---
title: "Making the Case for a Dues Increase"
id: "61327"
type: "post"
slug: "making-the-case-for-a-dues-increase"
published_at: "2023-05-15T16:17:13+00:00"
modified_at: "2026-07-11T18:07:21+00:00"
url: "https://associationsnow.com/2023/05/15/making-the-case-for-a-dues-increase/"
markdown_url: "https://associationsnow.com/2023/05/15/making-the-case-for-a-dues-increase.md"
excerpt: "Going years without raising dues likely means you’ll have to play catch-up. To help members understand and accept higher dues, remind them of the benefits of membership—and give them time."
taxonomy_category:
  - "Business Development"
taxonomy_post_tag:
  - "Associations Now"
  - "trade associations"
taxonomy_content_format:
  - "Article"
taxonomy_role:
  - "Association CEO / Executive Director"
  - "Director"
  - "Executive Team"
  - "VP"
taxonomy_persona:
  - "Executive Leadership"
---

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 » Making the Case for a Dues Increase

Part of the Deep Dive[Revenue Revival](https://associationsnow.com/deep-dives/revenue-revival/)
In 2017, the Utilities Technology Council had to go to its members with a big ask: It had been more than five years since the trade association had raised dues, and now it needed to implement a substantial increase. It had convened what it called a “dues remodeling committee” to set new rates, and the board had signed off on the plan. But UTC had to make it palatable to members.

“When you do a dues increase, some type of churn happens, and we want to minimize as much churn as possible,” said Karnel Thomas, senior vice president of membership and meetings at UTC. “We didn’t want anyone to have sticker shock.”

[Mark Athitakis](https://associationsnow.com/author/mark-athitakis/)

Mark Athitakis, a contributing editor for Associations Now, has written on nonprofits, the arts, and leadership for a variety of publications. He is a coauthor of The Dumbest Moments in Business History and hopes you never qualify for the sequel.

[More articles by this author](https://associationsnow.com/author/mark-athitakis/)

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## More in this Deep Dive

- [Are You Due for a New Dues Structure?](https://associationsnow.com/2023/05/15/are-you-due-for-a-new-dues-structure/)
- [Resources Roundup: Pricing and Revenue](https://associationsnow.com/2023/05/15/resources-roundup-pricing-and-revenue/)
- [How Modern Spaces Can Create New Revenue Opportunities](https://associationsnow.com/2023/05/15/how-modern-spaces-can-create-new-revenue-opportunities/)
- [A New Look for Nondues Revenue](https://associationsnow.com/2023/05/15/a-new-look-for-nondues-revenue/)
- [Why Your Sponsorship Program Needs a Refresh](https://associationsnow.com/2023/05/15/why-your-sponsorship-program-needs-a-refresh/)
- [Are You Measuring What Matters to Grow Revenue?](https://associationsnow.com/2023/05/15/are-you-measuring-what-matters-to-grow-revenue/)

[View the full Deep Dive →](https://associationsnow.com/deep-dives/revenue-revival/)

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