Bridging the Engagement Gap: What Members Truly Value vs. What Associations Assume

Are your members valuing the same things you think they do?

A recent survey shows that staff and members often view value very differently. While professionals may assume events or features drive engagement, members are looking for something else entirely. These misalignments don’t just affect engagement—they directly influence how pricing and value are perceived.

Insights on the Engagement Gap

• Technology adoption drives frequent (weekly) engagement.

• The event perception gap (30%) between members and staff is beginning to close.

• Career advancement is valued 23% more by members than staff believe.

• Strategic briefs are essential → “no business plan, no program.”

• No margin, no mission → at least a 25% margin rule applies.

• Hidden costs (like staff time) must be factored into value assessment.

• Bundling pitfalls → free event access with membership can hurt retention.

• Smaller/local meetings build stronger member connections than large events.

• Early marketing integration increases product success.

• Technology partnerships thrive when reviewed monthly.

Trends in Value and Pricing

The findings highlight several critical pricing and value lessons for associations:

• Perception gaps → staff vs. member assumptions can distort pricing decisions.

• Margin requirements → sustainability demands at least a 25% margin.

• Hidden costs → ignoring soft costs skews ROI and undercuts strategy.

• Bundling risks → short-term perks like free events may hurt long-term retention.

• Segmentation matters → smaller/local events deliver more value, impacting pricing tiers.

• Tech + engagement link → technology adoption must connect to measurable outcomes.

The Pricing For Associations Perspective

At Pricing for Associations, these lessons reaffirm what we see every day:

• Data closes perception gaps → pricing audits should compare staff assumptions with member feedback.

• The 25% margin rule is a non-negotiable foundation for financial sustainability.

• Hidden costs are real costs → they must be included in pricing and ROI calculations.

• Bundling needs strategy → free access can undermine value if not tested carefully.

• Smaller-scale, local engagement can justify different pricing models than national events.

• Technology investments should be tied to revenue and retention—not just usage metrics.

Practical Tips for Associations

1. Audit perception gaps → regularly survey members and compare results to staff assumptions.

2. Build in margins → aim for at least 25% margin to protect your mission.

3. Factor hidden costs → include staff time and opportunity costs in every program’s ROI.

4. Rethink bundling → test if free event access actually increases—or erodes—member loyalty.

5. Segment event pricing → treat local and national events differently based on perceived value.

6. Tie tech to outcomes → track engagement, retention, and revenue impact, not just adoption rates.

Conclusion

The survey results are a powerful reminder: what members want and what associations assume are often not the same. Closing that gap requires clear data, disciplined pricing, and a focus on both value and sustainability. When associations align perception with reality, they create stronger connections—and stronger financial footing.

Are you ready to tackle your association’s pricing problems?  Visit www.pricingforassociations.com today to schedule a virtual coffee chat where we can discuss what your organization needs and how we can best support you.