The Power of Generosity
Can Generosity Actually Help Your Association Grow?
Many organizations view generosity as a personal virtue—but it’s also a powerful business strategy. In associations, a culture of giving fosters trust, strengthens member relationships, and even leads to financial sustainability. However, generosity must be intentional and strategic to be effective.
After working with numerous associations, I’ve seen how generosity (or the lack of it) impacts success. Today, I want to highlight two key ways generosity can transform your association—and how to implement them wisely.
1. Building Generosity into Your Pricing Strategy
Many associations hesitate to adjust pricing because they fear losing revenue. But generosity doesn’t mean giving everything away—it means structuring pricing to be both fair and sustainable.
For example, strict one-size-fits-all pricing can unintentionally exclude smaller organizations or early-career professionals. When pricing doesn’t reflect diverse member needs, engagement suffers.
A Better Approach: Flexible Pricing Models
Consider tiered pricing options for different member segments.
Offer scholarships or discounts for underrepresented groups.
Bundle high-value services to maximize perceived value.
Generosity in pricing doesn’t mean sacrificing revenue—it means making membership more accessible while maintaining long-term sustainability.
2. Fostering a Culture of Giving Within Your Association
Generosity isn’t just about pricing or membership perks—it’s about the culture you create. Associations that actively give back—whether through mentorship programs, community initiatives, or knowledge sharing—become more attractive to potential members.
However, some associations struggle with engagement because they rely on a small group of leaders to drive all the giving. When generosity is centralized, it can lead to burnout and disengagement.
A Better Approach: Collective Generosity
Encourage members to contribute their expertise through mentorship or speaking opportunities.
Recognize and celebrate acts of generosity within your community.
Create volunteer opportunities that allow members to give back in meaningful ways.
When generosity becomes a shared responsibility, it strengthens your association from the inside out.
