How One Association Reframed Virtual Event Pricing to Strengthen Engagement and Sponsorship Value
When associations expand their event portfolio, particularly into virtual formats, pricing becomes a strategic challenge. How do you price new offerings without undermining your flagship event?
And how do you communicate the value clearly enough that members and sponsors see the benefit?
Many associations found themselves facing this question when virtual events surged in importance. One association in the finance and compensation field shared a similar experience when introducing two new virtual conferences alongside their annual event.
The Core Challenge
The organization wanted to increase year-round engagement by adding smaller virtual events. But they needed a pricing structure that:
Positioned the new virtual events as distinct and valuable
Protected the perceived value of their flagship annual conference
Supported sustainable sponsorship revenue in a virtual environment
Without the right pricing strategy and value communication, these new events risked being undervalued or overlooked by both attendees and sponsors.
Key Insights from the Pricing Approach
1. Clarifying Event Value is the Foundation
Before determining price points, the organization worked to define what made each event valuable. This included understanding who each event served, what transformation or benefit it promised, and how it fit into the broader membership experience. Value clarity ensured that pricing felt justified and aligned with expectations.
2. Data and Audience Input Strengthen Pricing Decisions
Surveys, historical attendance patterns, and demographic insights revealed what members valued most and how price sensitive different segments were. Focus groups helped validate these findings and confirm the messaging approach. This ensured pricing decisions were grounded in real member behavior rather than assumptions.
3. Pricing Psychology Matters in Virtual Formats
Virtual events require more than simply adjusting prices downward. Techniques such as tiered pricing, value-based tiers, and price anchoring helped signal the quality and importance of the events. Attendees responded positively when the pricing structure made the benefits clear and easy to compare.
4. Sponsorship Strategy Requires a Value-Focused Redesign
Instead of offering the same sponsorship options used for in-person events, the association created a new tiered model built around visibility, engagement, and partnership value. This gave sponsors a clearer sense of return and encouraged investment at higher levels.
5. Multi-Year Planning Ensures Sustainability
A pricing roadmap was developed to support consistent growth rather than one-time gains. This included scheduled pricing adjustments, continued research touchpoints, and an evolving sponsorship strategy to match changing member engagement patterns.
The Result
With a clear value narrative, researched price structure, and refined sponsorship model, the virtual conferences delivered strong performance. Attendance exceeded expectations, sponsorship revenue increased, and the association achieved substantial return on investment. Members viewed the virtual events as additive rather than competing with the annual conference, helping strengthen year-round engagement.
Conclusion
Introducing new events into an existing portfolio requires careful pricing and communication. When associations take the time to understand audience expectations, clearly define value, and design pricing that reflects that value, they are better positioned for sustainable success. Virtual events are not inherently lower value—when structured intentionally, they can expand reach, deepen engagement, and support financial resilience.
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.
