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.