Top Non-Dues Revenue Ideas: What’s Working for Associations Today

Identifying the right non-dues revenue opportunities is essential for an association’s overall revenue health. However, ideas alone are not enough—association professionals must possess the skills and tools to turn these concepts into successful, sustainable programs. While association dues remain a crucial revenue source, a strategic approach to discovering, implementing, and eventually sunsetting non-dues revenue initiatives is fundamental for associations working to align their mission with their business objectives.

This is why the RevUP Summit, presented by the Professionals for Association Revenue (PAR), has curated an agenda focused not only on innovative non-dues revenue ideas but also on the skills and tools necessary to turn those ideas into actionable outcomes.

Thinking Strategically Beyond Association Dues

“Association execs are always on the lookout for good ideas for non-dues revenue,” says Elizabeth Engel, Chief Strategist for Spark Consulting and a presenter at this year’s RevUP Summit. “Once we think we have one, we want to build it as quickly and efficiently as possible.”

Without a strategic and intentional approach, new non-dues programs can struggle to gain traction. Engel will be joined by Patricia Ramallo, Assistant VP International Relations for the National Council of Architectural Registration Boards (NCARB), to discuss how NCARB successfully increased non-dues revenue by fostering a culture of lean innovation, challenging long-standing assumptions, and encouraging new ways of thinking.

Associations must also look beyond their own sector for inspiration. Krystle Kopacz of Revmade will help attendees draw insights from the B2B media landscape. Kopacz and Amy Hawkes Repke of the Association of Corporate Counsel will explore key strategies from B2B media, including revenue diversification, testing new products and services, and implementing data and subscription models.

Achieving buy-in from association leadership is vital for non-dues revenue success, especially when it comes to securing high-value partnerships. Carrie Hartin of MCI and Chris Strong of West Side Strategies will lead a session on high-stakes negotiation tactics, covering collaboration techniques, objection handling, urgency creation, and closing deals with confidence.

Discovering New Non-Dues Revenue Opportunities

A growth-focused strategy that extends beyond association dues is essential for building a successful revenue portfolio. Identifying and aligning the right opportunities with an association’s mission is key. At the RevUP Summit, attendees will learn from various case studies highlighting successful approaches to non-dues revenue.

“In an increasingly competitive event landscape, the ability to generate non-dues revenue through innovative sponsorship models is crucial for association professionals,” says Vinnu Deshetty, CEO/Founder of EVA Event Tech Hub. Deshetty will be joined by Joe Colangelo of Bear Analytics and Barbara Armentrout of BJA Solutions for Associations to present three cutting-edge, data-driven sponsorship strategies designed to boost revenue and engage sponsors.

Attendees will also hear from the three association finalists for the Pierre Award, who will showcase how their innovative business strategies elevated revenue while staying true to their missions. ASAE launched Demo Days to meet the needs of industry partners and members, the Association for Professionals in Infection Control and Epidemiology added three new certification programs, and the Society for Interventional Oncology achieved a record-breaking fundraising milestone. Each finalist will share their program details and the processes that led to these successful outcomes.

Beyond exploring new ideas, the RevUP Summit will also feature sessions on uncovering hidden revenue opportunities. David Upbin, VP of Education and Strategy for the Mortgage Bankers Association, will share how the MBA has successfully bundled its learning and development offerings, simplifying corporate training while generating additional revenue. “These packages can help generate additional revenue for the association while simultaneously saving time and money for the member company and individual,” he explains.

Reimagining long-standing programs can also transform them from loss leaders into revenue generators. Marcus Maleck of the Society for Clinical Research Sites (SCRS) emphasizes the potential in this approach. “Traditional association programs have an opportunity to evolve into highly effective revenue-generating inventory that may be overlooked by many organizations,” Maleck says. He’ll be joined by Michelle Brien of Matchbox and association strategist James Young as they demonstrate how value delivery, packaging, and perspective can turn existing programs into multi-year opportunities that appeal to non-dues clients.

Whether associations are looking for new ideas, refining existing ones, or gaining the skills needed to implement them effectively, the RevUP Summit offers a comprehensive opportunity for association professionals to explore all these critical areas.