The rate of change in the equation y = 15x + 20 is 15. This means that for every increase of 1 unit in x (1 month), the total cost y will increase by 15. So the cost per month is 15 dollars.
The initial value in the equation y = 15x + 20 is 20. This means that when x = 0 (i.e. no months have passed), the total cost y is equal to 20 dollars. So the initial membership fee is 20 dollars.