Free guide · The Association Marketing Manifesto
A bold, practical, and deeply human blueprint for association leaders and marketers who are ready to stop guessing and start growing.
The 5 key metrics every association leader should know, with step-by-step formulas
Board-ready talking points that reposition marketing as an investment, not an expense
A quarterly planning approach to replace the big, bloated annual marketing plan
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Who it's for
Whether you're an in-house marketer, an executive director or other member of the C-suite, a board member, or a partner who works with associations, the Manifesto offers a new lens on what marketing can be.
“What's our member retention rate?” gets a pause and a guess.
Every performance problem becomes “send another email.”
The annual marketing plan took weeks to build and was outdated almost immediately.
Board discussions about the membership model run on feelings, not facts.
Marketing is treated like a help desk for requests instead of a driver of growth.
Grounded in work with organizations like
What's inside
Part 1
Why your association is a recurring revenue business, and what associations can learn from the SaaS world about investing in growth.
Take away: talking points and examples for your next board meeting.
Part 2
Replace the annual plan with 90-day cycles, and learn the five recurring revenue metrics that show whether marketing is truly driving member loyalty and revenue.
Take away: step-by-step formulas you can start tracking today.
Part 3
Move marketing out of the shadows and into the strategic center of your organization, with less blasting, more listening, and two-way trust.
Take away: what healthy trust with marketing looks like, and how to start building it.
The 5 key metrics inside
Annual Recurring Revenue
Monthly Recurring Revenue
Member Retention Rate
Net Promoter Score
Member Acquisition Cost
Praise for the Manifesto
“If I had found this before I found you, like one year ago, OMG… people in this seat need to know they aren't losing their minds. Gosh, I love that about this!”
Lauren San Martín
Director of Marketing & Membership, VECCS
“You've captured a mindset shift that many nonprofits still struggle to embrace, and you've articulated it in a way that's both accessible and bold.”
Hassana Howe, CAE, AAiP
VP of Membership, American Physical Therapy Association
“I can't tell you how many ways I love the Manifesto… this literally hits on every note of why I wanted to build Cannolai and connect it to a marketing platform.”
DD
David DeLorenzo, CAE
CEO & Founder, Cannolai
About the author
Brianne Wheeler is the CEO and founder of Levitate Marketing, a fractional CMO firm for associations and the companies that serve them. She has spent nearly 20 years working inside, alongside, and advising association marketing teams, and built the marketing function at a B2B SaaS association startup from minimal revenue to $2 million ARR in three years.
The Manifesto brings both worlds together: the heart of association work and the discipline of recurring revenue businesses.
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Download The Association Marketing Manifesto and start building a stronger, more strategic marketing function today.
Free 25-page PDF · Sent to your inbox instantly · Unsubscribe anytime
