Leveraging Technology To Boost Non-Dues Revenue
Diversifying revenue streams beyond traditional measures has become crucial to association revenue health. Technology has emerged as a game-changer, offering innovative solutions that not only enable associations to roll out new programs but also harness previously unavailable data. From digital content monetization to AI-powered personalization, associations are leveraging technology to boost non-dues revenue while simultaneously decreasing staff time and improving processes.
But despite the positive impact technology can have on association revenue, many associations struggle to select and implement the right solutions. Duane Capuano, an industry expert focusing on digital strategy, highlights this challenge: "Technology can be an enabler of both revenue generation and achieving strategic goals. But often, technology is considered an impetus, a barrier, something that you have to deal with. And it shouldn't be that way."
Recognizing the importance of technology in non-dues revenue strategies, the Professionals for Association Revenue (PAR) will feature this topic prominently at the third annual RevUP Summit. While not exclusively a tech conference, RevUP acknowledges the integral role of technology in modern revenue approaches and will empower attendees to embrace the possibilities of incorporating technology into their association business strategies.
During the three-day event, association and industry experts will share tangible ways technology can transform approaches to events, membership, education, and more. Technology-focused sessions will aim to bridge the gap between digital ideas tangible outcomes by providing attendees with specific ideas and solutions to impact their overall revenue health.
Technology and Innovation at the RevUP Summit
Joe Colangelo, Co-Founder and CEO of Bear Analytics, will present "Transform Your Sponsorship Strategy: Data-Driven Ideas to Boost Non-Dues Revenue" alongside Vinnu DeShetty (EVA Event Tech Hub) and Barbara Armentrout (BJA Solutions for Associations). Their session will explore three cutting-edge, data-supported sponsorship ideas designed to elevate revenue streams and enhance sponsor engagement.
Colangelo emphasizes the importance of considering both members and sponsors in this process. He urges associations to ask two critical questions about their audience: "Are they looking to have more or less personalized experiences in the future? Are they looking to have more or less tailored value benefits in the future?" The answers, he suggests, inevitably lead to a greater reliance on data.
Which is why Maneesha Manges, CXO of HighRoad Solutions, will explore this idea further in her session, "Hunting for Leads: Using Data and Technology to Surface Potential Members and Customers."
Manges reassures associations that leveraging technology for membership growth is more accessible than it might seem and she will present specific ideas alongside Suzanne Carawan, VP of Membership for the National Association of Insurance and Financial Advisors.
"It's not as hard as it sounds – there are tools and strategies you can put in place that surface patterns and indicate who might be a good fit for your organization to nurture," Manges explains.
Leveraging technology to boost non-dues revenue is no longer optional for associations – it's a necessity. The key to success lies in approaching technology not as a daunting challenge, but as a powerful tool for growth and innovation. At the RevUP Summit, association professionals will learn how to unlock new revenue streams while enhancing the value for their members, sponsors and larger association audience.
