Everything You Should Know about Pricing in Your Association


How does your association set pricing for membership, subscriptions and services?

Done strategically, pricing becomes a powerful tool you can use to fund operations, build brands and reward loyal members and customers. Being strategic, however, means doing far more than marking up cost and dividing it by your estimated sales target.  In fact, this “cost plus” approach can undercut your association’s financial performance—and cost you members.

To achieve your mission and reward members, you’ve got to rethink how you assess, test and communicate pricing. Plus, with today’s intense competition for members and customers, you’ve got to make sure every “price tag” is right for your unique audience.  Here’s where to start:

Register now for Everything You Should Know About Pricing in Your Association.

This 90-minute webinar brings you the expertise of Kevin Whorton, one of the association community’s leading experts on how to test and set membership pricing. He’ll show you how to combine analysis with psychology and behavioral economics so you can trade ineffective “cost plus” pricing for a strategy that fits your own unique membership and mission.

No more guessing what to charge!  Get pointers on how to use surveys and qualitative research to measure everything from your audience’s willingness to pay, to the price elasticity of demand for membership and key services. Then, discover how to turn those findings into pricing adjustments and a more effective long-term pricing strategy and process. You’ll also have the chance to ask your own questions during the Q&A portion of the webinar.

Reserve your space now to find the new “price tag” that will do more to support your mission, including how to:

  • Assess association-wide pricing from the perspective of members, customers, and market segments.
  • Project the impact of price changes, and the cost of not adjusting pricing to better meet demand.
  • Navigate the nuances for pricing core, associate, student, and international dues; subscription products, registration fees, and other services.
  • Create/test alternative bundled services, assess the potential for tiered memberships, installment plans, and similar pricing techniques.
  • Communicate pricing changes to your leadership when approval is needed, and members/customers when changes occur. 

Bottom line: when it comes to pricing, you can stop guessing! You’ll come away from this webinar with the know-how to test and set prices that strengthen association finances and member satisfaction.

Register now for Everything You Should Know About Pricing in Your Association.

Meet Your Webinar Leader

Kevin Whorton, President of WM&R, has served in senior management roles in large trade associations, professional societies, and large charities including NAHB, ASHP, NACDS, and Catholic Relief Services. He first learned pricing methods through graduate work in economics and as an analyst at the Consumer Price Index, then later helped test and set prices for his associations, and for consulting clients. He has presented his mix of academic and applied approaches to pricing on this issue through workshops at ASAE and the DMA Nonprofit Federation over the past 15 years.

Who Should Attend

This webinar is of value to all membership organizations (trade and professional associations) and membership organization consultants. Attendees who will benefit most include:

  • CEOs
  • Executive Directors
  • Chief Marketing Officers
  • Chief Membership Officers
  • Directors of Membership
  • Directors of Marketing
  • Membership Development Senior Managers
  • Director of Communications
  • Association Consultants

Don't wait, register your entire team today!

CAE Credits: All live webinar attendees are eligible for 1.5 CAE credit hours. Association TRENDS is a CAE Approved Provider. Our programs meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. We will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit www.whatiscae.org

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Qty Price Product Name
$215.00 Everything You Should Know about Pricing in Your Association (OnDemand: Active for 12 months from 01.08.19)
$1397.00 The Association TRENDS Webinar Training Pass, which includes 12 months of unlimited live and archived webinars