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From #OSAE17: 3 Marketing Trends for Association Professionals to Watch

From #OSAE17: 3 Marketing Trends for Association Professionals to Watch

The marketing landscape is constantly changing and it can be hard enough for full-time marketers to keep up, much less busy association professionals trying to balance a million tasks.

So what marketing trends should association professionals be mindful of?

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Non-Dues Revenue: The Basics

Posted by Callie Walker

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Non-dues revenue. We read about it, we write about it, we talk about it. But are we doing enough to actually execute it? Are we reaching our full non-dues revenue potential?

Raising non-dues revenue is a tricky business. That’s why today, we’re exploring the basics. We’re going over what it is, why it’s a challenge, and where to start.

Ready? Let’s get started!

What it is:

Put simply, non-dues revenue (NDR) is any money made by an association outside of membership dues. It can come from advertising, sponsorships, certifications and/or training programs, etc.

Why it’s a challenge:

Raising non-dues revenue is a challenge for any organization, but it’s particularly challenging for small-staff organizations. Why, you ask? Well, small-staff organizations have limited time and resources. They may not have a training program or merchandise to sell. And on top of that, they may not have as many members to sell those offerings to.

That said, while raising non-dues revenue can be a challenge, it IS possible, regardless of your organization’s size. If you’re a small-staff organization, you may just have to get creative. You may have to repackage or enhance some of your existing offerings to a point where your members are willing to pay. But trust us, it CAN be done.

Where to start:

So, you’re ready to create a non-dues revenue strategy. Good for you! But where do you even begin?

Well, here are a few ideas:

  • Utilize banner ads on your organization’s website.
  • Offer ad space in your organization’s newsletter.
  • Allow flyers to be placed in your new member welcome packets.
  • Rent out your office space. (If you have extra room, of course.)
  • Ask companies within your industry to sponsor your organization. Associations, like your own, provide industries with value, so many companies are willing to form a partnership of some sort.
  • Leverage your social media platforms - but only if you have a strong following. If you do, you can offer several different advertising options as well as sponsored posts.
  • Host a webinar. If it’s educational in nature, many members won’t mind paying a small fee.
  • Ask for donations. If your organization has any kind of charitable component, donations can be a great source of non-dues revenue. All you have to do is ask!

Remember, when it comes to non-dues revenue, you’re only as limited as your imagination. So get creative, association pros!

Want more tips for raising non-dues revenue? Check out our Ultimate Guide to Non-Dues Revenue below!

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Topics: association management, membership management, Small Staff Chatter

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