05/30/2023

How Leaders Can Navigate a New Non-dues Era

Associations now have more options for drawing corporate, sponsor dollars

Non-dues revenue options are not what they used to be. So, many leaders have to rethink what kind of ground rules they establish for them.

For the latest Associations Now Deep Dive report, I wrote about how approaches to non-dues revenue have been changing of late. Gone are the days of an advertising supplement here or a new in-person event or webinar there. Now, associations have been tasked with being more entrepreneurial. As Non Dues-a-Palooza Founder Teri Carden put it, “If we look at the new programming or new non-dues revenue programs, a lot of them act like small businesses.”

Think of associations who’ve spun off for-profit consulting services, or stood up credentialing and certificate programs. Even within the familiar territory of meetings, relationships are changing. As an earlier Deep Dive report explained, corporate partners are looking for more than a chance to put up some signage or sponsor a cocktail hour. They want their executives in front of members at the keynote, at chapter meetings, in focus groups and more. 

Please select this link to read the complete article from Associations Now.