The CEO Buy-In: Selling the Non-Dues Revenue Vision
6/5/25, 3:00 PM
| Eastern Time
Virtual
Have a great idea for new revenue streams but need your key stakeholders on board? This panel discussion is your ultimate training ground for turning hesitation into excitement. Learn how to craft a compelling case, anticipate their concerns, and frame revenue diversification as the strategic move your association urgently needs. Get ready to sell your vision like a pro!
Key Takeaways:
Learn how to present non-dues revenue initiatives as strategic priorities
Discover techniques for addressing leadership concerns and “what if” scenarios
Explore strategies for aligning revenue ideas with your association’s mission and goals
Gain tools to effectively frame your pitch and secure leadership buy-in
Who Should Attend:
Executive Directors, CEOs, COOs, Revenue Officers, Membership Directors, and anyone tasked with presenting new ideas to association leadership for approval.
Format:
The panel will explore the real barriers to creating a corporate sponsorship and case study examples of how to overcome those obstacles.Engage in a Q&A session so you can leave this 45-minute session with the insights and confidence to win over even the most skeptical leadership.
Speakers:
Bruce Rosenthal Associates, LLC
Bruce Rosenthal brings over 20 years of experience in advancing corporate partnership programs. As a strategic advisor, consultant, and educator, he works closely with associations to design corporate partnership programs that increase revenue, enhance member value, and support long-term sustainability. Bruce is the author of Mastering Association Corporate Sponsorships.
BJA Solutions for Associations
Barbara J. Armentrout, CAE, helps professional societies improve their nondues revenue strategies. She heads up BJA Solutions for Associations after a career in publishing and with associations. Her volunteer roles include association Idea Swaps, ASAE Technology Professionals Advisory Council, Professionals for Association Revenue, Partnership Professionals Network, FSAE, AWTC, and League of Association Technologists (convener of Ven-Con 2025).
Vinnu Deshetty, the Event ROI Coach, is your go-to expert for turning event data into measurable success. With almost 30 years in the meetings industry and experience as a former event tech founder, she’s mastered the art of making complex data easy (and maybe even fun). As part of ASAE’s Professional Tech Advisory Council, Vinnu is all about using cutting-edge tech to help organizations squeeze maximum value out of their events.
