Torque | Jeff Wilson

How this works

A broken revenue line, fixed: an event, a sponsorship program, a product catalog, a partnership
A specific AI tool or agent built to remove one real bottleneck
A portfolio run as a fractional executive, ongoing

Free conversation to scope what's stuck. Fixed project fee to fix it. No retainer. No hourly clock.

01 The problem

Your association has twenty-five years of websites, email, social, apps, virtual events, and portals — and almost nothing retired. Staff got leaner. The work did not. Revenue sits in departmental buckets. True costs never get allocated. Sponsorships sell logos instead of access. 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 the spare time to dig in.

What happens next? A board-mandated effort, a consultant, six weeks of interviews, a deck, an invoice. The recommendations are usually fine. They sit in a drawer. What was missing was never good ideas. It was someone 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 you the data and board talking points for why.

You pay for execution, not for advice.

02 What I do

Non-dues revenue

Download Non-dues brief

Your revenue problems are easier to see from outside the building than from inside it. Not because your staff missed something. Because distance sees what closeness can't.

For you. A chief revenue officer for your non-dues portfolio.

Annual conferences. Programs redesigned around what members will actually pay to attend, and events that carry their own weight instead of running on subsidy.

Tradeshows. Floorplans built around attendee flow. Exhibitor demand that outpaces capacity, not the other way around.

Affinity programs. Agreements identified, negotiated, and executed, delivering real value to members and real dollars to your budget.

Sponsorship strategy and sales. Sponsors get what they will actually pay for, without compromising your event or your bottom line.

Products and publications. The assets still delivering value, identified and repriced. The ones that aren't, retired or given a new delivery model.

Corporate and industry partnerships. Existing partnerships right-sized for long-term stability. New partners identified where they unlock real revenue.

I fix non-dues revenue. I also build the AI that keeps your operation running once it's fixed.

AI that ships

Download AI brief Try Draftline - Venue PDFs into floorplans you can run - free demo

Practical AI that earns its keep. I build the specific tools or agents that remove the bottleneck, then I show you or your team how to run them.

Agents and tools that plug into what you already run: your CRM, your inbox, your files, your calendar, your event platform. No new platform to learn. They run wherever your data needs to live: on your own machine, your organization's servers, or the cloud.

For you. A chief of staff you can actually afford.

Not one assistant. A small team of them, each set up around a piece of your job, working whether or not you have asked for anything.

The board packet builds itself. Financials pulled and reconciled, membership numbers current, program status updated, the narrative drafted in your voice. Formatted, editable, ready for distribution.

You walk into every meeting prepared. Before a call with a member company, you have their dues history, event attendance, open issues, and what you last discussed. Before the finance committee, you have the variances and the explanations, not the questions.

Nothing falls through. Sponsors approaching renewal, flagged with what they actually received against what they paid for. Members who have not attended anything in a year. Committee commitments nobody followed up on.

You know what happened this week. Bills moving, agency dockets, what peer organizations announced, what your members are dealing with. Summarized, filtered to what matters to you, waiting when you sit down.

For your staff. Real tools for actual challenges.

Tools that absorb the work nobody should still be doing by hand. Registrations that process themselves instead of landing in someone's inbox. Renewal lapses flagged before they happen rather than after. Event rosters, name badges, and certificates generated from one list instead of four spreadsheets. Member data that cleans itself. Invoices that go out on time.

Start a conversation

03 Track record

A national trade association, run through a federated network of chapters, with partnerships that reached beyond the U.S. Here is what moved.

Non-dues that generate over half the budget

Before: Revenue rollercoaster between $4.5m–$6.5M. After: Annual budgeted growth, peaking at $14M in gross revenue — roughly 55% of the organization's budget.
A convention you can budget against

Before: an annual meeting that cleared $200K at its best, when it cleared anything. After: a consistent $500K+ program the organization could plan on.
Sixty products cut to twelve that pay

Before: a $200K annual loss across a bloated catalog. After: $250K in net revenue, and two full-time roles freed for higher-value work.
A new $1M revenue line from training that travels

Before: Expensive in-seat training, limited candidate pool. After: Instructor-led online delivery reaching Members who could never travel. Membership value up; revenue up.

04 Who

Jeff Wilson

Twenty-five years of organizational impact. Seventeen of them leading a $14M non-dues portfolio, five departments, and a team of nineteen inside a national trade association. Ten in marketing and communications before that, which is why I rebuild the prospectus instead of telling you it needs work.

The portfolio was one part of the job. I spent those years serving on the senior team responsible for the relationships underneath it: committee chairs, an executive committee, a board member that wanted something slightly different from everyone else in the room. I ran committees and brokered agreements between factions that agreed on almost nothing else. It is work that rarely shows up on a spreadsheet, and it is most of what actually determines whether an association moves or stalls.

None of that happens by memo. A network of independently-governed affiliated organizations, each with its own board and its own opinion about what national should be doing, moves when someone builds the case one organization at a time. That is a leadership skill before it is a revenue skill, and it is the one most of this practice draws on.

I now bring that same operating discipline to organizations that need it without a full-time seat for it, whether that's a defined project or a fractional executive role. Operator, implementer, executive.

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

05 Contact

Jeff Wilson

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

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