Non-dues revenue (NDR) has become a hot topic across the nonprofit world, not just for associations and chambers, but also for mission-driven organizations of all kinds. As funding models evolve and traditional revenue streams become less reliable, the need to diversify income is clear. What’s less clear is how to determine the right revenue strategy for your unique organization.
It’s tempting to chase the latest trend: Launch a webinar series. Sell advertising. Build an online course. License your content. Partner with a vendor. But adopting an NDR initiative without first evaluating your organizational fit is like throwing darts blindfolded—some might land, but most won’t hit the target.
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The best NDR strategies emerge from within. They’re born out of a deep understanding of your mission, your members or constituents, and your internal capacity. And getting there requires more than creativity—it requires collaboration.
Here’s a process that nonprofits, chambers, and associations can use to work together across teams to discover their best-fit NDR strategy.
1. Assemble a Cross-Functional Discovery Team
Bring together people from across your organization: programs, membership, communications, development, finance, IT—and if possible, a board member or trusted volunteer. This group isn’t a revenue task force in the traditional sense. Their charge is to examine your organization’s readiness for different forms of NDR, not to launch anything right away.
Have them ask:
- What assets do we have that are undervalued?
- Where do we already provide value that others might pay for?
- What systems or structures do we need to strengthen before introducing new offerings?
This team becomes your lens into both the possibilities and the constraints.
2. Map Your Value-Web
Every organization has an ecosystem of value, often broader than you realize. Your brand, network, expertise, space (physical or digital), and even your trustworthiness are all assets that can be monetized without compromising your mission.
Do your members or constituents trust you to curate content? That could evolve into a premium digest or sponsored newsletter.
Are you a connector between buyers and sellers, or professionals and tools? Maybe it’s time for a job board, marketplace, or facilitated referral program.
Do you host convenings or events? There may be opportunities in white-label sponsorships, exhibitor experiences, or recorded session bundles.
Mapping this value-web allows your team to anchor new revenue ideas in what’s already working, rather than starting from scratch.
3. Pressure-Test Ideas Before Investing
Once you generate ideas, subject them to a rigorous vetting process:
- Would this offering feel like a value-add or a cash grab?
- Does it complement or compete with current offerings?
- Who would own it—and do they have capacity?
- Can we test it with minimal upfront investment?
This kind of pressure-testing helps prevent “shiny object syndrome” and ensures that any revenue opportunity is mission-aligned, not just margin-generating.
4. Pilot, Reflect, Refine
Choose one idea and treat it as a prototype. Run a time-bound, low-cost test. Measure outcomes—not just revenue, but engagement, relevance, and sustainability.
Then reflect: What worked? What didn’t? What did we learn?
Non-dues revenue isn't about selling more things. It's about unlocking value you’re already creating and doing it in a way that supports—not distracts from—your mission. When your whole team is part of the discovery process, you generate smarter strategies and stronger buy-in.
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About the author
Avi Olitzky
Avi S. Olitzky is the president and principal consultant of Olitzky Consulting Group, based in Minneapolis, Minnesota. He can be reached at avi@olitzkyconsulting.com.
