Building a Sustainable Non-Dues Revenue Strategy

Building a Sustainable Non-Dues Revenue Strategy

Non-dues revenue has long been a supplemental resource for associations, but according to an Associations Now article, it’s a necessity rather than a bonus. With declining membership revenue and increasing expectations for engaging member experiences, associations must develop intentional strategies to sustain and grow non-dues revenue. A successful approach requires a strong value proposition, dedicated business development, leadership support, and strategic partnerships.

A compelling value proposition is the foundation of any non-dues revenue strategy. Associations must identify the unique value they offer members and the broader market. The article cites Sean Soth, executive vice president of strategy and global partnerships at the Society for Clinical Research Sites, who advises organizations to evaluate their offerings based on value and feasibility. By aligning their revenue-generating initiatives with member needs, associations can unlock new growth opportunities.

Business development is often deprioritized amid daily operational demands, yet it is critical for long-term sustainability. Research from Professionals for Association Revenue (PAR) indicates that 86% of associations either lack a business development strategy or have an underperforming one. Associations should recognize that generating revenue is not contrary to their nonprofit mission; instead, it is essential for reinvesting in programs that serve members.

Leadership buy-in is another crucial component. Without support from the board and key stakeholders, even the most promising non-dues strategies may fail to gain traction. Transparent discussions about financial realities and the necessity of revenue diversification help secure leadership alignment.

Finally, associations should maximize relationships with industry partners, vendors, and suppliers. Many businesses are eager to connect with association members, offering untapped sponsorship and partnership opportunities. Associations can create mutually beneficial revenue streams by actively engaging with these stakeholders.

Developing non-dues revenue is an ongoing process, but with a clear strategy, associations can build financial resilience while continuing to provide value to their members.