Non-Dues Revenue Fundamentals

Dues cover part of NANA's $14.2 million operating budget; the rest comes from sponsorship, events, and education revenue. Lorraine Petrakis, NANA's chief operating officer and CFO since 2019, teaches the three main non-dues lines associations run, using NANA's own revenue mix as the model and the 12 sponsors on NANA's own roster as live examples.

What NANA charges across its four sponsor tiers, from Presenting down to Partner, and how to price a new tier without undercutting an existing sponsor.

Registration, group rates, and the exhibit hall, using the Summit and the Membership Growth Summit as two different pricing models for two different audiences. Covers NANA's own 15 percent group rate for five or more attendees from one organization, and why the early-bird cutoff sits 60 days before the event.

How course pricing, member and non-member, contributes to the Learning catalog's own budget line, and where a free on-demand course still pays for itself. Uses the spread between NANA's member and non-member course prices as the working example.

The line the IRS draws between a sponsorship acknowledgment and taxable advertising, and why it matters for unrelated business income tax.

Finance and development staff building a non-dues revenue plan for the first time, or reviewing an existing one against UBIT exposure. Useful ahead of a budget cycle or a board discussion about a new revenue line. Bring your current sponsorship rate card; the pricing module works best against real tiers rather than a blank worksheet. Pairs with the Sponsorship Income and UBIT Brief.

• Price a new sponsorship tier without undercutting an existing sponsor

• Compare event revenue models across two differently sized conferences

• Set education pricing that covers a course's own cost

• Distinguish qualified sponsorship income from taxable advertising