#KleinCamp18: Tips and Tricks on News Membership

Dana Henninger of Billy Penn presenters on the membership funnel at Klein Camps 2018 on Saturday, Oct. 13, 2018, at Temple University.

Presenters:

• Ariella Cohen, PlanPhilly at WHYY
• Danya Henninger, Billy Penn
• Vanessa Maria Graber, PhillyCAM
• Peter Woodall, Hidden City

Readers vs. subscriber vs. members

There are many news organizations that have found success through paywalls such as:

• The New York Times
• Philly.com
• Washington Post

However, a member is not a subscriber. A few organizations have mastered the membership program:

• The Guardian
• The Intercept
• PolitiFact
• Voice of San Diego

So, what is a news membership?

• It’s not advertising or a subscription — it’s better
• It’s like a paywall without a wall
• People who care subsidize the rest

What to consider when creating a news membership:

• Perks vs. societal good
• Annoyance vs. engagement
• Profit vs. nonprofit (does it matter?)
• Building relationships take time.

Some of the membership perks at PhillyCAM. The organization provides access to media training/distribution and a chance for participation in the organization’s operation.

The Membership Funnel:

• Get them to come
• Get them to stay
• Get them to pay

Best practices:

Know your audience

• Targeted campaigns that key off interests
• Pitch in keeping with publication style

Create community

• Current members are your best ambassadors
• In-person events do a lot to strengthen relationships

Lessons for growth

Quantify goals and keep metrics

• without these, you're flying blind
• Gut feelings can’t be counted on

Test, test, test

• Experiment early and often
• Make sure you’re only testing one thing at a time