#1 Obstacle for Associations? Generating Non-dues Revenue

According to Naylor's Annual Association Benchmarking Report, the challenge of generating non-dues revenue tops all other obstacles associations face today. Of the 308 association executives and managers responding, 58% of respondents cited generating non-dues revenue as their greatest challenge. 2023 marks the first time non-dues surfaced as the top issue in the survey's 12-year history.

The report goes on to explore what's holding associations back when it comes to generating non-dues revenue.

The two most often cited barriers to generating non-dues revenue were insufficient staff to put forth the effort (55%) and limited resources (55%). 

Almost one-third indicate that limited member engagement affects the ability to generate non-dues revenue successfully. If so many associations lack the in-house resources to grow non-dues revenue, how common is outsourcing for these services?

Naylor's research explores this question, and outsourcing is less common than you'd think. 23% of associations responding outsource advertising, up 9% from 2022. But, surprisingly, just 12% outsource exhibitor sales, and 11% outsource sponsorship sales. 

Budget and economic concerns topped the list of concerns in MSAE's 2023 Member Survey, so we know revenue is top-of-mind for many of you. If you're considering outsourcing as a strategy, MSAE is happy to connect you to possible partners. 

The complete Annual Association Benchmarking Report can be downloaded at this link.