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Cultivating Top-tier Members
 Challenge:
What services are valuable enough that members will consider paying top dollar for the concierge level?
Solution:
Offer unlimited access to on-demand Webinars/Webcasts at no charge, or at a reduced rate.
Many organizations are looking to supplement revenue through tiered memberships. At the same time, a primary mission of most associations is continued education for members. It’s time to consider how educational outreach and increased revenue objectives can actually work hand-in-hand…
With online content libraries, associations can leverage educational programming to attract and retain top-tier members.
Creating a content library is not as daunting as you may think. For example, if your organization already conducts live Webinars and Webcasts, have these professionally recorded, edited and translated into a Flash format, for easy online viewing.
Why consider online learning as a ‘carrot’ for members? Members join associations for access to continued education, industry accreditation and expert information sharing.
Many organizations charge fees via a branded Web site, to order and download Web recordings, podcasts and purchase CD boxed sets of archived events. As a perk for certain membership levels, your organization can offer access to members-only e-library materials at a reduced fee and/or at no cost.
Unlimited access to recorded Webinars offered to other members at $299 each, for example, offers a tangible benefit – a benefit on which you can put a dollar value for marketing purposes. The costs to your organization, of course, would be minimal compared to the ‘retail’ value of the educational benefit.
Not only will membership benefit from this offering, so will your education department. Until recently, most associations’ education efforts were primarily in-person conferences. With the cost and inconvenience of travel, there is a desire to introduce online events. Other benefits include:
- Widen reach to those who otherwise will not participate.
- Allow people to stay at their place of work or home and still have access to valuable content.
- Establish your association as a preeminent source for online education.
- Tie into your mission of education within your community.
- Lower your carbon footprint by offering environmentally-responsible educational venues.
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About CommPartners Connecting
CommPartners Connecting is a monthly newsletter for associations, non-profits and companies about how to attract constituents, drive action and build loyalty through online relationship management. You have been subscribed to this newsletter as a CommPartners client, or as someone with whom we’ve had past discussions about our services/tools.
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