It is the season to be thankful, so I thought I would make giving thanks the focus of my article this month.
Over the course of my career, I have worked with associations and their members of all shapes and sizes. I began with the Direct Marketing Association representing the mail order industry, moved to the Association for Investment Management and Research working with investment analysts, then on to the Produce Marketing Association as a champion for farmers worldwide.
And now I have the honor of serving the Hardwood lumber industry as NHLA’s CEO for the past 4 years.
Despite how vastly different the associations on my resume are in scope and focus, they all share one common aspect – a portion of their revenue is based on the support of their sponsors. For NHLA, this revenue is critical to our ability to reinvest back into the industry in the form of new programs and services. Take for example, our just-released webinars on how to tackle critical operational issues. In the midst of the global COVID pandemic, we were able to offer the webinars free thanks to our sponsors, including our renowned instructor, Dr. Gene Wengert.
Companies sponsor association events for a variety of reasons. Hosting a general session offers heightened brand visibility, creates leads, and helps them meet their sales goals. NHLA benefited greatly from a different attitude when we made the difficult decision to move to a virtual convention. Many of our sponsors and exhibitors had already committed to an in-person event.
This year, in the worst of times, the actions of our 47 sponsors were unlike anything I have ever seen before. Most stayed with us and, with the guidance of John Hester, NHLA’s Business Development Director, shifted their investment to other opportunities.
Consider the sponsor who told John…“Give me a reason NOT to ask for my money back.” That’s my personal favorite! Another told John, “My money is already in your pocket, why should I put it back in mine?” And then, the grand finale…“NHLA is backbone of the Hardwood industry. What can we do to help?” Extraordinary.
That’s the only word I can think of to describe the sponsors who made the decision to contribute to NHLA in our time of crisis. Never over the course of my career have I ever seen a response like this. Our connection to our sponsors, many of whom are sustaining members, is not about a transaction, but a relationship. And relationships like this must be respected and acknowledged, not just this year, but every year.
So, on behalf of the NHLA Board of Managers and staff, “thank you” for your contributions and support to NHLA and our industry. Know that we respect the investments you have made in our association, not just this year, but for the many years we have partnered with you. Thank you for that partnership.
Looking forward to seeing you all in Palm Beach in 2021.
Thank you shows our appreciation and conveys our gratitude. But more than that, it is a sign of respect to the person who has helped you (or given you something).
