Most associations know they're too dependent on dues. The question isn't whether to build stronger non-dues revenue. It's where to start and what actually works.
This session gives association executives and membership professionals both: a mindset shift and a practical framework for moving non-dues revenue from afterthought to strategy.
Chris Vaughan, Chief Strategy Officer at Sequence Consulting, draws on 25 years of work with major associations to show why most non-dues initiatives underperform, where the real opportunities tend to hide, and what it takes to build revenue streams that hold up over time.
What you'll learn:
• Why non-dues revenue stalls when it's treated as a side project
• How to evaluate opportunities against member value, not just revenue potential
• What distinguishes sustainable non-dues models from one-time wins
• Practical first moves you can bring back to your organization
Who should attend: Association CEOs, executive directors, membership professionals, and senior staff responsible for revenue strategy and financial sustainability.
Live attendees receive 1 CAE credit.