How small is too small when it comes to delivering profit, impact, and industry value? According to CEIR’s 2025 Performance Benchmark Playbook for Small B2B Exhibitions, the answer might surprise you.

For event organizers managing shows under 50,000 net square feet (NSF), this report isn’t just a nice-to-have—it’s a must-read roadmap to profitability, audience retention, and strategic growth. Whether you’re running a niche regional show or a new industry launch, these findings challenge assumptions, validate scrappy success stories, and most importantly, beg some tough questions about where we go next.

Let’s dive into some key insights, interpretations, and the provocative “what ifs” every small organizer should be asking.

Profitability Isn’t a Size Game—It’s a Strategy Game

Average Net Profit: 31%

Median Gross Revenue: $875,000

67% of events reported positive net profits

Here’s the headline: small shows make money. In fact, many are outperforming their larger cousins when it comes to ROI. The CEIR report shows that profitability is less about scale and more about financial discipline, strategic pricing, and wise investments in attendee and exhibitor experience.

Interpretation:

If you’ve been using size as an excuse for smaller revenue, it’s time to think again. Small shows don’t need massive show floors to deliver real value to their association or organization. But they do need clarity on margins, a strong exhibitor pricing strategy, and streamlined operations to protect the bottom line.

Questions to consider:

• Are you setting stretch goals based on 2019 figures—or stuck in “good enough” mode?
• What would a disciplined cost-to-value audit of your show look like?
• Are you pricing non-exhibiting sponsor packages at a premium—or leaving money on the table?

What You Don’t Track Will Hurt You

Here’s the uncomfortable truth: most small organizers aren’t tracking their expenses effectively.

• Only 18% track exhibitor NPS
• Only 22% track attendee NPS
• Only 27% track attendee retention
• Only 43% track new attendee acquisition

Yet the report is crystal clear—tracking correlates with growth, stronger exhibitor retention, increased sponsorships, and higher booth rates.

Interpretation:

It’s easy to get overwhelmed by event data. In many cases, the data you aren’t collecting is costing your show revenue through lower retention and rebooking rates, as well as missed opportunities for sponsorship and add-on revenue sources. While Net Promoter Scores (NPS) are fairly common in corporate America, association and event organizers are underutilizing this to provide deeper insights.

Questions to consider:

• What’s preventing you from tracking sentiment? Lack of tools? Time? Fear of the feedback?
• Are you using your registration or event management systems to track first-timers vs. returners?
• If you had to present three KPIs of your event to your association board today, would they be meaningful or merely measurable?

New Audiences Are Knocking—Are You Opening the Door?

The average new attendee rate is 37%, yet only 43% of shows are tracking it. For exhibitors, 22% of the base is new, and 57% of organizers track this metric.

Interpretation:

Growth isn’t just about relying on existing companies and attendees who participate year after year; it’s also about attracting new ones. Suppose you’re not understanding why those who attrit versus those who engage for the first time. How can you design content, networking, onsite activations, and build meaningful exhibitor and sponsor opportunities that convert them into loyal returners?

Questions to consider:

• Have you surveyed new attendees to understand their expectations and needs, thereby justifying the ROI?
• Are your exhibitors and sponsors aware of the new and qualified buyers coming to your event?
• What are you doing post-event to convert first-timers into next-year champions?

Location: Strategic Choice or Costly Mistake?

71% of small events rotate cities. The CEIR data, however, highlights the potential risk if organizers are not intentional and strategic in planning. The data highlights poor location choices with:

• 74% of low-profit events
• 81% with lower sponsorship
• 76% with declining attendance

Interpretation:

Organizers have cities they love and love to hate. It’s also easy to forget how our audiences view these cities. With rising costs, changing legislation and other factors, it’s a constantly shifting challenge. For larger shows, there is less opportunity to make a change. For smaller shows, it’s still crucial to consider accessibility, cost trends, and other realities before making a decision.

Questions to consider:

• Are you rotating for audience growth—or to check a destination box?
• What does your geographic attendee heat map or data comparisons say about optimal locations?
• Could staying put every few years provide a more stable base for rebooking and community building?

Digital Tools are a Must

93% of small shows provide their audiences with various digital event tools, including the most common:

• Mobile apps
• QR codes
• Lead retrieval
• Exhibitor support tools and event management solutions

And the reality, digital integration and tools correlate with higher net profits, more satisfied attendees and exhibitors, and less staff time.

Interpretation:

Small events are not exempt from tech-driven expectations. Even lean shows need basic digital scaffolding to support wayfinding, lead generation, and marketing engagement.

Questions to consider:

• Are you offering digital tools that solve problems—or just checking boxes?
• Have you asked your exhibitors what tools they actually use?
• What percentage of your app usage occurs before the show versus on-site?

Sponsorship Pricing Needs a Reboot

• 50% of shows do not require booth purchase for sponsorships
• Yet nearly half don’t charge a premium to non-exhibiting sponsors

Interpretation:

That’s lost revenue. Pure and simple. Non-exhibiting sponsors aren’t bad—they’re an opportunity. But they shouldn’t get the same deal as full-floor supporters.

Questions to consider:

• Do your sponsorship tiers reflect exhibitor investment—or ignore it?
• Have you bundled online digital exposure with on-site visibility to drive perceived value?
• Are you tracking who sponsors but doesn’t exhibit—and why?

Closing Thought: Small But Mighty, or Small and Stuck?

This report isn’t just a snapshot—it’s a mirror. For many organizers, the reflection reveals both potential and areas for improvement. Small events have a unique advantage: agility. But agility without data is just guessing.

So here’s your challenge:

If you could only improve one area for your upcoming event—NPS, location data-driven strategy, new attendee outreach, or event management tools—where would you start?

The CEIR 2025 Playbook reminds us that small shows can—and do—deliver substantial revenue, especially for many associations that depend on them as their primary revenue source. But only when associations and organizers are willing to ask hard questions, track smarter, and stop playing defense.

Want more insights like this? Visit Center for Exhibition Industry Research – Business Intelligence for Better Events for research reports, playbooks, and tools designed to help you maximize your show’s impact—no matter its size.

The post The Small Show Advantage: What Every Organizer Should Learn from CEIR’s 2025 Small Show Benchmark Report appeared first on MemberClicks.

Today directories are very different and far more useful, allowing organizations to network and build connections, legitimize their business, and grow their visibility. Unsurprisingly, many membership management platforms today include them as part of their platform.

Read on to learn more about the rise of online directory software, how it can benefit you, and the nine best online directory software providers you can use.

The rise of online directory software

Thanks to technology, directories look very different today. Where a physical directory was only as up-to-date as the day it was published, an online directory is:

• Easy to update
• Searchable
• Saveable
• Environmentally friendly

For membership-based organizations like chambers of commerce and associations, the versatility of an online directory and the many other benefits (discussed next) make directories an invaluable tool. 

That’s why many membership management software platforms have online digital directory systems built in.

Benefits of having an online directory

One of the main benefits of having an online directory is how versatile it is. No matter the structure of your organization, this tool has something to offer. Let’s explore the difference between how a chamber versus an association can use a directory.

A chamber of commerce can use a business directory to:

• Host advertising space for businesses 
• Help communities get to know local businesses
• Grow visibility for up-and-coming local businesses

A chamber’s directory is like one big meet-and-greet! Anyone who’s curious about a business can get information on it quickly and accessibly.

How Associations and Chambers Use Online Directory Software

An online directory does more than display names and contact information, it connects people and keeps your community active. When your directory integrates with your membership database, it becomes a powerful engagement and administrative tool for both your team and your members.

For associations, an online directory helps:

• Strengthen professional networks by connecting members with shared industries or goals
• Highlight credentials and certifications to improve member credibility
• Support job seekers and employers by listing career opportunities
• Encourage collaboration by showcasing committees, interest groups, or local chapters

(If you want to see how deeply your members are actually engaging with your organization, you might also benefit from a Customer Relationship Management system!)

For chambers of commerce, directories can:

• Spotlight local businesses to boost visibility and community trust
• Offer paid advertising or featured listings for additional non-dues revenue
• Create a go-to hub for residents to discover and support local companies

And for internal users, the benefits go even further:

• Reduce administrative time by automatically syncing member information with your AMS or CRM
• Keep member data accurate and searchable with real-time updates
• Provide valuable insights into member engagement and visibility metrics

With modern directory software, organizations can deliver networking and exposure opportunities around the clock—without the added time or cost of managing print publications or manual updates.

How to Choose the Right Online Directory Software

Choosing the best online directory software depends on your organization’s goals, size and tech ecosystem. Here are a few key factors to consider:

• Integration Capabilities: Ensure your directory connects seamlessly with your membership management system, CRM or AMS for real-time updates.
• Ease of Use: Look for tools with intuitive dashboards and self-service options for both admins and members.
• Customization: Your directory should reflect your organization’s brand and structure—look for flexible templates and listing layouts.
• Scalability: Choose software that can grow with you, whether you’re adding new member tiers or expanding your community reach.
• Pricing Model: Review pricing carefully. Some tools charge by listing volume or offer tiers based on features.
• Support and Training: Responsive customer support and strong onboarding resources are essential for smooth adoption.

Taking time to evaluate these factors will ensure your directory software enhances your membership experience.

The 9 best online directory software options

In order to choose your ideal online directory software, consider the needs of your organization. Here are 10 of the best options of software for building an online directory.

1. MemberClicks

The MemberClicks all-in-one solution helps your association or chamber engage your members and increase revenue. Use powerful features to save time, grow your membership, increase revenue, improve communication, build your community, and understand your members.

Both MC Professional and MC Trade let you set up business or individual member directories. There are also connection membership management and AMS tools, which help lighten your workload.

Best for: Associations and chambers of commerce looking for an all-in-one AMS with built-in directory features.

Pricing: Available upon request.

2. WildApricot: top online directory software for nonprofit memberships

WildApricot, trusted by more than 32,000 organizations, is an affordable cloud-based software for small associations, nonprofits, and state and local chapter organizations. Manage membership, website, events, and more all in one place.

Best for: Small nonprofits and community groups seeking affordable, cloud-based member management.

Pricing: 100 contacts paid plans start at $56/month. Free trial available.

3. Brilliant Directories

Brilliant Directories offers an affordable, all-in-one member management solution to streamline all aspects of your membership website or association. You can sync your data with more than 5,000 third-party apps online. 

Best for: Organizations that want advanced customization and monetization features.

Pricing: Plans start at $145/month.

4. Raklet

Raklet is an all-in-one membership software that allows you to engage with your community and grow and monetize your audience through memberships, newsletters and other digital tools. Raklet also integrates with more than 4,000 apps online. 

Best for: Communities looking for digital engagement tools beyond just directories.

Pricing: Free plan available; paid plans start at $49/month.

5. 360Directories

360Directories is an online visual directory software for media groups, civic organizations, and communities. The software provides administrative and marketing tools for business owners and a community portal for entrepreneurs, media companies and civic groups.

Best for: Media groups and civic organizations managing large community listings.

Pricing: Licenses start at $150/month plus a setup fee.

6. ListingProWP

ListingProWP is an end-to-end directory website builder & listing solution for WordPress with no extra paid plugins required. 

The plugin’s top features include: search and filter, form builder, multi-criteria ratings, inbox, ad management, appointment booking, events, coupons, and admin dashboards.

Best for: WordPress users building a fully branded directory site.

Pricing: One-time license fee of $69.

7. MarketGrabber

MarketGrabber is an online directory management system that helps users create business directories, generate SEO-friendly URLs, manage featured ads and more.

Best for: Businesses seeking SEO-friendly directory and ad management tools.

Pricing: Starts at $499 (one-time license).

8. IdealDirectories

IdealDirectories is a directory management solution that helps users launch business directories and coupon websites to promote local businesses.

Best for: Local organizations creating coupon or business directories.

Pricing: Starts at $159/month.

9. phpListings

phpListings.com is a complete business directory website solution. It includes all the tools to run a profitable directory:

• An intuitive and user-friendly search facility
• Administrator and member panels
• A monetization facility that supports automated invoicing

The directory software is suitable for business listings, events, places, classifieds, job postings, property listings, blogs, and offers.

Best for: Developers or organizations needing flexible, self-hosted directory control.

Pricing: Starts at $99 (one-time license).

Choosing the perfect online directory software for your Association, chamber, or nonprofit

You don’t need to feel overwhelmed when choosing a member directory software. After all, you know the needs of your organization. Simply go with the software that best matches those needs. Ideally, you’ll also want one that’s designed for your industry and can scale with you.

WildApricot and MemberClicks are two top choices:

• MemberClicks is ideal for professional and trade associations or chambers that need robust AMS features alongside their directory.
• WildApricot is great for smaller nonprofits and community groups looking for flexibility and simplicity.

Book a MemberClicks demo or start a free WildApricot trial to see how online directories can help your members connect and grow.

The post Online Directory Software: 9 Top Picks and Why You Need One appeared first on MemberClicks.

But with several options available, it can be overwhelming to review and select which is the best CRM for your membership organization. Never fear—we’re here to help you with the heavy lifting!

In this guide, we’ll review the benefits of turning to a CRM system to help handle your data management needs.

We’ll cover:

• What Is an Association CRM?
• What Features do Membership CRMs Offer?
• 12 Top Association CRM Options for Your Organization

What Is an Association CRM?

To understand what an association CRM can offer you, it helps to look at how an association CRM compares to association or membership management software.

First, CRM stands for customer, or constituent, relationship management. All types of organizations use CRM software, including businesses, nonprofits, clubs, and membership organizations. It lets you organize a variety of information in a central location, such as:

• Prospective member outreach activities
• Current constituents’ contact information
• Constituents’ engagement with a company
• Marketing campaign calendars
• Donations and dues payments

You’re able to make this data available to anyone at your organization who needs it, which helps ensure everyone is on the same page and making progress toward shared goals.

Meanwhile, an association management system (AMS) is a software solution specifically designed to help manage associations. Its features may include:

• Membership database
• Online member community
• Event management platform
• eCommerce software
• Learning management 
• Conference management
• Job boards

An association CRM essentially combines these two software solutions. It offers a platform to help track your audience members’ engagement with your organization, including interactions with you, involvement history, and how likely they are to renew their membership.

The Difference Between MMS, AMS, and CRM

While “membership management software” (MMS), “association management software” (AMS), and “customer relationship management systems” (CRMs) are often used interchangeably, they serve slightly different purposes.

Here’s how they compare:

Each of these can overlap in functionality. Many modern AMS and MMS platforms now include CRM features, creating a more unified experience for staff and members alike.

What Features Do Membership CRMs Offer?

If your organization needs a software upgrade, consider investing in a membership-specific CRM solution. These platforms offer features such as:

• A membership database to track names, contact information, birthdates, and other pertinent information about each of your members.
• Reporting tools to easily check things like member dues revenue, outreach efforts, event attendance, member retention rates, and more.
• Financial management tools to ensure you remain within your budget while tracking revenue growth from your events, member dues, and donations.
• Segmentation options to send customized emails and other outreach to members based on particular interests, membership levels, or other selected characteristics.
• Event Management Tools: Facilitate the planning, promotion, registration, and execution of events, including webinars and conferences, with integrated tools that handle ticketing, scheduling, and attendee tracking.
• Member Portal and Self-Service Options: Provide members with secure access to their profiles, allowing them to update personal information, renew memberships, register for events, and access exclusive resources, thereby enhancing their experience and engagement.
• Communication Features: Utilize integrated email marketing and direct mail tools to create and manage targeted communication campaigns, ensuring personalized and effective outreach to different member segments.
• Donor and Fundraising Management: Manage donor relationships, track contributions, and streamline fundraising campaigns with tools designed to handle pledges, recurring donations, and grant management.
• Online Community Building: Foster member interaction and engagement through discussion forums, social networks, and collaborative platforms integrated within the CRM, creating a vibrant online community.
• Mobile Accessibility: Offer mobile applications or responsive designs that allow members and administrators to access CRM features on the go, ensuring flexibility and continuous engagement.
• Advanced Analytics and Reporting: Gain deeper insights into member behavior, program effectiveness, and organizational performance through robust analytics and customizable reporting tools.
• Integration Capabilities: Ensure seamless integration with other tools and platforms such as accounting software, email marketing services, and content management systems to create a cohesive technology ecosystem.
• Customization and Scalability: Adapt the CRM to meet the unique needs of your association with customizable modules and scalable solutions that grow alongside your organization.

How a Membership CRM Helps Your Members

Though it might seem like a back-office choice, using a membership CRM can in fact also make life easier for your members. Here’s why:

• Personalized experiences: Members receive communication and recommendations that align with their interests, making every interaction feel relevant.
• Faster access to benefits: A member portal allows them to register for events, renew, and update information instantly.
• Improved engagement: Discussion forums and communities help members connect with peers and find value beyond renewals.
• Streamlined communication: Members no longer miss important updates thanks to automated and targeted email campaigns.
• Consistent service: When staff has a complete record of each member’s history, questions and issues can be resolved quickly and accurately.

By improving how your organization manages data, a membership CRM directly enhances how members experience and interact with your organization.

12 Top Association CRM Options for Your Organization

Ready to find the best CRM for your association or membership organization? We’ve summarized 12 top options for you below.

1. MemberClicks

Best for: Professional and trade associations of any size seeking a complete AMS with strong CRM capabilities.

Since 1998, MemberClicks has offered membership management software solutions that empower professional associations, trade associations, chambers of commerce, and other membership organizations to save time, grow their membership, and increase their revenue. 

Through automation, financial management tools, and reporting capabilities, MemberClicks provides an intuitive CRM for your association or membership organization to perform at its best.

Some of its key features include:

• Membership database and relationships management
• Automated online payments
• Website and content builder
• Automated dues renewals
• Ability to collect sponsorship and exhibitor dollars
• Event submissions and registrations management
• Tools to boost engagement between members and with your organization
• Insight from queries and reports
• Option to track continuing education units

Users can leverage MemberClicks even further through its integrations with other programs. Overall, it’s an excellent option for membership organizations of all sizes looking to track and send targeted communications to their members.

• Pricing: Available upon request.
• Demo or Trial: https://memberclicks.com/membership-software-demo
• For more information: https://memberclicks.com/membership-management-software

2. WildApricot

Best for: Small associations, nonprofits or clubs seeking affordable tools for automation and member communication.

WildApricot is a great option for small organizations looking to get a little more organized. Smaller groups often have staff who wear multiple hats, so this software solution can help make their jobs more streamlined.

Some of its key features include:

• Drag and drop website builder
• Built-in emailing system
• Mobile app
• Membership directory
• Member-only area
• Automated member payments and renewals
• Online store

Users can customize WildApricot to their needs through its open API and integrate the software with other programs, such as WordPress and QuickBooks.

• Pricing: Free basic plan. Other plans start at $48 per month.
• Demo or Trial: Free 30-day trial available.
• For more information: https://www.wildapricot.com/

3. Personify ThreeSixty

Best for: Enterprise-level associations needing advanced analytics and deep customization.

ThreeSixty is an enterprise association management system. It offers a unified platform to assist with member acquisition, engagement, and retention. It’s a good option for larger organizations looking to increase connections between members.

Some of its key features include:

• Marketing and communication tools
• Analytics capabilities
• Membership database
• Dues collection tools and subscription options
• Event registrations

This cloud-based software can be tailored to an organization’s specific needs.

• Pricing: Available upon request.
• Demo or Trial: Demos are available upon request.
• For more information: https://personifycorp.com/products/threesixty

4. NonProfitEasy

Best for: Nonprofits focused on fundraising and relationship tracking.

NonProfitEasy is a CRM targeted toward nonprofits focused on fundraising. It also has the ability to track interactions to help staff build relationships with members, which can make it a useful solution for associations.

Some of its key features include:

• Member management
• Event management
• Marketing tools and reporting

Additionally, this association CRM includes tracking ability for grant submissions, which can be helpful for membership organizations with grant-funded revenue streams.

• Pricing: Starts at $75 per month.
• Demo or Trial: Free daily scheduled demos are available. Free trial available after signing up for a demo.
• For more information: https://www.nonprofiteasy.com/

5. Salsa

Best for: Advocacy and nonprofit organizations running large-scale campaigns.

Salsa is a CRM for associations and membership organizations that offers a dashboard showing users their progress as an organization over time. It’s an all-in-one option that is geared toward nonprofits running advocacy campaigns.

Some of its key features include:

• Member management
• Digital marketing
• Online fundraising

This association CRM also offers online advocacy tools, such as online petitions, targeted actions, and social media integration.

• Pricing: Available upon request.
• Demo or Trial: Demos are available upon request.
• For more information: https://www.salsalabs.com/crm-overview

6. Salesforce

Best for: Large organizations that require complex integrations and advanced data tracking.

Salesforce is a CRM that targets a wide array of businesses and organizations. It offers many features and is customizable, but can be more than what most membership organizations or associations need.

Some of its key features include:

• Sales tracking
• Marketing management
• Reporting and analytics
• Membership database

Users can integrate Salesforce with a variety of other software solutions.

• Pricing: Available upon request. Varies widely based on organization type and needed features.
• Demo or Trial: Free 30-day trial available.
• For more information: https://www.salesforce.com/crm/

7. NeonCRM

Best for: Nonprofits focused on donor and member management with volunteer tracking.

NeonCRM is a good option for nonprofits with a focus on membership management. It offers the basic capabilities an organization needs to track its member database.

Some of its key features include:

• Member data tracking
• Customizable forms
• Member portal and directory
• Marketing and communication tools

NeonCRM also has a volunteer management module organizations can use to create sign-up forms, communicate with volunteers, and track volunteer hours.

• Pricing: Plans start at $49 per month.
• Demo or Trial: Video demo or personalized demo are available upon request.
• For more information: https://www.neoncrm.com/

8. Raklet

Best for: Community-driven organizations prioritizing mobile engagement and communication.

Raklet offers an association CRM focused on building community between members. It utilizes web-based platforms and mobile apps to facilitate engagement.

Some of its key features include:

• Email communications
• Payment processing
• Personal member social networks

With use of the mobile app, the Raklet association CRM option lets membership managers communicate with members through email, text message, and push notifications, which can also be automated for a set schedule.

• Pricing: Free basic plan. Other plans start at $59 per month.
• Demo or Trial: Demos are available upon request.
• For more information: https://hello.raklet.com/

9. Fonteva

Best for: Associations that already use Salesforce and want to extend it for membership management.

Fonteva is a membership CRM built on the Salesforce platform. Therefore, it leans on many of the same features of the Salesforce option. Its resources are available on any device at any time. The platform promotes its self-service membership management abilities.

Some of its key features include:

• Events registration and certification management
• Branded online communities
• Member directories
• Reports and dashboards
• Form and questionnaire builder

This association CRM option includes point-and-click configuration wizards for easy setup and collaboration tools for teams. 

• Pricing: Available upon request.
• Demo or Trial: Video demos are available on Fonteva’s website. Personalized demos are available upon request.
• For more information: https://www.fonteva.com/

10. Member365

Best for: Associations looking for quick setup and automation-heavy workflows.

Member365 offers all-in-one membership management with easy set-up. It’s a good option for organizations looking to automate more of their processes.

Some of its key features include:

• Event management
• Email marketing
• Member portal
• Analytics

This association CRM option also offers committee management functionality. Teams can record committee member names, roles, and start dates, and share files and promote discussion between those members.

• Pricing: Starts at $149 per month.
• Demo or Trial: Free demo and free 30-day trial are available upon request.
• For more information: https://member365.com/

11. MembershipWorks

Best for: Associations that want CRM tools that integrate with an existing website.

MembershipWorks offers solutions for associations and membership organizations who already have a website and those looking to add or update theirs. The membership system integrates with an organization’s existing website through HTML or a plug-in. Otherwise, MembershipWorks can host and manage the organization’s website.

Some of its key features include:

• General CRM functionality
• Event calendar
• Membership directory
• Donation processing

This association CRM also has a feature that makes seeing a member’s engagement with your organization over time easy. You can see a snapshot of their payments, donations, registrations, attendance, renewals, and internal notes.

• Pricing: Free basic plan. Integration with your existing website starting at $29 per month. Fully hosted website starting at $39 per month.
• Demo or Trial: Live and scheduled demos are available upon request.
• For more information: https://membershipworks.com/

12. Glue Up

Best for: Global or hybrid organizations focused on digital events and community growth.

Glue Up is an all-in-one CRM for associations and membership organizations looking to build and grow their membership base. The software offers community-building opportunities through events management and other digital tools.

Some of its key features include:

• Webinar management
• Mobile app to manage operations on the go
• Automated renewal reminders
• Customizable email marketing
• Group and one-on-one chat features for members

Using this association CRM, organizations can get quick access to insights on events, email marketing, finance, and more, through its reporting functionality.

• Pricing: Starts at $125 per month.
• Demo or Trial: Demos are available upon request.
• For more information: https://www.glueup.com/

How to Choose the Best Membership CRM For You

Selecting the right membership CRM depends on your organization’s structure, goals, and budget. Here are a few key considerations:

• Your organization’s size: Smaller associations may benefit from simpler, budget-friendly CRMs like WildApricot or Member365, while larger ones may need robust AMS-CRM platforms like MemberClicks or Personify ThreeSixty.
• Budget and pricing model: Look for transparent pricing and flexible plans that align with your current size and projected growth.
• Features that matter most: Prioritize must-haves such as automated renewals, event tools, email marketing, and reporting capabilities.
• Ease of use and onboarding: Ensure your staff can adopt the system quickly without extensive technical training.
• Integrations: Choose software that connects seamlessly with your accounting tools, learning management systems, or communication platforms.
• Scalability: Pick a solution that can grow with you — not one you’ll outgrow in a year.

When evaluating platforms, take advantage of demos or free trials to see how intuitive the interface feels and whether it meets your organization’s day-to-day needs.

Find the Best CRM for Your Association or Membership Organization

Finding the best CRM for your association or membership organization is an important task for your team. An association CRM can help your team stay organized and effective by having a centralized place to store and track membership engagement, payments, event registrations, and more.

Make sure to check out our free resource, The Buyer’s Guide to Association Management Software, too! This step-by-step guide will help you find the right membership management software solution for your association or membership organization.

The post Top 12 CRMs for Associations & Membership Organizations appeared first on MemberClicks.

In practice, event marketing means reaching the right people, reminding them of your organization’s value and giving them reasons to return year after year. When it’s done well, it leads to higher attendance, stronger engagement and new revenue streams that support your mission.

In this guide, we’ll look at what event marketing really means for associations, why it matters and the strategies you can use to get results, from branding and promotion to storytelling and partnerships.

What Is Event Marketing?

Event marketing is the process of promoting an event to the right audience and motivating them to attend. For companies, this might mean using big ad budgets to push a product launch or trade show. For associations, the purpose is different: building community, strengthening connections and driving value for members.

In the association context, event marketing focuses on more than attendance numbers. Every message, email or social post should tie back to the mission of the organization. Whether it’s a large annual conference or a smaller workshop, the marketing effort is really about reminding members why the event matters to them and their careers.

Association event marketing also plays a financial role. Because dues alone often don’t cover all expenses, events become a major source of non-dues revenue. This is where a well-planned campaign makes the difference, helping to boost registrations, attract sponsors and create experiences that support the association’s long-term goals.

That’s what separates it from corporate marketing for events: it’s less about short-term profit and more about sustained member engagement and organizational growth.

The Role of Event Marketing for Associations

Event marketing is one of the main ways associations stay visible and relevant to their members. A well-planned campaign doesn’t just boost attendance for a single conference or meeting. It builds awareness of the association’s work and strengthens the overall value members see in belonging.

Strong marketing for events helps fill the room, but it also encourages participation before and after. Members who see consistent messaging and reminders are more likely to register early, share the event with peers and stay engaged during sessions. That momentum often carries forward into higher involvement in committees, renewals and other programs.

There’s also the financial side. Events are one of the largest sources of non-dues revenue for associations. Ticket sales, sponsorships and exhibitor fees all depend on how well the event is promoted. Without marketing, those streams dry up quickly. With it, they can fund new member benefits, cover operating costs and support future growth. Event marketing is also a critical part of any non-dues revenue strategy, something we explore further in our Ultimate Guide to Non-Dues Revenue.

For long-term sustainability, associations need more than a strong event once a year. They need a marketing approach that ties events to their mission, connects with members and creates consistent revenue. That’s why event marketing is such a central piece of association strategy.

Key Strategies in Marketing for Events

Build a Strong Event Brand

Every successful event starts with a clear identity. Members and potential attendees should be able to recognize your event at a glance, whether they see it in an email, on social media or on your website. That’s where branding comes in.

For associations, branding an event means tying it back to the organization’s mission and values. A conference logo, color scheme or tagline should remind people why the association exists and how the event supports their professional goals. Consistency matters: the same visuals and tone across all channels build trust and make the event easier to remember.

You could take this further by offering customized digital experiences, like branded event apps, where members can view schedules, connect with peers and receive updates. This kind of branding helps create a cohesive, memorable event that people want to return to. For example, the CUE case study shows how one association used a conference app to strengthen branding and improve the overall attendee experience.

Use Multi-Channel Promotion

No single marketing channel can reach all of your members and potential attendees. That’s why it’s important to spread the word across several platforms. Email is often the most reliable, but it works best when paired with social media, website updates and partner promotions.

The message should be tailored for different audiences. Members generally respond well to reminders about networking or continuing education credits, while non-members might be more interested in industry access or discounted first-time attendance. For example, a chamber of commerce might lean on Facebook to promote local networking events while using LinkedIn to attract sponsors or industry partners.

Associations can also tap into word-of-mouth promotion by equipping ambassadors, volunteers or committees with content to share. These personal recommendations carry weight and expand reach without extra cost. By blending official campaigns with member-driven promotion, your association can maximize visibility while staying within budget.

Leverage Storytelling and Member Voices

Facts and schedules don’t always convince people to register. Stories do. When members share how past events helped them build skills, make connections or advance their careers, those stories become powerful marketing tools. You can highlight testimonials on event pages, in email campaigns or through short videos. For example, featuring member testimonials in post-conference emails or newsletters can encourage earlier registrations for future events.

Social media also gives members a space to share experiences in real time. Encouraging posts, photos or short clips helps spread authentic excitement. By weaving member voices into promotions, your association can show that events are real opportunities that make a difference.

Optimize Registration and Ticketing Campaigns

Registration is the first step in the attendee’s event experience, and the way it’s marketed can influence how many people sign up. Offering early-bird discounts encourages quick decisions, while tiered pricing, such as member vs. non-member rates or VIP packages, gives attendees clear choices that fit their needs. Associations can also highlight benefits tied directly to professional growth, such as:

• VIP upgrades that include exclusive networking or receptions
• Access to continuing education (CEU) credits
• Discounted member-only workshops

Once the value of each option is clear, the next step is motivating members to act. That’s where urgency comes in. A reminder that deadlines create urgency and discounted pricing ends soon or that limited packages are available can push people to register sooner. Clear communication about what each ticket level includes is equally important. Members should know exactly what value they’ll receive for their money.

These strategies expand accessibility and increase non-dues revenue, giving associations the flexibility to serve members and fund future initiatives.

Incorporate Digital Marketing for Events

Digital marketing makes it easier for associations to reach both members and non-members where they already spend time online. Paid ads, search engine optimization and retargeting campaigns can keep your event visible to the right audiences. Even a small ad budget can extend reach when paired with strong organic efforts.

Social media adds another layer. Use event hashtags, share behind-the-scenes content and post short videos to build excitement before the event starts. During the event, live posts and streams keep attendees engaged and allow non-attendees to follow along. Afterward, highlights and recaps keep the conversation going.

By extending promotion across the entire event cycle, associations can stay top of mind, drive more registrations and keep their community connected year-round.

Sponsorships and Partnerships

Sponsorships are a core part of marketing for events because they add both financial support and promotional reach. When associations work with sponsors, they’re creating opportunities for visibility that bring value to both the sponsor and the audience.

Tiered packages make this easier. A gold, silver or bronze model, for example, gives sponsors clear options that fit different budgets and levels of exposure. Some may want to sponsor a keynote session, while others prefer branding on lanyards, lounges or digital materials.

Partnerships go beyond money. Sponsors often share event content with their own networks, extending the reach of your marketing efforts without extra cost. That added exposure helps attract attendees who may not be on your regular lists.

With the right mix of packages and communication, sponsorships will strengthen relationships and help the event reach a wider, more diverse audience.

Tools to Support Event Marketing for Associations

Running a successful event takes more than good ideas and promotion. The right tools help you manage the process, reach attendees and keep everything on track. Event registration platforms are one of the most important. They streamline sign-ups, collect payment and give attendees a simple way to confirm their spot. A smooth registration process sets a positive tone from the start.

Automation tools are also valuable. Scheduled reminders, confirmation emails and post-event follow-ups save staff time while keeping attendees informed. For small-staff associations especially, automation reduces the burden on teams who are often juggling membership management, advocacy and events at the same time. Event apps can take it further, offering attendees agendas, speaker details and networking features right in their hands.

Feedback tools are another piece of the puzzle. Quick surveys during or after the event provide data that can guide future planning. By combining these tools, associations can deliver a better attendee experience while easing staff workloads. The most common tools include:

• Feedback surveys to guide future planning
• Event registration platforms for streamlined sign-ups
• Automation tools for reminders, confirmations and follow-ups
• Event apps for agendas, speaker info and networking

Common Challenges in Marketing for Events

Even with strong strategies, associations face real obstacles when promoting events. These challenges often come down to resources, competition and balance — factors that can make or break how well an event performs. Recognizing these hurdles up front makes it easier to plan realistic campaigns and set expectations.

• Limited staff and budgets: Many associations run on small teams, making it hard to manage campaigns across multiple channels. Without big marketing dollars, every decision has to stretch further.
• Competition for attention: Members receive dozens of invitations weekly, not just from associations but also from companies, vendors and online events. Standing out in this crowded space takes planning and persistence.
• Balancing promotion with value: A flashy campaign won’t work if the event itself doesn’t deliver. Marketing efforts must align with programming and member needs. Planning early and setting clear goals helps manage these challenges without overwhelming staff or resources.

Addressing these challenges takes planning and prioritization, but with the right strategies, associations can keep their events both effective and sustainable.

Measuring Success: Event Marketing Metrics That Matter

Marketing for events isn’t finished when the conference or workshop ends. You’ll need to measure results to understand what worked and what didn’t. Tracking registrations is a starting point, but it only tells part of the story. Attendance rates show how many registrants actually showed up, and engagement levels during the event reveal how involved participants were.

Then there’s the financial results. Sponsorship conversions and non-dues revenue growth give a clear picture of whether the event supported the association’s bottom line. These numbers help leaders see the value of marketing efforts in real terms.

Feedback adds another layer. Post-event surveys and session ratings capture what attendees liked and where improvements are needed. Combined with hard data, this information can shape future campaigns. The goal is to use these numbers to refine strategies and keep events aligned with member needs.

The Future of Event Marketing for Associations

Event marketing is changing quickly, and associations need to keep pace. One of the biggest shifts is the rise of hybrid events. Members want flexibility. Some prefer in-person networking; others value the convenience of online access. Marketing has to reflect both, showing that the event experience is valuable, no matter how someone participates.

Personalization will also shape the future. With better access to member data, associations can send targeted messages that match specific interests or career stages. A younger professional may care about skill-building sessions, while a senior leader may focus on high-level networking. Tailoring outreach makes each message feel more relevant and helps boost response rates.

Digital tools will continue to play a bigger role. From social campaigns to live streaming, associations can extend the life of an event far beyond the closing session. We’re also likely to see AI-powered tools supporting event marketing, such as automated member segmentation, predictive attendance forecasting and smarter follow-up campaigns that reduce workload for small teams.

The organizations that adapt to these trends will attract more attendees and build sustainable marketing practices that keep members engaged year after year.

Why Strong Event Marketing Sets Associations Apart

Event marketing for associations is about building lasting connections, generating non-dues revenue and showing members the value of their membership. A clear strategy, from branding and promotion to digital outreach and sponsorships, turns events into engines of engagement and growth.

Strong marketing for events also supports the long game. Each successful campaign builds trust, strengthens the association’s reputation and sets the stage for future programs. And when revenue from events funds new initiatives, members see the benefits in tangible ways.

The associations that invest in smart, consistent event marketing will be the ones that thrive. By planning ahead, measuring results and adapting to new trends, your organization can create events that matter today and lay the groundwork for long-term success.

Want to learn more about funding growth? Download the Non-Dues Revenue Guide to see how event marketing fits into your broader revenue strategy.

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At its core, chamber of commerce marketing means promoting the organization itself, but also the businesses, professionals and communities it represents. For trade associations, this approach matters because it connects everyday promotion to bigger goals, like member growth, visibility and stronger engagement.

Done right, it builds trust and creates opportunities. It helps associations show leadership in their field while keeping members active and invested. And for organizations working with tight budgets, it offers a clear framework for growth without overspending.

The Role of Chamber of Commerce Marketing

Chamber of commerce marketing works a little differently from marketing in other types of associations. A chamber isn’t only trying to build its own brand. It’s also promoting the success of members, the strength of the local business community and the role the chamber plays in advocacy. That’s a broader mission than most associations carry.

This makes marketing both a challenge and an opportunity. Each campaign has to balance several goals at once: attracting new members, keeping current ones engaged and showing the wider community why the chamber matters. Good marketing highlights the chamber’s role as a connector, linking businesses to resources, policy makers and each other.

For trade associations, the lesson is clear. Yes, marketing is about visibility, but it’s also about building credibility, creating a sense of community and showing impact. When done well, it strengthens membership, supports advocacy and proves your organization’s value far beyond just its own circle.

Chamber marketing not only drives visibility but also supports long-term sustainability — a key part of any non-dues revenue strategy (explored further in our Ultimate Guide to Non-Dues Revenue).

4 Key Chamber of Commerce Marketing Strategies

Chamber of commerce marketing works best when it follows a clear plan. The right strategies help attract members, keep them engaged and show the community why the chamber matters. While every organization has its own priorities, a few approaches stand out as reliable. Below are four strategies that chambers and trade associations can use to build stronger connections and steady growth.

1. Building a Strong Digital Presence

For most chambers and trade associations, the website is the central hub. It’s where people first go to learn about membership, check event calendars and see what the organization stands for. If the site is hard to use or looks dated, it sends the wrong message. A clean design, clear navigation and up-to-date information make a big difference.

But a website alone isn’t enough. Search engines are where most potential members and community partners begin. That’s why SEO and content marketing play such an important role. Publishing useful resources, such as guides, local business spotlights or industry updates, helps the chamber show up in search results while proving value to current members.

Social media adds another layer. While large associations may focus on national reach, chambers serve local audiences. Regular posts that highlight member businesses, promote events or share community news remind people that the chamber is active and invested in the region. This boosts engagement and helps smaller organizations stretch their marketing budget by leaning on platforms where members already spend their time.

Together, these tools, including website, search visibility and social engagement, form the backbone of chamber of commerce marketing. They provide a reliable way to attract attention, demonstrate value and keep both members and the public informed.

2. Member-Centered Chamber of Commerce Marketing Campaigns

A chamber exists to serve its members, so marketing should highlight them first. When businesses feel seen and supported, they are more likely to stay involved and recommend membership to others. One simple approach is to showcase your members’ success stories. Sharing how a company grew through networking or gained visibility at an event promotes the member and shows the chamber’s impact in action.

Networking and education are another strong angle. Chambers often host workshops, mentorship programs and peer-to-peer groups. Promoting these opportunities in marketing campaigns reminds current members of the benefits they have access to, while giving potential members a clear picture of what they’re missing.

Personalized communication adds more weight. Instead of sending generic emails, segmenting outreach by business size, industry or years in operation makes your messages more relevant. This kind of tailored approach helps members feel recognized as individuals, not just dues-payers.

For trade associations, the lesson is to focus on value through relationships rather than just promotion. Marketing that centers on members turns them into advocates, which is one of the most effective ways to attract new participants.

3. Chamber of Commerce Marketing Through Events and Partnerships

Events are one of the strongest tools a chamber has for visibility and engagement. Luncheons, trade shows, expos and community gatherings give members a chance to connect in person while showing the wider public that the chamber is active. Promoting these events through email, social media and the website builds anticipation and reminds members why they joined in the first place. Photos and short recaps after the event also extend the impact by reaching those who couldn’t attend.

Partnerships can take chamber of commerce marketing even further. Working with local media outlets increases coverage and helps spread the message to people outside the chamber’s immediate circle. Collaborating with civic organizations or nonprofits adds credibility and shows that the chamber is invested in the community as a whole. These connections make campaigns stronger and keep costs low.

The takeaway is that marketing doesn’t have to be done alone. Leveraging the networks of partners and the energy of live events creates a broader reach and reinforces your chamber’s role as a connector.

4. Data-Driven Chamber of Commerce Marketing Tactics

Strong marketing is about creativity, but it’s also key to track what works and what doesn’t. Chambers often have limited staff and budgets, so guessing isn’t an option. Data can guide smarter decisions.

The first step is to track campaign performance. Email platforms, social media dashboards and website analytics show who is engaging, what content gets attention and where potential members drop off. Simple metrics, like open rates, click-throughs or time spent on a page, can reveal a lot about what members value.

From there, you can adjust strategies. If event emails see low response, the message might need clearer subject lines or stronger calls to action. If certain blog posts bring steady traffic, creating more content in that style could bring in new members.

It also helps to connect marketing results with return on investment. Tying campaigns to outcomes, like event attendance, member sign-ups or sponsorship revenue, makes it easier to justify marketing spend to leadership.

By treating data as a guide, chambers can focus time and money on the tactics that deliver results instead of spreading efforts too thin.

Effective Tools for Chamber of Commerce Marketing

The right tools can make chamber marketing more efficient without having to hire extra staff. Email is still one of the most effective options. Regular newsletters, segmented updates and event reminders keep members in the loop. Clear subject lines and a mobile-friendly design help messages get opened and read.

Video is another great tool. You can share short clips of member testimonials, behind-the-scenes event footage or quick educational tips on social media and websites. Storytelling in video form feels personal and helps members connect with the chamber’s mission.

Directories and job boards also play a marketing role. A well-maintained member directory highlights businesses in the community, while a job board drives traffic from people who may not yet be members. Sponsorship opportunities tied to these platforms add another revenue stream and spotlight local businesses.

What ties all these tools together is strategic planning. Without a plan, even the best tools go unused. If your chamber sets clear goals, like boosting attendance, increasing renewals or attracting new sponsors, you can choose the tools that support those outcomes.

Common Chamber of Commerce Marketing Challenges

Most chambers and trade associations face similar hurdles when it comes to marketing. Limited staff and budgets are often the biggest obstacles. With only a small team, it’s hard to keep up with regular content, events and campaigns. That can make even simple tasks feel overwhelming, like updating the website or posting on social media.

There’s also the challenge of balance. Chambers must promote members and events while still speaking up on advocacy issues. Too much focus on one side can leave the other underserved, which risks losing credibility or engagement.

Finally, chambers compete for attention in crowded markets. Local businesses get bombarded with promotions from many directions. Standing out requires consistent messaging and creative approaches that highlight value without adding too much noise. To overcome these challenges, you need planning, patience and a clear sense of priorities.

Measuring Chamber of Commerce Marketing Success

For marketing to work, chambers need to know what success looks like. That starts with clear metrics. Membership growth is often the first measure. New sign-ups show that campaigns are reaching the right audience. Retention rates are just as important. If your current members stay year after year, it means the chamber is proving its value.

Event attendance is another strong indicator. Whether it’s a small networking lunch or a large expo, turnout reflects both interest and effective promotion. Engagement rates, such as email opens, social shares or survey responses, provide insight into how members interact with your content.

Tying these numbers back to return on investment makes the case stronger. Leadership and members alike want proof that marketing efforts deliver results.

Bringing It All Together

Chamber of commerce marketing gives trade associations a clear path to growth. By focusing on digital presence, member-centered campaigns, events, partnerships and data-driven tactics, chambers can reach new audiences and keep existing members engaged. Tools like email, video and directories help carry the message further, even with small teams and tight budgets.

Regularly reviewing results is just as important as running campaigns. Tracking growth, retention and engagement makes it easier to show value and refine strategy over time. Strong marketing is about choosing approaches that connect members, strengthen community ties and prove impact.

Want to learn more ways to expand revenue and support your chamber? Download the Ultimate Non-Dues Revenue Guide today

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This guide covers the full picture: what event monetization means, common models, creative ideas and strategies for building a plan that works. You’ll also see mistakes to avoid and practical steps for putting everything into action.

What Is Event Monetization?

A Simple Definition for Associations

Event monetization is the practice of turning an event into a reliable source of revenue. For associations, this can mean charging for access, offering premium upgrades or partnering with sponsors and vendors. It doesn’t always mean maximizing profit. It’s about creating balance: covering costs, generating non-dues income and still keeping events valuable and accessible for members.

Think of it as a mix of strategy and creativity. Some associations rely on sponsorship packages while others sell access to recordings or host special workshops for a fee. Each option adds another layer of financial support without taking away from the purpose of the event itself: building community and knowledge.

Why Event Monetization Matters for Non-Dues Revenue

Member dues are important, but they rarely cover everything. Rising costs for venues, technology and staffing make it increasingly difficult to run high-quality programs without additional funding. That’s why event monetization has become such a priority for many associations.

Strong event revenue can ease budget pressure and fund other initiatives, like professional development or advocacy. It also helps associations provide more value to members. A successful conference, for example, can allow an association to offer lower-cost training sessions or even cover thoughtful extras, such as volunteer appreciation gift ideas.

When done well, event monetization doesn’t (shouldn’t!) feel like a sales pitch, but like an extension of the event experience, giving attendees more options, more access and more reasons to stay engaged with your organization.

Common Event Monetization Models

Sponsorships and Partnerships

Sponsorships are one of the most reliable ways associations can monetize events. A sponsor gets visibility and access to your audience, and your association gains financial support to offset costs or fund new initiatives. Partnerships can range from simple logo placement to full-scale involvement, like sponsoring a keynote session or networking lounge.

The key is offering packages that align with what sponsors want. Some value exposure to a broad audience, while others are looking for targeted access to decision-makers in a niche industry. Tiered options — such as gold, silver and bronze packages — give sponsors flexibility while giving your event a steady revenue stream.

Strong sponsorships both generate income and create deeper connections between your members and industry partners.

Ticket Sales and Tiered Pricing

Charging for event attendance is straightforward but still very effective. Associations often use tiered pricing to reach different segments of their audience. Early-bird pricing, for example, can attract members who plan ahead, and premium tickets can include extras like reserved seating, access to special receptions and bonus workshops.

Tiered models allow you to serve a wide range of attendees without pricing out those who may have tighter budgets. Members might opt for standard access, while non-members or professionals looking for more networking opportunities may choose higher levels.

This approach helps you balance accessibility with added revenue so that attendees have options that fit their needs and budget.

Exhibitor and Vendor Fees

If your event includes an expo hall or trade show, exhibitor and vendor fees can be a significant revenue stream. Associations bring together a concentrated audience of professionals, which is valuable to companies looking to showcase their products or services.

Exhibitors typically pay for booth space, but the opportunity doesn’t have to stop there. You can charge extra for premium locations near high-traffic areas, larger booth sizes, or add-ons like branded signage. Some associations even offer bundled packages that combine booth space with advertising in the program guide or event app.

The key is making sure vendors see a clear return on their investment. If they can meet potential clients and strengthen their brand, they’ll be willing to pay and return year after year.

Digital Monetization

Virtual and hybrid events have opened new ways to monetize. Associations can sell access to live streams for people who can’t attend in person or offer recordings and replays for a fee after the event.

Digital add-ons work especially well for professional development. Members may be interested in purchasing session replays to revisit training material or to share with their teams. Non-members might also pay for access if it helps them earn continuing education credits.

These options expand your reach while creating revenue that doesn’t rely on physical space. And because digital products are easy to distribute, they can keep generating income long after the event is over.

Educational Add-Ons

Associations are trusted sources of knowledge, and many members attend events with learning in mind. Offering educational add-ons gives you a way to meet that demand while generating additional income. These can include pre-conference workshops, certification courses or small-group sessions focused on advanced topics.

Attendees often see these extras as investments in their careers, making them more willing to pay a premium. For example, a workshop that offers continuing education credits can be a strong draw for professionals who need them to maintain licenses or certifications.

To make these add-ons successful, highlight the clear value: practical skills, official credits or exclusive access to expert instructors. That clarity helps attendees understand why it’s worth the extra cost.

Advertising Opportunities

Advertising tied to your event can be just as valuable to sponsors as a booth or speaking slot. Associations can offer ad placements in printed programs, event apps or on signage throughout the venue. Digital options, like banner ads in a mobile app or sponsored push notifications, are increasingly popular because they’re highly visible and trackable.

You can also sell naming rights for things like coffee breaks, charging stations or Wi-Fi access. These opportunities provide steady revenue while giving sponsors a unique way to connect with attendees.

If you’re considering which tools to use, the right technology makes a big difference. Exploring some of the best event registration apps for associations can help you streamline registration, improve the attendee experience, and open new channels for sponsor visibility.

Even small touches, like adding sponsor logos to lanyards or water bottles, can add up. Just be sure the ads blend naturally with the event so they support — rather than distract from — the attendee experience.

How To Build a Monetization Strategy That Works

Know Your Audience and Value Proposition

Every successful monetization plan starts with a clear understanding of who your attendees are and what they value. Members might be looking for professional development, networking or recognition, while non-members may want exposure to a new industry or skill.

Your value proposition is what makes your event worth attending and worth paying for. If your audience views your event as an opportunity to gain knowledge, then educational add-ons could work well. If they see it as a hub for networking, premium lounges or VIP passes might be a stronger fit. Matching opportunities to audience needs helps you avoid wasting effort and builds stronger engagement.

Set Clear Goals and Success Metrics

It’s difficult to know if your monetization strategy is working without clear goals. Start by deciding what you want to achieve. Is it covering event costs, creating new non-dues revenue or funding future programs?

From there, set metrics you can track. Ticket sales, sponsorship renewals or even attendee satisfaction scores can all serve as benchmarks. With clear goals and data in place, you’ll know which strategies to continue and which to adjust.

Bundle Monetization Opportunities for Sponsors and Attendees

Sometimes the best strategy is packaging options together. For sponsors, this could mean combining booth space, ad placements and speaking slots into a single package. Bundles make it easier for them to commit, while giving your association a larger upfront investment.

For attendees, bundles can also add value. A standard ticket could be paired with access to a workshop recording or discounted merchandise. Offering these as part of a package can encourage people to choose a higher-priced option.

Bundling works because it simplifies choices while showing clear benefits, making it a win for both sides.

Use Data and Feedback to Refine Future Events

Event monetization isn’t a one-time effort. Each event gives you data you can use to improve. Tracking which ticket tiers sell best, which sponsor packages renew or which add-ons get purchased helps you understand what’s working.

Attendee feedback is equally valuable. Post-event surveys can reveal whether people found add-ons worth the cost or if certain prices felt too high.

By combining hard numbers with direct input, you can adjust pricing, refine sponsorships and introduce new revenue ideas. Over time, this data-driven approach helps build a monetization strategy that gets stronger with every event. These insights also make it easier to measure returns and improve event ROI, showing your board and members the tangible value of each program.

Common Mistakes to Avoid in Event Monetization

Even with strong planning, associations can run into challenges when trying to monetize events. Here are a few common pitfalls to watch out for.

Over-reliance on One Revenue Stream

Depending too heavily on a single source, like ticket sales or sponsorships, can put your event at risk. If that stream underperforms, your budget takes a hit. A balanced mix, like tickets, sponsors, exhibitors and digital add-ons, keeps revenue steady and more predictable.

Overpricing or Creating Barriers to Access

It can be tempting to raise prices to increase income, but high costs may push attendees away. Associations must balance revenue goals with accessibility. Offering tiered options, scholarships or member discounts can help you keep doors open without losing income.

Ignoring the Attendee Experience in Pursuit of Revenue

Monetization should add value, not take away from it. If attendees feel bombarded with ads or forced into upsells, they could leave with a negative impression. Simple touches, like meaningful swag or thoughtful volunteer appreciation gift ideas, can add revenue while improving the overall experience.

Keeping these mistakes in mind will help you build a sustainable model that supports your mission and strengthens long-term member relationships.

Putting Event Monetization Into Action

Event monetization works best when it’s seen as a process instead of a one-time fix. Start by focusing on a few strategies that make sense for your association, like sponsorship bundles, digital add-ons or simple merchandise sales. Once those are running smoothly, you can expand into larger initiatives such as premium experiences or certification workshops.

Begin small, test what resonates, and scale from there. With each event, use data and feedback to refine your model. Over time, you’ll create a sustainable system that generates non-dues revenue and strengthens member value. And since monetization is just one part of a successful event, you may want to explore a full conference planning guide to help connect the financial side with the logistics that make an event run smoothly!

Event monetization is more than covering costs — it’s about fueling member value and long-term growth. Ready to unlock new revenue opportunities for your association? Download the Ultimate Guide to Non-Dues Revenue and start building a smarter strategy today!

The post Event Monetization Strategies for Associations: A Complete Guide appeared first on MemberClicks.

Use the tips below to attract top speakers in your industry and write an engaging invitation that helps bring the high-quality talent you want to your event.

Why a Strong Invitation Letter Matters

An invitation letter does more than share event details. It signals how your association approaches professionalism and relationships. A thoughtful message shows that your team is organized and intentional, giving the speaker confidence in your ability to host a meaningful program.

When you take time to connect their expertise to your event goals, the request feels genuine rather than generic. A personalized letter demonstrates that you understand the value they bring. This not only increases the likelihood of a positive response but also lays the foundation for a strong relationship that can extend to future events or collaborations.

Key Elements of an Invitation Letter for Guest Speaker

Several elements make an invitation letter stand out and attract the right speakers. Be sure to include the purpose of the event, a personalized message, event logistics, speaking role and compensation. Covering these essentials shows professionalism and respect for the speaker’s time, making them more likely to accept.

Clear Purpose of the Event

Your invitation should state the type of event, the date and the audience you expect. A speaker who understands the purpose of the event and their role in it is far more likely to say yes. Keep the explanation clear and concise while still giving enough context to show why their expertise is a strong match.

For example, rather than simply writing “We would like you to speak at our annual conference,” you could say, “Our annual conference brings together over 500 professionals in the hospitality field who are eager to learn about new industry trends. Your recent research on guest satisfaction would provide practical insights that our members can apply immediately.” This type of detail shows the speaker why they are being asked and what their impact will be.

Personalization

Generic invitations are easy to spot. Instead, personalize every message to show that you know the speaker’s background and accomplishments. Mention a recent article, book, award or project to demonstrate that you are familiar with their work. This shows respect for their expertise and makes the request feel authentic.

For instance, you might say, “Your presentation on leadership at the Midwest Leadership Summit last spring resonated with our team. We believe your insights would be equally valuable to our members.” Adding specific references like this creates a stronger connection and helps your letter stand out among the many requests top speakers receive.

Event Logistics at a Glance

Include all the important logistical details in your letter. Share the date, time and location, or provide clear instructions if the event is virtual. Indicate the expected audience size and profile so the speaker knows who they will be addressing.

With hybrid events becoming common, you may want to specify whether the program will be recorded, live-streamed or interactive. A speaker who understands the format and audience expectations will be more confident about participating. Presenting these details in a clear and organized way shows professionalism and allows the speaker to make an informed decision without needing to request additional information.

Speaking Role and Value Proposition

Clearly outline the role you are asking the speaker to take on. This could be keynote presenter, panel participant, workshop leader, moderator or fireside chat guest. Be specific so there is no confusion.

Explain why their expertise is the right fit for the role and how it will contribute to the success of the event. For example, “As a leader in nonprofit governance, your perspective on volunteer engagement would add depth to our opening panel on member retention.” By linking their experience directly to the event, you build credibility and show that the invitation is intentional.

Honorarium, Travel and Support

Transparency about compensation and support builds trust. If your organization is offering an honorarium, travel coverage or accommodations, include that information clearly in the letter. Addressing these details early avoids misunderstandings and demonstrates respect for the speaker’s commitment.

Not every invitation will include a large honorarium, but you can also highlight other benefits. This might include professional exposure, networking opportunities, book sales, media coverage or recorded sessions they can repurpose. When speakers see both the financial and non-financial value of participating, they are more likely to accept.

Call to Action and Next Steps

Always include a clear call to action. Ask the speaker to confirm their availability and provide a specific date for their response so you can finalize planning. Include your direct contact information for questions or clarifications.

For example, “Please let us know by September 15 if you are available to join us as a panelist. You can reach me directly at 555-555-5555 or events@association.org.” Setting clear expectations for follow-up helps the process move forward smoothly.

Common Mistakes to Avoid in Invitation Letters

Avoiding a few common pitfalls can make your letter far more effective:

• Being vague about event details. Specifics show your event is well planned.
• Using an overly stiff or generic tone. Professionalism matters but warmth and sincerity are important too.
• Forgetting to mention compensation or support. Transparency is essential for credibility.
• Overemphasizing your organization rather than the speaker’s role. The invitation should be centered on their value.
• Ignoring accessibility or technical needs. Clarifying these early demonstrates consideration.
• Typos or formatting errors. Mistakes make the invitation look rushed or careless.
• Failing to include a contact person. Make it clear who the speaker should reach out to with questions.

Avoiding these mistakes communicates professionalism and increases the likelihood of a positive response.

Sample Invitation Letter for Guest Speaker

This sample works because it introduces the speaker to the event, clarifies expectations and compensation and provides direct next steps for response.

Tip: This template can be adapted for panels, workshops or virtual presentations by adjusting the role, length and format of the session.

Dear [Guest Speaker Name],

We would like to invite you to be a guest speaker at our upcoming event, [Seminar Name], hosted by [Your Organization’s Name]. The event will take place on August 31, 2025, from 9:00 AM to 2:00 PM at the Grand Ballroom Hilton in Boston, MA. The program will focus on [Seminar Theme].

The event is designed to showcase leaders in the literary world and bring together professionals, students and teachers with a shared passion for reading and writing. As an author with extensive accomplishments, we would be honored to feature you as our keynote speaker.

For your participation, we are offering an honorarium of $5,000, along with full travel and accommodation support.

Please confirm your availability by July 15, 2025. If you have questions or would like to discuss this opportunity, you can contact us at 413-111-2222 or event@help.com.

Thank you for considering this opportunity. We look forward to the possibility of working with you.

Sincerely,
[Name]
[Title]
[Organization]

Tips to Make Your Invitation Stand Out

Highlight Mutual Benefits

Explain what the speaker will gain from the event. Share details about audience size, relevance and exposure. Mention networking opportunities, the chance to connect with other industry leaders or the possibility of showcasing recent work. Pair these benefits with appropriate compensation to create balance and credibility.

For more inspiration on how to boost audience connection, explore these event engagement ideas.

Keep It Concise and Readable

An invitation letter should usually stay under 400 words. Busy professionals are more likely to read and respond when details are presented clearly and efficiently. Short paragraphs and clear formatting make the message easy to scan.

Use Association Branding

Send the invitation on professional letterhead or through a branded email template. Consistent branding reinforces your association’s identity and credibility. It also assures the speaker that the invitation is official and well organized.

Follow Up Politely

Allow at least a week for a response. If you do not hear back, send a short and friendly reminder. Even if a speaker declines, thank them for their time. Courtesy leaves a positive impression that could open the door for collaboration in the future.

Conclusion

A strong invitation letter helps you secure the right guest speakers and set the tone for a successful event. By being clear about logistics, transparent about compensation and respectful in tone, you make it easier for speakers to say yes. Thoughtful invitations not only help you confirm high-quality talent but also strengthen your reputation as an organized and professional association.

When your invitations are professional and personal, you increase the chances of securing top speakers for this event and create connections that can benefit your organization in the long term.

Ready to maximize the impact of your events? Download The Ultimate Guide to Non-Dues Revenue for Associations for strategies that help you attract sponsors, increase revenue and deliver more value with every program you host.

The post Crafting the Perfect Guest Speaker Invitation Letter appeared first on MemberClicks.

Why You Should Promote Your Job Board

A job board builds on your association’s reputation by offering a service that directly benefits your members and industry. It connects employers with top talent while generating non-dues revenue through posting fees and related services. Employers are often willing to pay for the convenience, credibility and targeted reach your board provides.

The American Association of Hispanics in Higher Education (AAHHE) is a prime example. After strategically revamping and promoting their job board, they saw significant growth in employer participation, repeat postings and revenue — proving that visibility directly impacts results.

Promoting your job board also positions your association as a trusted hub for employment connections, much like the guild halls of the past. Over time, job seekers and employers will come to view your site as the go-to resource for industry-specific opportunities, driving both engagement and long-term revenue growth.

10 Proven Ways to Promote Your Association Job Board

1. Add It to Your Main Navigation

Include the job board link as part of your website’s main navigation menu. Job seekers and casual browsers alike are more inclined to click on the link when it’s prominently displayed. Alternatively, you can “punch” up your association job board by including it in a banner or button at the top of the home page. You want something that draws the user’s attention, and makes it easy for a job seeker to find the board.

2. Share It in Your Member Newsletter

Mentioning the job board in the member’s newsletter is an easy and effective method of promotion. You can put in a standard blurb every month, or block off a section to highlight and link to the board.

Make sure to include language that tells the reader that the board gets new job postings on a regular basis. Encourage employers to put up their openings with a simple note that reads “Post your job here!” This can be made more efficient with an anchor link that connects to the job board.

3. Announce It at Events and Meetings

Advertising the job board at an industry event or meeting is another way to attract the attention of potential users. The best time to make an announcement is before the start or after the start of the event. It’s a shift in tone and catches the ears of the attendees. They’re more likely to remember to ask for more information or take notes at these stages.

You don’t have to spend a lot of time on the announcement. However, you want to make your announcement a memorable one. The purpose of the board is for members to get hired, and for employers to get skilled labor. Talk about the success everyone has had by using your job board, and why it’s great for old and new members.

4. Leverage Social Media (and Industry Hashtags)

Use your association’s social media accounts to promote job board opportunities to employers. Take actions such as posting job listings and aim your call to actions at employers. Use hashtags for hiring managers in your industry. They’re effective at targeting specific people and getting their attention.

5. Create a Dedicated “Post a Job” Landing Page

Creating a landing page for employers makes it easier for them to put up their job listings. Design the page so that it answers as many questions as possible, and include a link for creating a job posting. Make sure to include the pricing for posting, packages, and why they should post on your job board. Success stories and statistics also help encourage an employer to post their jobs.

You can create a job posting template through a site like Canva, then put it on your association website. A posting template simplifies the input process, and you can tailor it to reflect the job positions that are in your industry.

6. Promote Through Targeted Emails

Direct contact with employers helps spread the word about your association job board. It’s something that’s doable on an occasional basis, and keeps your job board fresh in their minds.

The email should show why they should post on your job board. These include metrics such as how long it takes to find and hire a candidate, testimonials and success stories and average number of daily users. Essentially, you’re showing the employer that it’s worth advertising job listings with your association.

7. Network with Employers at Industry Events

Promoting your association at an industry event involves talking to many professionals who have the power to hire people. This is a great opportunity to bring up your association job board. The reason being is that the simple act of telling someone about your association job board creates interest in the listener. You never know who you’re talking to at an event, and you could find yourself talking to someone who’s looking to expand their job listings.

You can easily drive home your association job board with a simple flyer that’s focused on the job board. Include the URL, why it’s a great resource for people in the industry, and what it offers to the user. Make sure to talk about how it benefits people from an employer and job seeker’s point of view for more impact. Keep the flyers stacked on the table and in hand for easy distribution.

Consider offering employer sponsorship opportunities to increase your revenue and boost visibility. Employers are always looking for places to advertise, and an association job board offers them another place to put their name. Learn more about how to increase sponsorship revenue for ideas you can apply alongside your job board promotions.

8. Use LinkedIn Strategically

LinkedIn is an excellent resource in terms of spreading the word about the job board. It makes it easy to connect with headhunters, HR professionals, and hiring managers who work in the industry or complimentary fields. Let them know what your job board offers to its users and why they should post their openings on your board. These professionals understand the value of a job board and how it helps fulfill their needs.

9. Encourage Word-of-Mouth from Members

Ask association members to spread the word about the job board with others. Suggest they mention the board to co-workers and the HR department when they’re seeking a new employee with the right set of skills. If someone has success stories with hiring through your board, ask if they would share their experience with others in the industry. The best people to approach are ones with hiring power, but those who have influence are also worth asking.

10. Run Paid Ads for Broader Reach

Google Ads and LinkedIn marketing resources are both low-cost options for advertising your job board. Each of them lets you customize your advertising campaign so you can reach the demographic you’re seeking. You can create a budget-friendly ad campaign while reaching your desired audience.

For example, you want to find HR representatives in your industry niche and related industries. The ad campaign gives you the options for the type of demographics you’re targeting, and lets you fine-tune the details of how the ad is presented to them.

Common Mistakes to Avoid

A successful promotion campaign for your job board relies on avoiding these common mistakes:

• Limiting your audience.
• Only using social media.
• Not creating a dedicated landing page for your job board.
• Overlooking the creation of an email campaign.

Existing members are an excellent source of recurring revenue, but you need new members for growth. Make it a point to reach out to companies that may not be aware of your board.

Social media makes it easy to promote job board information. However, you can’t rely on it as your only source of information for new users. It’s better to use multiple channels to spread the word about the board.

Potential users need to be able to learn more about the job board in an efficient way. A dedicated landing page with a link to the board helps the user understand the purpose of the board, what it offers and how to post jobs.

Don’t overlook an email campaign as a channel for attracting new users. It’s true that a lot of emails are deleted without being opened, but you never know when someone is looking for a new place to post jobs. Your email can find itself in the right place at the right time.

How to Turn Your Job Board Into a Long-Term Revenue Stream

Your job board can become a source of recurring revenue that’s stable and can grow over time. Upselling, being consistent in your promotional efforts, and showing employers the value of posting on the board all serve to generate non-dues revenue.

The value of non-dues revenue is that it builds upon the base income generated by dues-paying members. The income from dues is steady, but can be difficult to grow. Job board revenue overcomes this issue because it creates a new stream of income. Engaging in consistent promotion, such as through a newsletter, works by reinforcing awareness of the job board.

Include value-added services such as a featured listing that places the post at the top of the page. You can also create posting packages that are competitively priced. Create employer sponsorship bundles to offer the employer a low-cost advertising option on your association’s website and job board. These fees are in addition to job posting fees, which further increase your job board’s revenue.

Final Takeaway

There’s no time like the present to get started with implementing some of these strategies. You’ll start seeing results in less time, and you can begin growing your job board.

Download The Ultimate Guide to Non-Dues Revenue for Associations and keep it handy while you plan. This resource features proven strategies to strengthen your job board, make smart promotion decisions and turn it into an industry resource that drives lasting value.

The post 10 Proven Ways to Promote Your Association Job Board appeared first on MemberClicks.

It’s a low-effort high-impact strategy that fits naturally into newsletters, websites, email campaigns and social media. This blog explores how affiliate marketing works, why it benefits associations and how to use it to increase revenue and deliver more value.

What Is Affiliate Marketing?

A Simple Definition for Associations

Affiliate marketing is a partnership where your association shares products or services from a company and earns a commission when members purchase through your link.

It works well for associations because members already see you as a trusted source. Recommending solutions that align with their professional or personal needs feels natural and builds credibility.

In simple terms, it is word of mouth with a digital trail. Your referral link tracks sales back to your association so you benefit each time a purchase is made.

Why It Fits the Association Model

Affiliate marketing works through partnerships with companies that provide products or services your members already want or need. Rather than creating and selling your own products, your association promotes a trusted partner. When members purchase using your referral link, your organization receives a commission.

The key is in choosing partners that align with your mission and members’ interests. Done right, affiliate marketing feels like a helpful recommendation rather than a sales pitch. That balance helps maintain trust while adding a new stream of revenue without requiring heavy investment.

How Affiliate Marketing Generates Non-Dues Revenue

The Revenue Mechanism

Affiliate marketing for associations uses a simple commission model. You share an affiliate link with your members. When they click that link and complete a specific action, most often a purchase, your association earns a commission. Payments may be a flat fee per sale, a percentage of the sale price or a fee per sign-up.

Tracking runs through unique link codes. Your affiliate partner supplies the links and records clicks, conversions and payouts in their system. Most programs pay monthly, although some pay more often. Once links are published the process is largely hands-off.

Why Associations Have a Built-In Advantage

Most organizations spend months building the right audience. Associations already have one. Your members are pre-qualified, industry specific and engaged.

You also have multiple communication channels in place, including newsletters, member portals, social media groups and events. These channels already support your membership funnel from awareness to engagement to long-term retention. That lets you promote affiliate products in ways that feel natural and aligned with your mission rather than interruptive or sales focused.

When you match relevant products to member needs, affiliate marketing becomes more than another revenue stream. It reinforces your value to members and strengthens your position as a trusted resource.

Best Channels for Promoting Affiliate Links

Not every channel performs the same for every audience. The goal is to place relevant offers where members already pay attention and to present them as useful resources, not ads. Use the mix below, then track what converts so you can double down on what works.

Association Newsletter

Your newsletter is a trusted space, which makes it ideal for affiliate offers that feel like member perks. Add a small, consistent module that readers come to expect.

• Create a “Featured tool” or “Member resource” slot with one clear benefit and one clear action.
• Rotate offers by theme, like compliance month or productivity week, to keep content fresh.
• If you can negotiate a member-only discount, call it out in the headline to lift clicks.

Pair the module with short success blurbs. A two-sentence testimonial from a member can outperform a longer product pitch and keeps focus on value.

Website

Give affiliate content a durable home and several natural touchpoints.

• Build a “Recommended resources” page that lists vetted tools by category.
• Add contextual links in relevant blog posts, guides and FAQs where the product solves a clear problem.
• Use light visuals like badges or small banners near related content, not intrusive pop-ups.

Keep the resources page updated. Retire low performers, keep high performers near the top, and show last updated dates so the page feels current.

Email Campaigns

Targeted email reaches members who are most likely to act.

• Segment by role, region or interest so each offer is relevant.
• Send short product spotlights tied to a real use case, not a feature list.
• Test one variable at a time like subject line, call to action, or placement.

Blend promotions with education. A three-part tip series that teaches a workflow, then closes with a related affiliate link, often drives higher trust and better click rates.

Social Media

Social lets you show quick wins and invite conversation.

• Share short posts that highlight one benefit and one action, then link in bio where needed.
• Use carousels to explain a mini process, with the product as step two or three.
• Tap hashtags your industry follows to widen reach without chasing vanity clicks.

Reply to questions in comments with simple answers and link back to a helpful page on your site. Keep disclosures clear and consistent.

Events and Webinars

Events give you a chance to demonstrate value in context.

• Feature relevant tools in session slides where they solve a pain point.
• Include links in agendas, handouts and follow-up emails so attendees can act later.
• Offer a limited-time deal for attendees to encourage quick decisions.

For virtual events, place the link in the chat and in the recap. For in-person events, add a short URL on slides and on a small card at the door so the offer is easy to find.

Best Practices for Success

The key to making affiliate marketing work for your association is to treat it as a service to members, not just a revenue stream. That means choosing your promotions carefully and keeping trust at the center of your approach.

Choose Relevant Products

Select products that solve clear member problems and fit your mission and overall membership benefits. Prioritize tools your audience already asks about or that align with programs you run. Score options against simple criteria like relevance, quality and support. If a product saves time or improves outcomes, it earns a place. If it feels off brand, skip it.

Be Transparent About Partnerships

Disclose affiliate relationships clearly and consistently. Place a short note near the link or at the top or bottom of the page and include it in emails. Example: “We may earn a commission if you purchase through our link at no cost to you.” Clear disclosure meets legal expectations and builds trust with members.

Track and Test Performance

Measure what matters so you can improve. Track click-through rate, conversion rate and earnings per click by channel. Use tagged links so you know which page, section or post drove the action. Test one thing at a time like headline, placement or call to action. Keep a simple dashboard so you can see winners quickly and retire low performers.

Keep Promotions Fresh

Rotate offers so members do not tune them out. Tie promotions to seasons, programs or events. Refresh copy and visuals and bring back proven offers a few times each year. Set channel caps so promotions do not crowd out education or news. This keeps engagement steady and protects your brand voice and ultimately help with membership churn.

Common Mistakes to Avoid

Affiliate marketing can be simple to set up, but it’s easy to lose momentum (or even member trust!) if you approach it the wrong way. A few common missteps are worth watching out for.

Promoting Irrelevant Products

One misstep is promoting products that have little or no connection to your members’ needs. Even if the commission rate looks attractive, irrelevant offers can make your communications feel cluttered or unfocused. Over time, members may start tuning out your recommendations entirely.

Sending Too Many Promotions

Another mistake is overloading members with too many promotions. If every newsletter, email or social post contains an affiliate link, your content can start to feel like advertising rather than valuable information. Keep a balance between promotional and educational content so members stay engaged.

Ignoring disclosure requirements

Skipping disclosure is also a risk. Many countries require organizations to clearly state when a link is an affiliate link. Beyond compliance, it’s a trust issue. Being transparent about the relationship helps maintain credibility.

Relying on One Channel

Relying on just one promotional channel limits your reach. An affiliate marketing effort that lives only in the newsletter might miss members who engage more through social media, events or your website. Spreading promotions across multiple channels gives you more chances to connect with your audience.

Putting Affiliate Marketing Into Action

Affiliate marketing for associations is a straightforward way to bring in more non-dues revenue while offering members resources they actually value. By sharing relevant products through channels you already use, like newsletters, your website, email, social media and events, you can create a steady income stream without adding significant costs or workload.

The key is to start small and stay focused. Choose one or two affiliate promotions that align closely with your members’ needs, and place them in the channels where you get the most engagement. Track results, see what resonates and expand from there.

If done with care, affiliate partnerships can strengthen your role as a trusted resource, help members find useful tools and boost your organization’s revenue in a way that feels both natural and sustainable.

Ready to explore more ways to grow your income? Download The Ultimate Guide to Non-Dues Revenue for Associations for proven strategies to build stronger, more resilient revenue streams!

The post Affiliate Marketing for Associations: Boost Revenue and Member Value appeared first on MemberClicks.

What is Sponsorship Revenue?

Definition and Relevance for Associations

For associations, sponsorship revenue involves forming financial relationships with other companies. The sponsored association will offer the sponsor brand promotion, logo placement and similar types of perks in exchange for a financial or related contribution. The sponsor might offer money directly or access to particular goods and services to the association.

This type of financial arrangement differs from traditional fundraising or donations because it centers on the relationship between the two organizations. Rather than just collecting funds, the fundraising comes from offering the sponsor something in return for their contribution to the association.

Building sponsorship relationships empowers associations to diversify their funding sources, rather than relying solely on dues. By broadening the sources of income, associations improve stability in their financial base and strengthen their relationships with other organizations.

Common Types of Sponsorships

Now that you understand what sponsorship revenue is and why it matters, here are the most common ways associations generate it.

Event sponsorships

Events are one of the most effective ways to attract sponsors. Offering tiered packages gives sponsors flexibility and increases your revenue potential. In exchange for financial support or in-kind contributions like materials or venue space, sponsors gain brand visibility through event promotions and direct access to your audience.

When planning event sponsorships, creating a clear event brief can help align goals and attract the right sponsors. Check out how to create an event brief template to make this process simple and effective.

Program or initiative sponsorships

Sponsors can support specific programs your association runs. Their involvement may include financial contributions or expertise that helps launch and sustain the program while they benefit from being tied to a meaningful initiative.

Digital sponsorships

With so many online channels, digital sponsorships are increasingly valuable. Opportunities include sponsoring webinars, newsletters or podcasts in exchange for brand placement or featured mentions that reach your members directly.

Year-round or bundled packages

For sponsors seeking ongoing exposure, bundled packages offer a long-term partnership. These packages may include event sponsorships, digital promotions and other touchpoints throughout the year, strengthening the sponsor-association relationship.

Sponsorship Revenue vs. Other Funding Sources

Understanding how sponsorship revenue differs from other income sources will help you position it more effectively within your association’s strategy.

How it differs from membership dues

Membership dues provide predictable income since they are collected on a regular schedule. Sponsorship revenue, on the other hand, often fluctuates based on events or campaigns.

The nature of the relationship also differs. Membership dues are transactional and members pay for the benefits they receive. Sponsorships are strategic partnerships where both the sponsor and association benefit. Plus, a successful event not only supports your association but also boosts your sponsor’s brand visibility.

A great example of how associations diversify revenue beyond dues can be seen in this case study from Women in Development of Greater Boston, where strategic non-dues income helps them fund their AMS solution 16 times over.

Comparison with grants and donations

Grants and donations are typically short-term and come with restrictions on how funds can be used. Grants are usually tied to a specific project, while donations often depend on one-time appeals.

Sponsorship revenue is more flexible. Sponsors provide financial support or in-kind contributions in exchange for visibility and engagement, giving associations the freedom to allocate resources where they are most needed.

Understanding the Sponsorship Revenue Model

A sponsorship revenue model outlines how your association generates funds through sponsorships. Defining clear packages helps you attract the right partners, align expectations, and create sustainable, mutually beneficial relationships.

Flat fee

A flat fee model offers one set price for sponsorship. Sponsors receive a defined set of benefits, such as logo placement or brand mentions. This model is simple to manage but offers limited flexibility for sponsors with specific needs.

Tiered

A tiered model provides multiple levels of sponsorship, each with increasing costs and benefits. For example, higher tiers might include additional event visibility or exclusive opportunities. This approach attracts a range of sponsors but requires careful tracking.

Custom

Custom sponsorships allow you to tailor packages for individual sponsors. While these arrangements take more effort to manage, they appeal to sponsors who want unique opportunities and are often willing to invest more for a perfect fit.

Tracking ROI for Sponsors

Sponsors commit resources expecting measurable returns. Your association should provide clear deliverables and track the success of each sponsorship.

Set expectations

Define what sponsors will receive at each level, such as logo placement, event mentions, or digital exposure. Document these details upfront to avoid confusion and build trust.

Measure results

Track key metrics like impressions, clicks, and engagement from sponsorship activities. Share this data with sponsors to demonstrate value and encourage future partnerships.

Report back

Provide sponsors with detailed post-event or post-campaign reports. When sponsors see the impact of their investment, they are more likely to renew or increase their sponsorship.

How to Increase Sponsorship Revenue

Boosting sponsorship revenue requires strategy, data, and strong relationships with potential sponsors.

Know your audience and value

Use data to understand member demographics and identify industries most likely to sponsor. Tailor packages based on what appeals to sponsors, such as brand visibility or direct access to members.

Sponsors value opportunities to engage with your members in meaningful ways. These event engagement ideas can help you design experiences that benefit both attendees and your sponsors

Build sponsorship into your strategy

Integrate sponsorship planning into your annual calendar. Align sponsorship offers with major events, programs, or initiatives, and market them with the same focus you give other campaigns.

Don’t forget that sponsor relationships shouldn’t end when the event does. Use these post-event engagement strategies to continue delivering value and strengthen long-term partnerships.

Make it easy to say yes

Simplify the sponsorship process. Provide clear kits, straightforward registration, and flexible options. Allow customization so sponsors can align packages with their goals.

Tools and Resources That Can Help

Using the right tools makes it easier to manage sponsorships and grow your revenue.

Using your AMS or CRM

Your AMS or CRM can help track sponsor relationships, segment contacts, and log communication history. It also allows you to measure engagement and success for better decision-making.

Reporting and renewal tools

Automated reminders and email triggers help you re-engage past sponsors. Renewal tools can simplify the process and increase the chance of repeat sponsorships without adding extra manual work.

Sponsorship in MemberClicks

With MemberClicks, you can tag and segment sponsors, track their engagement, and automate communication. This makes it easy to nurture relationships and grow sponsorship revenue efficiently.

FAQs

What makes a sponsorship revenue model different?

A sponsorship revenue model generates income by building partnerships with sponsors. Unlike grants or membership dues, it’s a mutually beneficial relationship where the sponsor gains visibility while the association receives funding or resources.

How can you improve sponsorship packages?

You can improve packages by using data to understand your audience, setting tiered options, and offering flexible perks that align with sponsor goals.

How do you measure sponsorship revenue success?

Track metrics such as sponsor retention, package sales, event attendance, and engagement with sponsor promotions. Providing clear ROI reports helps secure repeat sponsorships.

Can small associations generate sponsorship revenue?

Yes. Even small associations can attract sponsors by offering niche audiences, targeted digital promotions, and affordable entry-level packages.

Final Tips and Takeaways

A strong sponsorship revenue strategy can transform how associations fund their programs and build lasting partnerships.

• Review your sponsorship packages each year to ensure they meet sponsor needs and reflect your association’s value.
• Use data to track performance and adjust pricing, benefits, and outreach strategies.
• Keep the process simple for sponsors while allowing room for customization.
• Focus on building long-term relationships that generate repeat sponsorship revenue.

By treating sponsorship as a core part of your growth strategy, you’ll strengthen your financial foundation and create lasting value for your members and partners.

See how your association can attract more sponsors and generate sustainable revenue. Get The Ultimate Guide to Non-dues Revenue guide now.

The post How to Increase Sponsorship Revenue at Your Association   appeared first on MemberClicks.