{"id":19823,"date":"2026-09-02T13:43:39","date_gmt":"2026-09-02T17:43:39","guid":{"rendered":"https:\/\/mypar.org\/?p=19823"},"modified":"2026-09-02T13:43:39","modified_gmt":"2026-09-02T17:43:39","slug":"4-underutilized-ways-for-associations-to-grow-non-dues-revenue-without-reinventing-the-wheel","status":"publish","type":"post","link":"https:\/\/mypar.org\/4-underutilized-ways-for-associations-to-grow-non-dues-revenue-without-reinventing-the-wheel\/","title":{"rendered":"4 Underutilized Ways for Associations to Grow Non-Dues Revenue \u2014 Without Reinventing the Wheel"},"content":{"rendered":"\r\n\r\n\t

\"\"<\/p>\r\n

\r\n\t\t\tREVUP INSIGHTS
Practical ideas for association revenue teams\t<\/h2>\r\n\t

By Kathryn Deen, PAR<\/p>\r\n

Meaningful non-dues revenue potential is often closer than associations think. It’s often already built into the programs and content they’re running today. While associations put most of their energy into membership and conference attendance, according to PAR’s Association Business Development Landscape Report, non-dues programs carry the highest potential for revenue. That gap is exactly where the opportunity starts.<\/p>\r\n

The strongest wins tend to come from taking a second look at what’s already on the shelf – content, curricula, events, career resources – and finding new ways to put it to work. Here are four underutilized ways for associations to grow non-dues revenue – without reinventing the wheel.<\/p>\r\n

1. Sell Education by the Bundle, Not the Course<\/b><\/h2>\r\n

Selling education course by course can quietly cap what an association could be earning. That’s the pitfall the Mortgage Bankers Association<\/a> sidestepped when David Upbin<\/a> looked at more than 450 training programs sold individually and asked a simpler question: What if members just picked a tier? MBA’s Education Advantage program now lets member organizations choose one educational tier instead of shopping \u00e0 la carte.<\/p>\r\n

“It was about simplifying the process for our members while helping them save money and recognize the value of their MBA membership dues,” Upbin says.<\/p><\/blockquote>\r\n

Most participants gravitate toward the highest tier, and the program was on track to exceed $1 million in gross revenue.<\/p>\r\n

The Association of Corporate Counsel<\/a> learned the same lesson with content instead of courses. Working with RevMade<\/a>, ACC audited its existing library and repackaged high-demand material into sponsor-backed “toolkits.” Four toolkits were generating roughly $25,000 each in sponsorship – about $100,000 in one year – without adding a single cost for members, ACC vice president and chief content officer Amy Hawkes Repke shares with PAR.<\/p>\r\n

2. Turn One-Time Learning Into Recurring Community<\/b><\/h2>\r\n

Education is one of the oldest non-dues plays in the book, but the format underneath it hasn’t stood still.<\/p>\r\n

Celisa Steele<\/a>, co-founder of the Tagoras<\/a> learning consultancy, points to cohort-based learning as a lever many associations are leaving unused.<\/p>\r\n

“Cohort-based learning involves a group of people learning together, and it’s usually for a set period of time,” Steele says. “Members of the group can support each other and provide accountability. There’s extra value from the experience of learning with others, getting to share your experience and questions, and hearing what others have to say.”<\/p><\/blockquote>\r\n

The American Animal Hospital Association<\/a> put that theory into practice, turning its decades-old, one-on-one accreditation process into a cohort curriculum that is creating communities in a virtual environment and helping to build networks across a very diverse veterinarian community.<\/p>\r\n

3. Make Your Annual Conference Pay Off All Year<\/b><\/h2>\r\n

How much untapped value is already built into an association’s biggest event of the year? James Young<\/a>, founder of the Product Community<\/a>, has seen the opportunity up close.<\/p>\r\n

“The scariest statistic that I have in working with two associations as chief learning officer and then working with lots of other associations is that we are banking 60% of our revenue on four days out of the year – and only 20% of our members engage.”<\/p><\/blockquote>\r\n

His answer isn’t to overhaul the conference – it’s to keep getting value out of everything already built around it.<\/p>\r\n

“I challenge us to think of the annual conference as a source of ideation, as an incubator, and as an unveiling,” Young says.<\/p><\/blockquote>\r\n

That can look like a year-long fellowship built from conference sessions, a short-course series, an innovation contest, or a sponsored podcast pulled from the best conversations in the room – each one stretching a single event into revenue and engagement that lasts all year. The raw material is already there; it just needs a second act.<\/p>\r\n

4. Transform Your Career Center Into a Strategic Growth Hub<\/b><\/h2>\r\n

Many associations see their career center as little more than a job board and a passive source of recruitment advertising revenue. That view sells short one of an association’s most versatile assets, says Jamila Perry Harley<\/a>, director of career management services for the American Speech-Language-Hearing Association.<\/p>\r\n

“A career center can support professionals throughout their entire career lifecycle, from entering the profession and finding a first job to pursuing leadership opportunities, navigating career transitions, and preparing for retirement,” Perry Harley says.\u00a0<\/p><\/blockquote>\r\n

Connect those moments to the right content and employer offerings, and it becomes a strategic growth hub that supports workforce development, employer engagement, member value, and non-dues revenue, she says.<\/p>\r\n

Traditional recruitment advertising models are plateauing, and metrics such as job views and applications no longer fully capture the value associations deliver to employer partners. Part of that shift, Perry Harley says, comes from how career paths themselves are changing.\u00a0<\/p>\r\n

“Career paths are becoming less linear,” she says. “Some professionals are pursuing leadership opportunities, while others are exploring new settings, industries, or ways to apply their expertise.”\u00a0<\/p><\/blockquote>\r\n

Associations are uniquely positioned to support those transitions through career education, mentorship, networking, workforce insights, and employer connections, she notes. They can turn a single job board into a year-round set of touchpoints, such as pairing a career-transition webinar with a sponsorship, building employer branding packages around specific career stages, or extending engagement before and after hiring events.<\/p>\r\n

“The most strategic associations recognize that member value and revenue growth are not competing priorities,” Perry Harley says. “When thoughtfully designed, they reinforce one another.”<\/p><\/blockquote>\r\n

What’s On Your Shelf?<\/b><\/h2>\r\n

None of this requires building from scratch. It requires a closer look at what’s already there – content, curricula, events, career resources – and the discipline to repackage it for the people already paying attention.<\/p>\r\n

So what’s sitting on your association’s shelf waiting for its second act?<\/p>\r\n

\r\n
\r\n\"\"<\/b>More Revenue Insights at PAR’s RevUP Summit<\/b>\r\n

Career centers can be more than a member benefit – they can be a meaningful source of non-dues revenue. At the RevUP Summit 2026, Jamila Perry Harley and Eli McLean of the American Speech-Language-Hearing Association will share how associations can identify high-value career moments, move beyond job views and applications to demonstrate employer ROI, and uncover practical opportunities for sustainable revenue growth.<\/p>\r\n

Explore the<\/b> full RevUP Summit agenda<\/b><\/a> and <\/b>register to join<\/b><\/a> association revenue leaders Nov. 3-5, 2026, at MGM National Harbor in Maryland.<\/b><\/p>\r\n\r\n","protected":false},"excerpt":{"rendered":"

Meaningful non-dues revenue potential is often closer than associations think. It\u2019s often already built into the programs and content they’re running today. While associations put most of their energy into membership and conference attendance, according to PAR’s Association Business Development Landscape Report, non-dues programs carry the highest potential for revenue. That gap is exactly where the opportunity starts.<\/p>\n","protected":false},"author":12,"featured_media":19826,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"inline_featured_image":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[39,134],"tags":[],"class_list":["post-19823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-development","category-revup"],"yoast_head":"\n4 Underutilized Ways for Associations to Grow Non-Dues Revenue \u2014 Without Reinventing the Wheel | Professionals for Association Revenue<\/title>\n<meta name=\"description\" content=\"Meaningful non-dues revenue potential is often closer than associations think. 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