What’s the top priority for associations this year? According to McKinley Advisors’ 2021 Association Viewpoint research study, it’s generating nondues revenue.
Why is generating nondues revenue so important at the moment, and how can product development and management help? In general, associations often face challenges in diversifying revenue—along with understanding audience needs and developing or pivoting products, programs, and services to meet them. Right now, the broad and continuing impact of the COVID-19 pandemic has forced associations to urgently address these issues.
McKinley conducted one-on-one interviews with association executives about their recent top challenges.
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