Member Value Reimagined: Launching a Freemium Model that Works

In this episode of The Association Insights Podcast, we launch our Member Value Reimagined series with a bold and inspiring story from the American Society for Nondestructive Testing (ASNT). Host Meghan Henning sits down with Pat White, Director of Membership, and Nealy Wheat, Chief Financial & Administrative Officer, to explore how ASNT broke the mold—replacing a traditional dues-based model with a freemium structure that’s already delivering surprising results.

🎧 From board buy-in to cross-team collaboration, this episode offers a behind-the-scenes look at how associations can challenge the status quo, grow their reach, and still drive revenue—without sacrificing value.

Key Highlights:

A Strategic Pivot, Driven by Data: Faced with declining membership and ambitious growth goals, ASNT asked a radical question: What if we started with free? Pat and Nealy walk through how this question set off a cross-functional strategy shift that redefined what member value looks like—and who gets access to it.

What the Freemium Model Actually Includes: Hear how ASNT reduced 11 membership categories down to 4, created a new “Associate” level with limited but meaningful benefits, and structured the experience so members could opt in to value rather than be forced to buy in.

The Financials Behind the Shift: With membership revenue making up less than 10% of total income, ASNT had room to explore—and a CFO willing to model every risk scenario. Nealy shares what it took to balance boldness with sustainability, and how the organization made the case to its board.

$100K in New Revenue—From Non-Paying Members: That’s right. Since launching in January 2025, ASNT has welcomed 2,000+ new and returning members into its Associate category—resulting in over $100,000 in new non-dues revenue. Pat breaks down where the dollars are coming from and how engagement is higher than ever.

The Marketing and Rollout That Made It Work: From a smart survey to a savvy social media launch, Pat credits ASNT’s marketing team for building buzz, generating leads, and crafting campaigns that resonated with the right audiences—without overwhelming them.

Lessons in Leadership and Change Management: Nealy and Pat offer candid insights on what made this transformation possible—from a risk-tolerant board and empowered staff to a culture of innovation that embraces iteration and continuous improvement.

🎧 Tune in for a real-world case study of a freemium membership model that actually works, along with smart strategy and practical advice from finance, membership, and operations pros. You’ll also hear fresh thinking on how to reduce friction, streamline benefits, and attract more members—without sacrificing your bottom line.

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Coming Soon: Our Member Value Reimagined series continues throughout October, featuring association leaders who are redefining benefits, access, and experiences to better serve today’s members. Tune in next week for more ideas that challenge assumptions—and deliver results.