What’s new in non-dues revenue?
Full Report: Avenue M Nondues Revenue Report 2017
Across all industries and organization sizes, traditional sources for non-dues revenue, coupled with new products, programs and services, have helped organizations reduce their reliance on membership dues. To better understand the state of non-dues revenue among associations, organizations and foundations, Avenue M Group (Avenue M) surveyed nearly 200 associations’ executives. This report reflects the data generously shared by chief staff executives and senior association staff representing individual, trade, hybrid and philanthropic organizations.
Many associations surveyed expect non-dues revenue to increase as a percentage of their budget in 2017 compared to 2016. In other words, regardless if their gross revenue between 2016 and 2017 increases or decreases, almost half of the associations anticipate that a higher percentage of their budget for 2017 will be attributed to non-dues revenue. For some organizations, this may be a result of a decline in membership dues while others made a concerted effort to diversify their portfolio and expand their reach by targeting non-member customers and others tangentially related to their core membership.
Beyond the traditional sources such as conferences and trade shows, job boards and mailing list rentals, organizations are monetizing their data in the form of market intelligence, benchmarking data, data analytics and custom research.