Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As a Strategic Consultant and Trainer, he works with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing. He is also the Vice President of Professional Pricing Society, overseeing strategy for education, marketing, membership, and sponsorship. Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field. You can learn more about the work his team is doing at


January 29, 2021



If we’re being honest, COVID-19 has pushed our association industry to go virtual with events much quicker than we were anticipating or prepared for. Sure, many of us were on the path of digital transformation, but our current global pandemic has certainly fast-tracked our need to embrace the future today. And with that comes the problem of pricing – how do we provide value and monetize virtual events? Join us as we share the 5 steps your team needs to walk through when planning your virtual event’s sponsorships and attendance fees to raise the funding your organization needs for financial sustainability. Learning Objectives: -The two types of value propositions you need to utilize with attendees and sponsors -How to define your value propositions -How to conduct market research for value and pricing -Value-based sales and negotiation recommendations



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