Value-Based Dues Pricing

Runs one week after the Dues Model Study's pilot-results webinar, so participants walk in with the phase-two findings from NANA's 12 pilot associations, including the National Society of Water Utility Engineers and the Association of Seed Library Curators, the smallest pilot. Haruko Tanaka, treasurer of NANA's board and CFO at the Alliance of Regional Credit Unions, leads the study and teaches how to move a dues structure from flat or tiered toward value-based pricing without a member revolt.

The Dues Model Benchmarking Report's headline finding: flat-dues associations under 500 members lost a median 3.4 percent of members over three years, while tiered associations gained 1.2 percent, and what it does and doesn't prove about value-based models.

How to sketch value-based tiers on a whiteboard before pricing them, using the exercise Haruko Tanaka runs live in the session. Tiers are built around what a member actually uses, from events to credentialing to advocacy access, rather than membership category alone.

A worksheet for projecting revenue under a proposed structure against three years of actual renewal data. Participants model their own numbers against the Phase 1 finding that flat-dues associations under 500 members lost members while tiered ones gained them.

How NANA's own board is weighing a move to tiered organization dues, and what a staff presentation needs to include before a vote.

Finance staff and board treasurers considering a dues-model change, particularly at associations with fewer than 1,000 members that still run flat dues. Pairs with the Dues Model Benchmarking Report.

• Interpret the Dues Model Benchmarking Report's retention findings

• Sketch a value-based tier structure for a given membership base

• Model revenue impact of a proposed dues change against renewal data

• Present a dues-pricing change to a board for a vote