5 Means of Increasing Non-Dues Revenue Your Association Should Be Utilizing

increasing your association's non-dues revenue should be as easy as this guided flowchart

Non-Dues Revenue: A Business Model for Success

Man cannot survive on bread alone. Likewise, an association cannot survive on revenues obtained solely from membership dues.

If you want to grow your association, you need to develop multiple avenues for financial growth from non-dues revenue sources.

What would your association do if your membership growth slowed? Would you be able to survive? If you can create these additional non-dues revenue sources to grow your association’s finances, you will be in a privileged position where you will not even bat an eyelash.

So what are some additional ways to see financial growth in your association through non-dues revenue?

Offer Your Members Something They Don’t Already Have

What are some sources of non-dues revenue that your current members would pay for?

You already know that you have the attention of your members. If they’re willing to pay your membership dues, it means you’re doing something right. So why not utilize this attention that you already have?

Upselling is a sales technique that many people are familiar with. It is the simple act of utilizing the attention that your audience is already giving you to offer them something more in exchange for an additional fee.

You can do the same for your association members. Offer some exclusive content, benefits, or services for your members who choose to engage with this higher status. These can all be additional sources of non-dues revenue that they want and/or need.

For your association members, a higher status can mean a greater feeling of inclusivity with your association. This creates not only a feeling of inclusion for these members, but a feeling like their inclusion really means something beyond the general association membership.

Utilize Advertising Sales for a Non-Dues Revenue Stream

Advertising is another really healthy for of non-dues revenue for your association.

Most associations are already utilizing literature such as newsletters and automated emails for their members. These associations provide information to many eyes all over the world, and this is a great opportunity to increase non-dues revenues through advertising placements. While associations are serving their members through periodic informational avenues, they can also work on increasing non-dues revenue through strategic advertising placements within the content.

Offer advertising space, like those our friends at Association Revenue Partners provide, through different distribution channels such as newsletters, on your website, and through buyers’ guides as a source of non-dues revenue. There are plenty of businesses and services that would love to present themselves to your association members as having aligning interests and mentalities. To keep everything inline with your association’s values, make sure that these advertisements come from a company or service that you and your members align with in terms of ideology.

At its core, associations are created to bring like-minded professionals together. These folks work together to serve a greater purpose in the name of the association, and also within their individual professional lives. So the question isn’t why should you offer outside entities a chance – it’s why wouldn’t you? Everyone wins! Now is the time to focus on your members’ values, interests, and needs.

What companies align with your association’s values and interests? What services are something your members need? Give them a trusted source to go to, and in turn, you will also enhance your association’s reputation as a truly valuable source. Sponsorship opportunities are everywhere, and it’s a great way to make some additional non-dues revenue for your association.

Non-Dues Revenue Through Branded Merchandise

Merchandising is perhaps the most obvious way of creating non-dues revenue streams for your association. If your association is something your members are proud to be a part of, you can bet that they would be proud to sport some branded merchandising too. This could be as simple as a hat or a sweatshirt (the cold months are still here).

Offering branded association merchandise is a way to encourage your members to feel that same sense of belonging we discussed earlier (as well as in our blog about AI & Personalized Content). And it also works as free advertising for your association. Place a merchandise order for clothing or other products that have your logo, name, and contact information on them, but also something that generates engagement.

Create unique merchandise that will intrigue people on the street enough to ask your members, “What is ________?” Lay the these conversations and you will be converting people into members before you even meet them.

Engage the Active Audience on Social Media

Your association members are on social media so why not engage with them there for some free advertising of non-dues revenue programs

Your association probably has more events and programs than any individual member is able to remember. So utilize your captive audience of social media followers. You want to engage with your members in this way already, so use it to create some excitement around additional sources of non-dues revenue.

Let members know what you have going on, but also use it as free advertising. If you’re offering branded merchandise, this is a great way to get the word out. Engage people with the visual capabilities of Facebook or Instagram. Show off those stylish hats or sweatshirts. Again, create a conversation.

Make people, especially non-members, want to engage with your social media posts. Make them want to ask questions about your merchandise, your events that are open to members and non-members alike, and other impressive things your association is participating in. Make them want it. Non-dues revenue generation like this, if done correctly, will eventually translate into more dues-based revenue as well. It’s a win-win.

Make a Splash at Trade Shows

Your association should definitely plant the seeds of both membership revenue and non-dues revenue at trade shows.

Here’s the big one! Your trade shows are your direct line to the people of the world. This is where all of the things we have discussed come together to make the perfect storm of total revenue generation.

Showcase the additional services, content, and events your association is offering. Show off your branded merchandise. It might even be wise to give it away for free at these trade shows in order to pull in more prospective members.

Get your booth sponsored! Decrease your overhead costs, and show that your association aligns with companies or services that line up with the values and concerns of your members, (and people you hope will become members).

Also, encourage people to follow your social media accounts by making a game or contest of it. For example, create a photo booth where folks can take pictures while wearing your branded merchandise. This increases your free advertising, but also makes people want to check out your social media presence. Add a hashtag that is customized for your association and the trade show you are attending. While they’re taking a look at that stylish photo of themselves, they will also see all of these other services and products you offer, potentially generating even more non-dues revenue down the line.

The Never Ending Source of Non-Dues Revenue

Non-dues revenue can really drive your organization and keep you from depending on membership dues.

Your ability to generate financial growth outside of membership dues is only limited by your imagination. Everyone has a certain amount of disposable income. Give your members a reason to believe that your association has something worth putting this disposable income towards outside of their membership fees.

Running an association is a unique venue of connection to the world. Make use of this unique connection to provide your members with even more benefits than they thought possible. This is what will ultimately keep your association growing consistently year after year.


How to Creatively Collect Leads and Leave a Lasting Impression at Industry Trade Shows

Trade show marketing at industry events is a great way to create new contacts for your association and to keep in contact with existing members.

But how can you make sure that you’re getting the highest return on the time and energy you are investing in trade shows?


10 Creative Ways to Collect Leads at Trade Shows

Check out these 10 tips for creative ways to collect leads so you can spend your time, and resources, wisely.

cell phone with inbound marketing strategy website, which is one way to start thinking about how you want to create buzz before you collect leads at trade shows

The first step to having a successful trade show outing is knowing what you define as a success. Are you trying to gain a certain number of new members for your association? Are you trying to build a new list of warm leads or do you want to increase engagement with the ones you already have? Or maybe you’re just trying to see what the competition is up to.

Knowing what you want to get out of your trade show experience, and coming up with a resourceful marketing strategy, are the most critical aspects of a successful trade show. Set your expectations and goals before you start to collect leads. Ensure your focus is on what, or who in this case, will move the needle and drive success for your association.

Create a Social Media Following for your Association Before You Collect Leads

develop a social media following before you collect leads at an industry trade show

You can start developing a following long before you arrive at the trade show by engaging with people on social media. Create a Facebook event to let potential association members know when you’ll be at the show, and where you are located on the exhibition floor. Create a poll on Twitter asking what sort of information potential contacts might want to see at your association’s booth.

Get some brand awareness going before you arrive to create excitement around what your association has to offer potential members. When you create buzz on social media before the trade show, you can then strike up a dialogue with potential members (and even existing members) who enjoy your posts online. It’s much easier to collect an engaged lead this way.

Ask for Their Information with Confidence

people shaking hands

Don’t just wait for potential leads to visit your association’s booth. Walk up to people, talk with them and shake their hand. Ask them about their business before you try to collect their information. Don’t make them feel like you’re just there to collect leads. Create interactions with potential leads that is both personal and memorable. Positive, individualized interactions are going to yield to more enthusiastic leads, who will turn into potential members of your association.

Make Your Association’s Booth Interactive

A great way to give your booth some staying power is to make it an interactive experience. Ask provocative trivia questions to make potential members want to know more about your association. Invest in technology that is memorable, cool, and different from what everyone else is doing. Turn your booth into the place to be at the trade show.


Giving potential leads a stimulating experience at your booth will also make those folks want to tell other people to hit up your association. It’s free advertising!

Provide High-Quality Giveaways as a Way to Collect Leads

Let’s face it, we all know that some people are just perusing the trade show because they want the swag you’re offering. And while these things do cost money, providing quality giveaway items is going to make your association look a lot better than the cheaper alternatives. (How many pens and keychains does one person need?)

Get a t-shirt you would want to wear or a coffee mug that you would want to drink out of. A giveaway that is made out of quality materials is going to reflect well upon your association and its perceived value. And most importantly, make sure whatever you give away has your association’s name and all of its contact information presented plainly yet thoughtfully.

You Need a Powerful Call To Action to Collect Leads

A positive interaction doesn’t have to stop when someone walks away from your booth. Like we mentioned earlier, give these folks a reason to tell other people to visit your booth.

For instance, you could incentivize people to tell other potential leads to visit your booth to win a BIG prize that you are giving away. Consider partnering with a travel company that trades free publicity at your booth in exchange for a vacation that you can raffle off.

Or maybe you only give your t-shirts to people who return to your booth with another person. You could make it a challenge to have your leads pass around business cards with their info on the back for a chance to earn even more free goodies like wireless headphones, a $1,000 Amex gift card, or a free membership for a year. Another thing you can do is encourage likes and follows on social media for prizes. The sky is the limit here when it comes to cool swag and creative contests.

Interact With Other Booths and Do Your Recon Work

We all know the old phrase, “If you can’t beat ‘em, join ‘em”. See what the other booths around you are up to. Find out what giveaways they are offering, and what information they are presenting. Knowing what your competition is up to can give you the edge you need to have an easier time collecting leads. Offer what others can’t, and offer it better!


business people shaking hands who met at an industry trade show

Spend your time checking out the booths of associations you’re not competing with as well. They may have an idea that would work great for your booth, and perhaps even in a different way.

Squeeze Pages and Interactive Kiosks Go Hand in Hand

You might be familiar with a landing page. A squeeze page is the same idea, but with one specific goal: to collect potential leads for your association. For the exchange of a person’s contact information – their name, email address, etc- you offer a prize like an e-book or access to a podcast.

And interactive kiosks and squeeze pages are pretty much a match made in heaven. The best part about running your CRM squeeze page on an interactive kiosk is that it can store all of the data you collect digitally for easy retrieval. Also, many companies offer interactive kiosk rentals so you don’t need to purchase the machine outright.

We all know that business cards pile up quickly, and they can get lost easily. Web-based software on an interactive kiosk is a great way to capture leads safely and securely, while showing that you are an association that embraces technology and looks toward the future.

Not Ready for a Kiosk? Check Out Alternative Tech for Your Booth

If you’re not ready for an interactive kiosk, fear not! Do you know there are apps for your phone that can also assist in data collection?

Check out this squeeze page app that allows you to easily transfer data between your devices. There are also apps that can act as a business card scanner. You can even use your phone as a badge scanning device to quickly collect information and keep the conversation personal.

man writing a personal note to one of the leads he collected at a trade show

Personalize Your Follow-Up

Something we repeatedly touch upon is that a personalized experience makes for a memorable one. Take notes about what you discuss with your potential leads so that you can follow up later on with a response that lets them know you remember who they are and what they care about.

People want to feel important, and letting them know that they are important is going to leave a lasting impression on potential members who are considering joining your association.

Make Your Trade Show a Marketing Campaign Success!

Trade shows can be an invaluable way of collecting qualified leads for your association. Be sure to make the most of your time and money; set yourself apart from the competition by engaging in high quality interactions. Leave people feeling good. Remember, the cream always rises to the top!