What should be the first priority before raising dues?

• A. Raise the employer value proposition.
• B. Cut programs.
• C. Increase event tickets.
• D. Reduce staff.

Answer: (A)

Before increasing dues, focus on strengthening what employers gain from the organization by improving the employer value proposition. The Employer Value Proposition (EVP) is what motivates employers to support membership and engage with the association—think access to top talent, visibility in the industry, opportunities for professional development, and ways to align with their recruiting and workforce needs. When the EVP clearly demonstrates meaningful benefits to employers and, by extension, to members, a dues increase becomes easier to justify because it funds value that employers and members value.

Cutting programs, raising event tickets, or reducing staff would typically reduce the tangible value members receive and can undermine the case for higher dues. Those moves can weaken engagement and outcomes, making a dues increase harder to justify. Strengthening the EVP, on the other hand, builds a stronger foundation for sustainable revenue if/when a dues adjustment is needed.