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Delivering effective membership tiers without the tears – XYZ University

Delivering effective membership tiers without the tears – XYZ University

February 20, 2014 By mark david mcCreary

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!

Related posts:

  1. Lunchtime Links: Thinking About Membership in Tiers: Associations Now
  2. Membership Marketing Blog: Early Benchmarking Results Confirm Continued Growth in Association Membership Counts
  3. Membership Models: Hanging Out and Talking About Membership: Associations Now
  4. Come Original – Whole Self Membership

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