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The pandemic has pushed associations to rethink many of the non-dues revenue assumptions by which they had long operated, forcing a new level of innovation and experimentation. The print-digital dichotomy was redefined—in both directions. Conferences went virtual. Exhibit halls were a non-starter. And yet many associations thrived, pioneering new approaches using tools such as sponsored webinars, sponsored content, more reliance on outsourced sales teams, and more. Here’s a look not only at what worked and what didn’t, but also at how the non-dues revenue efforts of associations have changed permanently—for the better.