{"id":6509,"date":"2016-08-30T15:35:29","date_gmt":"2016-08-30T19:35:29","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=6509"},"modified":"2016-08-30T15:35:29","modified_gmt":"2016-08-30T19:35:29","slug":"grow-your-membership-dues","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/grow-your-membership-dues\/","title":{"rendered":"Grow Your Membership Without Raising Dues"},"content":{"rendered":"

\"price<\/a><\/p>\n

Adapted from a session given at the 2016 ASAE Annual Meeting & Expo<\/a> by:<\/em><\/p>\n

Magdalena Mook, CEO\/Executive Director, ICF \u2013 International Coach Federation<\/a>
\nTerrance Barkan, Chief Strategist & Business Architect, GLOBALSTRAT<\/a><\/p>\n

Barkan was a consultant for International Coach Federation (ICF), and he and ICF Executive Director Magadelana Mook walked the audience through a case study of how ICF finally got its risk-averse board to go along with a membership dues increase. According to Barkan, by understanding what\u2019s really most valuable to members, you can calculate and quantify a true membership value. For example, they found that if they could help members increase the number of billable fees annually by just one hour a year, that\u2019s would be worth at least $250.<\/p>\n

“Associations notoriously underprice their products and services and are way too hesitant to raise their membership dues,” he said. As an example, many associations are competing with for-profit publishers and even their own vendors who put on conferences. Both groups tend to charge far more than the association, even though it\u2019s the same speakers and same topics. “As associations, we all want to say we\u2019re the best, but you don\u2019t get to be the best for the cheapest.”<\/p>\n

Both Barkan and Mook said they found a higher membership price connoted more prestige and, therefore, had more perceived value.<\/p>\n

Mook said if you\u2019re planning a membership dues increase, make sure you give members plenty of advance warning and make sure your board \u2013 including the initial naysayers \u2013 not only support the increase, but champion it publicly and serve as ambassadors.<\/p>\n","protected":false},"excerpt":{"rendered":"

Don’t undervalue your association. How to plan a membership dues increase and overcome opposition from your board and members.<\/p>\n","protected":false},"author":25,"featured_media":6517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,87],"tags":[1201,532,1202,1203,395,1204],"class_list":["post-6509","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-from-the-front-lines","category-association-leadership","tag-association-conferences","tag-association-events","tag-membership-models","tag-price-based-value","tag-pricing","tag-value-based-pricing"],"acf":[],"yoast_head":"\nGrow Your Membership Without Raising Dues - Association Adviser<\/title>\n<meta name=\"description\" content=\"Don't undervalue your association. 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