Associations Increase Social Media — But It’s Not a Revenue Source
New study provides data on
associations' income from sponsorships, advertising, and other media assets,
showing that while nonprofits are embracing digital media, their revenue is
coming from elsewhere.
By Debra J. Stratton
Association media professionals are tapping multiple platforms to
generate revenues, according to the latest study from Angerosa Research
Foundations. Associations generate an average of $1.268
million annually from advertising, sponsorships, and
other assets in print, digital, social media, and more. And
revenues are growing: Over the past three years, nondues revenues have increased for nearly half of
associations reporting in the study and now represent nearly half (46 percent)
of total association revenues, according to the newly released research report sponsored
by Stratton Publishing & Marketing.
The latest Association
Media Nondues Revenue Study gathered data from association publishers regarding
their key sources of publishing- and media-related revenue, median
ranges of revenues, operations and staff structures, and new revenue-generating
areas being explored. As association media professionals seek new ways to help
underwrite operations, identifying and leveraging multiple platforms in an
integrated approach to sales has become critical, shows the report.
the report is cross tabulated by scope of association (national/international
v. state/local/regional), association budget size, and type of association
(individual membership, trade association, and foundation/other), allowing
associations to benchmark their associations’ performance against others. Print
and e-book sales revenues, web advertising, content sales, and subscription
revenues are all tracked in the study, with financial performance data
segmented by type of association, budget size of the association, and scope.
Specifically, the report shows how associations are tapping
print and digital revenue streams to better support content delivery.
- Advertising and sponsorships in print media remain strong
generators of nondues revenue, accounting for 73 percent
of mean annual revenues.
- Digital media
revenue continues to climb, making up 27 percent of all media
advertising generates an
average of $58,000 annually, plus $30,000 on microsites/consumer
- Associations are increasingly
embracing apps, with 96
percent making them available for free. Those that do offer paid apps generate a mean of $31,000 in annual
report also notes a continuing expansion of social media use by associations —
however, it has found that revenue from social media-related sources is
Research Foundation conducts research to benefit the
association publishing and marketing professions. The foundation also provides
tuition scholarships to emerging communication professionals each year under
its Rising Star Scholarship program.
Debra J. Stratton is president of Stratton Publishing