Membership Dues Restructuring
National Association of College and University Business Officers (NACUBO)
CHALLENGE
The National Association of College and University Business Officers (NACUBO) came to McKinley Marketing with a problem. NACUBO suspected that their existing membership structure was out of balance and that their existing dues categories were not accurately reflecting the metrics of their membership base. With over 30 unique dues categories, NACUBO’s complex structure proved a complicated landscape when attempting to analyze membership trends and data. NACUBO also wanted to see how well their current structure met the needs of key segments of potential members and needed insight on how to effectively structure and deliver a series of new corporate membership categories. Finally, the project needed to be completed in less than three weeks, so that a report could be delivered at an upcoming board meeting.
APPROACH
After an initial assessment suggested that that the current dues matrix was not adequately apportioning dues revenue across the membership, McKinley Marketing completed a detailed statistical analysis to identify areas where reallocation opportunities existed. We then suggested revisions to the dues scale that provided a more equitable allotment of dues revenue across the spectrum of NACUBO membership.
To provide guidance on expanding membership categories and services, McKinley Marketing completed a series of telephone interviews to identify core themes and explore member needs. Our research led to recommendations that allowed large organizations that previously joined NACUBO at multiple locations, to centralize their NACUBO membership through a primary contact. We also provided strategy on programs, products and services that would compel prospective corporate members to increase their dues investment in NACUBO.
Finally, in order to effectively serve a larger percentage of the entire vertical market (i.e. for-profit companies doing business in higher education), McKinley Marketing recommended that NACUBO make membership more attainable for small companies and consultants by creating a new small businesses membership. McKinley Marketing conducted market research to explore price sensitivity and the optimal allocation of programs, products and services. As a result, our recommendations included concrete strategies and tactics related to dues, benefits and positioning.
RESULTS
NACUBO’s new membership structure has created a more logical distribution of dues, created the potential for the generation of additional membership revenue, and provided plenty of room for members to “rise” up the dues scale. This framework has allowed NACUBO to streamline operational issues and meet their established membership revenue goals. The project was also delivered on budget and schedule, which allowed NACUBO to keep their commitment to the board.
IN THEIR OWN WORDS
“We came to McKinley with a mission critical project on a tight deadline. Their expert analysis, focused attention and support through implementation meant the difference between a goal envisioned and a project completed.”
Carla Balakgie, Senior Vice President
National Association of College and University Business Officers