EW 043: How to Generate $1,000,000 in Non-Dues Revenue with Bill Sheehan

EW 043 - How Association Leaders Can Build A Highly Profitable Non-Dues Revenue Event To Serve Their Members - Winning with Bill Sheehan, Global Head, Association Strategy for D2L

In this conversation, Bill Sheehan shares his extensive experience in the association space, particularly his role at D2L and his significant achievement in creating the Sweet Snacks Expo.
He discusses the importance of strategy, operational planning, and the collaborative effort required to execute a successful event.
Bill emphasizes the need for perseverance, vision, and the ability to adapt to challenges while maintaining a focus on the end goal.
His insights provide valuable lessons for current and future leaders in any industry.
Key Takeaways
Bill Sheehan has over 32 years of experience in the association space
D2L focuses on transforming learning through its Brightspace platform
Associations are designed to protect, promote, and advance their industries
The Sweet Snacks Expo was a significant achievement for Bill, generating substantial revenue for members and the National Confectioners Association
Collaboration and open-mindedness are key to successful event planning
Strategic thinking involves working backwards from a vision to identify necessary steps
Qualitative results are as important as quantitative metrics in assessing success
Leaders must be adaptable and willing to listen to diverse perspectives

Bill serves as Global Head, Association Strategy for D2L, whose mission is to
transform the way the world learns and delivers personalized, flexible, and
modern learning experiences for associations and their members. With
more than 30 years of senior executive management experience in trade
associations and association services companies, Bill brings a wealth of
expertise across various disciplines including operations, membership,
communications, education, events, and non-dues revenue generation.

Throughout his career, Bill has held executive director and senior executive
roles in several trade associations, including the National Confectioners
Association, National Association of Landscape Professionals, and Electronic
Retailing Association. Additionally, he has served in senior executive
positions for several large association services companies, including
Multiview, Naylor, and SmithBucklin.
Bill specializes in creating and executing programs designed to boost brand
awareness, strengthen connections between associations and their
members, and unlocking new revenue streams. With a deep understanding
of association operations, he leverages his unique knowledge and strategic
insights to drive non-dues revenue opportunities through innovative
offerings and sponsorship models, all while enhancing member
engagement and the overall value proposition of associations.
An active member of the American Society of Association Executives
(ASAE), Bill recently served as Chair of ASAE’s Industry Partner Alliance
Committee and served on ASAE’s Power of Association Oversight
Committee.



Gordon Sheppard is dedicated to helping Executives win.

He is a Leadership Coach, Facilitator and Management Consultant who has worked with senior leaders from across sectors including Oil and Gas, Industrial Service Businesses, Government, Non-Profits, Associations and more.

His approach is straight-forward and inspiring.

He often says ‘I’m not in the family’ when he works with leaders. This means that he will say what needs to be said so that leaders can move forward faster.

With a style that has been described as ‘assertively kind’, Gord brings a structured approach to every engagement.

That is why he built the Executive Planning System – a proven 5-step approach that helps leaders achieve their organizational goals.

He is also the best-selling author of the ‘Meeting Leadership Solution’, a 10 step system to help you improve your business meetings today!

With more than 25 years of business experience, an MBA, and Prosci Change Management Certification, Gord is dedicated to helping leaders get what they need to succeed.

Get in touch with Gord to find out how he can help you grow as an Executive while you improve your business.

https://executivewins.com/podcast/
[email protected]
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