By Kathryn Deen, PAR

For associations navigating an increasingly competitive revenue landscape, social media can be a powerful tool to drive sponsorship and non-dues revenue.

At PAR’s March virtual workshop, “Become a Social Media Sales Warrior,” practical, field-tested social media success strategies were shared by Justin Goldstein, managing director of corporate and foundation relations at Truth Initiative.

You don't need to become a social media expert or monitor your accounts 24/7. “You don't have to be online all day, but budget and be strategic about how you're online so you're not burning yourself out,” Goldstein says.

Intentional relationship building is at the center of it all, he says. “You're educating people, you're inspiring people, you're humanizing people, and you're asking questions that are prompting a response,” he says.

Drawing on his 20 years of association experience, here are Goldstein’s top social media tips for association professionals, whether you’re on LinkedIn, Facebook, TikTok, X — or all of the above.

 

1. Treat social media as a relationship tool, not a sales tool.

The most effective sales professionals position themselves as relationship builders and problem solvers. Social platforms aren’t for pitching — they’re for connecting. When done right, outreach no longer feels “cold” because you’ve already established familiarity through engagement.

2. Fully build out your profile.

Your profile is often your first impression. Particularly on LinkedIn Goldstein stresses the importance of showcasing past roles and accomplishments, measurable wins, and a clear professional narrative. Prospects are evaluating not just your organization but your credibility and track record.

3. Share and celebrate wins publicly.

Don’t keep success stories internal. Posting partnership wins and outcomes builds credibility, demonstrates value to prospects, and attracts inbound interest. If a win benefits your organization, your sponsor, and your audience, it should be shared across organizational and personal channels. Be sure to tag partners and use hashtags to increase engagement and credibility.

4. Use “stat drops” to spark conversations.

One of the most effective hooks is a compelling data point — such as audience size, engagement rates, or reach. Sharing a well-placed statistic can stop a prospect mid-scroll and prompt a response.

5. Engage before you reach out.

Before sending a message, follow your prospect companies and their executives, comment thoughtfully on their posts, and reference their recent news or announcements. Laying this groundwork transforms outreach into a warm, relevant conversation rather than a generic pitch.

"Be bold,” he says. “Go on to a company post, put yourself out there, and make a connection. I guarantee you someone from that company is going to see your post — probably a lot more than sending an email that might disappear into an inbox.”

6. Turn engagement into leads.

Pay attention to who interacts with your content. Likes, comments, and shares can signal potential sponsors, future partners, and new audiences. Likes can turn into leads when you follow up strategically.

7. Be strategic, not spammy.

Consistency matters more than volume. Goldstein recommends carving out just 15–30 minutes a day on intentional activity such as thoughtful comments, targeted outreach, and prospect research. “It will pay off,” he says. The key is authenticity and relevance — not mass messaging or excessive engagement.

8. Adopt a hunter mindset.

While retaining current sponsors is important, growth requires continuously identifying new opportunities and keeping your pipeline active. “You always have to have prospects,” Goldstein says. “You can't rely on the same sponsors year after year to support your events — or your association is a recipe for disaster.”

9. Don’t overlook social media managers.

Engaging with brand accounts and social media managers can open doors. These contacts often share internal information, direct you to decision-makers, and help route your message effectively.

10. Remember that visibility precedes opportunity.

Perhaps the most important takeaway is that you can’t win business if you’re invisible. Showing up consistently online — sharing insights, engaging with others, and highlighting impact — creates the conditions for opportunity to find you. “If you're authentic and direct and you do something of interest, you will get a response,” he says.

 

For association professionals looking to grow non-dues revenue, social media isn’t just a marketing tool — it’s a sales engine. Those who show up consistently, authentically, and strategically will be the ones who outconnect — and ultimately outclose.