NPGA Strengthened Non-Dues Revenue Strategy Through Long-Term Partnership  

The Challenge

As a lean team of just 25 employees supporting a large and complex member base, NPGA faced a structural limitation: while demand existed, the association had limited advertising inventory and limited internal capacity to manage it.

At the same time, there was room to grow non-dues revenue, creating more financial flexibility for NPGA to support new initiatives and respond to unexpected industry needs when they arose.

The Solution

NPGA partnered with Multiview to expand its advertising capabilities without adding internal workload. Christine had seen success with Multiview at a previous association and chose to continue the partnership at NPGA. 

“I had worked with Multiview in a previous role and had a good experience. I knew they were easy to work with and that the programs were successful, so continuing the partnership at NPGA made sense.”
— Christine Hutcherson, Senior Director of Member Services, NPGA

Multiview managed three core programs end-to-end: sponsored email blasts to NPGA’s member list, audience extension to reach NPGA website visitors after they left the website, and buyer’s guides that act as a digital directory for vendors.

The Results

Over 14 years, the partnership expanded NPGA’s advertising offering through multiple programs while remaining low-lift for the internal team. The additional advertising options provided vital non-dues revenue, allowing additional funds that could be used when new needs emerged or priorities shifted.

Multiview handles most of the work, which makes it easy for our team. And it’s always helpful to have non-dues revenue. In the past, when unexpected needs came up and there wasn’t budget allocated, we’ve been able to use those funds to address them.
— Christine Hutcherson, Senior Director of Member Services, NPGA