How ACC Repurposed Content for Non-Dues Revenue Impact

Media companies, brands and associations are increasingly overlapping in the products they offer, from events to memberships. In a recent PAR webinar, Krystle Kopacz of Revmade and Amy Hawkes Repke of the Association of Corporate Counsel (ACC) shared valuable insights on how associations can adopt B2B media strategies to generate non-dues revenue. Repke shared how ACC transformed existing content into high-value toolkits that drive member engagement and attract sponsorship dollars. This case study highlights how thoughtful content strategy and sponsor collaboration can create sustainable revenue streams while delivering value to members.

About ACC

The Association of Corporate Counsel (ACC) is a global organization with approximately 48,000 members. The members include chief legal officers and general counsel (GCs), the firm decision-makers.

Challenge

ACC provides a wide range of resources, including a magazine, newsletters, research reports, in-person and virtual educational events, and a legal resource library. The challenge was to determine which content was working, what could be repurposed, and how to create a sustainable model for generating non-dues revenue. The goal was twofold: to streamline and repurpose content effectively and to monetize it through sponsorship rather than increasing costs for members.

Non-dues Idea

The idea was to package existing content into specialized "toolkits" - curated resources designed to solve members' problems and attract sponsor interest. ACC arrived at this conclusion following a content audit conducted with the help of RevMade, along with member interviews and sponsor feedback about high-demand topics for the ACC audience.

Implementation

The creation of the toolkits required a cross-departmental effort to align goals and ensure buy-in from all teams. Weekly editorial meetings were established to foster collaboration and identify key trends. Business development and membership teams were involved from the start, ensuring that the toolkits were marketable to sponsors and valuable for members.

ACC integrated sponsors into the toolkit creation process, making the product more valuable and appealing. Sponsors were offered the chance to participate in flash polls on toolkit topics, provide subject matter experts for live webcasts, and contribute thought leadership articles and white papers to the toolkits. This gave sponsors direct visibility and positioned them as industry experts.

ACC also produced promotional videos featuring sponsor subject matter experts, which were shared across social media, newsletters, and events. The toolkits were prominently featured at ACC’s annual meeting and signature events, providing high-profile exposure for sponsors.

Revenue Result

Toolkit sponsorships generate $25,000 each. With four toolkits in rotation, ACC has created a new stream of non-dues revenue totaling approximately $100,000 annually. Sponsors appreciate the added value of contributing content, participating in webcasts, and gaining visibility through ACC's promotion strategy. Additionally, ACC has begun using artificial intelligence to create derivative content from toolkit webcasts, providing sponsors with even more touchpoints throughout the year. The toolkit model has not only enhanced member engagement but also positioned ACC as a leader in providing actionable content of high value to members.