How Associations Are Reimagining Revenue

I spent some time at Non Dues-A-Palooza this year, and as always, it was a refreshing opportunity to reconnect with peers and partners across the association space. The energy was high, the conversations were generous, and the ideas were focused on opportunities. One theme that kept coming up in those conversations was how associations are evolving their approach to revenue. From member engagement to marketing partnerships, there’s a real opportunity for growth—if you know where to look. 

Too often, the moment we mention the word "profit," the temperature in the room drops a few degrees. The reality is, if your mission matters, it needs to be funded. And that theme came through loud and clear.  

Here are three takeaways that stuck with me:

1. Profitability can fuel your mission

One of the most compelling moments came from John Bacon of ASAE. He said something simple but powerful: "Profitability doesn't need to be viewed as a curse word." And he's right. 

It’s understandable that some associations have taken a cautious approach to new revenue strategies—especially when mission comes first. But thoughtful, well-aligned revenue can strengthen the impact you’re already delivering. 

There are responsible, transparent, and values-driven ways to bring in revenue that don’t compromise your values. In fact, the right strategy can actually amplify your mission.  

• Build sponsorships around things your members already care about—like professional development, education, or events. 

• Monetize high-traffic areas of your website in a way that enhances, not interrupts, the member experience. 

• Work with advertisers who actually know your industry and can contribute content that aligns with your mission. 

Purpose and profit aren’t at odds. When they’re aligned, you’re not just sustaining your work—you’re expanding your impact. 

2. Don’t put all your eggs in one basket

During my session with Ben Rome from the American Bus Association, he shared a real-world example of what happened when their team relied on a single provider for print, digital, and sponsorships—and the gaps that emerged when execution didn’t align across all channels. 

The provider was great at print—that was their specialty. But when it came to digital, they weren’t delivering revenue. So, ABA made a change. They partnered with Multiview for digital marketing expertise, and Ben shared how their non-dues revenue saw a real jump.  

Find partners that excel in the areas you need support. Let print experts do print. Let digital experts drive your digital. It’s not about loyalty to a single solution—it’s about delivering the best experience for your members.  

If you’re revisiting your partnerships—or thinking about bringing in new ones—it helps to ask the right questions upfront: 

• How much non-dues revenue has your team helped generate? 

• How many advertisers are in your network? 

• How does your approach help us maintain equilibrium between purpose and profit? 

3. Start with what members are already doing

When it comes to building non-dues revenue, the most effective strategies start with member behavior. It’s about meeting members where they’re already engaged and offering value that benefits everyone involved. Know where your members are spending time—and build value there. 

Follow the engagement. Look at your newsletter clicks. Your most-read resources. Your event traffic. Then find ways to monetize those.  

Here’s how we approach that at Multiview: 

• We look at where your members are already active—whether that’s your newsletter, a resource hub, or your member dashboard—and help you turn those into high-value touchpoints. 

• We integrate advertising in a way that feels natural to the member experience, keeping value and relevance front and center. 

• We build scalable programs that generate meaningful revenue while reinforcing your mission—not distracting from it. 

When monetization aligns with how and where members engage, it reinforces value instead of distracting from it. 

Final Thought

Non Dues-A-Palooza was a good reminder that with the right mindset and the right partners, you can drive real revenue and deliver more value to your members. 

It’s a smarter, more sustainable way to lead.