Someone recommended that I watch the show Friday Night Lights, assuring me that it was a drama about well-developed characters more than it was about football. They were right.
The show has not been on television since 2011, but thanks to Netflix I am able to watch all five seasons. And though I just started watching last week, I have already viewed all of Season 1. This is due to a confluence of two things: 1) the show is very good and 2) Netflix is designed for binge-watching.
Netflix gives a whole new meaning to couch potato. At least potatoes sprout eyes. Netflix takes less effort than that. The services packages its programming in ways that doesn't just allow, but actually promotes viewing marathons. Shows play continuously without any action on your part, and so, like the Energizer Bunny, they keep going and going in all of their commercial-free glory.
Think of how you can make your services packaged in such a way that they encourage continual involvement with your organization. Can you offer one piece of programming that is intentionally designed to leave people hanging, just a bit, and then deliver another program that immediately fulfills that demand? Could you assume that people will want on-going programming and just deliver it, without the interruption of re-registration? Maybe you could archive all of your content and allow people to easily access it in sequence and on-demand?
I had about an hour free one night and was afraid to turn on Netflix, because I knew, like the Jay's potato chips ad, I couldn't (eat) just one. It could be a great problem for your organization to have.
-- beth triplett