This document discusses strategies for generating non-dues revenue through education programs, communication channels, and volunteer experts. It provides examples of how the NC Chiropractic Association has successfully implemented these strategies. They created an online education program for chiropractic assistants to develop a new revenue stream. They also formalized existing communication channels like a weekly podcast and member newsletter to sell sponsorships. Finally, they recruited volunteer member experts to develop royalty programs through educational resources in specialized areas.

1. 1
Generating Non Dues Revenue
Panelist:
Jaclyn Parks, Homebuilders Association of Raleigh-Wake County
Cub Berrian, CAE, Greater Chapel Hill Association of REALTORS®
Dr. Joe Siragusa, CAE, NC Chiropractic Association
Moderator:
Jim Thompson, IOM, CAE, CHMS
Why Non-Dues Revenue?
 Adds Revenue
 Keeps You Relevant
 Creates Member Benefits

2. 2
Types of Non-Dues Revenue
 Affinity
 Sponsorships
 Professional Development
 Advertising
 Job Banks
Informal Survey
0%
10%
20%
30%
40%
50%
60%
70%
Affinity Sponsorships Credentialing Continuing
Education
Ad Sales Job Bank
Not Successful
Somewhat Successful
Successful
Fairly Successful
Very Successful

3. 3
NON DUES REVENUE
Sponsorship Opportunity Program
The Program

4. 4
Why?
 A La Carte was not working
 Affiliate membership were declining
 Refocused on Industry tie in
 Tangible costs
 Measurable benefits
 Cultural Shift- still impacting organization
NON-DUES REVENUE
STRATEGIES
Dr. Joe Siragusa, CAE
NC Chiropractic Association

5. 5
Strategy #1: Education
 The primary market of the NCCA are DCs
 Secondary market is chiropractic assistants
(CAs)
 CA education is now required
 The NCCA created an online education
delivery system
CA Education Overview
 Identified and registered CAs (created the
database)
 Agreed on curriculum with licensing board
 Recruited faculty – signed over rights to the
NCCA
 Recorded the sessions for perpetual use
 Linked the online sessions to a live practical and
review
 Had the faculty write the test questions and
submit to board

6. 6
Strategy #2: Create Channels
 Create channels of communication or
formalize the ones you already use
 Monday: Java with Joe
 Tuesday: Member Memo*
 Partner Program
*Use data to track open rates, YouTube views etc.
 Then leverage your communication channels
in selling sponsorships (the network TV
model)
Sponsor Packages
Opportunities to upsell or sell
items ala Carte:
1. JWJ sponsorship
2. JWJ dedicated segment
3. Member Memo feature
4. Web banners

7. 7
Strategy #3: Use Volunteer Experts to Grow
Royalty Income
 Identify areas of interest / need where
members need resourcing
 Recruit volunteers to serve as one topic
experts
“Member Support Specialists”
 Some have no income potential at all i.e.
Medicare, Law
 Others will make “royalty” agreements i.e.
HIPAA, EHR
Summary
Strategies:
 #1: Create educational programs for
secondary markets
 #2: Create channels of programming, then
sell sponsorships
 #3: Use volunteer experts to drive royalty
income

8. 8
Contact
Dr. Joe Siragusa, CAE
NC Chiropractic Association
drjoe@ncchiro.org
THANK YOU!!!
Jim Thompson, IOM, CAE
Vice President of Association Management
CHMS
919.779-7516
jim@caphill.com
www.caphill.com