Key takeaways
- Generating non-dues revenue was associations' top challenge for the fourth straight year in Naylor's 2026 benchmarking report, cited by 51.9% of respondents.
- Job postings grew to 10% of non-dues revenue, while sponsorship slipped to 25.3%.
- Phone outreach can lift sponsorship, exhibit, event and foundation revenue, because many of these sales start with a conversation.
What the 2026 benchmarks show
Naylor Association Solutions' 2026 Association Benchmarking Report surveyed 665 senior association professionals. Generating non-dues revenue was the top challenge for the fourth consecutive year, though the share citing it fell from 61% to 51.9%. Job posting sales nearly tripled, from 3.6% to 10% of non-dues revenue, while sponsorship's share fell from 29.7% to 25.3%.
15 non-dues revenue ideas
- Annual conference registration. Tiered pricing, early-bird rates and member discounts.
- Exhibit sales. Booths and tabletop displays for vendors who sell to your members.
- Sponsorships. Year-round packages that bundle events, newsletters and webinars, not one-off logos.
- Job board. Paid postings from employers in your field. It's the fastest-growing source in Naylor's 2026 data.
- Advertising. Newsletter, magazine, website and podcast ads.
- Webinars and online courses. Paid education with member pricing.
- Certification and credentialing. Exam fees, renewals and prep courses.
- Continuing education credits. Courses that meet licensing requirements in your field.
- Buyer's guide or vendor directory. Paid listings and enhanced profiles.
- Research and benchmarking reports. Sell salary surveys and industry data to nonmembers.
- Awards programs. Entry fees plus sponsored awards and an awards event.
- Affinity programs. Royalties from insurance, travel or purchasing discounts offered to members.
- Regional events and chapter meetings. Smaller, cheaper events with local sponsors.
- Publications and store. Standards, guides, toolkits and branded products.
- Foundation fundraising. If your association has a charitable foundation, an annual fund, scholarships and member giving campaigns.
Where phone outreach helps
Sponsors, exhibitors and foundation donors often decide after a conversation, not an email. Calls work well to renew last year's sponsors and exhibitors early, reach lapsed members with a renewal and event offer, and ask members for foundation gifts at year-end. See phone fundraising for associations and the sponsorship call script.
A note on taxes
Some non-dues revenue, such as certain advertising, can be taxable as unrelated business income for tax-exempt organizations. Talk with your accountant before launching a new revenue stream. This page isn't tax advice.
How KFG helps
Kensington Fundraising Group runs live calling for associations: membership renewals, lapsed member win-backs, event and sponsorship follow-up, and foundation campaigns. See our membership retention benchmarks and renewal templates.