Having served on association boards, I know how difficult it is to think strategically about the association while also putting out the usual fires. SLA - the Special Libraries Association - is doing a good job at finding creative ways to market its brand. Two recent examples:
Dow Jones placed a house ad in the Wall Street Journal during the SLA conference, promoting the association and info pros. This is a great example of partnership; Dow Jones can place the ad for free, and the benefits to SLA from this kind of exposure are significant.
The US Postal Service recently re-authorized third-party personalized postage stamps program, through which you can upload an image and create customized first-class stamps. The cost is the face value of the stamps plus a service fee. Twenty customized first-class stamps (face value $.42) cost between $15 and $19, depending on the quantity you buy.
So here's what's cool -- SLA created stamps with the SLA Centennial logo, and they are selling them for face value plus a flat rate of $4.80 for postage. Nice way for us to show our support...