Raising membership fees: how to communicate it effectively to members
Raise contributions only after a well-founded decision
A contribution increase must be decided at the General Members' Meeting, unless the statutes explicitly empower the board to adjust the contribution. So ensure the formal decision is correct before you communicate. Include in the General Members' Meeting the calculation: what are the increased costs, why is the increase necessary, and what is the new amount?
Communicate honestly and transparently
Members understand an increase better if they know why. Be concrete:
- "Energy costs have risen by 22% this year"
- "Maintenance of our premises costs an extra €8,000 this year"
- "We want to provide our trainers with a fair remuneration"
Vague reasons such as "due to rising costs" raise more questions than they answer. Being concrete is better.
Announce in good time, not at the last moment
Notify the increase at least two to three months before the effective date. Members who pay by direct debit need to know this in good time. Those who pay manually have time to plan it. A surprise on the invoice leads to irritation; timely notice allows for understanding.
Use the right channel
Send a personalised email to all members, not a generic newsletter item that people tend to skip over. In the email:
- State the current and the new contribution
- Provide the effective date
- Explain the reason
- Thank members for their loyalty
- Provide a contact point for questions
Offer tailored options for those who find it difficult
Does your association have members on a tight budget? Consider a hardship policy: members who, due to financial circumstances, have difficulty with the increase, can request a conversation. This doesn't have to be a grand gesture. The willingness to listen is already valuable. Communicate this discreetly, so that it does not become a barrier but a safety net.
Tie the increase to something positive
Use the higher amount for an improvement? Then mention that. "With the increased contribution we can renovate our changing rooms" or "we are investing in new materials" gives the increase a positive tone. Members prefer to pay more for something tangible than for abstract cost increases.
Be prepared for questions
After the announcement, questions will come in. Prepare a simple FAQ to post on the website if desired. Respond personally to questions from individual members; that is valued much more than a standard answer.
Evaluate after the first year
How many members have left after the increase? Was that more or less than expected? What feedback did you receive? Use that input to inform communication for any future increase.