Licensing and learning at scale
One approach gaining traction is the licensing of training programmes to accredited providers in new regions. Kavitha Prabhu, who leads MCI’s association work across India, the Middle East and Africa, has helped multiple US-based associations implement this model. She notes that by licensing their training content to local providers, these associations can create scalable, low-overhead revenue streams. Approved organisations are authorised to deliver educational programmes in exchange for royalty payments – a structure that both extends the association’s global reach and supports long-term, sustainable growth.
The model is flexible. Associations may opt for fixed annual fees or royalty-based revenue per student. Importantly, it creates a foothold in new regions while growing awareness and relevance. “It drives a lot of long-term strategy: catch them young and watch them grow,” says Prabhu.
Results speak for themselves. One association saw a 30% increase in certification revenue, a 15% rise in retention, and steady growth in social media engagement across new language groups and countries.
Sponsorships that align with strategy
The Society for Clinical Data Management (SCDM) has also shifted from reliance on a single flagship conference to building year-round sponsorship models. “The auditor would tell us, ‘It’s great you made profit, but you’re still dependent on your flagship conference – that’s the only thing that is giving you revenue',” recalls Triphine Dusabimana, Executive Director.
The solution? A Corporate Partnership Programme. This global, 360-day offering combines visibility, content alignment and internal learning support. “We are counting significant revenue just because we focused on showcasing global presence to our partners.”
This approach also opens new doors within sponsor organisations. “We talk to them from the headquarters in the United States and they help us connect with somebody in Japan,” Dusabimana explained. The message is: “We are offering you our content as an association, and we want you guys to help us make sure that we are the connector in your teams across the globe.”
Technology with purpose
While AI-supported platforms offer a way to scale learning, relevance must be preserved. “We are now offering Learning and Development, where obviously AI supports, but the subject matter experts are behind the AI to make sure that of course the content is relevant,” said Dusabimana. For SCDM, this blended approach has allowed them to diversify income. Today, just 45% of their revenue comes from their conference, the rest is generated through varied, year-round offerings.
Local credibility and global consistency
Expanding into new markets also requires associations to demonstrate both local understanding and international legitimacy. Governance plays a key role. “Try to engage board members or committee members from outside the region,” advises Prabhu, “because then you are telling the world over that your certification or your membership value is resonating with everybody around the world.”
Brian Hicks, President and CEO of the Hospitality Sales and Marketing Association International (HSMAI), reinforces the need for consistent experience. “Understand where people are moving to and from,” he says. “Do they get a similar experience when they are at a Dubai event to what they’d receive at a London event?”
At HSMAI events, a 2:1 ratio of professionals to partners ensures the focus stays on value, not sales. “We try to make sure that we keep that balance. That boosts our attendance numbers quite dramatically.”
And growth doesn’t always follow expected paths. Hicks points out that “a lot of the big startups are coming out of Europe and their first target is usually Asia because that’s where they know they can grow a little bit faster and with a little bit less competition.”
The most effective international expansion efforts are not brand-building exercises. They are business strategies rooted in local understanding, relevant products and monetised partnerships. As Prabhu notes: “Act global and act fast. There is such a huge opportunity outside North America today. Just grab it. Don’t miss the boat.”
Dusabimana’s closing recommendations? “Get a deeper understanding of your market. Build local partnerships. Embrace technology as an enabler.” Or, in the words of Hicks: “Make sure you’re relevant when they get there.”
If your association is exploring ways to expand internationally, MCI can help you build the right partnerships and the licensing strategies needed for success and new revenue streams. Contact us to find out more.
This article was informed by the webinar “Boosting Non-Dues Revenue Streams in New Markets”, part of MCI’s Global Growth Series. Discover the conversations in this series here.
MCI Content Team
