Association clients ask me to build their professional education, but their members won't pay. We've tried free webinars, a paid workshop, bundling into dues. Free fills seats and then members leave for the next free thing. Paid kills attendance and sponsors won't cover the gap. Do we treat CPD as retention and eat the cost, or push a paid line and accept we'll lose members? Wrong call and we're training non-renewers.
Charging members for CPD keeps backfiring. Keep it free?
Discussion
- Purpose
- Help association clients decide whether professional education should be a paid revenue line or a free retention tool.
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