by Lindsay Nash | Oct 27, 2026 | Articles
Many awards program managers face this question at some point: should we charge an entry fee, or provide free awards entry?
It is a deceptively simple question that can have significant effects on submission volume, entrant quality, program revenue and perceived prestige.
There’s no universal right answer, of course, because every program is different. Let’s look at Award Force clients, for example.
Twenty-three percent of all Award Force clients charge entry fees. Programs that offer free entry attract significantly more volume. However, programs that charge an entry fee tend to see a higher proportion of completed submissions: around 85%, compared to 66% for free entry.
There is a structured way to reach the right decision for your program. This piece gives you that framework. (For the full case for and against, see our earlier articles on whether you should charge awards entry fees and how to maximise revenue with awards program entry fees.)
Entry fee strategy often revolves around revenue needs. But, the decision can shape the character and reputation of your awards. A well-calibrated fee can signal prestige, filter for serious entrants and create a sustainable funding stream.
On the other hand, a poorly presented fee can suppress submissions, deter worthy candidates and possibly even raise questions about your program’s credibility.
It’s worth noting that paid programs can sometimes increase submission completion rates, as noted above. Entrants who have committed financially tend to follow through.
The decision, then, is less about whether fees are inherently good or bad, and more about whether your program is in the right position to charge them.
Before you commit to either option, here are some questions to consider.
Credibility must precede the price tag. A newer or lesser-known program risks deterring entrants who cannot yet weigh the fee against proven value. If you are still building your reputation, free entry is likely the right starting point.
If your program offers meaningful value to all entrants like industry recognition, visibility, benchmarking, and/or expert feedback, a fee is easy to justify. If the primary benefit accrues only to winners, entrants will scrutinise the cost more closely.
Professional and commercial entrants in established industries are generally more fee-tolerant, particularly where winning carries career or reputational benefit. Community programs, charitable recognition and humanitarian awards are better served by free entry; a fee in these contexts can sometimes send the wrong message.
If your program lacks sponsorship or institutional backing, entry fees may be essential to viability. Revenue generation is a legitimate reason to charge, given that the other conditions of your program support it.
Keep entry free when your program is new or not yet widely known, when your audience is community-based or charitable, when you are running a nomination program (where the value is conferred by others, not purchased by entrants), or when your primary goal is volume and awareness.
Free program entry in these cases is a deliberate positioning choice. A rigorous, well-judged free program can signal genuine inclusivity and institutional confidence.
Charge entry fees when your program is established, your brand is credible and the value proposition is clear to entrants regardless of the outcome. Once you have decided to charge, your entry fee pricing strategy matters as much as the decision itself.
Here are some pricing models to consider:
A flat fee per entry is simple to communicate. Tiered or category-based pricing gives you more flexibility. For example, tiered pricing is helpful if you want to charge differently by category complexity, entrant type or submission size.
Reward early commitment with a lower fee for entries submitted before a specified date. This drives early pipeline, adds urgency and gives your marketing campaign a clear call to action.
Incentivise multi-category entrants by reducing the per-entry fee beyond a certain threshold. This rewards your most engaged participants while increasing overall submission numbers.
If your program has an association or membership base, differentiated pricing is both a retention tool and an equity lever. Members pay less; and non-members are incentivised to join.
Award Force makes all of these models straightforward to implement. Online payment handles multi-currency transactions via your own gateway, with all funds going directly to you; Award Force takes no cut or commission.
Pricing rules and discounts give you flexible control over volume pricing, early bird rules, discount codes, and category-level pricing, without manual administration.
Not every program sits cleanly in the free or paid camp. A hybrid model can serve programs that want to remain inclusive while building a revenue stream.
Practical examples include:
The hybrid approach lets you test entrant price sensitivity without committing the whole program to a paid model, and it can be adjusted season by season as your program matures.
Signal
Lean free
Lean paid
Free vs paid entry doesn’t have to be a permanent choice. It can be a strategic plan that changes as your awards scale. Start by understanding your audience, your value proposition and your funding and budget reality. Then, design a pricing model that reflects those realities.
When you are ready to implement, whether with free entry, a straightforward fee or a sophisticated tiered model, Award Force’s online payment and pricing rules features are built to handle it all without friction.
Watch a demo today to learn more.
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