Mar 22, 2023
What Are Membership Tiers?
Membership tiers allow associations to package different levels of benefits at varying price points. Higher tiers typically offer more value—such as exclusive events, expanded resources, or professional opportunities—while lower tiers provide an accessible entry point.
Tiers can be structured by:
- Value of benefits
- Career stage (e.g., student, early career, senior professional)
- Level of engagement expected
Benefits of Tiered Membership Models
1. Boost Revenue With Flexible Membership Options
Tiered membership gives people multiple ways to join your association. This increases accessibility for budget-conscious individuals while unlocking premium revenue from members willing to pay for expanded benefits. During periods of economic uncertainty, this flexibility can stabilize income streams.
2. Strengthen Member Retention
When members feel they have choices that match their needs, they stay longer. With tiered membership benefits, members can scale their involvement up or down instead of leaving entirely.
3. Increase Engagement Through Upgrades
Multiple tiers create more opportunities for your members to deepen their experience. Thoughtfully guiding members toward the next tier can significantly increase participation and member satisfaction.
Understanding the Member Journey to Encourage Upgrades
A successful member upgrade strategy relies on understanding each member’s journey—how they find your association, how they join, and how they engage.
Mapping the member journey helps you:
- Identify conversion roadblocks
- Personalize communications
- Determine ideal times to promote upgrades
- Understand where members drop off
Meet Members Where They Already Engage
If your analytics show most engagement occurs online, add upgrade prompts and benefit comparisons to your website. If email is your strongest communication channel, embed clear calls to action encouraging members to explore higher tiers.
The key is matching your upgrade messaging to member behavior and preferences.
Creating Additional Value for Higher Membership Tiers
To justify an upgrade, each tier must clearly build on the previous one. Consider adding:
- Early or discounted access to event registration
- Exclusive newsletters or content
- Small group networking
- Mentorship programs
- Free or discounted merchandise
- Access to research libraries or industry reports
- Special interest or discussion groups
Promote the Added Value
Even the best benefits won’t drive upgrades if members don’t know about them. Try hosting virtual or hybrid information session where members can preview benefits. You might even offer a short free trial to let members experience higher-tier perks firsthand.
Using Engagement Opportunities to Motivate Member Upgrades
Members are more likely to upgrade when they feel connected and invested in your association’s community.
Ask for Input and Feedback
Gather suggestions for new benefits, content, or events. When members see their ideas implemented, they feel ownership—and become more receptive to upgrading.
Encourage Peer-to-Peer Interaction
Provide discussion forums or networking spaces that help members form valuable relationships. Increased engagement naturally leads members to explore premium opportunities.
Offer Service and Leadership Opportunities
Committees, volunteer groups, or fundraising initiatives help members build a sense of belonging. When members feel invested, they are more willing to upgrade.
Leveraging Your AMS to Track and Support Upgrade Opportunities
Your association management system (AMS) is key to managing and analyzing member behavior.
You can use your AMS to:
- Identify high-engagement members who are ideal upgrade candidates
- Spot at-risk members with declining participation
- Trigger automated upgrade messaging
- Offer downgrade options to prevent churn
Membership tiers also give at-risk members a safety net—downgrading instead of leaving entirely.