The YMCA of Greater Seattle wanted to explore a new pricing approach that would simplify pricing for new facility members and make membership accessible for low income members. The organization also wanted to:
The organization viewed its current pricing structure as too complicated for participants and employees. Underlying pricing drivers and factors were unclear, there was no over-arching, cohesive pricing strategy. Accordingly, the YMCA of Greater Seattle sought to:
Expertise plus a strong cultural fit.
For assistance, the YMCA of Greater Seattle turned to West Monroe Partners, which offered expertise in developing pricing strategies that support organizational objectives. Furthermore, West Monroe’s approach provided a strong cultural fit with the YMCA—including the flexibility to work within established time lines and with the YMCA’s available resources, and a commitment to fostering consensus among a diverse group of stakeholders.
In addition, through its own strong commitment to social responsibility, West Monroe Partners previously had performed work for other Seattle area not-for-profit organizations and demonstrated a deep understanding of the unique characteristics and challenges facing such organizations.
West Monroe Partners and the YMCA of Greater Seattle collaborated to create an advisory pricing board that included representation across a number of the YMCA’s functional areas. In addition, West Monroe worked closely with the two YMCA business sponsors throughout the project, and the project team met with the advisory board for review and feedback at key points during the project.
The project team structured the effort into three phases:
Organized to support the YMCA’s needs.
Each phase included detailed activity designed around the YMCA of Greater Seattle’s goals.
Pricing/goals principles and strategy:
Pricing recommendations and roll-out options:
Ready to pilot—with potentially broader applications.
Working with West Monroe Partners, the YMCA of Greater Seattle was able to develop an approach aligned with the organization’s pricing goals. Through this effort, the YMCA of Greater Seattle gained:
The YMCA of Greater Seattle now is seeking approval to pilot this new approach—and several other YMCA organizations across the country are watching closely. If successful, this work may change the way some others approach their own pricing.