Diversifying Non-Dues Revenue Opportunities
Association publication are a common benefit to members and, according to Folio, many organizations are beginning to diversify the means for generating revenue.
One example is IEEE, the world's biggest professional organization devoted to engineering and the applied sciences. It has expanded beyond its print magazine and is now seeking additional revenue opportunities in online display advertising, recruitment advertising, sponsored content, sponsored webinars, and more. Other trade groups are turning to sponsored content within their member-only magazines, enabling outside brands to reach a specialized audience. One organization that has gone this route is the National Association of Realtors (NAR). In addition to its bi-monthly member magazine, NAR produces an array of print and e-newsletters, blogs, webinars, and a quarterly magazine for a subset of the membership. The association offers advertising packages for print and online, and works with clients to meet their specific marketing goals.
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