ARB Survey Findings
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Transcript of ARB Survey Findings
Analysis by:
Robert F. James, President David S. James, Vice President,
Association Research Board
January 2017
© 2017 Association Research Board
In Search of Non-Dues Revenue Research Report
New Non-Dues Revenue Streams Elude Most
Associations
The Bethesda, MD-based Association Research Board
conducted an online poll of association executives nationwide in
December 2016.
One hundred thirty-two association executives responded.
Approximately 50% of them are with professional associations;
40% with trade associations; and 10 percent with philanthropic
associations, non-governmental organizations, or association
management companies.
The key survey findings reveal:
▪ Most associations lack urgency and direction in their
search for new sources of non-dues revenue, and that
non-dues revenue-generation has little priority for
executives in 2017.
▪ Only one in three associations is “very committed” to
tapping new non-dues revenue streams in 2017; the rest
are only “somewhat committed” or “not committed.”
▪ One in four association executives never discusses the
subject of non-dues revenue-generation with her board.
▪ While one in two associations tapped some new non-
dues revenue streams in 2016, only one in four
describes those revenue-generating activities as “highly
successful.”
In Search of Non-Dues Revenue associationresearchboard.com !2
Innovation Needed
The picture the survey reveals is less than encouraging.
With the continuing across-the-board decline in membership
and dues income, association executives who aren’t
aggressively seeking new non-dues revenue sources have only
one choice—to cut expenses and services to members.
But that only puts their associations in a deeper hole.
The humorist Will Rogers once said, “If you find yourself in a
hole, the first thing to do is stop digging.”
Association executives who wish to find their way out of the hole
need to explore the many sources of non-dues revenue available
today, and to do so with a strong willingness to embrace
innovation.
The only way to turn the bleak situation around is to keep an
open eye—every hour of every day—on new ways to create
value.
In Search of Non-Dues Revenue associationresearchboard.com !3
How successful would you rate your non-dues income-generating activities?
Highly Successful 26% Somewhat Successful 56%Unsuccessful 12% Not Sure 6%
In Search of Non-Dues Revenue associationresearchboard.com !4
In Search of Non-Dues Revenue associationresearchboard.com !5
In the past 12 months, has your association tapped any new sources of non-dues revenue?
Yes 45% No 53% Unsure 2%
In Search of Non-Dues Revenue associationresearchboard.com !6
During the next 12 months, how committed is your association to expanding its sources of non-dues income?
Very Committed - We need to diversify 37%Somewhat Committed—we're always shopping for new ideas 52%Not Committed—we're satisfied with the status quo 5%Unsure 6%
In Search of Non-Dues Revenue associationresearchboard.com !7
How often does your board and staff discuss the topic of expanding your association's sources of non-dues revenue?
Yearly 20% Quartery 34%Monthly or more often 19% Rarely or Never 21%Unsure 2% Other 4%
In Search of Non-Dues Revenue associationresearchboard.com !8
What type of association is yours?
Professional 48% Trade 41% Philanthropic 5%NGO 2% AMC 4%
In Search of Non-Dues Revenue associationresearchboard.com !9
How large is your association?
Under 5,000 members 79% 5,000 - 10,000 members 2%10,001 + members 18% Unsure 1%
In Search of Non-Dues Revenue associationresearchboard.com !10
What is your job function?
Executive 67%Conference/Show Director 2%Education Director 4%Marketing/Membership 18%Other 9%
In Search of Non-Dues Revenue associationresearchboard.com !11
About the Association Research Board
Bethesda, MD-based Association Research Board provides associations with high-
quality, professional research services, including surveys, interviews, and focus
groups. More information is available at www.associationresearchboard.com or by
telephone, (202) 810-9568.
Photos courtesy of Oscar & Associates