Executive Director's Corner: Jonathan Banks Answers Questions About The New Membership Services

Executive Director Jonathan Banks, along with Sail America’s Executive Committee and Board of Directors, has spear-headed an initiative to add new member benefits, such as cost-saving affinity programs and discounted space rates at Sail America-owned shows. The new member benefits package is part of a larger effort by Sail America to redefine the organization’s mission and develop a strategic plan for its future growth.
In this article, Banks addresses the comments and inquiries he has received:   

1. What led Sail America to explore the idea of expanding membership benefits?

   “As with any successful organization, we are constantly looking for ways to better meet our customers’ needs and strengthen the financial health of the organization. For the past several months, I have been working closely with the Board of Directors to develop a new strategic direction for Sail America and better define our mission and value proposition. In line with our new mission, which is to promote the health and growth of sailing, we have introduced a number of new member services and benefits that we believe will greatly benefit any company that provides sailing-related products and services.”
   
   

2. Please detail the expanded benefits and also provide a list of any future new added benefits members can look forward to in 2008.

   “In addition to running Strictly Sail Boat Shows, Sail America generates qualified sales leads for its members, distributes industry and market information, provides valuable business tools and education, facilitates networking events, supports industry-wide initiatives such as Discover Sailing and Grow Boating, and funds government relations activities.
   
   Some of the new benefits that have been added this year include additional direct sales opportunities, (e.g. SailFests), access to more sailing-related market research, new marketing initiatives, improved member communications, a new Strategies for Success program, and the introduction of an annual sailing conference and regatta (to be held in late spring or early summer of 2008). Members also have access to a host of discounted affinity programs and new educational tools, such as HR and PR University.
   
   Sail America members that exhibit at Sail America-owned Strictly Sail Boat Shows also receive space discounts, space preferences, access to a members-only area, free Wi-Fi, free trade credentials, and four complimentary boat show guest tickets to all Strictly Sail shows.
   We are looking into a number of new services for 2008, including a marketing co-op program and a pro-deal program for Sail America members. We’ll keep you posted on all new developments.”
   
   

3. Please explain the new Cost Affinity programs and how they work for Sail America members? How do Sail America members access them?

   “We have partnered with NMMA to offer Sail America members a range of exciting discounted services, including:

   • APPI: This exclusive service provider analyses, negotiates, contracts, and manages your utility service to help you save money on your energy expenses.
   • Avis Member Benefits Program: Sail America members receive discounted rates and enhanced customer service.
   • Freight Discounts: Sail America members qualify for substantial savings with FedEx, Roadway, Central Freight Lines, and New Penn Motor Express.
   • Staples Business Advantage: Sail America members get deep discounts on office supplies and receive enhanced customer service.
   • HR University: Resources, template forms, statistics and tools to assist with your Human Resource needs
   • Worksite Solutions: Expand your employee insurance benefits (life insurance, disability, accidental death)

   Paid members will shortly be receiving detailed information on how to access these cost-saving affinity programs. We are also creating a members-only website at which members can access these various affinity programs.”
   
   

4. Why were the membership dues increased, and when was the last time dues were increased?

   “It has been necessary to increase our dues this year to help fund our many initiatives as well as to ensure the long-term sustainability of Sail America. This is only the second time that dues have been increased since Sail America was formed in 1990. We researched other trade associations and came to the conclusion that our dues did not reflect the full value we offer members or the value we bring to the sailing industry. Over the past few years, Sail America has contributed additional funds to subsidize our activities, a practice we cannot continue indefinitely. We have now reached the point at which we have to be self-sufficient and fund activities through membership dues, boats show revenues, and sponsorships.
   
   The addition of new expanded member benefits, including cost-saving affinity programs and boat show discounts, more than justifies any increase in the membership dues.”
   
   

5. Was the Sail America Board of Directors unanimous in their support of both the membership benefits expansion and the dues increase?

   “Sail America’s Board of Directors, which represents many segments of the sailing industry, was closely involved in the development of the expanded membership benefits. At the June Board meeting, the Board voted unanimously to introduce the new membership services and increase dues.” 
   
   

6. Please explain the rationale behind the structure of the new dues increases. Why is the increase most significant for marine companies with more than $10 million in sales?

   “Membership dues are now based on a company’s annual marine-related sales. Membership dues vary from $350 for a company with annual marine-related sales of under $250,000 to $2,500 for companies with sales over $10 million (NMMA members receive a 20% discount). The new dues structure better reflects a company’s ability to pay and the overall value it will receive from Sail America. Although membership dues have gone up slightly for most members, we do recognize that the increases are more significant for the large companies. We hope that all members will recognize the value and importance of Sail America membership and will continue to support our efforts to build a stronger and healthier sailing market.”
   
   

7. How will the additional funds be used?

   “The increased dues will be used to fund the many new initiatives, including sailing-specific market research, improved member communications, better educational tools, and a more aggressive marketing campaign. Sail America will continue to contribute additional funds to support our various programs, although this practice cannot continue indefinitely.”
   
   

8. Why is it valuable for companies to become Sail America members? What is the return on investment?

   “Sail America membership helps to build a stronger sailing marketplace, and gives members access to a myriad of tangible benefits to improve their business operations and bottom line. For companies that exhibit at Sail America-owned Strictly Sail shows, the member savings may actually be more than the cost of membership. Combined with the discounted affinity programs and other membership benefits, Sail America membership offers a great ROI.
   Over the years, members have benefited enormously from their association with Sail America. Not only have they been instrumental in helping build a stronger and healthier sailing market, but also they have developed strong relationships with many of the key players in the sailing industry.”
   
   

9. Do I have to be a Sail America member to exhibit at Strictly Sail Shows? What is the difference between member/non-member rates at boat shows?

   “It is not necessary to be a Sail America member to exhibit at Strictly Sail shows, although in many cases members will actually end up paying less than non-members. Typically, the non-member rate is about 20% more than the member rate. The actual difference will depend on the amount of space and the annual marine related sales for your company. In the past, Sail America membership was obligatory in order to exhibit at Sail America-owned Strictly Sail shows, but we now offer companies the choice to decide what’s best for them.”
   
   

10. Why do Sail America members now need to fill out applications when in the past they’ve been invoiced?

    “We are using a new membership database system and want to make sure that we have the most up-to-date contact information for our members. We did not send an invoice with the membership pack because the membership dues structure has changed (i.e. dues are now based on annual marine related sales), and we have no way of knowing the appropriate membership dues for each company.”
    
    

11. I didn’t receive a membership package. How do I get information on the new membership benefits and how can I join Sail America or renew my membership with Sail America?

    “Please email your mailing address to me at jbanks@sailamerica.com and I will send you a membership pack. Alternatively, go to http://www.sailamerica.com/benefits.asp to download a membership benefits brochure and application form. You can also complete your application online at https://www.sailamerica.com/application.asp?step=1
    
    

12. When will I receive the members welcome pack?

    “Paid members will receive a Welcome Pack that will include a membership certificate and frame, the sailing portion of NMMA’s Boating Statistical Abstract, a CD of the Sailing Company’s State of the Industry Research, and information on how to access the various affinity and educational programs. As a token of our appreciation to our members, we will also include a customized member badge holder and luggage tag.

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