In February, Wegner CPAs hosted a panel to address pressing questions from the nonprofit sector. One important question submitted but not answered during the discussion was:

“How can member organizations (501(c)(6) associations) build diverse funding streams while expanding membership? How do associations expand revenue in ways that support member benefits?”

For trade and membership associations, this is a complex challenge without a one-size-fits-all solution. However, we’ve seen that the most successful organizations continuously adapt to their members’ evolving needs while strategically exploring new revenue streams. In this blog, we’ll share insights based on what we’ve seen work in the industry and key considerations for diversifying funding while ensuring that growth directly benefits members.

Understanding and Adapting to Your Members’ Needs

The foundation of any successful revenue strategy begins with understanding your members. Are your current services meeting their needs? Associations that fail to evolve often find themselves struggling to maintain engagement. Shifts in industry trends, leadership changes, or generational shifts in membership all play a role in determining what members expect from their association.

We’ve seen many associations face challenges as Boomers phase out and Gen X and Millennials take over as the dominant membership base. Their priorities and expectations are different, and that’s okay! The key is recognizing these shifts and adapting accordingly. Organizations that listen and respond to their members’ changing needs are better positioned for long-term sustainability.

Evaluating Your Membership Package

Another key consideration is the structure of your membership package. Some associations offer highly comprehensive benefits, which can make expanding revenue streams challenging. If members expect all additional benefits to be included in their existing dues, introducing new paid services may face resistance, and we’ve seen this happen firsthand. This goes back to the importance of understanding your members and their needs. Clear communication about added value and strategic tiered offerings can help mitigate this challenge.

In general, one-off modular offerings can expand revenue for some associations, but they must meet membership needs and clearly justify the additional cost to members. However, we’ve seen that the most successful associations create bundled membership dues that reflect the cost of the additional services that arise as a result of adapting to their members’ needs. While the organizations have to increase their dues rates, they are able to successfully retain members because they have justified the cost increase through the responsive services they offer.

Common Revenue Expansion Strategies

• Educational Offerings & Learning Courses

  • Many associations we work with have found success by expanding or introducing educational courses. Some associations offer these as free benefits with an adjusted membership fee, while others create add-on pricing structures. In our experience, the additional revenue generated through these offerings has been modest, regardless of which pricing route was taken.

• “Special Projects” & Sponsorships for Advocacy

  • A particularly effective strategy we’ve observed in the trade association space is leveraging lobbying and legislative initiatives.  National associations frequently fund advocacy efforts through special assessments or project sponsorships. This supplemental revenue is used to pay for the various lobbying, legislative, and government affairs work impacting associations.  While the “Special Projects” may be focused on a particular state initiative, the precedent set by one state can impact how other states move forward (or don’t) on similar legislation and thus, all members tend to benefit when these initiatives are undertaken.
  • While this approach has been effective, we’ve seen some organizations encounter pushback from larger members who feel they are disproportionately underwriting these initiatives.

• Modular Membership Add-ons

  • Instead of increasing base dues, some associations introduce modular add-ons, such as access to premium content, leadership development programs, or specialized networking opportunities. When members see direct value, they are more likely to invest in these additional offerings.

Be Intentional with New Initiatives

While generating additional revenue is a great goal for many associations, it’s important to consider the cost of implementation—both financially and in terms of staff capacity. Many nonprofit staff members are stretched thin, and launching new revenue streams requires adequate resources. The time and effort cost that staff put in to create, cultivate, and administer these new revenue streams must be justified by new initiatives. Prioritizing efforts that align with both member demand and operational feasibility is key.

Put Members First

If there’s one takeaway we’ve learned from working with associations, it’s that the most successful organizations are always listening to their members. There’s no universal formula for growing revenue while expanding membership, but organizations that engage with their members and demonstrate tangible value tend to thrive. We’ve seen associations successfully increase dues while maintaining retention rates—simply because they’ve built trust and proven their worth through action.

One of the most effective ways to stay member-focused is to build regular feedback loops into your operations. Annual surveys, focus groups, post-event evaluations, and informal one-on-one conversations can all serve as valuable tools for gauging member sentiment. Associations can also leverage digital tools—such as polls on member platforms or feedback forms in newsletters—to gather quick input. What matters most is consistency. When feedback becomes a regular part of how your organization operates, members feel heard and valued, and leadership is better equipped to make data-informed decisions that align with evolving needs.

Next Steps

If your association is exploring new funding strategies, start by assessing your membership needs and existing value proposition. Need guidance in evaluating financial sustainability? Our team at Wegner CPAs specializes in helping associations navigate these decisions. Reach out to us today to discuss how we can support your organization’s financial health and growth.