Associations Increasingly Seeking Non-dues Revenue from Communication Channels

According
to our latest Association Adviser enews reader poll, nearly half (45.7 percent)
of associations produce their primary member communication vehicle with the
intent of generating non-dues revenue–and an additional 30 percent are intended
to break even. Only one in four readers (24.3 percent) indicated their organization’s
primary communication vehicle was permitted to operate as a cost center.

Source: Association Adviser enews and Naylor, LLC 2011 | N=70

Our
reader poll mirrored the findings of our 2011 Association Communication Benchmarking Study, which
indicated associations are aggressively pursuing advertising and sponsorship
opportunities to help keep dues costs down and deliver added value to both
individual members and suppliers. Do associations regularly ask their
advertisers and sponsors if they’re getting their money’s worth? Our
benchmarking data indicates that nearly three in five (55.6 percent) say “Yes.”