If you find yourself in a hole, the first thing to do is stop digging.
— Will Rogers
A new survey by the Association Research Board shows most association executives lack urgency and direction in their search for non-dues revenue.
The survey found only one in three association executives is “very committed” to tapping new non-dues revenue streams in 2017; the rest are only “somewhat committed” or “not committed.”
It also found one in four executives never discusses non-dues revenue-generation with her board.
While one in two association executives tapped a new revenue stream in 2016, the survey says, only one in four describes her revenue-generating activities as “highly successful.”
Association membership and dues revenue continue to decline year over year. So why do most association executives give non-dues revenue-generation so little priority?
Don't they see the only other way to dig out of the hole is to trim expenses—and members' benefits?
Journalist Michael Hart recently hosted a webinar exploring some alternative ways out of the hole.
Take a peek, if you're interested.