Learning the Lingo

Introduction to Tiers

Traditional Dues Structures are based on the number of employees, the value of assets, or the annual revenues of a business.  These scaled amounts match to a schedule of dues to determine how much a business pays to be a member of an association or a chamber of commerce. 

Membership Tiers are packages of benefits which entice larger investments in dues organizations.  Tiers are also known to use a Mission Appeal and/or a Recognition Appeal to attract buyers to a higher level of investment. 

Mission Appeal is a fundraising strategy that relies on an organization's reason for existence to generate greater revenue.  United Way is known for its use of a mission appeal in fundraising. 

Recognition Appeal leverages greater visibility and favorable positioning to up-sell or upgrade membership levels or dues investments.  Sponsored special events use a Recognition Appeal. 

Membership organizations across North America are changing their marketing approach to a more balanced strategy of benefits, mission and recognition appeals.  A tiered dues structure compliments this balanced appeal, giving members the ability to choose their level of support and engagement.  

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