How to Raise Membership AND Member Dues!
Recorded on November 22, 2016 (60 minutes)

Magdalena Mook, CEO and executive director of the International Coach Federation (ICF), and Terrance Barkan, CAE, chief strategist and business architect at GLOBALSTRAT, will take you through a case study on how ICF finally got its risk-averse board to go along with a membership dues increase.

By understanding what's most valuable to members, associations can calculate and quantify a true membership value that supports a value-based pricing approach to setting dues. What is even more important, identifying value can lead to increased membership numbers, even as you raise dues levels.

"Associations notoriously under-price their products and services and are way too hesitant to raise their membership dues," Barkan says. "As associations, we all want to say we’re the best, but you don’t get to be the best for the cheapest."

Mook offers the advice that if you’re planning a membership dues increase, make sure you give members plenty of advance warning and make sure your board—including the initial naysayers—not only support the increase, but champion it publicly and serve as ambassadors.

  • This session will provide concepts and principles that association executives can apply to their own organizational dynamics.
  • Learn how to apply value-based pricing to your membership dues and other products.
  • Understand how to approach your board dynamics and the inevitable resistance you are likely to face.
  • Gain insight on how to use market research to support your decisions and a solid communication campaign to support your implementation.

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CAE Accreditation is only available for attendance at the live webinar.

CAE Domain 3: Membership
Credit Hours: 1 hour

Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program.  Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications - selection of eligible education is up to the applicant based on his/her needs.

Practice Area: Association professionals
Career Level: All level professionals                   

Magdalena N. Mook is the executive director and CEO of the International Coach Federation (ICF). She joined ICF in 2005 and has supported ICF with extensive experience in fundraising, development, consulting and association management.

Previously, Magdalena worked as assistant director of national policy and director of development with the Council of State Governments (CSG). Prior to CSG, she served as program manager for the U.S. Department of Agriculture’s Economic Research Service.

Magdalena’s formal education includes an M.S. in Economics and International Trade from the Warsaw School of Economics in Poland and completion of the Copenhagen Business School’s Advanced Program in International Management and Consulting. She is also a trained coach through the College of Executive Coaching, and she holds a certificate in the Fundamentals of Systemic Coaching.

Magdalena is fluent in Polish, Russian and English and has a working knowledge of French.

Terrance Barkan, CAE is chief strategist and business architect at GLOBALSTRAT - International Association Strategy.  For more than 25 years, Terrance has been building international trade and professional associations on a global basis. His international management career has taken him to more than 60 countries on six continents around the world on association strategy development projects. He has served as the executive director for a number of global and multinational organizations and was the founder of the very first truly global international association management company. Today, he focuses exclusively on helping associations build international growth strategies and business plans.

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