The Art & Science of Association Pricing Strategies

From "Last-Year-itis" to Strategic Growth: Master the Data-Driven Science and Behavioral Art of Value-Based Pricing

Stop leaving money on the table.

Is your association suffering from "Last-Year-itis"? Many organizations fall into the trap of repeating previous price points simply because "that’s what we did last year." But in a rapidly changing economy, your pricing is your core signal of value to your marketplace. If your pricing strategy is outdated, you aren’t just losing revenue—you’re eroding your brand.

Join Christine Saunders, President and Founder of Halmyre and an association pricing strategy expert, for an intensive webinar designed to help you master the dual nature of pricing. Drawing on years of experience helping North American associations design award-winning pricing strategies, Christine will guide you through the transition from emotional, reactive pricing to a disciplined, strategic approach.

The Science: Build Your Model

Pricing isn't a guess; it's a management discipline. We will dive into the "science" of setting a pricing methodology that aligns with your business objectives, whether you are focused on cash flow, risk management, or growth. You’ll learn how to:

Organize Financial Inputs: How to account for market research, the true cost of inflation, and your organization's required revenue floor.
Identify Pricing Levers: Understanding the relationship between volume, response, and your "Living Anchor"—moving away from stagnant historical prices toward logical, value-based evolutions.
The Revenue Engine: Using data to determine when to pre-sell services or implement installment-based payments to secure cash flow without devaluing the brand.

The Art: Elevate Perception

The "art" of pricing lies in the Value Equation: ensuring members and sponsors feel the value they receive far outweighs the "price" they pay in time or money. We will explore:

The Three Ts: Moving beyond the wallet to value Treasure (dues/sponsorships), Talent (expertise), and Time (volunteering).
Additive vs. Reductive Strategies: Why you should avoid the "reductive" trap of discounting and instead focus on "additive" tactics like bundling services or education to increase perceived value.
The Lexicon of Pricing: How the language you use—buy vs. engage vs. participate—changes the psychology of the purchase.

Don’t settle for "cost-plus" thinking or a "shake-down" approach to pricing. Learn how to design a "Win-Win-Win" strategy that delivers measurable ROI for sponsors, high value for members, and secure funding for your association.

Register Now!

Don't miss this opportunity to transform your pricing from a checklist of features into a strategic engine for growth. Register now to secure your spot and engage in this crucial conversation.

Can't make the live event? No problem. Register anyway, and you'll receive access to the recording to watch at your convenience.

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Christine Saunders

Founder and President, Halmyre

Christine is the Founder, President and lead consultant at Halmyre, a marketing & strategy consultancy focused on North American professional and trade associations. With over two decades of experience, Christine is a sought-after strategist, facilitator, and speaker on value proposition, pricing, audience insights, growth strategy, and resilience for trade and professional associations throughout North America. Her talks receive enthusiastic reviews from audience members who appreciate their pragmatism while challenging leaders to take a growth mindset and identify the issues and opportunities that will deliver long-term member value.

CAE Registered Provider Educational Content

Halmyre is a CAE Registered Provider. This program meets the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit www.asaecenter.org/cae.
As a CAE Registered Provider educational program related to the CAE exam content outline, this program may be applied for 1 credit toward your CAE application or renewal professional development requirements.

Note: Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. No specific individual courses are required as part of the applications – the selection of eligible education is up to the applicant based on his/her needs.

Halmyre is a premier strategy consultancy dedicated to sparking growth for North American associations and regulators. In a landscape that demands agility, we help membership-based non-profits anticipate and lead change through data-grounded strategies that deliver measurable ROI. We specialize in five key service pillars: Value Proposition Strategy, Pricing and Revenue Innovation, Voice of the Future Member Insights, Growth Analytics, and Member Experience Design. Visit halmyre.com to learn more.