At Raybourn Group International (RGI), we believe that even small associations can achieve big results with the right strategy. A perfect example is the National Council of Acoustical Consultants (NCAC), a focused group of just 135 member companies that consistently generate over $180,000 in sponsorship revenue each year. That impressive figure accounts for 40% of their annual budget.
The Challenge: Creating Sponsor Value While Maintaining Independence
NCAC faced a unique challenge in creating meaningful sponsorship opportunities without compromising the independence of their professional acoustical consultants. Endorsing products or services was off the table, so the association needed a strategic approach to offer value to sponsors while preserving the integrity of their membership.
Innovative Solutions That Deliver Results
To solve this, RGI and NCAC collaborated on a multi-faceted sponsorship program designed to deliver high value and meaningful engagement:
- Members-Only Sponsorship Directory: Sponsors gain visibility exclusively among NCAC members without any public promotion, maintaining a professional and unbiased environment.
- Virtual Lunch and Learns: These cost-effective, convenient sessions allow sponsors to present directly to members without the need for travel, fostering knowledge-sharing and relationship-building.
- Engaging Annual Conference Experiences: NCAC revamped their conference to include networking receptions, dinners, and fun events where sponsors can fully participate, connecting personally with members in an authentic way.
High-Touch Service Sets NCAC Apart
What truly distinguishes NCAC’s program is the exceptional level of personalized service offered to sponsors. RGI proactively supports sponsors before, during, and after each event to ensure a smooth and valuable experience. This hands-on approach has resulted in an outstanding 95% sponsor retention rate year after year, along with a growing waitlist of interested companies eager to get involved.
The Impact: Strengthening NCAC’s Mission and Future
The sponsorship revenue generated through this innovative program enables NCAC to support students, promote the acoustics profession, and enhance the quality of their events. Beyond dollars, it reflects RGI’s core values of professional excellence and integrity, demonstrating how we help associations of any size build effective, mission-aligned revenue models.
At RGI, we’re proud to partner with organizations like NCAC to unlock their potential and create sustainable success through strategic innovation and collaboration.
Kim Paugh, CAE
Kim has been with RGI since 2006. She serves as an executive director for two international trade associations and leads hiring and staff education as director of people strategies for RGI.
Motivated by the impact her work has on member success, Kim has enhanced programs and communications to increase value, revenue, and engagement. With extensive experience in association management, she leads strategic planning and implementation to ensure her clients achieve their long-term goals.