5 Steps to Drive Non-Dues Revenue

For many associations, the challenge of diversifying revenue beyond membership dues remains a top priority. While dues traditionally form the financial foundation, providing access to core benefits, today's dynamic landscape demands a more robust approach. More than 65% of associations cite generating non-dues revenue as their biggest challenge.

However, one of the most underutilized, yet potentially lucrative, revenue opportunities lies within learning and certification programs. With the U.S. continuing education market projected to reach $93 billion by 2028, and the microcredential market experiencing rapid growth, associations that strategically leverage learning programs are unlocking significant revenue growth while simultaneously enhancing member engagement and value. Simply put, associations that thrive are those that master the art of generating robust income beyond membership fees.

In this blog, we will explore five key steps to leverage learning to increase non-dues revenue.

The 5-Step Framework to Learning Revenue Success

To help associations crack the learning revenue code, we have created a 5-step framework.

Step 1: Benchmark Current Revenue Streams

Before you can grow non-dues revenue, you need to assess where your revenue is coming from today. Key questions to ask include:

• What percentage of total revenue comes from non-dues sources?
  • A healthy benchmark is 70% non-dues revenue. The ASAE Foundation’s Association Operating Ratio Report, 15th Edition reveals that, on average, membership dues account for 45.4% of trade association revenue, whereas professional associations see an average of just 30%.
• How much of your non-dues revenue is driven by learning programs?
  • A healthy benchmark is 50% from learning programs. There are many sources of non-dues revenue: certifications, some include conferences as non-dues, events and of course learning. Learning should grow to 50% of non-dues revenue. 
• Which revenue streams are growing, stagnant, or declining?
  • Often if you are experiencing revenue stagnation or decline in certain areas, these areas need to be honed in on and refreshed.

Setting clear benchmarks will help establish realistic growth goals and guide your strategy.

Step 2: Conduct a Learning Program Audit

Once you know where you stand financially, the next step is to assess what you’re offering within your learning programs. This is where many organizations get stuck as they don’t have a clear audit process for their learning programs.

Evaluate your existing learning offerings to identify gaps and opportunities. Consider:

• Use cases: Are you offering certification training, continuing education, microcredentials, or skill-based learning?
• Instructional methods: Do you provide self-paced, instructor-led, or hybrid learning?
• Product types: Do you have prep courses, micro-courses, practice exams, or webinars?
• Distribution channels: Are you targeting consumers, corporations, higher education, or government markets?

Understanding where your programs excel (and where they fall short) will help refine your strategy.

Step 3: Apply the TRI (Time, Resources, Impact) Framework

Not all learning programs are created equal. To prioritize the right initiatives, use the TRI Framework:

• Time: How much effort is required to develop or enhance this program?
• Resources: What budget, technology, and personnel are needed?
• Impact: What is the potential return in terms of revenue, engagement, and value?

Let’s say you have five ideas for growing learning revenue. Instead of guessing which one to pursue, you score each option based on Time, Resources, and Impact. The sweet spot? Low effort, high revenue potential.

The TRI Framework helps you prioritize smartly, ensuring you focus on the programs that maximize value.

Once you’ve identified the most valuable opportunities, the next step is turning them into structured, high-impact learning programs.

Step 4: Design (or Re-Design) a High-Value Learning Program

Once you’ve identified the right opportunities, it’s time to take action and begin to optimize your programs. When building a successful learning program you should focus on these key elements: 

• Clear Learning Objectives: Ensure the programs align with industry and learner needs, whether that be gaining a certification, new skill or career advantage.
• Engaging & Modern Learning Experience: Incorporate interactive content, personalization, gamification, and mobile-friendly access to support diverse learner needs and preferences.
• Right Pricing Strategy: Balance affordability with revenue potential and know that professionals are often willing to pay for credentials and skills.
• Scalability & Tech Infrastructure: Leverage an LMS that supports both learners and admins.

Step 5: Measure & Optimize for Impact

The fifth and final step is to measure the impact and strive for continuous program optimization. Important metrics to track include:

• Volume: Number of candidates or members participating.
• Outcome: Certification completion rates and pass rates.
• Usage: Number of products used per learner.
• Engagement: Time spent on learning and participation rates.
• Access: Adoption among specific learner groups.

Take the Next Step

Want to learn more about how to transform your association’s learning programs into a revenue-generating powerhouse? BenchPrep can help. Request a demo today.