Convention Session Spotlight: Your Next Revenue Engine

Christine Saunders, President & Founder of Halmyre, is a sought-after strategist, facilitator, and speaker specializing in growth strategy, value propositions, and pricing for North American professional and trade associations. Her pragmatism challenges leaders to embrace a growth mindset to deliver long-term value to members.

Session Description:

Most associations are sitting on more revenue potential than they realize.

Not because they're missing programs or ideas. But because the way they've defined and positioned what they offer hasn't kept pace with what the market will actually support, and the assumptions behind those decisions haven't been seriously examined in years.

That gap costs more than revenue. It shapes how your organization is perceived, what you're able to invest in, and how confidently you lead into the future.

Christine Saunders has spent years helping associations across North America find exactly where those gaps live and face the assumptions driving them. Her work isn't about pricing formulas. It's about helping leaders see their organization's value more clearly — and lead from that clarity.

This session is built around one question most associations haven't asked directly enough:

Are we making revenue decisions from strategy — or from habit, comfort, and fear of pushback?

It's a harder question than it sounds. And the answers tend to surface conversations that are long overdue.

What we'll explore together:

• Where are we undervaluing what we offer —and what is that actually costing us?
• Which assumptions about pricing and value are rooted in strategy versus history?
• Are we funding the future of this organization or protecting its past?
• Where are we overdelivering without clear strategic return?
• What would we build differently if we were starting today?

Whether your role is in executive leadership, member engagement, or events and sponsorships, this session has something for you.  We’ll cover some pricing strategy fundamentals up front, then you'll think out loud alongside people facing the same pressures, challenge assumptions you may not have named yet, and leave seeing your organization's revenue picture differently.

For more information & to register for Convention (Dec. 2-3 in Franklin), click here.