Innovation, Leadership, and Enterprise Trends
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Innovation, Leadership, and Enterprise Trends
The Science of Association Revenue Growth
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The Science of Association Revenue Growth
Everyone is talking about non dues revenue growth.
They talk about new revenue centers, sponsorship models, education products, certifications, events, and services members will pay for.
The problem is that this is often exactly the wrong place to start.
Revenue growth is a derivative of economic value and experiential value.
If an association wants sustainable and predictable revenue growth, it first has to understand how to create significantly more value for members across the entire membership journey.
And many of the old methods are no longer enough.
Traditional member insight approaches are increasingly outdated. Incremental innovation is too slow. Thought leadership is being challenged by artificial intelligence. Professional networks and micro networks are increasingly owned by platforms like LinkedIn. And the traditional association event is too often viewed by members as a cost center rather than a high value opportunity.
That does not mean associations are becoming irrelevant.
Quite the opposite.
I have worked with associations for nearly 30 years, and I continue to believe they can be some of the most important and valuable organizations in any industry.
But we need to take another look at how revenue growth is actually created.
The opportunity is to build better member insights, create higher levels of economic value, dramatically improve the membership experience, develop more relevant innovation pipelines, and design products, services, events, and communities around what members truly value today.
When you get the value right, the revenue opportunities become much easier to see.
That is what I explore in this podcast: The Science of Association Revenue Growth, including several methods that are producing real traction.
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