3 Ideas for Non-Dues Revenue You Probably Haven’t Thought of Before

Associations have learned that they can no longer rely on membership dues for the bulk of their annual revenues. In fact, by as early as 2016, dues revenue dropped to just 30% of total revenue for professional associations, with event revenue making up the lion’s share of the difference. But the 2020 COVID-19 pandemic changed events forever.

Even with attempts to pandemic-proof events, most event planners don’t expect their meetings to return to pre-pandemic levels until 2023. And because members see an association’s annual meeting as one of the main benefits of membership, some are not renewing their membership, And, unfortunately, there’s no end in sight for COVID, nor is it likely to be the last existential challenge associations will face.

But this means it’s time to get creative about how to build new revenue streams and think outside the dues-and-trade-show-revenue box. Here are three innovative – and proven – ways associations can drive non-dues revenues by monetizing assets they may already have on hand.

1. Podcast a wider net.

You already have the subject matter expertise, so why not use it in some new ways? Podcasts, which already were on the upswing pre-pandemic, now are in the earbuds of more than 120 million Americans, a 78% increase from just 15 years ago. With 20 million or so joining the podcast audience every year, this number is projected to grow 17% annually to reach 160 million by 2023.

2. The future is being televised — on YouTube.

If your association doesn’t already have a YouTube channel, it’s time to create one and start rolling the video cam. From annual convection highlight reels to member testimonials and short how-to tutorials, you likely already have video content on hand you could repurpose on YouTube.

3. Incorporating a digital resource library into your site is another easy way to tap into a lucrative – and recurring – non-dues revenue stream.

Launching a lead generation program connects corporate sponsors with members seeking educational information and solutions, positioning your association as a valued matchmaker.