Should ASHRAE raise dues, change the value proposition, or neither? Why?

• A. Dues must be raised regularly, but to the smallest possible extent; and raise employer value proposition first.
• B. Dues should stay the same; focus on the value proposition.
• C. Dues should be raised substantially; ignore employer value proposition.
• D. Dues should be eliminated.

Answer: (A)

Raising dues to the smallest possible extent while focusing on the employer value proposition first is the best approach because it keeps membership affordable while ensuring organizations see clear, tangible benefits that justify the cost. Incremental dues increases help maintain financial stability for ASHRAE without pricing out members, and prioritizing the employer value proposition means you demonstrate ROI for organizations—such as access to standards, education, relevant research, and networking that support recruiting, training, and retaining staff. If dues stay flat, rising costs can outpace the association’s ability to deliver value; a substantial increase without boosting employer-proven benefits risks member churn; and eliminating dues isn’t practical for sustaining programs and services. Balancing modest dues growth with a strong, visible employer value proposition supports both member satisfaction and long-term financial health.