Member Login
Search

2025 Women's Forum

Breakout #2: Sculpting Success: Non-Dues Revenue for Modern Associations

1:15 PM - 2:00 PM

In today’s evolving landscape, associations are no longer solely reliant on membership dues to drive revenue. This interactive, 45-minute roundtable session will explore innovative strategies for generating non-dues revenue streams that can sustain and grow your organization. Led by industry experts, attendees will engage in a dynamic discussion on diversifying income sources, from events and sponsorships to educational programs and digital content offerings. Participants will leave with actionable insights, creative ideas, and practical tools to start building sustainable revenue models that strengthen their association’s financial health and long-term success.

Key Takeaways

  • Diversifying Revenue Streams: Practical strategies for expanding beyond membership dues to create sustainable income through events, sponsorships, and digital content.
  • Innovative Ideas for Non-Dues Revenue: Creative and proven approaches to generating new revenue that align with your association’s mission and member needs.
  • Actionable Tools for Implementation: Steps and resources to help you begin crafting and executing a non-dues revenue plan that supports your organization’s growth and financial health.

Format: Idea Exchange

Moderators

Caley Mutrie, CAE, IOM
Executive Director, Association Acumen

Caley Mutrie, CAE, IOM, is an executive director with Association Acumen, a full-service accredited association management company (AMC) that provides professional services to state, national, and international organizations. Caley serves as the Executive Director for QRCA, a global network of qualitative research professionals, including market research, UX, CX, sociologists, ethnographers, linguists, social media, and other qualitative experts.

She is an accomplished, results-driven association management and nonprofit professional with expertise in association and nonprofit governance, organizational and strategic planning, development and fundraising, and program management for trade and professional membership organizations and federations at the international, national, and state levels.

With over 20 years of experience building stakeholder and community relationships, boosting membership, and increasing organizational revenues, Caley has proven success working effectively with boards, committees, members, staff, chapters, and governmental agencies.

She holds a Bachelor of Arts in Social and Applied Human Sciences from the University of Guelph. In 2009, Caley earned the Certified Association Executive (CAE) credential, and in 2019, IOM Graduate Recognition from the U.S. Chamber of Commerce Foundation Institute for Organization Management.

Caley finds inspiration and joy outside of work. She spends time with her family and miniature goldendoodles, Bixby and Messi, hiking, cycling, gardening, watching films, and raising monarch butterflies. She is an avid reader and seldom finds herself without a book in hand.

Lynda Bouchard Patterson, FASAE, CAE
Founder, AMPED Association Management
CEO & Founder, Association CEO

Lynda Bouchard Patterson, FASAE, CAE founded AMPED Association Management in 2008, following her passion of helping non-profits operate effectively and grow to meet their goals. AMPED empowers volunteer leaders to lead rather than manage staff and operations. AMPED clients are diverse by design, representing trade associations, professional societies, and philanthropic foundations. www.manageassociations.com

In 2024 Lynda founded Association CEO to provide interim CEOs, consulting and coaching for associations and is currently pursuing her certification as a professional coach.

With 30 years’ experience as a CEO, Lynda is a Certified Association Executive (CAE) and Fellow of the American Society of Association Executives (FASAE) as well as a DELP mentor. Lynda serves as Past Chair of the ASAE Board of Directors and the ASAE Research Foundation Board. She also serves on several destination marketing organization advisory boards, a bank board, and an angel investor group. Lynda also serves on the Board of Directors of Make A Wish, Wisconsin and stays active with friends, family, and four adult children.

 

Lexie Mallary
Senior Graphic Designer & Marketing Manager
Wisconsin Hotel & Lodging Association

 

Lexie Mallary is the Senior Graphic Designer & Marketing Manager at the Wisconsin Hotel & Lodging Association. At WHLA, Lexie leads all aspects of branding, communications, and marketing programs. She manages the creation of member publications, drives the development and maintenance of the WHLA website, and oversees digital marketing initiatives to engage members and promote the organization. Lexie also played a key role in the rebranding efforts at WHLA, including a logo redesign, website launch, and membership database transition.

 

Her strategic oversight has earned recognition, including the International Society of Hotel Association's (ISHA's) 2021 “Best Communications Program” award for the WHLA website redesign. Lexie’s ability to blend creative design with effective communication strategies ensures that WHLA remains a strong, visible presence within the hospitality industry.

 

A Carthage College graduate with degrees in Graphic Design and Accounting, Lexie combines her creative and analytical skills to develop impactful solutions for WHLA and its members. She also brings extensive experience as a freelance designer, helping businesses create strong brand identities and marketing materials.

 

With over five years of experience in the association industry, Lexie is committed to empowering others, fostering innovation, and supporting professional growth within the organization she serves.