![\"This](\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2023\/09\/What_is_Non_Dues_Revenue-1024x450.png\")
<\/figure>\n\n\n\nNon dues revenue refers to the income generated by organizations through sources other than membership fees. <\/p>\n\n\n\n
Some examples of the more popular types of non dues revenue streams include: <\/p>\n\n\n\n
- \n
- Events<\/li>\n\n\n\n
- Conferences<\/li>\n\n\n\n
- Fundraising campaigns<\/li>\n\n\n\n
- Sponsorships<\/li>\n<\/ul>\n<\/div>\n\n\n\n\n
- \n
- Partnerships<\/li>\n\n\n\n
- Merchandise <\/li>\n\n\n\n
- Online fundraising<\/li>\n\n\n\n
- Grants<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n
Whether your association is large or small, you can start with this list if you\u2019re looking for non dues revenue ideas to diversify your revenue streams. <\/p>\n\n\n\n
Non dues revenue matters because it supports your organization if traditional membership dues stagnate, and helps you grow your organization as you require more resources.<\/p>\n\n\n\n
Why Does My Organization Need Non Dues Revenue?<\/h2>\n\n\n\n
Generating non dues revenue <\/strong>plays a vital role in your organization. It lets you:<\/p>\n\n\n\n
- \n
- Diversify revenue streams<\/li>\n\n\n\n
- Increase financial stability<\/li>\n\n\n\n
- Grow your program offerings<\/li>\n\n\n\n
- Attract new members (with non-member\/blended events)<\/li>\n<\/ul>\n\n\n\n
Diversify revenue streams<\/h3>\n\n\n\n
Say you have 2,000 writers each paying $150 in dues every year. That\u2019s $300,000. Imagine, suddenly, there\u2019s a writer\u2019s strike, and pay is reduced for your entire member base. You might see unusually high turnover that renewals cycle, and it would take you a long time to catch up.<\/p>\n\n\n\n
If 25% of that member base fails to renew, that\u2019s $75,000 lost for the following year\u2014and probably means less headcount or fewer programs for your association. Building a non dues revenue strategy reduces your reliance on membership fees, and gives you confidence that if one stream hits a wall, you\u2019ll still be okay.<\/p>\n\n\n\n
Financial stability<\/h4>\n\n\n\n
The ultimate reason for diversifying your revenue is financial stability for your association. Financial stability means you can grow your team, offer more programming, and give your members (and staff!) a sense of security. That can also be great for getting buy-in from your board or keeping members around for years (or decades!) at a time.<\/p>\n\n\n\n
Growing your program offerings<\/h4>\n\n\n\n
Non dues revenue allows organizations to expand their program offerings and enhance the value they offer to their member base. That could mean more networking events, new member acquisition events, bigger conferences, or super-value certification programs! Financial stability looks good on you, too, and can draw in more exciting partnerships to enrich your member benefits. And we all know better member benefits = longer-term members!<\/p>\n\n\n\n
Attracting new members<\/h4>\n\n\n\n
Non dues revenue campaigns, such as non-member events or blended events open to members and non-members, create opportunities to show off your organization’s value. These events are perfect non dues revenue ideas for associations that need to increase their reach and find new members. <\/p>\n\n\n\n
6 Reasons Organizations Struggle to Grow Non Dues Revenue<\/h2>\n\n\n\n
Associations that grow non dues revenue <\/strong>blast through barriers and think creatively to overcome the challenges that most organizations face.<\/p>\n\n\n\n
![\"\"](\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2023\/06\/struggling-with-occupational-stress-2022-04-28-03-34-27-utc-1024x426.jpg\")
<\/figure>\n\n\n\nBarriers to diversifying and leaning into non dues revenue for associations are often:<\/p>\n\n\n\n
1. Small staff<\/h4>\n\n\n\n
Limited staffing can make it hard to start any new initiative\u2014including a non dues revenue strategy. When team members wear “too many hats,” it can feel overwhelming to stray from what is comfortable and successful.<\/p>\n\n\n\n
To overcome this, try allocating resources strategically, using technology and automation, and outsourcing specific tasks to become more efficient. Non dues revenue is more than a temporary financial boost. It can help you long term: even with building a stronger team!<\/p>\n\n\n\n
2. Low (or no) budget<\/h4>\n\n\n\n
The old saying “you need to spend money to make money” comes to mind here, and often organizations are hesitant to do so. Start by building an event budget<\/a> around ROI, setting goals for the amount of revenue you want to drive per dollar spent, and finding opportunities to drive revenue without spending anything at all. <\/p>\n\n\n\n
When a low budget is a big factor, associations can explore cost-effective alternatives, seek partnerships and sponsorships, and invest in low-cost marketing tactics (like organic social media or comarketing) to overcome budget limitations.<\/p>\n\n\n\n
3. Too many ideas<\/h4>\n\n\n\n
A surplus of ideas can lead to scattered efforts and a lack of focus. Too many chefs in the kitchen don\u2019t make a good meal, so non dues revenue generation campaigns need to be laser-focused and clear. <\/p>\n\n\n\n
Your association should prioritize its revenue-generating initiatives based on feasibility, potential impact, and alignment with your objectives. Implementing a clear and strategic roadmap and setting clear priorities will make execution a piece of cake!<\/p>\n\n\n\n
4. Reliant on memberships<\/h4>\n\n\n\n
Change is always challenging, but organizations that rely heavily on membership fees could face future financial problems. If you\u2019re in an environment that\u2019s \u201calways done things this way\u201d or has faced barriers to generating non dues revenue in the past, learning about stakeholder management, business planning, and ROI will help you to create a plan that\u2019ll get buy-in, fast.<\/p>\n\n\n\n
Where to start? Explore non dues revenue opportunities that align with your organization\u2019s offerings, target audience, and industry. Think outside the box, and growing your revenue streams can be fun! <\/p>\n\n\n\n
5. Competition<\/h4>\n\n\n\n
While your specific space might feel crowded and saturated, there are always ways you can differentiate your organization. Stand out from your competitors with unique member benefits, innovative event activations, personalized experiences, and effective marketing strategies. <\/p>\n\n\n\n
For example, you could run a conference that leverages industry-leading event gamification<\/a>, providing your attendees an exciting and unforgettable experience. <\/p>\n\n\n\n
6. Hard to prove value or ROI<\/h4>\n\n\n\n
Demonstrating non dues revenue initiatives’ value and return on investment (ROI) can take time and effort. To overcome this challenge, you can establish clear metrics, track and analyze data, gather participant feedback, and communicate the tangible benefits of their events and conferences. <\/p>\n\n\n\n
Nowadays, event feedback and lead capture<\/a> is easier to track than ever, with a simple app that lets you collect, score, and follow up with leads. Don\u2019t be afraid to use technology to prove the value of your non dues revenue strategy, especially when it comes to events!<\/p>\n\n\n\n
How to Grow Non Dues Revenue<\/h2>\n\n\n\n
![\"\"](\"https:\/\/www.eventmobi.com\/wp-content\/uploads\/2023\/06\/creative-ideas-for-saving-money-innovation-busin-2022-11-16-17-03-21-utc-1-1024x426.jpg\")
<\/figure>\n\n\n\nWith so many types of non dues revenue ideas to look into, it can feel overwhelming to choose one to start with. Here’s how your organization can start building a successful growth strategy.<\/p>\n\n\n\n
Set SMART goals<\/strong><\/h3>\n\n\n\n
SMART<\/a> goals are: Specific, Measurable, Achievable, Relevant, and Time-bound goals. This type of goal-setting framework is perfect for non dues revenue growth, which provides clarity and ensures focus on results.<\/p>\n\n\n\n
Put someone in charge<\/strong><\/h3>\n\n\n\n
Designate a dedicated team or individual responsible for driving non dues revenue. This person should possess strong organizational and leadership skills, understand marketing and event planning, and really get revenue generation.<\/p>\n\n\n\n
Watch the competition<\/strong><\/h3>\n\n\n\n
Stay informed about your organization’s industry trends, competitors’ offerings, and successful revenue-generating practices. When you monitor the competition, you can quickly identify gaps, innovate, and adapt your strategies to maintain a competitive edge.<\/p>\n\n\n\n
Take inspiration from everywhere<\/strong><\/h3>\n\n\n\n
Look beyond your industry for inspiration! Explore successful strategies employed by other verticals, such as business-to-business (B2B), business-to-consumer (B2C) companies, and nonprofit organizations, to adapt and implement innovative revenue-generation ideas.<\/p>\n\n\n\n
Get the right tools in place<\/strong><\/h3>\n\n\n\n
Use proven event technology<\/a>, email marketing platforms, job boards, analytics tools, and accounting software to streamline operations, enhance attendee experiences, and track revenue generation effectively. You don’t have to rely on traditional marketing tactics anymore. The digital world has put event planning and success at your fingertips, so find the right platform and stick to it. <\/p>\n\n\n\n
Hold regular check-in meetings<\/strong><\/h3>\n\n\n\n
Foster open communication and collaboration among team members involved in your non dues revenue initiatives. Regular meetings and check-ins offer the opportunity to share progress, address challenges, and brainstorm ideas for improvement.<\/p>\n\n\n\n
Track ROI<\/strong><\/h3>\n\n\n\n
Develop a system for measuring non dues revenue activities’ and their potential ROI. When you use analytics tools, you can evaluate event success<\/a> and track key performance indicators to assess the success and impact of revenue generation efforts.<\/p>\n\n\n\n
Send surveys & get feedback<\/strong><\/h3>\n\n\n\n
Collect feedback from attendees, members, sponsors, and partners to continuously improve the value and impact of non dues revenue initiatives. Surveys and feedback loops will help your organization better understand participant needs and preferences, driving revenue growth through enhanced offerings.<\/p>\n\n\n\n
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Trying to decide which non dues revenue strategy to try first?<\/strong> EventMobi\u2019s ready-made guide to sponsorship strategy<\/a> will teach you everything you need to know to secure sponsorships that generate dependable event revenue.\ud83d\udcb0<\/p>\n\n\n\n
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