Chapter 4

Charge More or Less—And Other Alternative Pricing Strategies

“How much is your membership in ASAE and the Center for Association Leadership?” This is the question I asked a group of senior staff from the American Urological Association (AUA). Staff from every department in the organization were sitting around the table, waiting for our meeting to begin. The purpose of our meeting was to discuss a potential increase in membership fees as well as a change in how benefits would be bundled with dues. Before we began our discussion, I went around the room and asked everyone who was a member of ASAE to tell me how much they paid to belong to the organization. Only one person in the room could accurately tell me how much she had paid the previous ...

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