Torque | Jeff Wilson

01 The problem

Since the early 2000s your association has added a website (or five), email marketing and newsletters, social media, apps and podcasts, virtual events and sponsorships. It has retired almost nothing. Thats twenty+ years of accumulation, run by a staff that has likely gotten leaner while delivering more.

The compounding problems? Revenue sits in departmental buckets, true costs are never allocated, sponsorships are sold as logos rather than access, and the annual meeting either carries the organization or quietly drains it (and nobody is certain which).

Everyone on staff knows something is not working. Nobody has a spare month to find out what.

What happens next? A board-designated effort, a consultant, six weeks of interviews, a deck, an invoice. The recommendations are usually fine but half of them sit in a drawer, because what was missing was never good ideas. It was anyone with time to execute them.

You don't need another consultant. You need more Torque.

I rebuild the prospectus. I reprice the events. I retire what should be retired, and I give your board the data and the talking points for why. You pay for what moves, not for what I think.

02 What I do

Non-dues revenue

Your revenue problems are visible from outside the building and invisible from inside it, because the numbers sit with three different people and nobody has had a spare month in years.

It is usually the same handful of things. Sponsorship sold as logos instead of access. Events priced at what they cost three years ago. Programs quietly losing money because staff time was never allocated to them. I find these, then I rebuild them.

Annual Conferences
Tradeshows
Affinity Programs
Sponsorship Strategy and Sales
Products and Publications
Corporate and Industry Partnerships

jeff@more-torque.com

AI that ships

Practical AI that earns its keep. I build the specific thing that removes the specific bottleneck, then I show your people how to run it.

For your staff.

Tools that absorb the administrative work nobody should still be doing by hand. Registration processing, renewal chasing, event logistics, newsletter production, cleaning up member data. If you have four people and your CEO is personally answering registration emails, start here.

For you.

A chief of staff you can actually afford. An assistant, or a team of them, set up around how you specifically work. It reads the board packet before you do and tells you what matters. It drafts the sponsor follow-up, the member note, the board report. It tracks what moved in the legislature this week. Most executives at your level have never had this kind of support. Now it costs a fraction of a salary.

jeff@more-torque.com

03 Track record

Seventeen years leading non-dues operations at a national trade association.

$6.5M to $14M

Grew the non-dues portfolio to roughly 55 percent of the organization's budget.
Occasional profit to $500K floor

Turned an annual convention that cleared $200K at its best into a consistent $500K+ program the organization could budget against.
60 products
to 12

Turned a $200K annual loss into $250K in net revenue and redeployed two full-time positions.
$1M new revenue line

Moved expensive in-seat training to live instructor-led online programs, reaching members who could never travel to a classroom and giving chapters and national a shared revenue stream instead of competing ones.

04 Who

Jeff Wilson

Seventeen years running non-dues revenue inside a national trade association. A decade in marketing and communications before that, which is why I rebuild the prospectus instead of telling you it needs work.

I now rent that capability to organizations that cannot put a full-time hire on it. National staffs, two-person chapters, and small businesses that need a working tool rather than a strategy. Operator, implementer, fractional executive.

If the work is sitting on your desk, I take it.

05 Contact

Jeff Wilson

jeff@more-torque.com 703-220-7714