{"id":5443,"date":"2016-03-05T10:25:47","date_gmt":"2016-03-05T15:25:47","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=5443"},"modified":"2018-03-21T17:27:41","modified_gmt":"2018-03-21T17:27:41","slug":"association-maximizing-non-dues-revenue","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/association-maximizing-non-dues-revenue\/","title":{"rendered":"Is Your Association Really Maximizing Its Non-Dues Revenue?"},"content":{"rendered":"<p><em>Five\u00a0key questions to ask<\/em><\/p>\n<p><a href=\"http:\/\/response.associationadviser.com\/ndrfebwebinararchive?source=AAwebsite\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5437 size-full\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/02\/Feb-2016-Webinar-Image.png\" alt=\"Feb 2016 Webinar Image\" width=\"198\" height=\"147\" \/><\/a>In our <a href=\"http:\/\/response.associationadviser.com\/ndrfebwebinararchive\" target=\"_blank\" rel=\"noopener\">first webinar of 2016<\/a>, Naylor\u2019s Jon Meurlott, group vice president, and Laura Taylor, director of online solutions, discuss why working to preserve and increase non-dues revenue\u00a0is important for associations. Throughout the webinar, Jon and Laura explain the importance of increasing your association\u2019s non-dues revenue because many associations supplement their mission, finance lobbying efforts and fund certification programs, scholarships and student outreach from NDR. Non-dues revenue also provides a way for businesses to give back to the association members that support them, and to keep membership dues affordable.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-2502\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>Non-dues revenue (NDR) is about more than just advertising and sponsorships\u2014it supports your mission, lobbying, continuing education and outreach.\u00a0<a href=\"http:\/\/ctt.ec\/aOUT4\" rel=\"attachment wp-att-2517\"><img loading=\"lazy\" decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Know the true value of your communications assets and the business objectives each advertiser is trying to accomplish.\u00a0<a href=\"http:\/\/ctt.ec\/12U3s\" rel=\"attachment wp-att-2517\"><img loading=\"lazy\" decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Ask yourself five key questions about your association\u2019s readiness to earn more NDR.\u00a0<a href=\"http:\/\/ctt.ec\/FbecP\" rel=\"attachment wp-att-2517\"><img loading=\"lazy\" decoding=\"async\" class=\"align=none size-full wp-image-2517\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p>Jon and Laura walk viewers through these five key questions\u00a0for maximizing non-dues revenue from multiple association communications:<\/p>\n<p><strong>Question #1: How does advertising support your association\u2019s relevance?<\/strong><\/p>\n<ul>\n<li><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-5444\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Relevance-Triangle.jpg\" alt=\"NDR Relevance Triangle\" width=\"150\" height=\"166\" \/>It helps members stay on top of market changes and the latest products and services available.<\/li>\n<li>Associations help bring advertisers and members together.<\/li>\n<li>Advertisers want to be an active part of your association\u2019s content (niche opportunity).<\/li>\n<li>It creates a desirable opportunity for their business to reach your specific industry (target market).<\/li>\n<li>The association, advertisers and members have an interest in fighting for their industry (all are equal).<\/li>\n<\/ul>\n<p><strong>Question #2: What\u2019s your association\u2019s worth?<\/strong><\/p>\n<p>To understand your association\u2019s worth, begin by evaluating your current program:<\/p>\n<ul>\n<li>Your association is the product, not the medium by which you communicate with members (magazine, website, etc.).<\/li>\n<li>Identify gaps and opportunities with a communications gap analysis. Conduct research with surveys to uncover these gaps. (Survey your staff, board of directors, members and advertisers).<\/li>\n<li>Build and develop a sales story in a competitive way that showcases why your association is a great investment.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5445\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Communications-Strategy.jpg\" alt=\"Association Communications Strategy\" width=\"600\" height=\"197\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Communications-Strategy.jpg 1003w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Communications-Strategy-300x99.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Communications-Strategy-768x253.jpg 768w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><strong>Question #3: What do advertisers want, and how can your association deliver that?<\/strong><\/p>\n<p>How can your association address the needs of advertisers? How can you answer these needs successfully?<\/p>\n<ul>\n<li>Define your advertiser\u2019s goals and help them develop a plan.<\/li>\n<li>Know what your readers are consuming by conducting research and by finding ways to incorporate suppliers into your content.<\/li>\n<li>Use competitive analysis to determine how your association can help position advertisers to deliver the right content at the right price, on the right vehicles to the right audience.<\/li>\n<\/ul>\n<p><strong>Question #4: On which resources should your association focus its attention to increase non-dues revenue?<\/strong><\/p>\n<ul>\n<li><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-5448\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Non-Dues-Revenue-Sources-300x196.jpg\" alt=\"Association Non-Dues Revenue Sources\" width=\"300\" height=\"196\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Non-Dues-Revenue-Sources-300x196.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2016\/02\/Non-Dues-Revenue-Sources.jpg 691w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>A passionate, hard-working team.<\/li>\n<li>Quality lead sourcing.<\/li>\n<li>Networking opportunities with sponsors and vendors at events.<\/li>\n<li>Social media networking for lead sourcing and an opportunity to interact with members via a new medium.<\/li>\n<li>Marketing and promotion of your association\u2019s advertising opportunities, including the media kit.<\/li>\n<\/ul>\n<p><strong>Question #5: Is my sales team armed with the right tools? <\/strong><\/p>\n<p>Now that you\u2019ve invested your resources, arm your team with additional tools, such as:<\/p>\n<ul>\n<li>A sales story: Your association is the product.<\/li>\n<li>Key selling points to answer, \u201cWhat\u2019s in it for the advertisers?&#8221; or, &#8220;What\u2019s in it for me?\u201d Associations produce a very niche communications product.<\/li>\n<li>Sales essentials: Presentation, performance management, incentive programs, coaching and more.<\/li>\n<\/ul>\n<p>By answering these five key questions above, you and your team will be well on your way to increasing NDR and supplementing your mission, lobbying efforts, certification programs, scholarships and student outreach.<\/p>\n<p>Dive deeper into each of these tips by <a href=\"http:\/\/response.associationadviser.com\/ndrfebwebinararchive\" target=\"_blank\" rel=\"noopener\">watching the full recording of our webinar<\/a> and\/or downloading the slides.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In our first webinar of 2016, Naylor\u2019s Jon Meurlott, group vice president, and Laura Taylor, director of online solutions, discuss why working to preserve and increase NDR is important for associations.<\/p>\n","protected":false},"author":26,"featured_media":5448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,3],"tags":[83,495,980,981,270,27,32,40],"class_list":["post-5443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-revenue","tag-advertising","tag-association-communications","tag-jon-meurlott","tag-laura-taylor","tag-ndr","tag-non-dues-revenue","tag-revenue-2","tag-webinar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Is Your Association Really Maximizing Its Non-Dues Revenue? 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