From Informed Decisions : Conversations and Q&A with Randall Craig and Ronja Francoeur.
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Member Value, Non-Dues Revenue, and New Association Business Models
About this episode:
Associations are under constant pressure to do more with less, to offer increasing value to members, while also creating additional revenue.
Yet the association business model is under assault: a tough economy has taken its toll on membership revenues, younger prospective members are “nibblers” not joiners, and convention revenues are no longer reliable.
Join CSAE Griner Award recipient Randall Craig for a conversation and new thinking on association business models:
• Is the traditional association business model really in jeopardy? Can it be rescued? (We also think so.)
• Non-dues revenue beyond sponsorships, certification renewals, and trade show booth sales.
• Is it really possible to compete against “free” alternatives, and win?
In this session, we’ll delve into the answers to the above questions, and provide bold (and realistic) recommendations on them. We will also spend some time on membership retention and demonstrating member value, including:
• Building an aligned, growth-minded member community.
• Productivity and value: How to outsource draining ongoing responsibilities to free up staff and volunteer time for higher order priorities.
Part 1
Part 2
Part 3
Questions asked (with timestamps)
• Why don’t we see more significant “transformation” and reinvention in the association industry? (5:57)
• There are mission-driven associations and member-driven associations: how does each type retain and engage members? (10:27)
• If an association relies on non-dues revenue (eg. products and services) to survive, what is the distinction between running an “association” and a “business”? (15:16)
• Is transformation possible for association given the current culture? (0:52)
• How can we persuade current association staff to see the benefits of running their associations “like a business”? (4:32)
• Is there understanding at the senior level and the board level of associations that transformation requires a different skill set and different approach? How do you change the mindset within an organization? (12:42)
• Are there really “new” ideas for non dues revenue? (19:16)
• What opportunities is AI affording associations that they may not be taking advantage of? (0:20)
• Why is it that we see a disconnect between non-dues revenue initiatives and member value rather than a marriage of the two? (6:22)
• Associations can have challenges with governance and staff skill sets, but don’t for-profit organizations have the same issues? (11:06)
• How can we do sponsorships differently to avoid the “tension” between members and sponsors?
• Associations often offer perks to new members, but what about their existing loyal members? Where should the balance be? (13:13)
• Associations are often operating in a saturated market; what considerations should be made for M&A and competitive analysis? (16:21)
Curious? Questions? Interested in exploring the possibilities?