By Kathryn Deen, PAR 

Looking for some fresh inspiration to shape your course in 2026? In a follow-up webinar to PAR’s popular RevUP 2025 Summit, hosted by Jay S. Daughtry, M.Ed., of Intuto, some of the best minds in association business development reflected on insights from the summit and how associations can translate these ideas into action.

A mindset shift around revenue and change

Jen Smith, executive director of Professionals for Association Revenue, emphasized that one of the most powerful takeaways from RevUP was the importance of mindset. Talking openly about revenue — and being comfortable experimenting with it — requires leadership and embracing change.

“Innovation comes from being willing to disrupt yourself,” Smith says. “Don’t be afraid to try something once, learn from it, and then tweak it based on what you measure and what feedback you receive.”

Smith stressed that revenue is not the end goal for associations but a critical input that allows them to deliver mission-driven impact.

Relationships over transactions

Nikole TenBrink, MPA, CAE, chief membership and marketing officer at the Society for Corporate Governance, highlighted the importance of understanding different relationships. Associations need transactional opportunities and long-term partnerships, and not every organization or sponsor fits neatly into a cookie-cutter model.

“There’s not one singular fit for every association or every relationship,” TenBrink says. “We need to be open to different types of partnerships — and recognize that transactional relationships often help sustain us while we’re building longer-term ones.”

TenBrink also shared a moment from Bart Berkey’s closing keynote that resonated deeply. “The slide that said, ‘You’re doing great,’ really stuck with me,” she says. “We all need that reminder, especially in busy, high-pressure environments.”

Human-first, even in a tech-driven world

Lindsay Currie, CAE, executive officer at the Council on Undergraduate Research, reminded attendees that revenue generation is fundamentally about people, even as artificial intelligence and automation become more prevalent.

“This is a relationship business,” Currie says. “AI can support the work behind the scenes, but we need to be human first. Long-term partnerships are built on trust and personal connection.”

Currie also underscored the role of boards and leadership in thinking ahead. Boards, she says, should be focused on serving the members of 10 years from now, not just reacting to today’s pressures.

Telling a better story internally

Robb Lee, vice president of marketing and business development at the Council for Advancement and Support of Education, focused on the internal narrative around revenue. Too often, non-dues revenue is seen as separate — or siloed — from the rest of the organization.

“The only reason sponsorships and advertising have value is because of the members and volunteers who are engaged,” Lee says. “Everyone contributes to revenue success, whether they’re directly responsible for sales or not.”

Lee also encouraged associations to look closely at margin and prioritization. Understanding what is truly performing — and what is in decline — creates space to invest in innovation before it becomes urgent.

Looking ahead

Across the conversation, panelists agreed that the future of association revenue depends on collaboration, clearer metrics, and a shared culture of experimentation. From co-opetition with peer organizations to more sophisticated return-on-investment expectations from sponsors, associations will need to be data-informed and relationship-driven.

As Daughtry summarized, the biggest competitor is often the status quo. The lessons from RevUP 2025 challenge associations to rethink language, break down silos, and empower every staff member to see themselves as part of the revenue — and impact — story.

The message was clear: Progress does not require perfection, only the courage to try, learn, and keep moving forward together.

Additional resources

Want more takeaways from PAR’s RevUp 2025 Summit? Watch Intuto's full webinar here.

Learn more about what you missed at RevUP 2025 and view PAR’s summit recap video here.

Save the date for RevUP 2026 from Nov. 3-5 at MGM National Harbor in Oxon Hill, Maryland, and discover fresh strategies to boost your association’s revenue and impact. Reserve your seat with early-bird registration, book your hotel room, and learn more about becoming a sponsor here.