Improving Member Engagement and Non-dues Revenue with a Virtual Course
Use the power of people to promote
Although the COVID-19 pandemic was challenging for associations on many fronts, the Consumer Brands Association, which represents the consumer packaged goods (CPG) industry, also viewed it as an opportunity to reimagine, revitalize and recapitalize on reaching an underserved segment of our membership.
Prior to 2020, CBA’s Food Labeling Workshop was held in-person and offered twice a year. This setup presented several challenges for both the association and workshop attendees: attending required being away from work for at least four days and the space available limited the number of participants. These factors combined resulted in a workshop that barely broke even. When CBA approached revamping the course and turning it virtual, these challenges were top of mind.
New Course, New Goals
A large segment of the CPG industry is food and beverage, which is highly regulated. This meant there was a need for educational opportunities on the basics of these requirements to ensure companies can minimize risk and protect their brands from recalls and lawsuits.
Please select this link to read the complete article from ASAE’s Center for Association Leadership.