Membership
price testing
Build a pricing strategy backed by evidence
Find the price your members are willing to pay.
Setting membership fees is one of the most commercially important decisions a membership organisation makes. Price too high and you risk losing members. Price too low and you leave valuable income on the table.
We help membership organisations understand willingness to pay through robust pricing research, identifying the optimum fee structure, testing pricing scenarios and measuring how changes are likely to affect recruitment, retention and revenue.
Whether you’re reviewing annual subscriptions, redesigning membership categories or introducing a new proposition, our evidence-based approach removes the guesswork from pricing decisions.
We help membership organisations
- Measure willingness to pay for membership
- Test proposed membership fees before launch
- Identify the optimum pricing range
- Compare alternative pricing structures
- Understand perceived value of membership benefits
- Model the impact of price changes
- Support pricing for new membership propositions
- Increase confidence in commercial decision-making
When you might need this
- Membership fees haven’t changed for several years
- You’re planning a subscription increase
- You’re introducing a new membership category
- You’re reviewing your membership model
- Income growth has become a strategic priority
- Members question value for money
- You want evidence before changing prices
- You’re balancing growth with financial sustainability
Featured case study
Parentkind
Parentkind supports, engages and champions parents in children’s learning, helping improve educational outcomes for young people across the UK. Seeking to move beyond annual inflation-linked fee increases, the organisation wanted to develop a membership pricing strategy based on evidence rather than assumption.
Membership Matters delivered a comprehensive pricing research programme, combining Van Westendorp Price Sensitivity Meter analysis with pricing scenario modelling to explore willingness to pay, perceptions of value and the importance of different membership benefits. The research identified the optimum balance between price, value and member demand, giving Parentkind the confidence to simplify its membership structure and implement a data-driven pricing strategy.
The project helped Parentkind to:
- Develop a data-driven membership pricing strategy
- Understand willingness to pay across different member groups
- Model pricing scenarios and assess financial risk
- Identify the value of individual membership benefits
- Simplify its membership pricing and structure
- Increase annual member retention to a record 96%
- Achieve its highest recruitment levels in five years
- Generate an additional approximately £85,000 membership surplus each year
We implemented Membership Matters’ recommendations, introducing a simplified two-tier membership structure and membership fee increases. We achieved a record 96% renewal rate with little if any negative member feedback. The price increase hasn’t affected recruitment and we continue to see year-on-year growth. We anticipate reaching our 2025 membership goals one to two years early.
Oliver Leeds
Head of membership
Why Membership Matters?
Membership pricing isn’t simply about increasing fees.
We help organisations understand the relationship between price, perceived value, member expectations and long-term engagement. Our recommendations combine robust research, pricing analysis and scenario modelling, giving Boards confidence that pricing decisions are evidence-based rather than driven by assumption.
Because we specialise exclusively in membership organisations, we understand the commercial and behavioural factors that influence member decisions.
Related services
Membership proposition development
Strengthen your membership offer before reviewing pricing.
Member personas & segmentation
Understand how willingness to pay differs across member groups and audience segments.
Membership strategy
Develop a sustainable membership model that balances value, growth and financial performance.
Build a pricing strategy your members will support
Whether you’re reviewing membership fees, redesigning your membership structure or planning for long-term growth, we’ll help you make confident pricing decisions backed by evidence.
Contact us → or call us on 0345 955 5155
