Is your association suffering from "Last-Year-itis"? The webinar hosted on April 15, 2026, by Halmyre’s Christine Saunders, provides a guide on how to transform your pricing from a checklist of features into a strategic engine for growth.
Watch the Full Webinar
Click the image below to visit thinking.halmyre.com, watch the webinar recording, and access the PowerPoint presentation (on the recording's "Resources" tab).
Key Insights from the Webinar
During the session, Christine Saunders provided an inside look at the art and science of association pricing, pulling back the curtain on the methodology and the strategic value of value-based revenue data.
Key webinar takeaways:
- Strategic Value and the "Red Zone": Effective pricing is found at the intersection of what members want, what competitors offer, and what the association uniquely provides. Optimal pricing occurs when a member feels the value they receive (intangibles like access and networking) is greater than the price they pay.
- Avoiding Common "Pricing Traps":
- Rapidly dropping prices is a "reductive strategy" that permanently lowers the "pricing floor," undermines the association's authority, and can signal that the original value was inflated.
- Beware of "Last-Year-itis": Simply adding a small inflation percentage to the previous year's fees neglects changes in the competitive landscape and evolving member needs.
- Organizations often suffer from "incongruent pricing silos" where membership, events, and education teams don't align their strategies, leading to confusing brand signals.
- Instead of discounting, use "additive" strategies—like bundling high-margin digital assets or offering "Buy One, Get One" (BOGO) deals—to drive engagement while maintaining the perceived value of the core product.
- Confidence in pricing comes from rigorous math, including market sizing, tracking competitor pricing intensity, and accounting for "fully loaded" staff labor costs. Treat your pricing model as a "living anchor" that evolves with market demand and involves "good, better, and best" scenario forecasting.
- The Three "T’s" is an underutilized tool to incentivize behaviors beyond just financial "Treasure"; it can also be used to reward "Talent" (volunteering) and "Time" (engagement/mind share).
Want to Talk More?
Ready to take the next step in crafting a value-driven pricing strategy? Our team of experts at Halmyre is here to provide tailored advice and solutions designed specifically for your organization's needs.
Interested in learning more? Schedule your strategy session today with Christine Saunders and let us help you tackle your association’s 2026/2027 pricing strategy.