How to drive revenue through your association’s online community

Introduction

Your association’s online member community is a powerful tool. While it primarily increases member engagement, it also simplifies member support, provides a space for problem-solving, and more.

But has your association considered how to monetize your community? Your online member platform offers several opportunities to generate non-dues revenue, ensuring financial growth, even if your membership numbers remain stagnant.

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How to monetize a community through your online member platform

As the virtual hub for your members, your online community is an ideal space to drive revenue. Here are some practical ideas to get started:

1. Offer sponsorships and advertisements

As with a website or event, your online community can attract sponsors. Companies within your industry or profession may be willing to pay for ad placements or sponsorships, like the following:

• Sponsored text links within discussion threads
• Promoted posts in group forums
• Banner ads in the announcements section

Additionally, you can offer online community sponsorships as an extra incentive when sponsors purchase other advertising opportunities. For example, event sponsors and employers posting job opportunities in your career center could also have the chance to share targeted content within your online community, making sponsorship packages more attractive.

2. Promote add-on products and services

Your online member community is an excellent place to market additional products and services beyond your standard membership perks. These might include the following:

• Continuing education courses and webinars
• Exclusive career fairs and networking events
• Premium job postings for corporate members
• Industry research reports
• Branded merchandise available through your online store

By promoting these opportunities within the community, you increase exposure and reinforce the value of membership-exclusive benefits, which can enhance member loyalty.

3. Ask for donations

If your organization is eligible to accept charitable donations, leverage your online community to encourage contributions. Consider using your online member community for the following:

• Use the announcements section to promote fundraising campaigns
• Create dedicated discussion threads around the impact of donations
• Offer exclusive perks or recognition to donors

Since members already find value in the community, they may be more inclined to support it financially.