Case Study:
North American Quitline Consortium (NAQC)
Developing a Membership Plan and Dues Structure to Ensure NAQC’s Long-Term Viability
CHALLENGE 
The North American Quitline Consortium (NAQC) is a membership organization focused on convening health departments, quitline service providers, researchers and national organizations that support telephone-based counseling services for smokers who want to quit smoking. Since 2004, NAQC has provided its members with free access to all benefits and services and extended complimentary annual meeting registration to all of its members through substantial restricted revenue support. Yet, like many membership organizations, NAQC soon realized that its ability to serve and represent the community would depend on the financial support of its members. NAQC sought McKinley Marketing’s expertise in building a membership model and dues structure that would:
- Create a sustainable organization
- Establish diverse revenue streams that would include membership dues
- Develop a simple, transparent and equitable dues model
APPROACH
McKinley conducted a comprehensive research study consisting of member, volunteer and staff interviews and two focus groups. The goal of the research process was not only to understand the NAQC membership experience, but to quantify the value of membership. At the crux of this question was the willingness and ability of members to pay dues.
The research showed high member satisfaction for NAQC’s benefits and services and a deep appreciation for the association’s role in providing a voice for the quitlines industry. Research participants exhibited a general willingness to pay membership dues, and they agreed NAQC should charge a fee for attending its annual meeting.
McKinley used this feedback and its analysis of NAQC’s membership roster to devise membership categories that aligned with key stakeholder groups. Once categories were developed, McKinley conducted a rigorous dues modeling exercise with the goal of meeting both NAQC’s operational goals and its desire to have a simple, easily managed dues structure. McKinley’s proposed dues structure consisted of five membership categories, split between organizations and individuals, reflecting NAQC’s diverse membership base. The model included flat dues rates for individuals and tiered rates for many organizational categories.
RESULTS
In June, the NAQC Board approved the new membership plan and dues structure, giving the organization the green light to start promoting its new membership structure. Through “town hall” conference calls and a new brochure, NAQC leaders spread the word to members about the changes, and renewal applications reflecting the new dues structure were made available starting in July.
IN THEIR OWN WORDS
The McKinley team created an exceptional membership plan and dues structure for NAQC. The process for developing the plan was well-tailored to the organization and helped create buy-in with the members, volunteers and staff. Just two months after implementation, we are exceeding our revenue goals. I look forward to working with the McKinley team on other strategic projects!
Linda A. Bailey, President and CEO
North American Quitline Consortium (NAQC)