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Lapsed members are great prospects for associations. They already know about your association and are therefore more likely to come back. Don't forget them when you are making your membership marketing plans.
I don't like the negative focus of this post but having the wrong people doing sales at your booth can make your ROI turn to zero. I thought it was important enough that I am including this despite the negative focus.
Non-dues revenue used to be mainly affinity programs. As the value and benefit of affinity programs has decreased associations have needed to figure out other ways to generate revenues beyond membership dues. This post gives you some good ideas on ways to do that.