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How to Correctly Price Your Virtual and Hybrid Offerings

Focus on value and engagement

During the early parts of the pandemic, many associations provided online learning to members for free. While this was helpful to members, it also increased their expectations of receiving free content, even as associations needed to generate revenue from their learning offerings. As organizations work to reset their pricing models, many are wondering how to determine the correct price to charge for their varied offerings.

Jeff Cobb, cofounder and managing director of continuing-education firm Tagoras, said that the key to any pricing strategy is value.

“The value ramp is really just thinking through the level of value for your offerings,” Cobb said. “And not just how you value them, but much more importantly, your members’ perception of the value of your different offerings.”

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