Members won't be getting a refund. Each FIRST MEMBER will get a $20 credit to their account. The credit should be used toward business. You can't get it refunded to you.
Joe Schroeter, director of finance for ASPC, gave an excellent presentation on the membership incentive. He had some very sound reasons explaining why this effort does NOT cost the registry any money and how it can stimulate business. You will STILL send in your $65. That money will STILL be in the general fund. You get essentially a virtual credit. It's like having a $20 gift certificate to a store. When I have a $20 gift certificate to my favorite bookstore, you can guarantee, I probably end up spending MORE than $20.
It's a "feel good" matter. It's designed to possibly stimulate renewals from among the HUGE number we've lost over the last 3 years. For some, it absolutely, positively was the principal about the $65. Will we generate large numbers? Who knows. A few. But, SOME are better than NONE.
It's also a promotional matter. Offer the sale, then you have a reason to contact some former members. You have a reason to promote the deal. Sure beats reaching out a saying, "hey ... renew." Much better to say, "just wanted to let you know we have this great offer if you'd like to take advantage."
Plus, the incentive is similar to the concept of the hardship sale in terms of its possibility to stimulate FUTURE business. With the hardship sale, perhaps there is less money being made on the actual transfers. However, there are many MORE horses being entered into the system ... horses that can then pay to go to local shows ... horses that may generate Futurity fees in the future ... horses that may get sold & result in a transfer fee, etc. More horses in the system leads to the possibility of more types of business on that horse in the future. That was potential business we NEVER had a shot at as long as the animal wasn't even registered with us. Same w/ the membership incentive. It might bring back a few people ... who in turn, might choose to do other business. Or, for someone like me, I might choose to advertise again since I have a $20 credit, something that I had completely sworn I was not spending another penny on for the foreseeable future. Or, I might buy one of the books. The $20 credit won't cover those items. I will still end up sending in more money .... money the registry would not have otherwise had.
And what about folks who are members who don't really do work? If they never use their credit, then the money is still there.
What's the fee on the stud book? Use your credit toward that. You still get a deal on the studbook ... in that you will pay $20 less toward it. And, I am not stuck w/ an incentive I absolutely have no interest in. I wouldn't want to be given access to the studbook so that wouldn't be "fantastic" to me. With the credit, there is at least flexibility. You can use YOUR credit toward something YOU prefer - maybe the studbook - while I can use MY credit toward something completely different that suits me better.
A $20 credit might stimulate someone to do some type of work they've never done before or had stopped doing. The credit is certainly an incentive & feel-good offer. However, this type of incentive can stimulate more business in a way that giving a book or providing access to the studbook might not.
