Magazine Monday: From Views to Value

How Associations Are Using Video to Drive Member Engagement and Non-Dues Revenue

Associations have long served as trusted sources of industry knowledge. Their expertise and communities have helped build trust over decades. But the online space is crowded, and member attention is harder to earn than it was even a few years ago. The gap between what associations offer and what members actually experience is widening, and the revenue pressure that comes with it is not going away.

Early in my career, I joined an association where I made valuable business connections and attended events. But I was looking for more knowledge. So, I did what most members are doing now: I went online. I found business leaders, courses, videos, and podcasts that delivered useful insights when I needed them, on my terms. Many associations today are feeling the effects of that shift.

According to the American Society of Association Executives 2026 State of Associations report, the two biggest challenges facing associations right now are membership retention and engagement (cited by over 30% of respondents) and revenue diversification and new business models (cited by nearly 20%).

Those two challenges are closely connected. Associations that have adopted consistent video programming are seeing progress on both fronts, with stronger member engagement and growing non-dues revenue.

Your Members Already Know What Good Looks Like

Video has become the default format for how people learn and stay current. It’s also how many members discover practical insights in their field. Think about how the internet has evolved over the past decade. Every major social media platform either started as video-centric (TikTok) or has pushed video to the center of the experience (LinkedIn, Meta Platforms).

Members are comparing your content with every other form of media they consume, from streaming services to social media platforms, on demand, and in the format they prefer. Associations already have two major advantages: expertise and trust. Video is one of the strongest ways to put that advantage to work year-round.

What It Looks Like When It Works

Most associations assume video requires a lot: big budgets and a knowledgeable staff to pull it off. In my experience working with associations, the raw materials are already there: an audience hungry for practical insights and subject matter experts ready to share.

The Society of Petroleum Engineers (SPE) had subject matter experts and engaged members worldwide. They experimented with formats and settled on a live series featuring the experts they already had access to—no big production budget required. In SPE’s case, the experts are also sponsors with relevant industry knowledge and an interest in reaching an engaged audience. The live series has grown so much that it now generates six figures in non-dues revenue annually.

MHI, the trade association for the material handling and supply chain industry, built a full content strategy around video that’s been running for over a decade. It started with understanding the topics members wanted and arranging them into a regular release schedule of two videos per month. Today, that schedule is full, with videos published weekly, and the top performers are often sponsor-generated. That growth was driven by consistency. The program gave members a reason to come back and sponsors a reason to keep investing.

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