Pricing with Purpose: Rethinking Value, Membership, and Revenue in Associations

In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, host Colleen Gallagher sits down with Dr. Michael Carr-Tatonetti, CPP, CAE, Founder & CEO of Pricing for Associations, to explore one of the most powerful—and often misunderstood—tools available to association leaders: pricing.From membership dues and event registrations to sponsorships and education programs, pricing decisions influence far more than revenue. Michael shares why associations often underprice their value, overcomplicate their offerings, and allow fear of member backlash to hold them back from making strategic decisions.🎧 Whether you're considering a dues increase, or looking to strengthen your organization's financial sustainability, this conversation offers practical guidance grounded in data, value, and member experience.Key HighlightsPricing Is About Sustainability, Not Greed: Why associations need to rethink their relationship with pricing and view it as a tool for supporting mission and long-term organizational health.Value Comes Before Engagement: Michael explains why understanding what members truly value should come before efforts to increase participation and engagement.The Case for Small, Consistent Price Increases: How incremental adjustments can help associations keep pace with rising costs while avoiding major pricing shocks.Simplify to Strengthen Decision-Making: Why fewer, clearer pricing options often lead to a better member experience and stronger purchasing decisions.What Sponsors Actually Want: Insights into how sponsors define ROI, what drives long-term partnerships, and why transparency matters more than ever.The Future of Membership Value: As AI and free information become more accessible, Michael shares why associations must double down on community, connection, and unique member benefits.🎧 Tune in for a candid conversation on building stronger pricing strategies, communicating value more effectively, and creating financially sustainable associations.Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode.Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.Coming Soon: We're continuing to sit down with association leaders and industry experts to explore the trends, challenges, and opportunities shaping the future of associations. Stay tuned.