Why Pricing Isn’t a One-Time Thing, But a Long-Term Strategy
Is Your Association Treating Pricing as a One-and-Done Decision?
Many associations set their pricing once and rarely revisit it. They assume that if it works now, it will work forever—but that’s not the case. Pricing is not a static decision; it’s an evolving strategy that must adapt to member needs, economic shifts, and organizational growth.
If your pricing hasn’t been updated in years, you may be leaving revenue on the table or missing opportunities to better serve your members.
So, what does it take to create a long-term pricing strategy instead of a short-term fix?
Why Pricing Needs to Be an Ongoing Process
1. Member Expectations and Perceived Value Change Over Time
Members' needs evolve. What they found valuable five years ago may not be as relevant today. If your pricing doesn’t reflect these shifts, members may question whether they’re getting their money’s worth.
✔ Regularly assess what benefits members engage with the most.
✔ Adjust pricing to reflect new offerings, program updates, and market trends.
✔ Gather direct feedback to ensure your pricing remains aligned with value perception.
2. The Market and Economy Are Always Shifting
Economic conditions—such as inflation, industry trends, and competitors’ pricing—impact how members view costs. If you’re not adapting your pricing strategy accordingly, you may be undercutting your value or pricing yourself out of reach.
✔ Keep an eye on economic shifts and industry benchmarks.
✔ Ensure your pricing reflects the real cost of delivering value.
✔ Be prepared to adjust pricing strategically, rather than reacting out of urgency.
3. A One-Time Pricing Decision Can Lead to Revenue Stagnation
If pricing is never revisited, your association may fail to capture the full value of its offerings. Even small, incremental adjustments over time can lead to significant improvements in financial sustainability.
✔ Conduct pricing reviews annually to identify opportunities for improvement.
✔ Test new pricing models to find what works best for member retention and revenue growth.
✔ Recognize that a strategic price increase can actually enhance perceived value.
How to Build a Long-Term Pricing Strategy
1. Set Up a Regular Pricing Review Process
Pricing should be evaluated on a consistent basis—not just when revenue declines. Establish an annual or biennial pricing review to assess:
✔ Member feedback and engagement trends.
✔ The impact of past pricing adjustments.
✔ External factors like inflation, competitive pricing, and economic trends.
2. Align Pricing with Your Association’s Growth and Goals
As your organization expands, your pricing should evolve with it. If you’re offering more benefits or upgrading services, pricing should reflect that in a way that sustains long-term growth.
✔ Ensure pricing supports membership growth, retention, and financial stability.
✔ Avoid reactionary pricing changes—use a structured approach instead.
3. Test and Adjust Pricing to Find the Right Fit
There’s no perfect price—only the right price at the right time. Associations should test pricing strategies and collect data on member response.
✔ Consider tiered pricing models to accommodate different segments.
✔ Run pricing experiments (such as early-bird discounts or bundled offerings) to assess demand.
✔ Measure the impact of changes to refine your strategy over time.
A Sustainable Pricing Strategy Supports Long-Term Success
When associations treat pricing as an ongoing strategy rather than a one-time decision, they gain:
✔ More predictable revenue streams
✔ Stronger member engagement and retention
✔ A pricing structure that evolves with changing needs and economic shifts
If it’s been a while since your association reviewed its pricing strategy, now is the time to start.
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.
