Quarter three can be one of the most challenging times in an association's fiscal year as teams take time off during summer, or ramp up for an annual event. At the Professionals for Association Revenue (PAR), we navigated both, while keeping the conversation focused on our mission: inspiring revenue growth for association professionals through knowledge, resources, and community.

In Q3, our thought leaders shared strategies that cut through complexity by highlighting what works in association business. From uncovering hidden revenue opportunities to simplifying offerings, leveraging technology, and deepening partnerships, these lessons remind us that successful revenue growth starts with a strategic focus: on outcomes, member value, and the opportunities the market is already presenting.

We’ve pulled together the top insights you may have missed from this quarter.

Revenue Ideas: Focus, Simplify, and Lean Into Opportunity

1. SCRS: Sell the Outcome, Not Just the Product

When the pandemic halted in-person gatherings, the Society for Clinical Research Sites (SCRS) focused on what members truly valued—connection. Sites Now, a monthly virtual program built around member-chosen topics, kept the community engaged long after restrictions lifted.

“Associations are changing, but one thing is not changing, right? It’s bringing people together. It’s what we do every day of our lives, which is creating relationships, creating connections, bringing people together and then letting them do the business.” —Marcus Maleck, SCRS

Takeaway: Focus on the outcome your audience wants—community, learning, progress—and then find the product to match.
PAR resource: Association RevUP Podcast, Episode 7

2. MBA: Turn Complexity Into Simplicity

Mortgage Bankers Association (MBA) simplified its 450+ training programs into a single bundled offering called Education Advantage. Members choose a tier that fits their needs, making participation easier and revenue more predictable.

“It was about simplifying the process for our members and helping them save money while recognizing the value of their MBA membership dues.” —David Upbin, MBA

Takeaway: Streamlined offerings reduce friction, increase engagement, and strengthen revenue.
PAR resource: Association RevUP Podcast, Episode 7

3. APIC: Lean Into What the Market Offers

The Association for Professionals in Infection Control and Epidemiology (APIC) upgraded outdated certification prep materials and launched three new programs in 14 months, aligning member demand with a new market opportunity.

“By getting people ready to sit for different certifications, we’re literally making the world a safer place.” —Letty Kluttz, APIC

Takeaway: When member needs align with market shifts, act boldly and quickly.
PAR Resource: How Apic Created Member Value and a New Revenue Stream in 14-months

4. Swapcard: Bridge the Gap for Exhibitors

Event platforms are now mission-critical for engagement and lead generation. Swapcard’s report shows that while attendees are active, exhibitors often underutilize these tools. Associations can help exhibitors turn engagement into measurable ROI.

“This report does not just challenge outdated models; it introduces a new performance standard focused on outcomes over activity.” —Baptiste Boulard, Swapcard

Takeaway: Associations can add value by guiding exhibitors to use digital tools strategically and improve ROI.
PAR Resource: Digital Disconnect: Exhibitor Lead Gen Opportunities Association Exhibitors are Missing

5. AGU: Harness AI to Connect Members

The American Geophysical Union (AGU) uses AI and NLP tools for personalized content, peer reviewer identification, and session recommendations—boosting revenue from membership, events, and publications.

“The AI tools have supported AGU's revenues at every turn.” —Thad Lurie, AGU

Takeaway: Thoughtful technology and AI usage can enhance member experience while driving revenue.
PAR Resource: 2025 Pierre Award Finalists Announced

6. ASNT: Expand Access With Free Membership

American Society for Nondestructive Testing (ASNT) launched a free entry-level membership program for students and early-career professionals, adding nearly 2,500 new members and generating $100,000 in non-dues revenue.

“Removing financial barriers expands reach and provides a scalable model other associations can replicate.” —Patricia White, ASNT

Takeaway: Lowering barriers can grow membership and revenue simultaneously.
PAR Resource: Pierre Award Press Release, and Meet a Member: ASNT

7. SCCM: Revenue Through Impactful Programs

Society of Critical Care Medicine (SCCM) created the ICU Centers of Excellence program, generating $200,000 in its first year while improving hospital outcomes through coaching, peer learning, and real-time data.

“It builds lasting hospital partnerships and fosters system-wide change rooted in empathy, teamwork, and continuous learning.” —Maria Jaba, SCCM

Takeaway: Programs that combine mission impact with structured improvement can create sustainable revenue streams.
PAR Resource: Pierre Award Press Release

8. EDUCAUSE: Leverage Partner Expertise

EDUCAUSE moved beyond traditional sponsorship to a partnership model focused on knowledge and collaboration. Their Partner Summit, a one-day event with industry providers and higher ed leaders, allows partners to share expertise, collaborate on solutions, and deepen engagement.

“It's not just about growing their spending. It's about mentoring companies to become great partners of higher education over time.” —Leah Lang, EDUCAUSE

Takeaway: Partner expertise can advance your mission and create sustainable, mission-aligned revenue.
PAR Resource: The Real Value of Partnerships Goes Far Beyond Dollars

9. Skot Waldron: Revenue Transformation Starts With Change Leadership

Associations must shift from “revenue is sales’ job” to revenue as everyone’s responsibility. The Beckhard-Harris change equation provides a framework for engaging the entire team:

Dissatisfaction × Vision × Next Steps > Resistance

Takeaway: Clearly define the problem, vision, and steps to help your team embrace change.
PAR Resource: Want More Association Revenue? Solve This Equation First

10. Jamie Notter: Lean Startup Success Requires a Culture That Supports Innovation

A recent webinar highlighted that organizations often talk about innovation more than they practice it. Jamie Notter emphasized that Lean Startup methodology struggles when associations focus on forward action over effective action, fail to stop initiatives that no longer add value, and operate in silos without strategic clarity.

“It is really hard to do change if you can't do conflict… not just managing difficult conversations and resolving conflict fully, a lot of people resolve it, but halfway.” —Jamie Notter

Takeaway: Successful Lean Startup implementation requires a culture that values experimentation, transparency, strategic clarity, and the ability to have difficult conversations. Without these practices, even the most innovative ideas can stall before they get off the ground.
PAR Resource: Lean Startup and Culture Virtual Workshop

From simplifying offerings to leveraging AI, free memberships, and strategic partnerships, associations are discovering new ways to drive revenue while advancing their mission. The lessons from SCRS, MBA, APIC, Swapcard, AGU, ASNT, SCCM, and EDUCAUSE remind associations to focus on outcomes, embrace innovation, and lead change to unlock growth.