To Bundle or Unbundle? 4 Questions to Help You Decide

To Bundle or Unbundle? 4 Questions to Help You Decide

By: Jodie Slaughter, FASAE

Should major products and solutions that your association provides be offered as a package of benefits for members? Should products be sold on their own? Or in combinations? When you face the question of whether and how to bundle benefits, these four questions will help you base your decision on a firm understanding of your members and market.

For as long as anyone could remember, the American Society of Anesthesiologists included its annual meeting free with member dues, probably dating back to just after the Civil War, when the anesthesiology field emerged. In 2011, ASA made a dramatic move. It started charging a fee for meeting registration without adjusting the cost of dues. And what happened? Meeting attendance stayed strong and membership actually increased. ...