Rethinking Non-Dues Revenue: Turning Learning into a Growth Engine

For decades, associations have leaned heavily on the same predictable revenue streams—membership dues, monthly journals, and annual conferences—to fund their work. But the status quo doesn't guarantee success: in 2024, 21% of associations reported declines, underscoring the urgent need to diversify revenue and evolve membership offerings to deliver greater member value. 

Today’s professionals have learned to expect more than intermittent touchpoints: they want flexible learning models, personalized course options, and continuous opportunities to grow their skills and their networks.

To thrive in this new landscape of member engagement, associations need to build sustainable, scalable revenue streams beyond dues. Education offers precisely that opportunity. Transforming your learning programs into a year-round business can help you deepen engagement, expand your reach, and unlock new non-dues income—all while delivering the career-advancing content your members crave.

The Business of Learning: A Revenue Opportunity

Professional development is essential in an era of rapid change. Your members are actively seeking up-to-date skills, knowledge, and certifications that help them stay ahead. Associations hold a distinct advantage in this regard: your reputation for subject-matter expertise and industry connections gives you a built-in audience looking for credible, relevant education. 

A robust learning program can help you:

• Generate non-dues revenue: Once you create a high-quality course, you can sell it repeatedly, scaling without increases in delivery costs.
• Reach a wider audience: Flexible, blended learning allows you to engage members across geographies—and even invite non-members to participate.
• Boost member retention: When your offerings help members advance professionally, they see clear ROI from their membership, leading to higher renewal rates and stronger advocacy.

Pricing Models That Power Growth

Choosing the right pricing approach is critical: it shapes perceived value, drives sales, and influences engagement. Consider these models to meet diverse learner needs:

Subscription-Based Models: Offer unlimited access to your full course library for a recurring fee.

• Provides predictable, steady revenue and encourages learners to explore new topics.
• Ideal for members who crave continuous professional development without worrying about individual course costs.

Pay-Per-Course Pricing: Charge a one-time fee for standalone or specialty courses.

• Gives learners full control over their purchases and suits certification tracks or niche subject areas.
• Allows learners to invest in high-value, targeted content when they need it most.
• Offering select courses to non-members gives them low-risk ways to sample your offerings and potentially convert to full membership.

Tiered Pricing Structures: Create multiple access levels for learner flexibility.

• Tiers serve a broader audience and capture additional revenue from those seeking an in-depth learning experience. For example:
  • Basic: Entry-level content at an accessible price.
  • Premium: Adds live sessions, personalized learning paths, and downloadable resources.
  • Elite: Includes one-on-one coaching and mentorship opportunities.

Bulk Purchase Options: Offer group or enterprise pricing for employers, chapters, or partner organizations.

• Encourages institutional partnerships and larger volume sales from corporations ready to invest in team training.
• Simplifies administrative processes with single-invoice billing and centralized learner management.

Turning Learning into a Scalable Business

Delivering top-notch learning at scale requires you to treat your education offerings like a polished product line. Harness data from your LMS analytics to shape and refine your strategy, and follow these steps to innovate like a true product developer:

Identify your audience: Segment learners by career stage, industry role, and learning preferences to tailor your catalog and create personalized learning.

Test pricing: Pilot different price points and packages to find the sweet spot between affordability and profitability.

Prioritize high-performing content: Double down on courses that show strong enrollment, completion, and satisfaction metrics. Likewise, consider archiving courses that no longer resonate. 

Refine your value proposition: Assess learner behavior and revenue contributions to highlight your most compelling offerings in marketing and member communication campaigns.

Iterate based on feedback: Collect learner feedback through surveys, course ratings, and interviews to refine content, delivery, and support.

Your LMS Should Power Revenue, Not Block It

An outdated, rigid LMS can stifle your monetization efforts. Modern platforms empower you to monetize your educational offering like never before, with features like:

• Flexible pricing and promotions: Create subscriptions, bundles, and limited-time offers with ease (and without having to get IT involved).
• Comprehensive purchase tracking: Monitor learner journeys from the first click to the final certificate and gain valuable behavior data along the way.
• Seamless promotion: Integrate your learning catalog into your association’s website and member portal with clear calls to action and an easy checkout process.

Forj Learn is designed with these capabilities in mind, making it simple to test new pricing models, segment your audience, and surface actionable insights to grow your learning business.

Education That Pays Off—for Everyone

Shifting from dues dependency to a diverse, education-driven revenue strategy is a win for everyone involved. Members gain access to meaningful, career-advancing content. Your association builds a reliable, year-round income stream. And industry stakeholders come to see your organization as a trusted source of professional development. With the right strategy, smart pricing models, and a modern LMS partner, learning becomes more than a member benefit—it becomes the engine driving sustainable growth.

For more modern learning strategies, explore the Modern Learning Collection.