Giving something away may not be perceived as valuable. In other words, you have to figure out a way to raise the stakes to get people to buy-in.
It has to cost people something. Cost is part of the narrative we tell if something is worth it.
If you are not going to charge money, then you can charge a lot of time or effort.
They say that there is no such thing as a free lunch. The people you seek to serve expect it. Use that.