Magazine Monday: 10 Ways to Rethink Revenue

In a recent Association Adviser Podcast episode, John Bacon, Vice President of Sales and Partner Experiences at the American Society of Association Executives (ASAE), discussed how associations approach revenue—and why stronger alignment among teams, offerings, and audience needs matters. His conversation surfaces 10 shifts that matter for leaders rethinking revenue strategy today.

1. Treat Revenue as Mission-Critical, Not Separate

One of the biggest mindset shifts associations can make is recognizing that revenue is not separate from the mission. Profitability enables organizations to invest in programs members rely on, serve members effectively, and expand their impact. When leaders embrace this connection, revenue becomes a strategic tool for delivering value rather than a necessary but uncomfortable obligation.

2. Normalize Profitability Across the Organization

In many associations, the idea of “profit” can feel out of place. Leaders must actively reframe profitability as essential to sustainability and growth. By providing context and transparency, teams can better understand how their work contributes to financial health, making revenue goals feel purposeful rather than transactional.

3. Move from Transactions to Intentional Strategy

Revenue generation shouldn’t hinge on one-off transactions like selling ads or single-event sponsorships. Instead associations need to build intentional strategies that create long-term value. This means aligning offerings with partner goals and developing relationships that extend beyond a single purchase.

4. Focus on Outcomes Over Inventory

Selling inventory—such as booth space or banner ads—is becoming less effective. Today’s partners are looking for outcomes: access to audiences, thought leadership opportunities, and measurable impact. Associations that shift toward selling value and results will stand out and create more sustainable revenue streams.

5. Elevate the Member and Partner Experience

Experience has become a key differentiator. Associations must think beyond customer service and design meaningful interactions that build relationships over time. Whether through events, digital engagement, or content, a strong experience fosters trust and encourages ongoing participation from both members and partners.

Read the full article in the 2026 edition of Association Adviser magazine!