While membership dues provide a stable income stream, relying solely on them can be limiting. Non-dues revenue offers an opportunity to grow financial resources, enhance member services, and invest in future initiatives. Below, are some ideas to help your association maximise non-dues revenue.

Advertising
From your website to printed publications, your association has valuable advertising space that can reach a highly engaged audience. You can monetise your website, newsletter, and event apps by offering ad placements. Use analytics to showcase the reach and engagement advertisers can expect.
Sponsorship
Another option is to provide sponsors with exclusive access to your members through thought leadership sessions, webinars, or workshops. Have you thought about creating tiered packages that offer sponsors varying levels of exposure at different price points?
Events
Running events and conferences is a great way to bring your members together and can be a valuable revenue stream for your organisation. Events are a great opportunity to sell merchandise, printed materials and additional membership benefits.
Events can be costly to run, make sure you consider all costs associated and whether you have the necessary finances to cover the costs. To maximise the profitability of your events, consider strategies to offset costs, such as securing sponsorship or offering early-bird ticket discounts to encourage registrations.
Branded Merchandise
Selling items such as apparel, accessories, and stationery not only generates revenue but also promotes your brand to members and non-members.
Creating and selling brand merchandise may involve upfront costs such as printing, storage and setting up an online store therefore this may not be an option suitable for some associations.
Publications
Products such as white papers and guides can be excellent sources of revenue. While many associations offer these resources free of charge, consider making them available to members only for free while offering them for purchase to non-members. This strategy not only increase non-dues revenue but also serve as an incentive for non-members to join your association.
Learning and Certification
Offering paid courses, webinars, or certification programs is a great way to provide value to your members and increase revenue. Courses and certification can also be a great tool for attracting non-members interested in professional development.
When designing these offerings, focus on quality and relevance to maintain your organisation’s reputation. The focus should always be on offering value and quality.
Maximising non-dues revenue is essential for your organisation to thrive in an ever-changing landscape and to keep up with ever increasing costs. The key lies in understanding your audience, aligning offerings with their needs, and building long-term partnerships that benefit all stakeholders.
At Dot-The-Eye we can help your association diversify your income streams. Get in touch with us to find out more.
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