SEASON ONE PREVIEW - Non-Dues Revenue: Driving Association Growth and Member Engagement
Episode Details
Transcript
The recent Association Benchmarking Report shows that generating more non-dues revenue stands as the biggest challenge associations face. That is why we chose to focus on the topic of non-dues revenue throughout our Season One launch of the Association Advisor Podcast.
In this preview of Season One's topic, our host Christine Shaw, CEO & President of Naylor Association Solutions, is joined by Sarah Sain, CAE, Vice President of Content Services and one of the lead researchers of the Association Benchmarking Report.
This season is dedicated to exploring practical and tactical solutions for how you can maximize non-dues revenue opportunities, all while increasing value and engagement with your members, advertisers and sponsors. We’ll be featuring some amazing guests whose experience and expertise will give you the edge for YOUR association.
Resources:
Read the report:Association Benchmarking Report
Explore moresolutions for non-dues revenue.
Visit:https://www.naylor.com/
Connect with us:
LinkedIn: @NaylorAssociationSolutions
Christine Shaw: christine.shaw@naylor.com
Sarah Sain, CAE: ssain@naylor.com
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Speaker 0
Our guests this season are going to bring so many different perspectives and experiences to the table that I really think everyone will be able to learn something from these professionals. We have executives from national and state level associations in various positions of leadership. And we also have consultants and industry leaders who are really well known and respected and who work day in and day out to help associations drive Nanju's revenue. Speaker 1
Welcome to the relaunch of the Association Advisor Podcast brought to you by Naylor Association Solutions. I'm your host, Christine Shaw, president and CEO of Naylor. Today, we'll be diving into this season's theme, non dues revenue. The recent association benchmarking report showed us that generating more non dues revenue stands as the biggest challenge associations face. That is why we chose to focus on it throughout this season of the podcast. I'll be exploring tactical solutions for how to maximize non dues revenue opportunities, all while increasing value and engagement with your members, advisors, and sponsors. We'll feature some amazing guests whose experience and expertise will give you the edge for your association. To help break down this topic, I I have with me Naylor's VP of content services and one of the lead researchers of the association benchmarking report, Sarah Sain, CAE. Sarah, welcome. Speaker 0
Hi, Christine. I'm thrilled to be joining you today to talk about the relaunch of the Association Advisor podcast and specifically why we are spotlighting non dues revenue this season. Speaker 1
Great. Happy to have you. So let's start by defining exactly what non dues revenue is. Can you help explain for the listener what we mean when we say non dues revenue? Speaker 0
I sure can. So non dues revenue is the revenue or the income that an association brings in through things like advertising, sponsorships, events, and partnership programs, all that supplement the dues that members pay when they join the association. Now for many associations, non dues revenue is essential to keep the organization growing and innovating. And for many, not only does Nondu's revenue help sustain those daily operations that an association needs to continue to function, but it also allows them to invest in new programs and innovate for the future, all of which, at the end of the day, helps them engage with members and move their mission forward. Speaker 1
Thank you, Sarah. That was really helpful. So from your perspective, let's talk about why generating a non dues revenue strategy is so important. Speaker 0
Yeah. It's really necessary for associations. I mean, I mentioned non dues revenue really has become an essential financial element for so many associations. I think that's why in our benchmarking report, fifty eight percent of associations surveyed said it's their top challenge right now. As with just about anything, you stand more of a chance of succeeding if you have a plan, and Nondu's revenue is no exception. Having a strategy and a plan for how to provide members with the right products and services that engage members and that provide value for advertisers and sponsors is how an association is going to realize their goals at the end of the day. Speaker 1
Yeah. Sarah, I love love that you articulate that way because it's really revenue is one part of it, but the other piece of it that's really important is driving that membership engagement. So give us some examples or tell me a little bit more how they can actually provide more value opportunities for existing members and also potentially new members. Speaker 0
Nodu's revenue allows associations to continuously improve and invest in their current platforms and resources and then also launch innovative programs and initiatives that can cater to members' interests and demand at the moment. Those two things together, both the making better of what you already offer that you know is of value, that you hear great feedback from all the time on members, and you know you need to continue to improve upon. And then the second element of adding new benefits for members that meet a real need in the market at the moment, those two things together can foster a sense of community and belonging. And it's those feelings and experiences that are what keep members engaged. Speaker 1
You know, Sierra, you are so passionate about this, and you've been doing it for such a long time. I really want you to share with our listeners today the topics that you've helped to curate and some of the guests that we can all look forward to listening to this season. Speaker 0
Yeah. I am really excited for this season of the Association Advisor Podcast and just the fact that we are relaunching it overall. Our guests this season are going to bring so many different perspectives and experiences to the table that I really think everyone will be able to learn something from these professionals. We have executives from national and state level associations in various positions of leadership. And we also have consultants and industry leaders who are really well known and respected and who work day in and day out to help associations drive Nondu's revenue. We want all of them to be able to tell their stories and share the successes that they've had in the hopes that it will really help others do the same. Speaker 1
Absolutely. I mean, you have me excited about it. So, hopefully, our listeners will share in that enthusiasm. But what else do you think our listeners should know before we start diving into this topic each week? Speaker 0
Yeah. I mean, I've already mentioned it, but just because non dues revenue is the biggest challenge that associations face today, no one should think that it's a challenge that cannot be overcome. There are so many options that associations have to create new avenues for Nondu's revenue, to improve upon the current platforms they have, to improve what they're currently doing. Sometimes it just takes hearing the perspective of others to kind of get that creativity running within yourself. So I think I would tell anyone listening today to keep an open mind as you hear from these executives and leaders who are gonna be sharing their stories with us. And don't be afraid to get creative with what you're doing. Yeah. No. That's right. Speaker 1
It's all about creativity, and I think learning and hearing from others in this field is so helpful. But by the way, Sarah, if somebody wants to get in touch with us, either to be a guest on this podcast in the future or to learn more about what we do, well, how do you recommend they Speaker 0
do that? Yeah. So there are a few different things. Certainly, I would encourage anyone to read the association benchmarking report. It's kind of what's been the impetus for us to talk about non dues revenue. Information about that is available at nailer dot com, and we have expert advice through content and white papers available on the topic, not just of driving non dues revenue, but also on how to increase member engagement because those two things are so interconnected. And that's available at association advisor dot com. Of course, please subscribe, listen to future episodes of this podcast on any of your preferred podcast players. I think everyone is going to really take a lot from it this season and are gonna enjoy what they hear coming up. Speaker 1
Thank you for sharing that. I am super excited about this season, and, glad to feature some of these amazing guests. And we'll be talking about lots of exciting things throughout this season. So, also, any of you can find us on LinkedIn, or you can email us directly. I can be reached at christine dot shaw at nailer dot com. And, Sarah, Speaker 0
how about you? I am at s sane at nailer dot com. Speaker 1
Great. Well, we're looking forward to a wonderful season. Can't wait to speak with all Speaker 0
of you. Thanks a lot. Great. Thank you. Speaker 1
Thank you for listening to the association Advisor Podcast brought to you by Naylor Association Solutions. If you'd like to access more resources to serve your association needs or join our newsletter, you can visit our website at nailer dot com or just click the links in the show notes of this episode. Please be sure to follow us on your favorite podcast listening app, like Spotify, Apple, or wherever you listen to your podcast so you won't miss an episode. Also, I'd love to hear from my listeners directly. Feel free to email me at christine, c h r I s t I n e, dot shaw at nailer dot com. Until next time, we at Naylor are wishing your association success. 
