Richard Gott suggests a basic tiered membership for your association and shares his experience from watching associations migrate from one size fits all, to more tailored services.
In 2013 a well-known medium size UK-based trade association (representing over 25,000 members) transitioned from a one-size-fits-all membership model to a 3-tiered scheme following over two years of surveys, discussion and focus groups. The new fee structure was implemented and a reported 75% of members actually downgraded their membership to the basic option instead of opting for the more comprehensive/expensive grades.
By my reckoning this was both unexpected and equated to an immediate reduction in annual membership fee income of $825,000 – Ouch!