I’ve spent years working with associations and event professionals who put their heart and soul into their annual conferences and expos. But lately, one theme keeps coming up in every conversation: “We need to grow revenue — and dues alone aren’t cutting it.”
That’s why I was excited to team up with Michelle Mobley from the American Society of Landscape Architects (ASLA) for our recent webinar, “Show Me the (Non-Dues) Money.” Together, we dug into real strategies that help associations transform their expos from financial headaches into engines for non-dues growth.
The Revenue Reality for Associations
Let’s face it — costs are rising faster than budgets. Venue fees, travel, technology, and labor have all jumped, and yet members and sponsors expect more value than ever.
For many associations, the expo represents one of the few opportunities to generate substantial non-dues revenue — if it’s done strategically. But too often, we treat it like a “member benefit” instead of what it truly is: a business unit that needs to drive results.
In the webinar, I shared a simple framework I use with clients:
“If your expo isn’t profitable and sustainable, it’s time to audit both your costs and your opportunities.”
Turning Exhibits into ROI Machines
One of Michelle’s points that really resonated was about aligning exhibitor packages with outcomes — not square footage.
Too many associations still sell booths the same way they did a decade ago: by the size of the space, not the value of the engagement.
Instead, we need to think in terms of ROI for exhibitors: lead capture, brand exposure, and connections that translate into real business.That’s why I encourage planners to elevate their sponsorship strategy beyond logos and lanyards. Sponsors today want experiences that integrate with their brand story — sponsored education sessions, curated networking events, or digital touchpoints through your event platform.
“When you help sponsors connect with their ideal audience in meaningful ways, they stop seeing your expo as an expense — and start viewing it as an investment.”
Smart Monetization Beyond the Floor Plan
Non-dues revenue opportunities don’t end at the exhibit hall. We talked about creating premium experiences that offer additional value — for both attendees and the bottom line.
Think:
- Paid certification workshops or continuing education sessions
- VIP receptions or executive-level networking events
- On-demand access to recorded sessions or post-event content bundles
These aren’t just revenue plays — they’re engagement drivers. They make your members feel like they’re part of something exclusive and worthwhile.
The Power of Technology and Efficiency
One of the biggest challenges I hear from associations is bandwidth. Staffs are leaner, expectations are higher, and no one has time to manage 100 exhibitor emails or contracts manually.
That’s where technology comes in. By streamlining exhibitor management, online contracting, floor plan updates, and sponsor activations, event teams can focus more on strategy and less on logistics.
“Automation doesn’t replace your relationships — it gives you more time to strengthen them.”
My Challenge to Association Leaders
If there’s one takeaway from our discussion, it’s this:
Stop waiting for dues or attendance to rebound. The real growth opportunity lies in your event strategy.Start small:
- Audit your current sponsorship and exhibitor offerings.
- Identify one or two ways to add more value (and charge for it).
- Invest in the tools that make your team more efficient.
- And most importantly — listen to your sponsors and exhibitors. Their feedback is your fastest path to innovation.
Because when your expo aligns business goals with member value, that’s where the non-dues money starts flowing.
Final Thought
Associations are the heart of every industry community — and your events are where that community comes alive.
If you reframe your expo not as a cost center but as a value engine, you’ll discover new opportunities to grow, sustain, and serve your mission for years to come.“Your event shouldn’t just break even — it should break through.”
