Learning to Swim in the Deep End of the Value Pool

Learning to Swim in the Deep End of the Value Pool

By: Terrance Barkan, CAE

How do you compete with free? As associations find that a big chunk of their value proposition is being outpaced by free online resources, the ones that will remain competitive are moving deeper into the value "pool," where consumers seek high-quality paid content and custom solutions.

The ability to network with other members and share information has long been touted as a key association member benefit and is one of the primary reasons members pay an annual dues fee. ...