Why associations should monetize their websites

Most, if not all, associations by now have websites on which they have spent significant time and money developing. They may even be getting great traffic. But the question is, are they really capitalizing on the website they’ve put so much energy and resources into developing? Sustaining relevant industry advertisers on association websites is a great way to not only maximize the revenue potential of the website, but to also sustain the association as the top resource for industry news. Association websites are premier destinations for industry professionals and keeping the website stocked with fresh, innovative advertisers and content connects members with unique suppliers they need and are often already searching for.

Advertisers are also eager to get in on the action as they see the value in advertising to association members and industry professionals. Association website advertising connects industry suppliers to their specific target audience. After all, members of trade associations have something in common: they all buy the same products. Simply put, website advertising drives a member and supplier connection within an organization and maintains the value of membership.

For most associations, finding the time and the know-how to handle all the aspects of website advertising can be a difficult task. It is often common for associations to outsource this work to other companies, rather than hire someone to do it in-house. By outsourcing this work, an association gains a team that is dedicated to providing non-dues revenue and handling all aspects of website advertising. This means the associations can still gain revenue from onsite advertising without worrying about setting up the ad server, billing or creative.

Associations need to find ways to monetize their websites and online advertising is a great opportunity for them to do just that. Organizations can only increase their dues revenue so much on an annual basis, which has the ability to cause a financial burden. As the advertising world continues to evolve, associations will need to peer into the digital world to capitalize on additional revenue streams.