Growing Non-Dues Revenue for Associations Through Sponsored Content

Lead Marvels reports that associations face a delicate balancing act between generating revenue and keeping their members satisfied. This often makes them hesitant to increase their dues regularly, as they fear that members may push back. Finding non-dues revenue (NDR) streams is a significant challenge for association leaders, as they must avoid jeopardizing membership levels. According to the 2023 Associations Communications Benchmarking Report, generating NDR is the primary concern for association leaders.

Sponsored content, which is also known as native or branded content, is a strategic approach that has emerged as a viable solution for advertisers. It involves advertisers paying for exposure to an association’s membership. Unlike traditional advertising, sponsored content focuses on providing value, building brand awareness, and educating members. This form of content, including articles, white papers, videos, and more, can contribute to a sustainable non-dues revenue stream for associations.

Sponsors increasingly seek ways to engage members beyond conventional advertising, aiming to position themselves as thought leaders. Sponsored content allows sponsors to showcase expertise to a broader audience throughout the year, compared to one-time event engagements. The content not only benefits sponsors by establishing thought leadership but also provides valuable insights to association members.

Despite the potential advantages, some associations are hesitant to embrace sponsored content, fearing it might compromise their status as the “voice of the industry.” However, concerns about objectivity and member trust can be addressed through best practices. Transparency, value creation, and maintaining control over content topics are key principles for successful sponsored content.

The evolving role of sponsored content not only benefits sponsors by establishing thought leadership but also provides valuable insights to members. With case studies showcasing successful implementations, the path forward lies in a scalable, long-term approach that enhances member experience while driving meaningful non-dues revenue. As associations move towards a future of financial resilience, the synergy between sponsors, members, and innovative platforms presents an exciting opportunity for growth and sustainability.