If the pandemic has taught us one thing, it’s that “don’t put all your eggs into one basket” is not just a saying—but solid advice.
Many association leaders, overly reliant on bringing in sponsorship revenue through once-a-year meetings, were left panicked as authorities deemed in-person events unsafe. Even those who pivoted to virtual or hybrid events faced challenges with exhibitor hesitancy—an unfortunate trend that nearly half of organizations surveyed by ASAE said continued into 2021.
As most associations return to in-person events, forward-thinking leaders are also diversifying their revenue mix (and engagement channels) through always-on digital strategies.
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