INTRODUCTION
Due to various reasons, trade associations have to consider increasing membership dues from time to time. Of course, raising dues can be a sensitive topic for any association. Members may worry about the perceived value they’re getting in return or the impact on their budgets.
Successfully guiding your association through this process requires a thoughtful approach. Here are some tips on how your association can navigate a dues increase.
LISTEN TO YOUR MEMBERS
Prior to talks about numbers, budgets or decisions, associations should take time to listen to their members. These talks help the association understand member priorities, concerns and expectations. Doing this exercise also sets the groundwork in showing that association leadership has a vested interest and sets the tone for transparency as the process continues.
One way to do this is by setting up focus groups and a survey. For the former, select a small group, typically 12 or fewer members, that represents a broad spectrum of your membership. Consider factors such as years of experience, age or professional background. Ask open-ended questions about your association’s offerings, resources, communications and dues structure.
Afterward, take what you learned in the focus groups and test its statistical validity through an online survey for all members. The results should provide insights as to what your members consider important, how much they’re willing to pay and how they want to receive information from you.
HAVE LEADERS BE VISIBLE AND TRANSPARENT
Change is often difficult, and members can be more receptive when they hear about dues increases directly from association leaders, like the president/executive director or board chair, rather than through a generic message. Leaders should explain not only the need for a dues increase but the process behind it. This includes acknowledging when the last increase occurred, outlining rising costs or priorities and sharing what alternatives were considered.
Communication should also extend beyond a single email announcement. Pairing a written message with a short video for social media and doing an in-person or virtual town hall allows leaders to provide information while giving members another space to ask questions. Anticipate common concerns and address them by creating an FAQ. This can be given to members digitally and also posted on your website.
COMMUNICATE FREQUENTLY
As mentioned earlier, a message of this magnitude should not be a one-time announcement. Be sure to plan communication in phases, beginning before the increase is announced and then continuing afterward. The messages should be consistent across all communication channels, including email, website, social media, staff/board conversations with members, etc. Develop shared talking points can help ensure everyone communicates the same message clearly.
Once the message is out, your association should continue to follow through to communicate how additional funds are being used and what progress is being made toward these goals. For example, members might see early wins in a new professional development program or upgraded services funded by the dues increase.