Best strategies to leverage your association’s website for non-dues revenue growth

What association doesn’t need to drive non-dues revenue? It’s vital to your association’s financial health, and increasingly so during the current economic climate. It helps you maintain your budget while allowing you to provide your members with ongoing value. This is especially important during periods of flat or declining memberships, when raising the cost of membership dues is not a reasonable option.

Findings from the Benchmark Report: Small Staff Associations by Momentive Software confirm that small staff associations see the importance of non-dues revenue for long-term success. In fact, 76% of small staff associations say they will prioritize improving non-dues revenue and plan to turn to new forms of this strategy to address any losses from the past year.

How to drive non-dues revenue from your association’s website

Your association’s website can be a powerful channel for driving non-dues revenue. Here are five ways to drive revenue from your website

1. Set up a sponsorship page

Selling sponsorships is a highly effective way to drive non-dues revenue. It also gives companies in your industry exposure to a targeted audience (your members) while giving them information about relevant products and services.

If you already have a sponsorship program, set up a page on your website to promote it. Here’s how you can create a compelling sponsorship page that attracts partners and generates revenue:

• Define sponsorship opportunities
  Identify and categorize the different sponsorship opportunities your association can offer, including website ads, newsletter sponsorships, social media promotions, event branding opportunities, and more.
• Create a clear and attractive page
  Your sponsorship page should be visually appealing and easy to navigate. Make it easy for companies to understand why they should sponsor your next event. Offer Sponsorship tiers and pricing. Provide testimonials and success stories. And don’t forget to include a clear CTA and inquiry form.
• Routinely promote your sponsorship page
  Promote your sponsorship opportunities on social media and in your newsletter, regularly highlighting ways companies can partner with your association. Contact partners with personalized pitches and offer limited-time discounted or bundled packages to drive revenue.

If you don’t already have a sponsorship program, you’re in luck. Check out the Sponsorships 101 Toolkit for resources to help you build a strong sponsorship program.

2. Ask for donations

Donations can be a valuable source of non-dues revenue for your association, especially if you position them as a way for supporters to contribute to your mission. Here’s how to effectively ask for and increase donations through your website:

• Create a dedicated donation page
  A well-designed donation page makes it easy for visitors to contribute to your cause. Include an impact statement to describe how your donations will be used to advance your mission. Offer multiple levels of giving and explain what each level supports. Provide a recurring donation option to set up monthly or yearly donation contributions.
• Add a donate button
  Make your Call to Action (CTA) obvious by placing prominent “Donate” buttons in your website headers and footers. Also, include donation CTAs in your newsletters, event pages, and blog pages.
• Tell donation success stories
  Feature member testimonials and success stories to inspire giving to your latest fundraising campaign. Use videos or images to show the real-world impact of donations. Highlight specific programs or initiatives that need funding.

3. Promote event registration

Hosting in-person, virtual, or hybrid events is a powerful way for associations to generate non-dues revenue. Your website should be a key promotional tool to maximize event registration and revenue. Here’s how:

• Create an events page
  Your event page should communicate the value of attending. Include logistical details like event date, time, location, and ticket pricing for members and non-members. Also, include testimonials from past attendees to showcase the value of attending.
• Promote your events
  Send personalized email invitations to members and past attendees for upcoming events. Post regular updates, speaker announcements, and testimonials on your social media accounts and website.
• Simplify your registration process
  Leverage your association management software (AMS) to offer a user-friendly event registration process. Offer multiple payment options to make it easy for your members to register. Automate your event confirmation reminder process to save your staff time.

4. Sell merchandise

Selling branded merchandise through your association’s website is a great way to generate non-dues revenue while increasing brand visibility. Here’s how to effectively set up and promote your merchandise store:

• Set up an online store
  Use an e-commerce site through your AMS to ensure the store integrates with your website and offers a smooth checkout experience for your members. Offer multiple payment options to provide a user-friendly checkout experience.
• Choose the right merchandise
  Select products that align with your association’s mission and appeal to your audience. Consider the following merchandise options:
  • Branded apparel: T-shirts, hats, jackets, and hoodies with your logo.
  • Office and technology accessories: Branded notebooks, pens, USB drives, and phone cases.
  • Event swag: Tote bags, lanyards, and water bottles.
  • Industry-specific items: Products tailored to your niche (for example, branded safety gear for a construction association).
• Promote your merchandise
  After you’ve built your e-commerce site and have added merchandise, you’ll want to promote the products to drive non-dues revenue. Here’s how:
  • Add a “Shop” tab in your association website menu.
  • Use banner ads and pop-ups to highlight new products or best-selling items.
  • Feature product highlights in your event pages, newsletters, and blog.
  • Offer exclusive discounts to members or first-time buyers.

5. Optimize your online store

Ready to take your e-commerce site to the next level? Empower your shoppers to browse and pay for anything online, including sponsorships, event registrations, membership renewal, merchandise, and donations. This approach makes shopping even more convenient for your members, driving revenue to your association.

You can try bundling merchandise to boost non-dues revenue too. Here are some ideas:

• Offer discounted merchandise with event registrations.
• Include branded gifts in membership renewal packages.
• Provide an incentive for donations (ex., Donate $50 and get a free T-shirt).