Thinking Outside the Traditional Non-Dues Revenue Box

If you’re like most associations, it’s likely that your member dues have been in decline and that means you’ve got to look at other ways to make up for that difference,

Diversifying revenue streams is key to long-term success, but your association doesn’t need to look far for solutions.

With some creativity, collaboration, and an out-of-the-box mindset, your association can thrive in an ever-changing environment while providing value to members and industry partners alike. Read on to discover new ways to generate non-dues revenue, including actionable case studies.

Data is key to optimizing non-dues revenue

Data plays a pivotal role in driving success for associations, particularly when it comes to non-dues revenue generation. There are a few key data-driven strategies that can help to enhance an association’s financial outlook and member engagement including:

Identifying Audiences – Effective non-dues revenue strategies begin with a deep understanding of your association’s audience. This involves identifying different audience segments and understanding any overlaps. By pinpointing who is purchasing products or services, associations can tailor offerings to ensure maximum appeal and engagement.
Aligning Products & Services – Rather than seeking out entirely new audiences or creating new products, your association can optimize revenue by aligning existing offerings more closely with your audience’s needs and preferences. This approach fosters a stronger connection between members and the association, driving both revenue and member satisfaction.
Creating Data Products – One area with significant untapped potential for associations is the creation of data products. These products leverage your association’s wealth of industry data, providing valuable insights that can be monetized. Even if not directly monetized, data products can enhance member benefits, fostering loyalty and retention within your association. On the flip side, your association can also boost non-dues revenue by making industry data accessible to members. By providing valuable industry insights, like surveys or industry data and training, associations enhance the perceived value of membership, encouraging retention and engagement.
Measuring Progress – As with any strategic initiative, measuring progress is crucial for refining strategies and optimizing outcomes. While non-dues revenue initiatives require experimentation and innovation, a deliberate approach to measuring progress ensures that resources are allocated effectively and that initiatives align with your association’s overarching goals.

Not your grandma’s non-dues revenue

Embarking on a new non-dues revenue program can be a daunting prospect for associations. Where do you start, and what resources do you need? Is there an entirely new market you should explore? Each alternative presents its own set of challenges and opportunities and the task can feel overwhelming with leadership’s expectations on one side and resource constraints on the other.

The traditional landscape of non-revenue includes royalty and affinity programs, advertising and sponsorships, education and events and products and services but there’s a new world of buying habits that offer associations new options and opportunities for non-dues revenue.

In the world of association management, discussions around sponsorships often revolve around events, with associations tapping into advertising packages or similar arrangements. However, there’s a broader scope to explore when it comes to corporate sponsorships.

One of the newest ways associations are working to generate non-dues revenue highlights the opportunity for collaboration with corporations that share similar missions. By leveraging these partnerships, your association can not only amplify your impact but also secure financial support for your initiatives. There’s an untapped pool of Fortune 1000 companies willing to align and provide funding to associations with aligned missions.

For instance, some companies recognize the importance of DEI initiatives and are eager to support associations in implementing such programs.

We’ve also seen a shift in how associations approach affinity programs. Rather than being an afterthought, these programs are being reimagined to deliver tangible benefits to members. A prime example is a credit card transaction company’s “Fees Begone” program, which helps associations alleviate members’ pain points around credit card fees while generating revenue through royalty sharing. This symbiotic relationship between member needs, sponsor engagement, and revenue generation can help to form the cornerstone of successful non-dues revenue strategies. When considering new non-dues revenue streams, it’s essential to focus on solving genuine member needs. By addressing these needs, your association can not only enhance member satisfaction but also attract sponsors who want to engage with your audience.

Finding the right strategy for your association

At the heart of every successful non-dues revenue strategy lies a clear understanding of your association’s unique value proposition. If you can identify what sets you apart from other providers, you’ll be better able to leverage that distinction to deliver unparalleled value to your members.

Take the time to examine your association’s mission, values, and core competencies. By aligning offerings with member needs and preferences, you can position yourself as an indispensable resource within your industries.

To maximize revenue potential, you also need to take a critical look at your existing programs and services. This involves assessing both member engagement and revenue generation across all offerings.

By categorizing programs based on your impact on engagement and revenue, your association can identify areas of strength and opportunities for improvement. Programs that show a high levels of member engagement and revenue are prime candidates for further optimization and expansion.

Innovation is key to driving sustained revenue growth within your association. This includes the development of new products and services tailored to meet the evolving needs of your members.

Expand your reach even further by targeting new audiences or reimagining existing offerings for specific market segments. By aligning products and services with unmet needs within your current audience base, your association can unlock new revenue streams and solidify their position as industry leaders.

Case studies for developing non-dues revenue

Companies looking for business intelligence can be a great source for associations looking for new streams of non-dues revenue. Let’s break down a couple of examples of associations that have been able to strengthen member relationships, drive revenue growth, and position themselves as leaders within their respective industries.

Member Polls
The Infusion Nurses Society (INS) wanted to stay connected with members and understand their needs so they implemented a weekly email check-in system using a tool called PropFuel. Members received a new poll each week, providing them with an opportunity to quickly share opinions and insights. Once they completed the survey, they gained access to previous weeks’ responses, helping to foster a sense of engagement and community.

Recognizing the value of member polls, a marketing company within the INS community asked about the opportunity to sponsor a poll question. Through their sponsorship, the company gained access to valuable data regarding nurses’ satisfaction with infusion experiences and the association found a new source of non-dues revenue.
Focus Group
Your members have access to valuable insights that businesses want, and your association is in a unique position to connect them. For instance, Milwaukee Tools wanted access to ten engineers for a focus group and an engineering society was able to facilitate the session, charging a fee for the service. This initial collaboration proved successful, leading to recurring monthly sessions and a significant revenue stream for the association.

This partnership created a win-win-win scenario: The company gained valuable insights, society members got a platform to voice their opinions, and the association generated revenue without significant resource investment. Additionally, members benefit from access to the latest tools and the opportunity to shape product development and contribute to their industry’s advancement.
Content Sponsorship
Oftentimes we need to step back, realize what we’re doing really well, and then figure out ways that we can monetize that, as in the case of the Virginia Association of Realtors. The association did a digital assessment of everything in their digital library, discovering that one online forms group was the very most loved digital asset of all. That prized digital asset had no sponsorship attached to it but was a great example of how something you already have may be worth something to businesses looking for facetime with your audience.
Expanded Learning
Expanding any successful program to a slightly broader audience is a great way to identify new streams of non-dues revenue. One association had a popular certification program for professionals with more than five years of experience. They then created a feeder program for professionals with 3-5 years of experience to prepare members for the certification track.
Industry Data Analysis
Many associations aggregate data and then provide it back to members. While the data is typically available, it’s usually difficult to get and often if it’s compiled it’s missing any added expertise and context that your association can add to it. This type of report may be a source of non-dues revenue but it can also be used as a member benefit or even as a source of performance benchmarking.
Out-of-the-Box Sponsorships
Your members have interests outside the association and it can be valuable to identify ways you may be able to benefit from those other interests in a way that makes sense. For instance, one hobby association had members who own airplanes, which meant that these members generally had a lot of disposable income. The association was able to expand sponsorship into lifestyle brands that members were interested in, helping to massively increase the breadth of their sponsorship revenue.

Using data to inform your association

When it comes to expanding your non-dues revenue, don’t forget about the data and information you have right at your fingertips. You can look to existing sponsors and engage them in conversation. Share any new programs you’re working on and ask for their initial thoughts and reactions. Once you’ve explained the concept, don’t be afraid to ask them candidly: “How much would you be willing to invest in this?”

While it might feel like a sales tactic, this approach can lead you to valuable insights. Listen attentively to their responses, even if they vary widely. These conversations provide a solid foundation to help as you begin pricing discussions. As interest grows and more sponsors come on board, you can then refine your pricing strategy accordingly.

Remember, it’s not just about securing funds; it’s about fostering meaningful partnerships. Consider what your sponsors truly value: leads, thought leadership opportunities, enhanced brand visibility, etc. By aligning your offerings with their objectives, you can navigate the pricing landscape with confidence and clarity.

And, by leveraging data-driven insights and strategic partnerships, your associations can navigate the complexities of revenue generation with confidence and ease.

Non-dues revenue is just one factor that helps propel associations towards sustained growth and success. Watch the on-demand recording of part five in our Navigating the Member Journey with Data series, to learn how your association can take a data-informed approach for your most successful renewal season yet.

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