground assessments."
• The American Red Cross is pledging an initial $200,000 to assist communities impacted by the earthquake. The organization expects to provide food, water, temporary shelter, medical services and emotional support. It is accepting donations through its International Response Fund.
• Baptist Global Response, which coordinates the mercy efforts of the Southern Baptist Convention, is sending a team from Florida to help its initial outreach. In addition to donations, the organization asks that concerned individuals join in focused prayer for Haiti's nine million people.
• The Baptist Haiti Mission is operating an 82-bed hospital that is "overflowing with injured." Donate online and 100 percent of your donation will go to the relief effort.
• CARE is deploying emergency team members to Port-au-Prince to assist in recovery efforts. It is focusing its efforts on rescuing children who may still be trapped in schools that collapsed. Donate to CARE.
• Catholic Relief Services (CRS) has made an initial commitment of $5 million dollars for immediate use in the relief effort. According to its press release, the CRS offices in Port-au-Prince, Haiti,"were shaken, with some damage to the compound walls, but there were no injuries in the building." Donate to Catholic Relief Services.
• Christian Aid Ministries, an Amish-Mennonite organization, has had staff and a distribution network in Haiti for over 20 years. To help earthquake survivors, it is providing search and rescue operations, emergency supplies such as medicines and food, and later on rebuilding of houses. Donations may be made online or by mail through Network for Good.
• Donate to the Clinton Bush Haiti Fund, a private fundraising drive for the victims of the Haiti earthquake, created to recognize the tremendous need for immediate relief and long-term recovery of those who are most in need of food, water, shelter, medical care, and support.
• Compassion International, the world's largest Christian child development program, serves 64,000 sponsored children in Haiti, most near the earthquake zone. Donate to efforts in Haiti.
• Direct Relief is committing up to $1 million in aid for the response and is coordinating with its other in-country partners and colleague organizations. Its partners in Haiti include Partners in Health, St. Damien Children's Hospital, and the Visitation Hospital, which are particularly active in emergency response. Donate to Direct Relief.
• Doctors Without Borders is on the ground and has set up clinics to treat injured in Haiti. Donate any amount so it can keep its efforts going.
• The Episcopal Diocese of New York, which has Haitian congregations and a partnership with the Episcopal Diocese of Haiti, is collecting aid both through the diocese and through the national organization, Episcopal Relief and Development;
• Several of InterAction's 190 member organizations are working to provide humanitarian assistance in Haiti. For more information, e-mail tjacobs@interaction.org or ncarew@interaction.org.
• International Medical Corps is assembling a team of first responders and resources to provide lifesaving medical care and other emergency services to survivors of the earthquake. Donate online.
• The Lutheran Church Missouri Synod along with its mercy arm, LCMS World Relief and Human Care, announced it was making available an initial grant of tens of thousands of dollars to meet emergency needs. Support its efforts by making a donation online.
• Mercy Corps is sending a team of emergency responders to assess damage, and seeks to fulfill immediate needs of quake survivors. The agency aided families after earthquakes in Peru in 2007, China and Pakistan in 2008, and Indonesia last year. Donate online.
• Operation USA is appealing for donations of funds from the public and corporate donations in bulk for health care materials, water purification supplies and food supplements, which it will ship to the region from its base in the Port of Los Angeles. Learn more and donate online
• Oxfam is sending teams from around the region to provide clean water, shelter and sanitation needed to help people recover. Donate to Oxfam America.
• The Pan American Development Foundation is the disaster relief arm of the Organization of American States. They have been in Haiti for over 30 years, and currently have over 150 people on the ground there. Donate online.
• Partners in Health reports its Port-au-Prince clinical director, Louise Ivers, has appealed for assistance: "Port-au-Prince is devastated, lot of deaths. SOS. SOS… Temporary field hospital by us at UNDP needs supplies, pain meds, and bandages. Please help us." Donate to Partners in Health.
• Quisqueya International Organization Freedom & Development, founded by a former Peace Corps volunteer, is on-the-ground, assisting with relief efforts. Donate online.
• The Salvation Army is sending personnel and supplies to assist in the relief effort, and is in need of donations.
• Samaritan's Purse, the international aid and development group headed by Rev. Franklin Graham, landed a medical supplies flight with teams of emergency medical workers Wednesday morning and will begin pouring in additional aid as needs become clear.
• Save the Children has launched an emergency relief effort for Haiti. Donate to its fund to provide medical attention and clean water to children and families.
• Ben Stiller's Stillerstrong campaign will be temporarily diverting all donations to support the Haiti relief effort.
• The UN World Food Programme is gathering all available resources to deliver food to the recently homeless and impoverished in Haiti. Donate now to help bring food to those affected as quickly and efficiently as possible.
• UNICEF has issued a statement: "Children are always the most vulnerable population in any natural disaster, and UNICEF is there for them." Donate online to UNICEF's Haiti Earthquake Fund.
• The United Methodist Committee on Relief  has long been working in Haiti. Donate online.
• The United Nations World Food Program has teams "already on the scene, mobilizing emergency food assistance to families." Make a donation to support these emergency efforts.
• The United Way is accepting online donations for the United Way Worldwide Disaster Fund, which will directly benefit their relief efforts in Haiti.
• World Vision, a Christian humanitarian charity organization, is also working to help children and families devastated by the quake. Learn more about its efforts and donate online.
• Donate by phone to Wyclef Jean's foundation, Yele Haiti. Text "Yele" to 501501. Five dollars will be charged to your phone bill and given to relief projects through the organization.
• The fastest way to donate may be by sending a text message on your phone. Here are some options:
  • Text "Haiti" to 90999 to donate $10 to the American Red Cross relief efforts;
  • Text HAITI to 864833 to donate $5 to United Way Worldwide's disaster fund for long-term recovery.
• USAID lists a number of ways to help the Haitian relief efforts.

This was also our first program in which AMADC used an electronic post-event evaluation.  The quality and quantity of feedback were even better than expected and very informative.  Please continue to look for electronic surveys after all future programs.

AMADC would like to thank the Market Research SIG chair, Jeff Adler and his committee, Carol Wolinsky and Ned Rosenau, as well as the program speaker, Terry L. Richardson, PhD, MPA for such an informative and timely discussion.  Terry is the Director, Graduate Certificate Program in Survey Design and Data Analysis for George Washington University and a Senior Design Methodologist for the US Government Accountability Office’s Applied Research and Methods Team.

We also received some strong direction from the survey that will enable AMADC leadership to provide programs and services that will enhance the member experience.

• Almost 7 in 10 respondents identified career enhancement and networking as being “very important”
• 75% indicated that program content was the #1 reason for choosing to attend a program, followed by the program speaker
• Almost 6 in 10 respondents rated receiving notification of industry activities and events (58%) as important.
• 96% of respondents said they are most likely to hear about AMADC programs and events through email, while 20% also learn about programs from the AMADC website and 15% learn about them through AMADC’s social media channels, like Facebook, Linkedin and Twitter.  (Respondents could give multiple responses to this question)

While some of the information gleaned from the research is proprietary in order to protect the interests of the AMADC and its members, an executive summary as well as additional findings will soon be available on the members only section of www.amadc.org.

However, we thought you would enjoy a snapshot of today’s AMADC membership.

• 81% of AMADC members are employed fulltime, which is up 3% from 2006
• Self employed members dropped from 13% to 9% between 2006 and 2009
• The average AMADC member has almost 14 years of professional experience, up .2% from 2006
• 40% of AMADC members are at the director level or higher
• 52% of AMADC members have an advanced degree, while another 35% have a four year college degree
• The median salary of an AMADC member is $83,650 and the membership skews 68% female
• 66% of AMADC members categorize their business as “for profit”, leaving 34% categorizing themselves as “not for profit”.

The presenters advised attendees to give the new website time to work, something marketers often have a hard time convincing their CEO to do. Plan to check and review all website metrics regularly and never underestimate the value of usability testing and research when understanding your audience. Google Analytics should be part of your monthly metrics and don't lose sight of the role integrated marketing plays in the scenario. Survey and analyze your audience on a quarterly cycle so you can keep your pulse on your customer. Finally, appoint a content management team and use eCommerce to enhance the tactical decision making process. While not all marketers have budgets the size of Diabetes.org, all attendees gathered actionable insights into how to better manage expectations and budgets when building or relaunching a website.

Look for the AMADC How To series to highlight Branding, Paid and Organic SEO, Maximizing Twitter, and more in the first quarter of 2010. Bookmark www.amadc.org/events.

Watch videos of the lessons learned at Sitworx.com/blog.