Perhaps the most famous example of forced continuity is the CD of the month club.  I always see those ads: "Join now for just 1 penny and get 6 CDs! (...then, we will send you a crappy CD each month for the rest of your life and charge you full retail price and then some).  Granted, this is not the most respectable example, but it is a popular one.  Forced continuity is a marketing strategy where you charge the customer/member a small initial fee, then after a certain defined time frame, beginning a larger, regular monthly charge.

Just like a knife can be used to both heal and kill, forced continuity can be used to help the customer get what they want, or it can be used to deceive customer.  Using this strategy in a deceptive way can ruin your business and credibility.  Make sure your members know what they are signing up for.

Why Use Forced Continuity?

For many years, this has been proven a very effective membership-building strategy.  Together with a trial period, it allows the customer/member to get something of value with a very nominal investment.  Unlike a free trial period alone, the member makes a very nominal financial commitment up front. This fee can cover initial expense associated with the membership, and, if using AuthorizeNet, is charged in real-time so you can be confident the credit card is good.

Only AuthorizeNet will charge the card in real-time and deny membership if the card is declined for the initial payment.  PayPal will not charge the initial fee until the next day, so membership access may be granted to a member using an invalid or stolen card.

How To Implement Forced Continuity On Your iGrOOps Membership Site

You can use this technique with both PayPal and AuthorizeNet.  The requirements are

• you must charge a membership fee for your membership site
• you must charge a one-time new member fee
• you must use a trial period

Implementing:

1. As the administrator for the site, click on the "ADMINISTRATOR SETTINGS" link a the bottom of your page (if using full-length header) or click on the admin settings icon in the top header (if using the traditional header).
2. Select "Membership Info / Admin Team" from the pull-down menu at the top of the page.
3. Under the section "Membership Fees", be sure to enter in a one-time new member fee.  This will be the initial fee that the member is immediately charged (or charged within 24 hours if using PayPal).
4. Under "Trial Periods", select a time frame that must pass before the full monthly or yearly fee will be charged.
5. Check the box "Charge the one-time fee right away (forced continuity)".
6. Save the information by clicking the "Next" button at the bottom of the page.

Some Technical Stuff

• AuthorizeNet will create two transactions: one will be in the regular section of your AuthorizeNet where you search transactions, and the other will be as a subscription in the ARB section.
• If a customer cancels right away, or you choose to refund their initial fee, up must void/refund the initial free transaction AND cancel the membership subscription (in AuthNet)