Got NDR (Non-Dues Revenue)?
By Hank Berkowitz
Budgets are tight. Travel’s a hassle. Can’t justify the time out of the office, we tell ourselves. But again and again we return to our favorite annual conferences and events. Even in this hyper-connected, social, mobile, digital age—or maybe because of it—associations and their members still like to meet, network and learn face-to-face. Not convinced?
For the third year in a row, live events received the highest overall rating (4.68 out of 5) among nearly two dozen member communication vehicles we examined in our annual Association Communications Benchmarking Report. No other member communication channel came close. In fact, nearly 88 percent of the 1,031 association executives who took part in our study considered their live events “very” or “extremely” valuable. What’s more, nearly one in five association leaders (18 percent) told us in last month’s unscientific reader poll that live events (including conferences) were their fastest-growing source of NDR.
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