A well-targeted benefit nudges those who can afford to contribute more to do so, while keeping membership accessible for all.
In 2019, Zetland faced a hard truth: they still weren’t profitable, and they were running out of time. Could their members help?
Offering discounts for membership is a delicate balance. If you discount it too much, you risk devaluing membership.
Their goal is to be the one who knows the Black British professional woman better than anyone else – and to monetize that knowledge.
He pays attention to just three metrics for setting revenue projects: member conversion, average contribution, and churn.