The Virginia Forage and Grassland Council (VFGC) is the premier organization representing the interests of Virginia’s forage and livestock producers.  A primary objective of the VFGC is conducting high quality educational programs that focus on the efficient and profitable utilization of Virginia’s forage resources.  In the past, an important factor that has limited the development of high quality educational programs has been cost.  In 2005, the VFGC implemented a policy that passed this cost onto program participants through registration fees.  In 2005 and 2006 the VFGC organized three different high quality programs, each of which was delivered at multiple locations within the state.  A pricing structure was developed that rewarded early registration and provided a discount for VFGC members.  Non-members paid an additional $20-25 and received a one-year membership.  This pricing structure met significant opposition not from producers, but rather extension personnel at the local and administrative levels.  The primary objection was that it required that participants be or become members of the VFGC.  In 2007, two conferences were planned and delivered at multiple locations.  The pricing structure was revised; early registration and VFGC membership were still rewarded, but non-members were only charged an additional $10 and did not become VFGC members.  At the conferences, persons paying the non-member registration cost were given the opportunity to join for a reduced price.  In post meeting surveys (2006 and 2007), 100 percent of the conference participants agreed that these meetings were a good value both in terms of their time spent attending and their money.  In summary, producers in Virginia are willing to pay for high quality educational programs that deliver new and relevant information that can be used to increase the profitability of their agricultural enterprises.