01/31/2024

How to Scale Sponsored Content to Build a Recurring Non-dues Revenue Stream

These programs can provide sponsor value and deepen engagement

Associations looking to balance revenue generation with member satisfaction and retention face a delicate task. Most association CEOs and executives (70 percent) report they don’t raise dues on a regular basis. Not surprising when association leaders are concerned about members’ willingness to pay, according to McKinley Advisors — not just for dues but also for conferences, certifications, educational programs, and more.

Although raising the fees associated with these activities would generate revenue for associations, it could also put membership levels at risk. With this potential obstacle in mind, it follows that generating non-dues revenue (NDR) is the primary challenge cited by association leaders in Association Adviser’s 2023 Associations Communications Benchmarking Report.

But there is a path forward in the form of a more strategic and scalable approach to sponsored content. Most associations are already familiar with providing paid opportunities for sponsors, like native articles and sponsored webinars. The key now is to elevate and broaden these initiatives, transforming them into a significant source of revenue. Here’s how to grow non-dues revenue with sponsored content.

Please select this link to read the complete blog post from Lead Marvels.