Unlocking New Revenue Streams: Key Takeaways from 2024 ASAE Annual Meeting’s Non-Dues Revenue Sessions

Written by: Lori Zoss Kraska, MBA, CFRE and Bruce Rosenthal

Non-dues revenue for association growth was front-and-center at the 2024 ASAE Annual Meeting. Over 15 education sessions, 2 receptions, and numerous exhibitors examined the importance of non-dues revenue, highlighting various types of non-dues revenue program development.

Sessions provided guidance and case studies on how to leverage fundraising, open access content, AI, exhibitors, sponsors, international programs, learning centers, mentor programs, and supplier programs to increase non-dues revenue.

There were several concepts we heard in the sessions; in the expo; and in discussions with conference attendees:

• The importance of having an association strategy around non-dues revenue was emphasized.
• Non-dues revenue should be an "overarching goal" for associations, with every department—including the Board—having a role.
• The most successful non-dues revenue programs are created and expanded by involving and getting input from all stakeholders—Board, staff, members, exhibitors, sponsors, donors.

Appointing a non-dues revenue leader on the association’s staff can add direction and continuity to the non-dues revenue program. As associations strive to enhance financial sustainability, understanding the dynamics of non-dues revenue is becoming increasingly essential.

Here are the seven key themes that emerged from the sessions focused on non-dues revenue strategies and our conversations with association professionals at the conference:

1. Internal Collaboration and Feedback

Associations are recognizing the importance of gathering insights and feedback from their own staff, board members, and stakeholders. This internal collaboration is crucial for identifying valuable opportunities and refining existing non-dues revenue strategies. It ensures that initiatives are aligned with the association's goals and the needs of its members.

“Collaboration around business development was a central theme at the Professionals for Association Revenue (PAR) exhibit booth,” noted Sean Soth, Chairman of PAR and SVP Strategy and Global Partnerships Society for Clinical Research Sites (SCRS). “Senior association executives are being asked to create value and performance accountability in their teams, starting with a central concept of ‘where our association's business is headed?’”

2. Breaking Down Silos

A recurring theme was the emphasis on dismantling internal silos to foster a culture of collaboration across different departments. When teams understand and engage with non-dues revenue initiatives – in the same way that departments collaborate on the association’s annual conference – they can contribute more effectively, leveraging their unique roles and insights. This approach drives success by creating holistic non-dues revenue opportunities. Soth from PAR notes how departments in associations are working together: “More of our members are seeing business development in and around their member engagement and non-dues work.”

3. Educating and Empowering Staff

Ensuring that every association employee understands the value of non-dues revenue and how they can contribute within their roles is vital. This involves educating staff not just about the ‘what’ but the ‘how’ of non-dues activities, enabling them to actively support and promote these initiatives. “We discovered during our corporate partnership program review that intentionally involving all association staff in our non-dues revenue efforts broadened our access to potential partners and enhanced our credibility,” said Dr. Tina DeNeen, Associate Executive Director, Education and Member Development, American Association of Collegiate Registrars and Admissions Officers (AACRAO).

4. Processes and Guidelines

Creating robust internal processes and guidelines is critical for managing non-dues initiatives effectively. These processes help in targeting the right sponsors and other partners, making informed decisions, and troubleshooting challenges efficiently, thereby enhancing the overall execution and success of these projects.

5. Leveraging Technology

Technology plays a pivotal role, both in process optimization and in delivering non-dues initiatives. Innovative tech and online solutions can automate and streamline operations, track performance, and facilitate new forms of engagement that attract sponsors and add value for members.

6. Continuous Improvement and Adaptation

The need for ongoing refinement was highlighted, with a focus on adapting strategies in response to new and growing member needs, changing economic conditions, evolving goals of partner companies, and competitive pressures. This adaptability ensures that non-dues initiatives remain relevant and effective. “We have learned that the path to a successful non-dues revenue program isn't always linear, and embracing its dynamic nature is key,,” explained Carey Goryl, MSW, CAE, CPRP, Chief Executive Officer, Association for Advancing Physician and Provider Recruitment. “Even if an association starts at square one, focus on listening, being flexible, and adapting your strategies as your association and its needs evolve.”

7. Customization and Innovation

Tailoring opportunities to meet specific needs and preferences is key to attracting and retaining sponsors. This means offering customized sponsorship packages rather than transactional Gold/Silver/Bronze packages or piecemeal options, or designing multi-year agreements that provide long-term value. Additionally, thinking innovatively about how to differentiate these offerings from competitors can significantly boost an association's appeal to potential sponsors. Laura Walker, Chief Media & Sales Officer, North American Veterinary Community (NAVC), described her organization’s process: "When evaluating non-dues revenue opportunities we always look for win-win-win concepts that will bring true value to our audience, our partners, and our organization. If it lets one of those three stakeholders down, we know we need to find a different approach.”

The discussions around customization and innovation also underscored the potential of creating non-dues revenue streams through both existing and new programs. The success of these efforts hinges on an association’s ability to think big and differently, ensuring that it stands out in a crowded market. Why is this important? DeNeen from AACRAO observes, “Sponsorship revenue is vital to our success at AACRAO, as it helps us cover the cost of events and general operations.”

Overall, ASAE 2024’s sessions on non-dues revenue have armed association professionals with strategic insights and actionable tips to enhance their financial resilience and deliver greater value to their members and partners. As organizations move forward, the ability to innovate and adapt will define the success of associations in cultivating diverse revenue streams.