Most associations sell add-ons. Session recordings. Workshop upgrades. Digital extras. They sit next to the main product and wait for someone to check the box.
And most people do not check the box.
What if you stopped selling the add-on on its own? What if you spread a small cost across everyone and simply included it?
We call this the peanut butter spread. Here is how it works and why it can be one of the easiest revenue wins you have.
What Is the Peanut Butter Spread?
Think about a jar of peanut butter. Put it all in one spot and it is a big lump. Spread it across the whole slice and it becomes a thin, even layer.
Pricing works the same way.
When only a few people pay for an add-on, each of them carries a big price. When everyone pays a small amount, the total can be the same, or even higher. And no one feels the weight.
A Quick Example
Let’s use simple numbers.
Say your annual conference draws 1,000 attendees. You offer session recordings as a $100 add-on. About 15% of attendees buy it.
Here is the math:
150 buyers x $100 = $15,000
Now spread that across everyone:
$15,000 / 1,000 attendees = $15 per person
Add $15 to every registration and include the recordings for all. You earn the same $15,000. And almost no one will notice a $15 change on a conference registration.
But you do not have to stop at $15.
Why You Can Go Higher
Once recordings are included for everyone, the value of registration goes up for everyone. That gives you room.
In a recent project, we saw that attendees would accept a registration increase of $100 to $125 when recordings were included. Compare that to the $15 break-even point. That is a large jump in revenue from the same audience.
You are no longer selling an extra. You are raising the value of the core product.
Packaging Changes Everything
This idea came from a finding that surprised even us.
We tested the same recording price in two ways.
Option A: Buy your registration for $500. Then add recordings for $125.
Option B: Buy your registration with recordings for $625.
The total was the same. The recording price was the same. Respondents even said $125 was a fair price in both cases.
But acceptance was much higher for Option B.
Why? When you offer an add-on, people weigh each piece on its own. They ask, “Do I really need this extra?” When it is one bundled price, they see one package with more value. The question goes away.
Same price. Different packaging. Very different result.
“Won’t This Cannibalize Attendance?”
This is the most common concern we hear. If recordings are included, will people skip the live event?
Since 2020, many associations have worried about this. In our experience, it does not happen the way people fear.
People attend in person for connection. They come to network, see colleagues, meet clients, and recharge. Many attendees only go to a handful of sessions. The learning matters, but it is not the main reason they show up.
The people who buy recordings are usually those who cannot attend that year. A schedule conflict. A tight budget. A family event. Next year, many of them are back in person.
Some associations have even started including recordings with registration at no added cost. Your members may start to expect it. The peanut butter spread lets you meet that expectation and still earn from it.
Where Else It Works
Conferences are the clearest example, but the idea applies more broadly. Look for add-ons that:
Have low uptake today, often under 20%
Cost little to deliver at scale
Add value to nearly every buyer
Digital resources, recordings, templates, and toolkits are all strong candidates. The key is a low delivery cost. If each added person costs you very little, spreading the price across everyone is mostly profit.
How to Test It
You do not have to commit all at once. Try one of these approaches:
Reposition first. Keep the add-on optional, but present it as a bundled price rather than an extra. This alone can lift uptake.
Include it for one event. Roll it into registration for one year. Track attendance, revenue, and satisfaction.
Ask at checkout. Add one short question to your registration form. What made you decide to register? You will learn whether the included value played a role.
Then compare results with your past numbers.
A Note on Your Other Products
Think about how the bundle affects the rest of your catalog.
If a full recording package gives someone a year of continuing education, they may buy fewer courses later. Watch for this. It might point to a different offer, like an all-access learning pass. Your products do not live in silos. Members decide within your whole ecosystem.
Key Takeaways
The peanut butter spread spreads a small cost across all buyers instead of a big cost across a few.
If 15% of 1,000 attendees buy a $100 add-on, a $15 increase for everyone breaks even.
Once included, the added value can support a much larger increase.
A bundled price beats an add-on, even at the exact same total.
Recordings rarely cannibalize attendance. People attend for connection.
Test it on one event, then compare the results.
Conclusion
Add-ons often underperform. Not because the price is wrong, but because of how they are presented.
Spread the cost across everyone. Present it as one package. Let the added value carry the price.
It is one of the simplest pricing moves an association can make. And it often delivers more than any stand-alone upsell ever could.
Are you ready to tackle your association’s pricing problems? Visit www.pricingforassociations.com today to schedule a virtual coffee chat where we can discuss what your organization needs and how we can best support you.
