I Used to Think Fixed Pricing Was the Only Way to Go
When I first started managing ticketed events for a local cultural association, I was convinced fixed pricing was the simplest and fairest option. Set a price, advertise it, and let attendees decide if they could afford it. Easy, right?
It wasn’t until I saw the same faces at every event—and noticed who wasn’t showing up—that I began to question this approach. Our events were meant to serve the entire community, not just the ones who could comfortably pay a set ticket price. But how do you balance affordability with the need to cover costs?
The Shift: Introducing Pay What You Can (PWYC)
Fast forward to the summer of 2023. We were organizing our annual cultural festival, and ticket sales were sluggish. Then I came across a story about a nonprofit using a “Pay What You Can” pricing model to break down financial barriers while still meeting budget goals. It sounded radical, but also logical.
So we tried it. We offered three suggested price points—low, standard, and supporter—and allowed attendees to enter a custom amount if they wanted. What happened? We noticed a more diverse audience and a greater sense of community engagement. People who could afford more often chose to contribute generously, while those with limited budgets were still able to attend. This created a more inclusive atmosphere and helped us better fulfill our mission.
Why Fixed Pricing Stuck Around So Long
Looking back, I can see why we clung to fixed pricing for as long as we did. It’s predictable, easy to explain to stakeholders, and feels fair—everyone pays the same amount, so no one gets special treatment. But in reality, “fair” wasn’t the same as “equitable.” Fixed pricing unintentionally excluded people who couldn’t afford it and capped the generosity of those who could.
Predictability vs. Flexibility
Fixed pricing offers predictability, which is a comfort for event organizers trying to budget. You set a price, multiply it by the number of expected attendees, and you have a rough estimate of your revenue. That’s a comforting level of control for planners, especially when facing pressure from boards, funders, or sponsors to meet financial goals. But this predictability comes at a cost: it doesn’t allow for nuance or adaptation to your audience’s needs.
Ease of Use vs. Inclusivity
Most ticketing platforms are built for fixed pricing, which reinforces its appeal. Platforms like Eventbrite, for example, default to a single-price-per-ticket model. If you want to offer discounts or subsidies, you often have to create separate ticket types, promo codes, or even process refunds manually. Flexible pricing options, like PWYC, are not the default, making them seem like more work than they really are.
What We Do Differently Now
Now, every event we run uses some form of flexible pricing. In fact, we’ve made it a policy to always include a PWYC option for community-focused events. Here’s how we set it up:
1. Suggested Price Points
We offer three options based on what we think participants can afford. For example, for a heritage festival, we might suggest:
- Low-income: $10
- Standard: $25
- Supporter: $50
The “Supporter” tier allows attendees who are financially comfortable to contribute more, effectively subsidizing those who choose the lower-tier options.
2. Custom Amount Field
For those who want to give more—or less—we leave the door open. It’s surprising how often people choose to give more when they feel like they have a choice. For example, someone may type in $75 instead of selecting the $50 “Supporter” option because they feel strongly about your cause.
3. Transparent Messaging
We explain exactly how their contribution supports the event. For example:
- “Every ticket sold helps cover venue costs, performer fees, and community programs.”
- “Your contribution ensures we can keep this event accessible to everyone in our community.”
People are more willing to pay when they know where their money is going.
Tools That Simplify PWYC
Tools like CommunityTix make this setup seamless. Their built-in Pay What You Can model supports up to three suggested price points plus a custom amount option. Unlike traditional platforms, there’s no need for promo codes or workarounds, making it easier to implement flexible pricing.
What We’re Still Figuring Out
Of course, it’s not all smooth sailing. Flexible pricing requires careful communication. If you don’t explain why you’re using PWYC, people might assume you’re just being indecisive or desperate for revenue. And there’s always the risk that your average ticket price could drop if your suggested amounts are too low.
Communication is Key
One way to address this is by being upfront about your goals. For example, include messaging like:
- “Our mission is to make this event accessible to everyone, regardless of financial circumstances.”
- “We rely on the generosity of those who can afford to contribute more to sustain these events.”
Testing and Iteration
We’ve also learned that setting the right price points takes some trial and error. After each event, we review the data to see how much people paid on average and adjust our suggested price points accordingly. For example, if most people chose the lowest tier, it may signal that the other tiers are too high.
When PWYC Doesn’t Work
We’ve found that this model works best for community events, fundraisers, and performances—situations where people feel a sense of connection or responsibility. For more transactional events, like a craft fair or a business conference, fixed pricing might still make more sense. In these cases, attendees often expect a clear value exchange and may find PWYC confusing or off-putting.
Comparison: Fixed Pricing vs. PWYC
| Feature | Fixed Pricing | Pay What You Can (PWYC) |
|---|---|---|
| Predictability | High | Variable |
| Inclusivity | Low | High |
| Ease of Setup | Easy | Slightly more complex |
| Revenue Potential | Fixed | Potential for higher or lower revenue |
| Best For | Transactional events | Community events, fundraisers |
The Bottom Line
Flexible pricing isn’t just a nice idea—it’s a practical way to make nonprofit events more inclusive while still meeting financial goals. If you’re tired of losing attendees or revenue to rigid ticketing models, it’s worth exploring. Tools like CommunityTix make it simple to implement, so you can focus on what really matters: bringing your community together.
