People often think that the way to get members for an club or other organization is to lower the price of dues as low as possible. I can’t think of when this would ever be true. Joining a club is a commitment. When we join a group, we are deciding that this will be part of our identity. We will also dedicate time and headspace to this group. Money is the least of the commitment.
Higher dues mean…
- the org can afford to do more stuff
- the members are all committed – like when you’re in the airport terminal, you know that each person at least has enough money to buy a ticket and it’s unlikely someone will ask you for spare change.
- there’s a barrier to entry
- the members have made one commitment, making further commitments (like donations, volunteering) more likely
- When members have invested, they want the thing to succeed
Many orgs are running events and those events are more expensive than the membership dues. This needs to be flipped. Add those events in as a benefit of being a member. Members get free or discounted tickets.