Every association faces this question. How much more should non-members pay?
The right answer depends on your goal, your price points, and where you sell. Here is how we help associations think it through.
Start With the Strategic Question
Before you set a single price, answer this: what is the goal for this product?
Are you trying to sell more to non-members? Or are you trying to make the member rate look like a great deal?
It is not all or nothing. It is a spectrum. And it can change from product to product.
If the goal is to strengthen membership, use a bigger gap. A member sees $49 and a non-member sees $79 or $89. That difference makes a strong case for joining. The product becomes a membership sales tool.
If the goal is to sell broadly, use a smaller gap. You want non-members to buy. Members still save, maybe 10% to 20%, but the non-member price stays inviting.
A conference recording bundle might lean toward members. Those buyers are already in your world. A popular reference guide might need to sell to everyone. Each one gets its own approach.
This conversation matters inside your organization too. We often see product teams pricing to hit revenue goals while membership teams push for a bigger gap. Neither is wrong. They just need to agree on the goal first.
Avoid a Hard and Fast Rule
Many associations create a single rule. “Non-members always pay 30% more.” It sounds clean. It rarely works.
The problem is that a percentage feels different at different price points.
Take a $20 product. A 20% gap makes the non-member price $24. That is only $4. Why would anyone join to save $4?
Now take a $1,000 conference. A 20% gap means non-members pay $1,200. That $200 difference feels meaningful. You would not charge $2,000, but you do not need to.
One fixed rule cannot handle both.
Use a Range With Clear Examples
We recommend guardrails instead of a rule. Set a minimum and a maximum. Then explain how to use it.
Here is a sample framework:
Minimum gap: 20%, with 30% as the preferred floor
Maximum gap: up to 100%
Under $100: aim for a larger gap, often 80% to 100%
Mid-range products: a moderate gap
High-ticket products: a smaller percentage that still feels like real savings
The smaller the price, the bigger the percentage. The larger the price, the smaller the percentage.
A range also leaves room for clean pricing. Nobody wants a non-member price of $67.82. A range lets you round to $69 without breaking a rule.
Know Where the Ceiling Is
Your data may tell you the non-member price is already at its limit.
We saw this recently. Non-member acceptance dropped sharply at anything above the current price. A gap of about 60% was more than they would accept.
That is useful. It means the non-member rate should hold. Adjustments will come from the member side.
Here is where it gets interesting. If you raise member prices and hold non-member prices, the gap gets smaller. You narrow the difference without lowering the non-member price. For teams who want to sell more to non-members, that is a quiet win.
Consider Where You Sell
Not every product lives only in your store.
If you sell books through Amazon or distributors, your list price has to work in the open market. You cannot set it high just to make the member rate look good.
Products sold only through your own channels give you more freedom. Conference recordings, courses, and workshops can carry a bigger gap because there is no outside price to compare against.
Look at your sales channels before you set your range.
Make the Savings Visible
When a member logs in, many stores show only the member price. The member never sees what they saved. The value of membership stays invisible.
Always show both prices. Let members see the difference.
You have two ways to frame it:
“Non-member price” and “Member price.” This works best when the goal is to make members feel special. The word “non-member” makes the savings stand out.
“List price” and “Member price.” This feels more inclusive. It works best when you want to sell to everyone.
You can even use both. Show “list price” on public pages with a note that members save. Show “non-member price” to logged-in members.
Visible savings help members justify their dues. If a member saves $40 on a guide and $200 on a conference, that is a real share of their membership cost coming back to them.
Decide Who Makes the Call
A range only works with a clear process.
We recommend that department heads own the first recommendation. They know their products, sales history, and satisfaction data best.
Then a final approval should sit with leadership. That could be a committee of department heads and executives. It could be one person, like the CEO or CFO. Either way, there should be checks and balances.
This gives teams flexibility and keeps pricing consistent with the bigger strategy.
Key Takeaways
Decide the goal first. Strengthen membership, or sell broadly?
Skip the one-size-fits-all rule. A percentage feels different at every price point.
Use a range, such as 20% to 100%, with larger gaps on smaller prices.
If non-member prices are at their ceiling, raise member prices to narrow the gap.
Always show members what they save. Visible savings justify dues.
Department heads recommend. Leadership approves.
Conclusion
There is no single right percentage. The right gap depends on your goal, your price point, and your sales channel.
Start with strategy. Set a range, not a rule. Make the savings visible. And give your teams a clear path to decide.
Done well, your pricing does more than earn revenue. It shows members the value of belonging.
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.
