--- title: "Revenue Strategy: Let’s Talk Fundamentals" id: "24958" type: "post" slug: "revenue-strategy-lets-talk-fundamentals" published_at: "2014-09-08T23:00:28+00:00" modified_at: "2026-11-09T18:22:47+00:00" url: "https://associationsnow.com/2014/09/08/revenue-strategy-lets-talk-fundamentals/" markdown_url: "https://associationsnow.com/2014/09/08/revenue-strategy-lets-talk-fundamentals.md" excerpt: "Driving revenue to your organization takes more than a lucky break, so be sure to think through your strategy. Also: Is your organization ready to go digital first?" taxonomy_category: - "Organizational Strategy" taxonomy_post_tag: - "AssociationsNow" - "Business" - "Fundraising" - "media revenue" - "Web Strategy" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Revenue Strategy: Let’s Talk Fundamentals Having a mission is easy. Now comes the hard part—funding it. Your strategy for raising nondues revenue can’t depend on hitting on a hot viral campaign. Today’s Social Media Roundup is all about the fundamentals that have to come first, particularly when you’re looking to build affinity programs. ### A Revenue Refresher > Crash Course on Non-Dues Revenues – 10 Tips in a 2 Minute Read: [http://t.co/O3rrVT4GE1 (opens in a new tab)](http://t.co/O3rrVT4GE1) > . [@assnchat (opens in a new tab)](https://twitter.com/assnchat?ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#associations (opens in a new tab)](https://twitter.com/hashtag/associations?src=hash&ref_src=twsrc%5Etfw) > [#nfp (opens in a new tab)](https://twitter.com/hashtag/nfp?src=hash&ref_src=twsrc%5Etfw) > [#nondues (opens in a new tab)](https://twitter.com/hashtag/nondues?src=hash&ref_src=twsrc%5Etfw) > > — John Ricco (@johnricco) [September 8, 2014 (opens in a new tab)](https://twitter.com/johnricco/status/509034589881655297?ref_src=twsrc%5Etfw) ***“Although it would be nice,** let’s face it, we all can’t develop the next Ice Bucket Challenge.”* John Ricco, CAE, chief staff executive of Partners in Association Management, admits there’s only so much viral success to go around to help raise funds for organizations. So the focus, instead, has to be on revenue fundamentals. In a blog post for the company’s *Partners Preceptors* blog, [Ricco breaks down (opens in a new tab)](http://partnerspreceptors.com/2014/09/05/crash-course-on-non-dues-revenues-10-tips-in-a-2-minute-read/) what you should be thinking about when building your association’s affinity programs, from concept to due diligence. It’s a long process, and there could be challenges along the way, including whether you’ll need to make investments to help drive your financial goals. Ricco promises a two-minute read. Hopefully the impact will be a little longer than that. *(ht @[johnricco (opens in a new tab)](https://twitter.com/johnricco/) )* ### The Flip Side of Digital First > Should You Really Be a Digital First Publisher? [http://t.co/mkfNxDP9Yk (opens in a new tab)](http://t.co/mkfNxDP9Yk) > [#newspapers (opens in a new tab)](https://twitter.com/hashtag/newspapers?src=hash&ref_src=twsrc%5Etfw) > [#publishing (opens in a new tab)](https://twitter.com/hashtag/publishing?src=hash&ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/ZIQzr3cY87 (opens in a new tab)](http://t.co/ZIQzr3cY87) > > — PandoLogic (@PandoLogic) [September 8, 2014 (opens in a new tab)](https://twitter.com/PandoLogic/status/509019635501772800?ref_src=twsrc%5Etfw) **Being a digital-first publisher** may sound like a great idea. But then again, your association may not be ready to take that plunge at the moment. [In a piece on Recruitment Advisor (opens in a new tab)](http://blog.realmatch.com/trade-publishers/really-digital-first-publisher/) , Mary Hiers looks at the pros and cons of making the big move. And surprisingly, they’re not all positives. For one thing, Hiers notes that going to a digital-first format requires a lot of extra commitment, both on the audience-development front and on the revenue front. “To truly be successful in the realm of digital publication, you must be persistent and dedicated,” she writes. “A site that lacks regular, fresh content will not attract viewers. This must be done daily. After all, you want to keep readers coming back for more and give them something to look forward to.” Hiers recommends thinking hard about the staff resources you have, the advertisers who will be willing to put their ads on your site, and the audience you’re trying to reach. Short version: Your strategy matters. *(ht @[RealMatch (opens in a new tab)](https://twitter.com/RealMatch/) )* (iStock/Thinkstock) [Ernie Smith](https://associationsnow.com/author/ernie-smith/) Ernie Smith is a former senior editor for Associations Now. [More articles by this author](https://associationsnow.com/author/ernie-smith/) Tags: [#Business](https://associationsnow.com/tag/business/) [#Fundraising](https://associationsnow.com/tag/fundraising/) [#media revenue](https://associationsnow.com/tag/media-revenue/) [#Web Strategy](https://associationsnow.com/tag/web-strategy/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [Video2025 Summit Award Recipient: Florida Association of Free and Charitable ClinicsOctober 3, 2025](https://associationsnow.com/2025/10/03/2025-summit-award-recipient-florida-association-of-free-and-charitable-clinics/) - [Video2025 Summit Award Recipient: Building Owners and Managers Association of Greater Los AngelesOctober 3, 2025](https://associationsnow.com/2025/10/03/2025-summit-award-recipient-building-owners-and-managers-association-of-greater-los-angeles/) - [VideoChallenge Legacy Mindsets at MMC+TechApril 17, 2026](https://associationsnow.com/2026/04/17/challenge-legacy-mindsets-at-mmctech/) - [VideoA Donor First Look, “Unlocking Legacy: Estate Planning Essentials for Association ProfessionalsJanuary 7, 2025](https://associationsnow.com/2025/01/07/a-donor-first-look-unlocking-legacy-estate-planning-essentials-for-association-professionals/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2014%2F09%2F08%2Frevenue-strategy-lets-talk-fundamentals%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !