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Cathy Burns - Revenue Diversification [Part 2] | Ep #23
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Cathy Burns, CEO of the Produce Marketing Association joins me for a discussion about the process they are using to help diversify revenue.
The PMA relies heavily on two big annual events, and while those continue to grow, what if something happened out of the blue to affect participation and attendance at those events? They wanted to be able to protect the association for the long-term, but also create other value that could generate revenue for the organization. The first step was a collaboration between the board, volunteer leaders and staff to brainstorm potential opportunities and ideas.
Listen in as we talk about the number of ideas that were generated, how they narrowed them down, and the process they used to turn the innovative ideas into new revenue streams for the association.
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