to tell the truth, the organization seems mostly focued on marketing, and so it's not really for my tastes, and not really a good match for me or for donationcoder (there is an article about why making freeware is bad for business and why to avoid giving discounts).
however, having said that, i can see how it would very much be a useful organization for small software companies to be able to band together and compete against the big companies (as long as it doesn't turn into a club for a few companies to have a vehicle to promote themselves).