Why Associations Need to Align Non-Dues Revenue and AI Strategy

The association industry is navigating a period of rapid change. Member expectations are evolving, traditional revenue models are under pressure, and emerging technologies are reshaping how organizations operate. One question is increasingly being asked across the industry:

How can associations use non-dues revenue strategies and AI adoption to drive sustainable growth?

Two topics consistently surface in board rooms and leadership conversations: non-dues revenue and artificial intelligence (AI). What is often missing from these conversations is alignment.

As a strategic communications consultant who works closely with associations and as President of the FPRA Capital Chapter, I see firsthand how frequently non-dues revenue strategies and AI adoption are treated as separate initiatives. When that happens, organizations struggle to move from experimentation to measurable impact.

What is Non-Dues Revenue in Associations?

Non-dues revenue refers to the income that associations generate outside of membership dues. Common non-dues revenue streams include events, sponsorships, education and training programs, certifications, partnerships, advertising, and content-based offerings.

Non-dues revenue is no longer optional for associations. Many organizations now generate up to 50% of total revenue from non-dues sources, making revenue diversification a core component of long-term association sustainability.

The challenge is not a lack of ideas. Most associations already offer multiple non-dues programs. The issue is fragmentation. When each revenue stream is managed in isolation, value becomes harder to articulate, staff capacity is stretched thin, and growth stalls.

Key Questions for Associations Revenue Strategy

Successful association revenue strategy requires clear answers to three foundational questions:

• What problem does this non-dues revenue program solve for members, partners, or the broader industry?
• How does this revenue stream support the association’s mission and business model?
• How is value communicated consistently across marketing, membership, and leadership communications?

Without this clarity, even well-performing non-dues revenue programs can plateau.

What Does AI Adoption Mean for Associations?

AI adoption is associations refers to the intentional use of artificial intelligence tools to support member engagement, content ideation, data analysis, personalization, and operational efficiency.

At the same time, AI adoption in associations is accelerating. From automated content workflows to member data insights, AI tools are increasingly accessible. However, most associations remain in the early or exploratory stages of AI implementation.

Leaders are often encouraged to “do something with AI” without a clearly defined business case tied to revenue growth, member experience, or staff capacity.

Is AI Strategy for Associations?

AI is not a strategy.

It does not fix unclear value propositions, fragmented messaging, or disconnected systems. What AI can do, when applied intentionally, is help associations:

• Better understand member behavior and preferences
• Personalize education, content, and engagement at scale
• Improve operational efficiency and reduce staff burnout
• Inform smarter investment decisions across non-dues revenue programs

The key is using AI in service of clearly defined association goals, not as a standalone initiative.

How Non-Dues Revenue and AI Strategy Should Work Together

The associations making the most progress are not chasing tools. They are asking better, more strategic questions:

• How does this AI investment support our non-dues revenue strategy?
• Which member, sponsor, or partner problem are we solving?
• What does success look like before we invest time, money, and staff resources?

When non-dues revenue strategies and AI adoption are aligned, associations gain a clearer view of what is working, what can scale, and where to focus resources. Programs become easier to evaluate, messaging becomes more consistent, and leadership gains confidence in decision-making.

This alignment also reduces internal friction. Staff and volunteers understand priorities, technology investments are more intentional, and innovation feels manageable rather than overwhelming.

Why Strategic Communications Matters for Association Growth

Strategy, messaging, and execution are deeply connected in successful associations. Too often, organizations invest in new revenue programs or technology without fully addressing how value is communicated to members, sponsors, and stakeholders.

Strategic communications plays a critical role in association growth by:

• Clarifying value propositions across non-dues revenue programs
• Ensuring AI-supported initiatives align with member needs and expectations
• Creating consistency across marketing, engagement, and leadership communications
• Supporting boards and executives with clear narratives for change

This is where many associations benefit from having a strategic partner at the table. Not to recommend tools for the sake of innovation, but to help connect business goals, member experience, and execution.

Frequently Asked Questions About Associations, Non-Dues Revenue, and AI

How can associations increase non-dues revenue?

Associations can increase non-dues revenue by aligning programs with member needs, clearly articulating value, diversifying offerings such as education and partnerships, and using data-driven insights to guide investment decisions.

Is AI worth investing in for associations?

AI can be valuable for associations when it is tied to specific goals such as improving member engagement, increasing operational efficiency, or supporting non-dues revenue growth. AI should support strategy, not replace it.

What is the biggest mistake associations make with AI adoption?

The most common mistake is adopting tools without a clear strategy or defined success metrics, which often leads to underutilization and staff frustration.

Moving from Experimentation to Impact

Associations are not struggling with ideas. They’re struggling with alignment.

Those that ground non-dues revenue strategies and AI adoption in a clear, member-centric strategy will be better positioned to grow revenue, strengthen engagement, and build long-term resilience.

At LHPR, we are having a lot of quiet conversations with association leaders who feel pressure to “do something with AI” while also being told to grow revenue outside of dues, often with the same or fewer resources.

If that sounds familiar, we’re always happy to compare notes or talk through what alignment could look like for your organization. Just email us.