Membership organisations have long relied on subscription fees as their main source of revenue. While this model is effective for providing steady income, it can also create financial vulnerability. External factors such as economic downturns or changing member preferences can impact the sustainability of subscription-based income. We explore non-subscription revenue models such as events, online learning, and sponsorships, which can help membership organisations thrive.

Hosting Events: A Valuable Revenue Stream

Events, whether in-person or virtual, present an excellent opportunity for membership organisations to diversify their revenue. They provide value to members by offering networking opportunities, industry insights, and professional development. Events like conferences, webinars, and workshops are flexible. They allow member organisations to customise their offerings for different interests and goals.

One of the most common ways events can generate income is through ticket sales. Offering both paid and free events provides an inclusive environment while still creating opportunities for revenue generation. Paid events, such as annual conferences and exclusive member-only gatherings, allow organisations to provide valuable content and experiences. These events come with a fee. For larger events, you can offer different ticket levels. These levels can give access to extra features like premium sessions, meet-and-greets, or VIP experiences.

Vvents can also attract external sponsors, enabling membership organisations to increase their revenue further. With careful planning, organisations can host events that meet the needs of their members while appealing to external audiences. Events, like industry conferences or networking meetups, help organisations gain visibility. They also allow professionals to connect with others who share similar interests.

Virtual events have also gained popularity in recent years. As more people want online experiences, membership organisations can reach new markets. They can also lower the costs of in-person events. Virtual summits, webinars, and online expos can generate revenue through ticket sales, exhibitor booths, and partnerships.

Online Learning: The Future of Professional Development

Another effective revenue model that extends beyond subscription fees is online learning. As demand for accessible, flexible education continues to rise, membership organisations have the opportunity to position themselves as providers of valuable learning resources. Online courses, certifications, and training programmes help more professionals learn new skills at their own pace.

Membership organisations can create tailored educational content that aligns with their industry or sector, offering members exclusive access to specialised knowledge and insights. This could include creating courses on topics such as industry best practices, new technologies, or career development strategies. By developing high-quality, relevant content, organisations can attract both members and non-members who are looking to upskill.

There are several ways to monetise online learning. You can choose a one-time payment for individual courses or a subscription for access to many courses. Membership organisations can also offer certifications upon completion, which adds value for participants and makes courses more desirable. Alternatively, organisations can create a tiered model, where more in-depth, specialised training is available for a higher fee.

Membership organisations can create their own content. They can also partner with outside experts or educational platforms. This helps them offer a variety of learning opportunities. By choosing a variety of online learning resources, they can improve the member experience and increase their income. Offering accredited programmes or collaborating with universities can elevate the perceived value of the organisation’s learning resources.

Sponsorships: Building Strong Partnerships

Sponsorships offer another revenue opportunity for membership organisations looking to diversify their income. Partnering with relevant businesses or brands can bring in significant revenue while providing value to both parties. Sponsorships allow organisations to maintain their mission while benefiting from external financial support, creating a win-win situation.

Membership organisations can seek sponsors for a variety of activities, from events and publications to online content and webinars. By aligning with brands that share a similar audience or industry focus, organisations can create mutually beneficial partnerships. Sponsors gain access to a targeted audience of engaged professionals, while organisations benefit from financial backing and increased visibility.

Sponsorships can take different forms. For example, event sponsors may have their logo prominently displayed, receive speaking opportunities, or be featured in event materials. Online content sponsors can get advertising space or have their products shown in educational materials like webinars or eBooks. Many organisations partner with sponsors to give exclusive discounts or offers to their members. This increases membership value and generates income.

Another interesting aspect of sponsorships is the potential for long-term partnerships. Once a sponsorship relationship is established, it can lead to repeat business, ensuring a stable revenue stream. Organisations should focus on cultivating strong, long-lasting relationships with sponsors, positioning themselves as trusted partners in their industry. This relationship can help both sides. Sponsors gain credibility and exposure in the community. At the same time, organisations receive financial support and resources. This support helps them continue providing valuable services.

Additional Revenue Models to Consider

Membership organisations can look beyond events, online learning, and sponsorships. They can find other creative ways to make money

• Merchandising: Many membership organisations sell branded merchandise such as T-shirts, mugs, and office supplies. This creates extra income. It also helps members show how they are involved with the organisation.
• Affiliate marketing: By partnering with companies that offer relevant products or services, membership organisations can earn commissions by promoting these offerings to their members.
• Donations and grants: Nonprofit membership organisations can seek donations and apply for grants to support their mission. This can be especially effective for organisations focused on advocacy or social impact.

Diversifying income streams is crucial for the long-term success and sustainability of membership organisations. By exploring new ways to make money, like events, online learning, and sponsorships, organisations can find new chances. They can reduce financial risks and provide more value to their members. To use these strategies, you need a clear plan. You must understand what will best help both members and potential partners. Membership organisations can stay financially healthy by adapting to market trends. They should also invest in new income opportunities. This way, they remain relevant and can support their members’ changing needs.