To complement this graph,read this article: https://www.asaecenter.org/Resources/ANowDetail.cfm?ItemNumber=185331 (let me know if you can’t access it). The ASAE operating ratio report is an association industry standard. As you can see, no one relies just on dues revenue anymore – those who do are usually struggling and won’t survive. Every association is looking for non-dues revenue models. Also remember that it takes a lot more resources/funds to recruit than to retain; retention activities are near the top of the list in importance to boost revenue in associations.