Set and secure budget + dwindling membership = dues reduction. Right?
Hold up. There are pros and cons to consider. While a promotion could be good for a little while to spike membership, it might be problematic in the long run.
For example, one big pro is that membership will go up because you can appeal to some of those who are more budget conscious. But in a year when it comes to membership renewal, would your new members be able to afford full price dues? Remember you want members long term!
Also, there is the theory that dues are an “investment” and if a member spends little on their membership is more likely to value the membership and engage. Will your association appear less “valuable” if you reduce dues?
Consider this: could you be losing money in the long run on events? If nonmembers become members and therefore attend events for free or cheaper, would you wind up underwater or in a position where you have to charge your members more or cut costs somewhere?
If you decide to go ahead with a temporary dues discount, it’ll take a little bit of work within your AMS to get that done. If you know how to make those adjustments yourself, that’s great! If not, a quick call to your AMS’ help line will make the process simple.
Also, be sure to get the word out! Hold a big event or promote your discount in your association literature. Appeal to student groups and spread the world on social media.
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