Early results from our unscientific reader poll show that one third of association leaders (34 percent) believe that continuing education is their non-dues revenue area most in need of improvement in 2016. Meanwhile, one in four respondents (25 percent) said that improving revenue streams from their live events is their highest NDR priority this year.
Roughly one in six respondents (17 percent) said that their highest priority was improving revenue from their webinars, virtual events and video programs, followed by 16 percent who wanted to up their advertising and affinity programs substantially and 8 percent who said their highest priority was improving their products and publications.
Which source of non-dues revenue would you most like to improve in 2016?
“This year we’re going to do a full deep-dive membership survey, in which we really look at what [members]want from our events and our communications,” explained Christie Pruyn, CAE, CIS, executive director of the Chicago area chapter of Meeting Professionals International in a recent Corner Office interview with us. “Then we’ll see what strategic changes need to be made. We also do a lot of assessing through social media. We use it frequently to take the pulse of members and to post/tweet from events so even non-attendees can feel as if they are actually there.”Source: Association Adviser eNews and Naylor Association Solutions 2015-2016
While the financials are important, Pruyn said also keep your eye on how much your events are doing to foster engagement and a good member experience.