At RGI, we’re proud to support clients that challenge industry norms and lead with intention. One of the most compelling examples is The Noah Worcester Dermatological Society (Noah). Noah is a prestigious, invitation-only organization that’s redefining how small meetings can deliver big impact.
Despite having just 225 members and 100 attendees at their annual meeting, Noah consistently secures $500,000 to $600,000 in industry sponsorships each year without relying on traditional exhibit halls.
The success of their model isn’t based on offering more sponsorship benefits. It’s built on creating meaningful relationships between industry partners and members.
A Meeting Designed for Meaningful Connection
Noah is an invitation-only organization that brings together leaders in dermatology for scientific exchange and professional collaboration. Members are highly accomplished physicians who actively shape the future of the specialty, making the meeting valuable for both attendees and industry partners.
Rather than placing sponsors behind exhibit booths, medical affairs and professional relations teams are integrated into the meeting experience. Industry partners participate in scientific sessions, networking events, and small-group discussions alongside attendees. Each sponsoring company is paired with a board member who serves as the meeting ambassador throughout the event.
This approach creates authentic conversations instead of transactional interactions. Sponsors have opportunities to build relationships with physicians in a setting designed for collaboration rather than sales. As a result, many companies return year after year because they recognize the long-term value of those connections.
Building a Relationship-First Sponsorship Strategy
This success didn’t happen by accident. It’s the result of a thoughtful strategy led by Nicole Brandt, CAE, HMCC, Noah’s Executive Director, who manages and grows their sponsorship program.
Nicole partners closely with Noah’s physician-led fundraising committee to shape sponsorship strategy, identify priority industry partners, and develop tailored approaches for each prospect. Physicians often open the door through their professional relationships, while Nicole leads the broader cultivation process—guiding outreach, creating customized opportunities, managing negotiations, and ensuring consistent follow-through. This collaborative model combines the credibility and connections of physician volunteers with Nicole’s strategic fundraising leadership to build stronger industry partnerships and maximize revenue.
“What we’ve learned,” Nicole shares, “is that focusing on relationships, rather than benefits, is what drives long-term success. Once sponsors see how Noah operates, they want to be part of it every year.”
Scalable Strategies with Proven Results
The Noah model is now being shared with other associations looking to modernize their sponsorship strategy. Whether or not they use exhibit booths, Nicole coaches clients to build programs that emphasize access, alignment, and authenticity.
Some of the key tactics include:
- Building a well-connected fundraising committee to open doors
- Training volunteers on how to make the first outreach effectively
- Creating valuable, high-touch sponsor experiences during the event
- Offering private board receptions, listening sessions, and strategic touchpoints
This approach not only increases revenue but ensures that sponsors walk away with meaningful insights, strong connections, and a desire to return.
A Culture of Continuous Improvement
Noah’s success story is a powerful example of what happens when strategy, relationships, and execution align.
As Nicole puts it, “Volunteers can’t do it alone. Staff can’t do it alone. It’s about working in tandem to make something truly valuable for everyone involved.”
Noah proves that a focused, well-executed meeting can achieve results far beyond its size. And we’re honored to be part of their journey.
About Raybourn Group International (RGI)
Raybourn Group International (RGI) is a full-service association management company providing strategic leadership, operational support and specialized expertise to professional and trade associations. For more than 35 years, RGI has partnered with organizations to strengthen governance, grow membership, deliver impactful events and education, and advance their missions through customized management solutions. Learn more at www.raybourn.com.