Besides membership fees, how are associations and unions funding their mission?
This year we asked a new question in our annual Membership Performance Benchmark Report: What are your top revenue sources apart from membership fees? Our 400+ participants could pick up to three answers.
Why did we ask? We know it's getting more and more important for membership organizations to diversify revenue streams, and we wanted to see what membership professionals are finding most successful.
The top revenue sources for membership organizations in 2026, outside of membership fees and dues, are:
This chart shows the percentage of respondents who list that particular revenue source as one of their top three revenue sources outside of membership fees. From page 7 of the 2026 Membership Performance Benchmark Report by iMIS®.
Sponsorships and advertising together are the number one revenue source for membership organizations in 2026, outside of membership fees and dues.
Half of respondents list sponsorships and advertising as a key revenue source. Here are some examples of opportunities you can offer:
Display ads, classified ads, newsletter ads, web ads
Event sponsorships, including an exhibitor booth, speaking opportunity, or branded signage at your events
Multimedia packages that bundle multiple offerings
Interesting note: Despite this being the #1 source of non-dues revenue, sponsorship and advertising management software was quite far down on the list of tech investments. Only 21% of respondents indicated that they already have or are planning to invest in this technology. In other words, we're seeing that organizations are allocating a much smaller amount of their budget to a top source of revenue. This could mean that organizations are getting a fantastic return on investment, or it could mean that this is an opportunity to increase investments to expand sponsorships and advertising programs.
If you're an iMIS user, consider streamlining your sponsorships and revenue with iMIS Advertising, powered by SpaceMaster. Whether you manage your advertising operation in-house or use an outside media agency, iMIS Advertising tracks every detail that matters, including analytics, media order management, media asset management, production management, sales commissions, and billing — so you can take advantage of this opportunity to maximize your revenue growth.
Events took the #2 spot, with 46% of respondents citing events as a top three non-dues revenue source. It makes sense that event/conference software also took the #2 spot for top technology investments of 2026.
Events are something that your community can look forward to throughout the year. They provide networking opportunities, education, and, hopefully, are overall enjoyable experiences! Consider hosting events with a wide range of types and formats, so you're more likely to draw in new members.
Some of the most popular events include:
Include a mix of virtual, hybrid, and in-person events so people can participate regardless of location and schedule.
Idea: If your annual conference is essential, set non-member registration higher than membership fees to encourage member acquisition.
Helpful article from the iMIS Blog: How to Maximise the Success of Your Member Events
Educational programs were right behind events, with 45% of respondents citing events as a top three non-dues revenue source. It makes sense that LMS/certification software also took the #3 spot for top technology investments of 2026.
Offering on-demand courses and interactive learning opportunities helps organizations deliver value to their members and foster skill development. Many members join to advance their career, so be sure to offer valuable resources that help them meet their goals.
Whether this is your first Learning Management System (LMS), or you're looking for a better LMS, this comprehensive guide is for you.
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Related to educational programs, certifications came in at #4. 23% of membership professionals indicated that certifications are one of their top revenue sources.
Your members want fast, flexible access to credentials that advance their careers. Maximizing the potential of your certification programs helps your organization create new revenue streams, boost member loyalty, and expand your organization’s influence to remain relevant.
Learn how to build and optimize a modern online certification program that drives revenue and member engagement.
Tied with certifications at 23%, donations were cited as a significant source of revenue for membership organizations.
Find fundraising and non-dues revenue resources from ASAE.
While still great opportunities, these revenue sources were cited by less than a quarter of respondents:
Remember that participants could only choose three answers. So, it's likely that a higher percentage of organizations gain revenue from these, but they're not as frequently cited as a top source of revenue.
We're giving you a few key insights before the report is released. Check out 2026's top member recruiting strategies and most popular tech trends.
Discover this year's top tech investments, like membership and website management platforms, and learn how they boost engagement and streamline...
Discover this year's top tech investments, like membership and website management platforms, and learn how they boost engagement and streamline...