What is the recommended approach to dues increases and non-dues revenue growth?

• A. Grow non-dues revenue to minimize necessary dues increases
• B. Increase dues regardless of revenue growth
• C. Eliminate non-dues revenue
• D. Keep dues constant forever

Answer: (A)

Focus on revenue diversification. The best approach is to grow non-dues revenue so that dues increases are minimized. When a portion of the organization’s funding comes from sources other than member dues, the organization can fund programs, services, and strategic initiatives without continually pushing dues higher. This helps maintain member value and retention, since members aren’t bearing every cost increase year after year.

Non-dues revenue typically comes from sponsorships, conference and event registrations, continuing education and certification programs, publishing and advertising, product sales, partnerships, and grants. By intentionally expanding these streams—while ensuring offerings deliver real value to members and sponsors—the organization builds a more resilient budget. It can cover rising costs and inflation, fund new initiatives, and keep dues at a more sustainable level.

To make this work, analyze cost structures and identify high-value, scalable revenue sources; design compelling sponsorship and program packages; price offerings appropriately; deliver quality programs that enhance member value; and track the return on investment to refine the mix over time. Relying solely on dues or neglecting non-dues revenue would limit flexibility and long-term viability, while trying to keep dues flat forever isn’t feasible given ongoing costs.