Unlocking Association Content: To Gate or Not to Gate?

For associations, content is one of the most valuable assets. Whether it’s publications, blog articles, reports, podcasts, or ebooks, content represents the knowledge and expertise that members and potential members rely on. But when deciding how accessible that content should be, there’s no one-size-fits-all approach.

Some associations choose to lock some or all of their content behind paywalls or member-only portals, while others embrace a more open-access model.

The Case for Locking Content Down

For many associations, content is a primary driver of member value. By locking it down, they ensure that members feel they’re getting exclusive benefits in exchange for their dues.

This perspective is common, particularly for associations in industries where proprietary research or specialized training is a key selling point. By gating content, associations can:

• Drive membership growth by advertising exclusive benefits.
• Retain members who rely on locked content for professional development.
• Monetize content through pay-per-access models or subscription add-ons.

The Argument for Open Access

On the flip side, some associations have embraced open access, making most or all of their content freely available. The goal? To extend their reach, build authority, and attract a wider audience.

Open access strategies can also:

• Enhance an association’s reputation as an industry leader.
• Increase traffic to the website, creating opportunities for sponsorship or advertising revenue.
• Facilitate partnerships with other organizations by showcasing expertise.

Striking a Balance

Many associations fall somewhere between these two approaches, using a hybrid model to balance exclusivity and accessibility. For example, an association might:

• Offer a mix of free and locked content, such as free blog posts but gated research reports.
• Use content previews to entice visitors to join or subscribe.
• Create a tiered membership structure, where higher tiers unlock premium content.

Association Voices

“Striking a balance is the way to go. You want to make sure you provide thought leadership on important industry matters to members, potential members, and the media at large. The content should be created with awareness that it is for everyone who is looking for solutions and opinions on key industry issues. Associations can do that via blogs, articles, experts’ opinion pieces etc., while also providing value to their members and entice nonmembers to join via exclusive and gated content such as research papers, industry resources, etc.”

—Tanvi R., Director of Marketing & Communications, Transportation Intermediaries Association (TIA)

“The Flexible Packaging Association (FPA) deepens the understanding of the environmental benefits of flexible packaging among CPGs, retailers, and consumers through continuous research and initiatives. Over the years, we have published reports and case studies that are not gated to advance industry knowledge. Additionally, we collect, analyze, and share key industry and economic data, which is exclusive to members and survey participants, ensuring they have access to vital information that supports their success.”

—Danielle Diehlmann, Vice President, Communications, The Flexible Packaging Association (FPA)

A Note on Legal and Ethical Transparency

While deciding how much content to lock down, associations should also be mindful of any legal or ethical obligations to make certain information available to non-members. For example, associations operating in regulated industries or enforcing standards may need to ensure some content remains public to avoid anti-competitive concerns.

Key Considerations

If you’re weighing whether to lock down your content or keep it open, consider these questions:

1. What is your primary goal? 

Are you looking to drive membership, increase brand awareness, or monetize content directly?

2. What do your members value most? Survey your members to understand their priorities.

3. How competitive is your content? 

If your resources are truly unique, locking them down might make sense. If similar content is readily available elsewhere, openness might be the better strategy.

4. Do you have a way to attract nonmembers?
   Open access works best when it gives potential members a glimpse of your value and encourages them to join. This often involves offering some free content while gating other resources for members.

Final Thoughts

Choosing whether to lock your content down (or not) is a strategic decision that depends on your association’s goals, audience, and resources. By learning from what other associations are doing and experimenting with different approaches, you can find the right balance for your organization.

Which approach has worked for your association? Share your thoughts—we’d love to hear from you!

Craig Lauer, CAE, is the vice president of association communications for YGS Association Solutions.