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Should You Waive Fees for New Members During the COVID-19 Pandemic?

Removing barriers to entry may be a key to success

The National Limousine Association (NLA) announced at the beginning of April that it would waive fees for new members because of the “devastating effects of COVID-19.” NLA President Robert Alexander said the decision was based on a desire to help the entire industry weather the crisis.

Before the pandemic, Alexander said, NLA might have streamed a members-only live webinar on, for example, how to apply for a loan under the Paycheck Protection Program (PPP). Now members who have joined for free can participate because there are no barriers to entry.

“We’re hoping that if they find value in what we’re doing, they’ll stay and become full-fledged, dues-paying members,” he said. “We want to support them in the long run.”

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