Disruption Theater: Customize a Diverse Revenue Mix to Meet Your Association’s Needs

Some disruptions you can foresee and plan for, while others you can’t and will hit when you least expect it. No association is untouchable. That need to future-proof your financial security is why it’s essential for your association to diversify your non-dues revenue streams, said John Bacon, MBA, of Naylor Association Solutions.

Deciding which channels to add to your mix will depend on your members’ needs and wants, and an implementation timeline should be outlined that takes cost, buy-in from leadership, and staff time into account.

In addition to the more traditional non-dues revenue channels that many associations are familiar with and have experience including in their strategic communications, there are a variety of new potential streams to consider, including:

• Mobile apps
• AI-powered newsletters
• Podcasts
• Retargeting advertising
• Career fairs
• Sponsored content

Non-dues revenue remains a challenge for many associations, but bringing in a partner who can help you grow your earnings through new opportunities is a must. Above all, keep an open mind to new ideas.