Blow Up Your Members’ Only Area Immediately
Chris Anderson has a new book out that has started quite a buzz on the blogosphere.
Why You No Longer Have A Real Member Benefit
Reading all the blog posts about Anderson’s new book brings me back to the point I make over and over again to associations: If your members’ only content (behind your login) is nothing spectacular, is short of remarkable, then make it free (no login). There is so much “good enough” information on the Internet that your members and, more importantly, your potential members have access to, that unless you can really offer content they can’t get anywhere else, you’re really not offering a member benefit at all.
But you’re different, right?
The example I use regularly to refute associations who feel that the new paradigm doesn’t apply to them is MIT OpenCourseware. If MIT can give away virtually every single course they teach online, but for some reason your special report requires people to plunk down $300 to see it, well, I’d say you may have an off strategy. MIT’s goal is to educate the world, not get more student enrollments. If your association’s goal is to get more members, then I’d say you may need to go back to the drawing board. More members is not a goal, it’ a tactic. It’s a residual effect of doing something else really well. MIT understands this and is offering the world a way to experience education for free. In turn, enrollment has not suffered and students like the courseware as a complement to their existing course work.
Check This Out
Chris Brogan’s post about Mark Cuban’s response to Chris Anderson (still with me?) is worth reading. Read Tim Sanders’ take on this idea of “all things free” as well. This truly is a new world and the association that gets it first will prosper. If you’re waiting for your members to tell you what they want…too bad. They are already on a Facebook group they find more relevant than anything they can find behind your archaic members’ only wall.
Well written. Interesting concept.
I like the idea. But comparing MIT, one of the most renown universities in the world with millions in it’s endowment, to associations doesn’t work. Student enrollment at universities surges during downturns while association membership sees the opposite. How can an association justify diluting it’s member benefits now or during a strong economy?
I think the point is that if MIT (renowned university) can make IT’S prestigious content “Free and public” then what content could an association possibly have that is so valuable as to require its members to “pay” – which they probably won’t pay for anyway. An association would probably get MORE members by making their content free and they would also probably garner more publicity and better PR that way.
Ginger and Dennis-
Thanks for your comments.
Yes, my point about MIT is in line with what Ginger is saying. If MIT can do it, why not your association? It’s a simplified concept, no doubt, but the point is the same.
The challenge, Dennis, is getting past the idea that moving information out from behind the member wall is somehow diluting the member benefit. The new paradigm for associations is to be about the experience your members have with your association online and how you engage them. That is the future of online member benefits.
Simply providing a list of links for discounts, reports, surveys or news to your logged in members isn’t going to be enough anymore – in essence, that’s your diluted member benefit. They can get information anywhere and mostly for free.
Consider giving your members a way to interact with your organization. A way to be part of the conversation. Do you have a blog? This dialogue in itself is a great example of the power of blogging.
Would love to hear your thoughts.
Apparently, we read many of the same materials!
I agree with your assessment of the way the new economy is working. Associations who do not adapt to these particular changes will find themselves at a distinct disadvantage. I am a member of several associations and find myself irked when I am asked for a username and password even though I (as a member) HAVE a username and password. As a result, I continue to find resources outside of those associations that don’t slow me down.
I am not sure that I am unique….
Shelly
“This truly is a new world and the association that gets it first will prosper.”
How is said association going to prosper if they’ve given everything away for free? What’s the business model? As a prospective member, why would I pay dues if I can get the information for free?
David-
You’re asking the exact right questions. The existing association model of membership and volunteering is becoming irrelevant due to many things like social media, the economy, the speed of business, globalization and our country’s shifting worldview.
Associations Now magazine’s most recent issue talks about the future of associations:
http://www.asaecenter.org/PublicationsResources/ANowDetail.cfm?ItemNumber=46915
You can also check out these two blogs by Jeff De Cagna and Jeffrey Cufaude for some great insights into the future of association management:
http://www.principledinnovation.com/
http://jeffreycufaude.blogspot.com/