Associations seem to be feeling more optimistic — and that’s a welcome change! Marketing General’s 2024 Association Economic Outlook Report [PDF] finds that the majority of associations are expecting an increase in both membership (61 percent) and non-dues revenue (56 percent) in the coming year.
While some may be tempted to sit back and breathe a much-needed sigh of relief, now is not the time to be passive. An Associations Now article covering the same report implores that "a central lesson from the pandemic is that organizations can't be passive and monolithic when it comes to revenue drivers—more than ever, they need to explore ways to engage members in a variety of ways."
Most association leaders understand that raising membership dues has limited potential for funding growth and expanding member services without risking member dissatisfaction or, worse, attrition, which is why non-dues revenue needs to be a key area of focus.
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