Deciding whether to introduce a paid membership program in your community group is no small decision. It’s not just about logistics—it’s about asking tough questions: Is this the right move for our group? Will members embrace it? How do we make it work without losing what makes our group special?

From evaluating the real costs of running your group to ensuring the decision aligns with your group’s values, it’s worth taking the time to consider if the shift to a paid membership model is the right choice.

To help, we spoke with Alison Mariella Désir, founder of Harlem Run and author of "Running While Black," who successfully transitioned her group from free to paid memberships. Her story offers practical advice and inspiration for assessing if a membership model is right for your group—and how to make the leap with confidence.

Recognize the real costs of running your group

Community leaders often cover expenses out of their own pockets—website hosting, gear production, signs, and more. Members may not see these behind-the-scenes costs, but they benefit from them every time they show up.

“We love the work that we do,” Alison said. “Leadership is not getting paid, but there are very real expenses, and those can be things that members take for granted—not in a bad way, but they’re just like, this stuff is here, right? But that stuff doesn’t just materialize.”

If you’ve ever felt the strain of funding your group’s activities, a membership program can be a way to share that responsibility with your members.

Sponsorships vs. paid memberships

For many groups, sponsorships are a natural first step to fund their activities. They provide external support that can cover big-ticket expenses. However, sponsorships alone may not be enough to sustain a group long-term. They can be unpredictable, require constant outreach, and may not align perfectly with your group’s mission.

Memberships, on the other hand, put the focus back on your community. Members who choose to pay are doing so because they see the value in what your group provides and want to support its success. Memberships create a sustainable foundation while deepening the sense of ownership and connection among members.

As Alison shared, Harlem Run leaders recognized the importance of covering ongoing costs—expenses that often came out of pocket. Memberships became a way to share that responsibility while offering members a meaningful way to invest in their community.

Will members actually pay? And what if they don’t?

Introducing a membership fee can be daunting, especially when your group has always been free. Members may be hesitant at first, not because they don’t value your group, but because it’s a change. “People didn’t want to pay—not because they hated us, but just because they hadn’t paid before,” Alison explained.

When making the shift, focus on the value your group provides. Whether it’s opportunities for connection, access to exclusive events, or a way to support the group’s longevity, help members understand the difference their contribution makes.

Harlem Run started with a supporting membership model, which allowed members to give if they wanted to, without pressure. This approach provided valuable insights. “There were people who said $5 a month was too much, but others paid $20 or even $50 a month because they understood the value,” she shared.

If you’re worried about low adoption, start with an optional donation model to gauge interest. And remember: not every member needs to join for a membership program to make a meaningful impact. Even if only 10% of members join, that could be enough to cover something like signage for runs or shirts for a team event.

Offer flexibility

One of Harlem Run’s guiding principles was ensuring no one felt excluded. Their free weekly runs remained accessible to everyone, while membership fees unlocked additional perks, like access to their community on Heylo.

“If you want to have access to this space where all these other conversations are happening, where you really get to connect and meet people, then there’s a value to that,” Alison explained. “And of course, if you can’t afford it, you can let us know and we can work through that.”

Sliding scale memberships and scholarships can give every member a chance to participate in a financial way.

Ready to take the leap?

For Alison and her team, membership fees were about more than just money—they were a symbol of how much the group meant to its members. “It’s not that the money is just this material thing, but it’s actually more the symbolism that people actually do care and want to invest in our community,” Alison shared.

Membership fees allowed the Harlem Run leadership team to expand programming, provide special experiences (like ice cream nights!), and feel validated in their efforts. And it took financial pressure from the leadership team, which helps avoid burnout.

“People are willing to show that through money, which is something that is hard to come by… It allows us to continue the work that we’re doing.”

If you’re considering introducing a paid membership program for your group, start by reflecting on the value you bring to your members. Think about what additional resources could help you make an even bigger impact.

“You are not taking money from people so that you can go buy a Lexus,” Alison joked. “What you’re doing is allowing people to buy into something that they believe in, that is changing their lives, and that is then giving you the resources to be able to continue to do that.”

With thoughtful planning, transparency, and confidence in your mission, you can create a program that strengthens your community and ensures its longevity.

Heylo can help

Thinking about launching a membership plan for your group? Heylo makes it easy to create and manage a paid membership option tailored to your group. Learn more here.

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