9 Smart Non-Dues Revenue Ideas for Associations

You might be racking your brain for ideas to diversify revenue streams and boost non-dues revenue. If so, take a deep breath and relax — we’ve worked with associations like yours on these exact issues, and we’ve got your back. 

Before we get to the lucrative ideas, let’s look at what non-dues revenue is. You undoubtedly already know, but a short refresher never hurts, especially if you want to inform your members.

What Is Non-Dues Revenue?

In essence, non-dues revenue is any money your association brings in that doesn’t come from membership fees. And it’s an absolute lifeline for your association in every way to keep your operations rolling. 

According to a 2016 American Society of Association Executives (ASAE) study, membership fees covered only 30% to 45% of an association’s revenue. Non-dues revenue fills the gap. We can’t directly account for inflation, but we can reasonably guess that the percentage is similar (or even lower) these days.

[Related: Strategic Planning for Associations: If You Don’t Plan, You Will Fail]

Why Non-Dues Revenue Is Integral for Your Association

Boosting non-dues revenue isn’t just lucrative — it’s imperative, from holding events to keeping the lights on.

Here are more fundamental advantages of raising and maintaining non-dues revenue. Some factors are obvious, while others may be surprising:

• Financial stability. Diversifying revenue streams through non-dues revenue strategies lightens your reliance on membership dues. And that’s a big weight off your shoulders.
• Higher-quality member services. With more non-dues revenue comes more expansive member services. You have greater leeway to expand your offerings, from events to publications.
• Lasting mission impact. You can invest the funds you garner from non-dues revenue into advocacy, research and community outreach initiatives. Put it toward anything that pushes your mission forward!
• Future-proofed plans. Robust non-dues revenue strategies position your association for sustainability in a dynamic economic landscape. You can’t account for all outcomes, but a little cushion goes a long way.

Let’s prep your association to reap these benefits and more. Check out these nine tried-and-true non-dues revenue ideas, and see what works best for your stakeholders.

[Related: Big Data and Its Importance for Association Decision-Making]

9 Effective Ideas for Non-Dues Revenue Generation

We’ve worked with association client partners to diversify revenue streams for nearly 50 years at CM Services. So we know these ideas and strategies will help expand your association’s funds. The crux lies in discovering what your members want.

1. Modernize Your Conferences and Events

Raise non-dues revenue by modernizing conferences, events and trade shows with tech-rich offerings. For starters, offer hybrid and virtual attendance options (if you haven’t already). Then, take your event offerings a step or two further:

• Livestream keynote speaker sessions.
• Offer paid on-demand activities.
• Introduce online platforms for networking events.
• Curate gated online content to accompany the event.
• Upgrade booths and exhibits with interactive features (like touchscreens and QR codes).

Overall, revamping events elevates attendees’ entire experience. And that means you have more room to charge premium registration fees, attract high-dollar sponsors and of course, generate more non-dues revenue.

[Related: 11 Qualities of a Good Executive Director: What Members Expect]

2. Hold Value-Laden Workshops and Webinars

Offer next-level workshops and webinars. Simply holding them is beneficial — but putting time and attention into their quality raises the stakes.

Start crafting top-tier workshops and webinars by sending member surveys that uncover what’s on their minds. After you’ve collected feedback, speak with your team to decide what topics would draw the most attendees. 

Workshops and webinars that center on practical skills, actionable insights and industry best practices are genuinely valuable. Paired with member feedback, you have the recipe for higher registration numbers. 

Webinars offer major opportunities — 99% of marketers find them “critical” strategies. Make sure to offer online workshop attendance options!

Tip. Work sponsorship and advertising strategies tactfully into your workshops and webinars. Your association management company (AMC) can help with their marketing expertise.

[Related: Tips on How To Find the Right Association Management Company]

3. Sell Premium Content Subscriptions

Create content that members are willing to pay for. After all, you have a bevy of content creators (including yourself) to tap into. 

The success of paid content subscriptions boils down to what your members want and what gives them actual value. Member surveys again take precedence for insights into where their hearts and minds are. Then, work with your team to curate content types, honed in on high-interest topics: 

• In-depth research reports
• Industry trend analyses
• Expert interviews
• White papers

Encourage subscriptions with feasible incentives, such as early content access and event discounts. Plus, you can promote paid content subscriptions at events, webinars and workshops, further diversifying revenue streams.

4. Craft Attractive Merchandise

Don’t hesitate to market your association with merchandise! You create a sense of community with gifts, apparel, accessories and specialty items that hit the mark. 

A member survey is yet again integral — what products would your members carry with pride? Additionally, merchandise sales not only raise non-dues revenue but also can attract new members. Your association gets instant word of mouth when a friend asks where one of your members found their new branded leather laptop case.

Tip. Offer premium, limited-time merchandise around specific events to create a sense of exclusivity and drive sales. 

[Related: How To Create an Environment of Collaboration and Consensus-Building]

5. Market Your Association Online

Invest in digital marketing for your association. We can’t emphasize this enough — your online presence is your hub for promoting offerings and generating non-dues revenue. 

Here are the primary points to establish to diversify non-dues revenue streams:

• A first-rate website
• An official social media presence, like on Facebook, Instagram and YouTube
• Regular email newsletters

These avenues give you worldwide ways (and ad space) to promote those top-tier events, workshops, content, merchandise and more. The greater visibility and interaction you have online, the more you can earn significant revenue. Your AMC will help you navigate the dynamic digital marketing world.

Tip. Amplify revenue generation with online content, like blogs and videos, that communicates your mission while engaging visitors.

6. Offer First-Rate Training

Take your member training to the next level with multiple programs targeting member groups. Tap into your team as well as your industry partners to find subject matter experts who members would love to learn from.

By offering robust training programs (in-person, hybrid and virtual), you open doors to generating more non-dues revenue. In fact, training is the third-largest revenue source for associations! Members are far more willing to pay when they know what they’ll learn strengthens their personal and professional lives. 

Tip. Diversify revenue streams with paid certification and accreditation programs that hinge on what your members show interest in. Your AMC should specialize in training, certification and accreditation programs that generate revenue while offering powerful value.

[Related: Do You Train Your Board Members and Committee Chairs?]

7. Partner With Like-Minded Organizations

Join forces with associations, societies and organizations that share your values and vision. Together, you can generate significant revenue via pooling resources, expanding your reach and creating joint ventures.

Alongside a like-minded partner, you have more space to explore diversifying revenue streams:

• Co-hosting annual conferences and events
• Offering bundled memberships
• Launching joint research projects

That’s just a sample of what you might pursue together. Whatever you undertake, results include a larger audience, more sponsorship opportunities and higher sales (tickets, registrations and merchandise). All those inroads lead to non-dues revenue generation, as well as better membership retention.

8. Bolster Your Affinity Programs

Hone in on your members’ needs and wants to shore up your affinity programs. This is a definite process, starting once again with what your members want. 

Next, forge new strategic partnerships with brands and organizations that mirror your values, and negotiate competitive, exclusive deals. Finally, tell your members! Leverage all channels at your disposal — particularly your online ones — for maximum outreach.

For long-term revenue stream diversification, keep evaluating the affinity programs you offer. As members’ needs change, explore your array of options. If you think you may be overlooking lucrative member benefits, delve deep to see whether they could lead to significant non-dues revenue.

[Related: Meeting Planning: 9 Tips for Success]

9. Explore More Donations and Grants

Look to potential funders for valuable donation and grant opportunities. This process takes time — but it’s incredibly worthwhile to find new revenue streams. 

As always, ensure a potential funder shares your association’s vision and values. Crafting compelling grant proposals is up next. Build strong relationships with your donors and grantors, and make sure to give them clear recognition after they contribute. 

On that note, grant writing is an art and science all its own. Consult your AMC for assistance! Donations and grants are core ideas for non-dues revenue, but your funders will want to see a tailored proposal that demonstrates how their contribution benefits them, too.

[Related: Smart Financial Management for Nonprofit Organizations]

Bonus Idea: Upgrade Your Membership Offerings

Revitalize your current memberships with a variety of strategies to raise non-dues revenue:

• Create tiered membership plans.
• Offer value-added services at a fee.
• Provide paid mentorship programs.
• Craft exclusive career development resources, like job boards and coaching.

In sum, whatever you can feasibly add to your memberships to increase non-dues revenue is fair game. As always, lean into metrics and member feedback. You’ll see higher membership renewals and satisfaction.

[Related: How To Manage Volunteers at an Association Level]

Partner With CM Services To Generate Non-Dues Revenue

Your non-dues revenue strategy starts with knowing what your members want. Bringing that strategy to life means leaning on experts who know the ropes.

We’re happy to be those experts at CM Services. Our member, executive leadership, marketing and event and publication services drive your revenue stream diversification. Generating non-dues revenue that evolves and remains sustainable doesn’t have to be solely on your shoulders. 

Contact us to learn more and start planning your association’s strategy.

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