What if there were no dues?
Posted on June 18th, 2006 by Jeff De Cagna
Let’s try a thought experiment….
After numerous complaints from members over a three-year period, your board concludes the association’s dues are simply too high. They are so high, in fact, they have become the number one reason why even very good prospects don’t join. After extensive deliberation and discussion of the issue, the board votes to get rid of dues permanently, even though these payments represent at least 20% (and sometimes more) of your association’s revenue each fiscal year.
If confronted with this situation, what would you do differently?
If you don’t know, why? If you do, why aren’t you already doing it?
It will be interesting to see how groups begin to experiment in this area. I actually think the Amazon.com Prime membership model could work quite well for associations that sell lots of publications. Being a member gets you free shipping, other discounts possibly, and you pay a la carte for everything else.
Amazon creates a great dynamic where the more money you spend with them, the more value you are getting from your Prime ‘dues’. How many members eel that way about their associations?
Great insight David. I really value my Amazon Prime membership, especially on the order I just placed. I bought ten books as gifts, and since I’m Amazon Prime, I paid no shipping for two-day delivery and the books actually showed up the next day! I would have paid a fair bit for next day so the benefit is clear.