3 Associations Show Why Non-Dues Revenue Is Crucial for Association Sustainability

By now, associations understand that non-dues revenue plays a critical role in maintaining their financial health. This financial strength is not just about keeping the association up and running—it enables associations to advance their mission, serve their members better, and make a lasting impact in their industry.

However, the broad nature of non-dues revenue often leaves associations unsure about where to focus their efforts. The key is realizing that non-dues revenue is often found in reimagining existing programs, events, or partnerships and not in creating something entirely new.

As highlighted by the Professionals for Association Revenue’s (PAR) 2023 Pierre Award finalists, the next opportunity for generating non-dues revenue could be right in front of you.

Case Studies: Turning Existing Programs Into Non-Dues Revenue Streams

Consider the Association of Clinical Research Professionals (ACRP) who took a longstanding event and reimagined it to grow non-dues revenue. Clinical Trials Day began in 2014 as a day meant to honor the achievements of clinical trials and the individuals who contribute to their success.

In 2023, ACRP reimagined the event by forming strategic collaborations with corporate partners, aligning with their theme “Together We Can.” This collaborative approach included widespread engagement through social media, testimonial videos, and personalized messages.

ACRP’s innovative thinking led to an impressive 476% increase in video views and a 200% increase in sponsorships. The overwhelming response from sponsors not only increased revenue but also created a stronger sense of community within the clinical research field.

This bold reimagining of an existing event ultimately earned ACRP the prestigious 2023 Pierre Award, which recognizes associations that make an impactful change within their industry through strategic business advancements. Reflecting on their success, ACRP’s Marketing Director, Lisa Townsend, said, "We identified numerous opportunities to deepen engagement with—and then elevate the voices of—our industry partners, members, and the global clinical research community, while connecting ACRP's mission and programming to the campaign theme.”

ACRP’s success illustrates how associations can grow their non-dues revenue by expanding their existing initiatives rather than starting from scratch. By forging partnerships and leveraging a strong, unified message, they created new revenue while simultaneously advancing their work among clinical research professionals.

Another notable example is the American Society for Transplantation and Cellular Therapy (ASTCT), which showcased how associations can improve their revenue health while broadening both their network and their impact. ASTCT joined the Graft vs Host Disease (GVHD) Alliance, a partnership with six other organizations focused on increasing awareness and helping improve the lives of people living with GVHD. As the only professional association as part of the alliance, ASTCT reached new audiences and gained financial support for key initiatives and educational programs – illustrating that joining a larger coalition and collaborating within your field can yield both financial and mission-driven benefits.

"ASTCT’s participation in the GVHD Alliance has created positive impact in many ways," says Jenn Kasowicz, Director of Marketing and Communications at ASTCT. "Not only has ASTCT been able to gain financial support for programs that drive greater awareness, education, and research around GVHD for our members and their patients, but the initiative has also expanded ASTCT’s brand recognition to other health providers and caregivers.”

Finally, the School Nutrition Association (SNA) shows how prioritizing a growing communication channel can lead to revenue growth. In 2023, SNA focused on expanding its digital portfolio by enhancing its array of digital products. Part of the initiative included moving away from text-heavy formats and embracing a more visually engaging approach. This shift led to increased digital ad revenue and greater engagement from the SNA audience.

These examples demonstrate that non-dues revenue doesn’t always come from launching entirely new programs. Often, associations can look at their existing events, programs, and partnerships with fresh eyes, finding innovative ways to improve both member engagement and financial health. As these case studies from the RevUP Summit 2023 show, non-dues revenue opportunities might be closer than you think.

At the upcoming 2024 RevUP Summit, another group of finalists for the Pierre Award will showcase their creative approaches to non-dues revenue. Attendees will walk away with real-world examples of how to leverage non-dues revenue streams to sustain their associations and propel their missions forward. Non-dues revenue is not only crucial for financial health but also offers a path for associations to innovate and continue to serve their members in meaningful ways.