In today’s digital age, associations have never had more tools to engage their audiences. The traditional pillars of printed newsletters and magazines now coexist with a wide array of digital platforms, offering new ways to connect with members, stakeholders, and the broader industry. Association leaders searching for both relevancy and new non-dues revenue streams may be tempted to chase every new trend. But there’s a better approach.

Carla Kalogeridis is the Founder and CEO of Kalo Media, LLC, and has more than 30 years of experience in association publishing. She emphasizes that selecting the right media programs requires a strategy.

"Associations need to clean out the clutter in their media and other non-dues revenue products so that we can think more strategically, instead of running from thing to thing," Kalogeridis advises.

She likens this process to a homeowner with a packed two-car garage who buys an electric vehicle to make a positive environmental impact. The problem? Without removing something from the garage first, there’s no space for the new car. In the same way, associations must avoid adding new programs without first considering how they fit within existing offerings.

"It really doesn't matter what the next great revenue builder is around the corner because we don't have room for it. Our garage is full," Kalogeridis explains.

To streamline offerings and boost non-dues revenue, associations should reflect on these three key questions:

1. What does our association offer that no one else can?

Begin by identifying your organization’s unique value proposition. This might be specialized education, exclusive industry access, or a strong, distinctive community. Once you’ve zeroed in on your association’s unique strength, you can develop media products that effectively deliver and highlight this valuable asset. Think of the unique offering as the “what” and the media platform as the mechanism for delivering it as the ‘how.’

“We have to be known for something,” Kalogeridis says. “We have to be the best at something, and then the new media products can spring from that.”

2. Are we competing where we aren't competitive?

In an oversaturated information landscape, it's essential for associations to recognize both their strengths and their limits. While your association may be a leading authority in your field, it’s just as crucial to understand where competitors may have an edge. Rather than competing head-on, consider partnering with organizations that bring complementary strengths or additional resources to the table. Collaborating can create synergies that better serve your audience and elevate your association's overall value proposition. By working smarter—inviting others to amplify your unique strengths—you can extend your reach and impact.

3. Can we dramatically improve the quality of what we already offer?

Sometimes, the best strategy for boosting non-dues revenue isn’t introducing something new, but improving what you already have. Take a critical look at your current products and services. Are they truly meeting your audience’s needs? How can their quality, relevance, or accessibility be enhanced? By refining and optimizing existing offerings, you can increase their perceived value to members and potentially attract a broader audience—all while maximizing your current resources.

“People don’t want more, they want better,” Kalogeridis says.

By decluttering and focusing on what truly matters, associations can build a media portfolio that drives both non-dues revenue growth and mission fulfillment. Embracing a strategic approach won’t just streamline operations—it will enhance member engagement and drive revenue. In the world of association media, sometimes less truly is more when it comes to delivering value and generating sustainable revenue.