In 2012, McKinley was asked to develop recommendations for a workable and optimal dues model for implementation in FY2013 that considers AGU’s organizational and financial realities. McKinley executed a complex quantitative research protocol to garner information to inform AGU dues model restructuring. Our work included a pricing survey, which measured price sensitivities and assessed member value perceptions related to participation with AGU. It also included experiments to understand the strength of the relationships between price and donations, awareness of current pricing and willingness to pay higher dues. McKinley built simulations based on different scenarios so management could see and understand both the likely monetary and membership outcomes of different dues levels.