In case you haven’t noticed, I love working in membership. It’s very much my bag! So I know how powerful a well-run membership program can be – it strengthens industries, builds communities, and can genuinely change lives.
But membership can be misunderstood. Some organisations treat it like just another marketing function—something that can be bundled under communications, events, or customer service. But membership isn’t just about signing people up and sending renewal reminders. It’s a discipline in its own right, requiring a deep understanding of acquisition, engagement, retention, and long-term value.
Unlike traditional customers, members aren’t making a one-time transaction—they’re committing to an ongoing relationship with your organisation. And that changes everything.
So what exactly makes membership different?
The Complexity of the Member Lifecycle
Unlike customers who make a one-time purchase or engage intermittently, members go through a long-term journey with your organisation. From recruitment and onboarding to ongoing engagement and renewal (or even win-back strategies), every stage requires a different approach.
A good membership professional understands that each phase needs tailored communication, value delivery, and strategic engagement to keep members invested. Simply having a great product or service isn’t enough—you need to nurture relationships over time.
Retention is Just as Important as Acquisition
In many industries, the focus is on getting new customers through the door. In membership, acquisition is only half the battle—retention is where the real value lies.
Bringing in new members takes time, effort, and money. If they leave after a year, you’re constantly on a hamster wheel of replacing lost members rather than growing sustainably. Membership professionals know that retention isn’t just about a well-timed renewal reminder—it’s about delivering ongoing value, maintaining engagement, and ensuring members see a return on their investment.
Understanding Value Beyond Revenue
Yes, members pay fees, but the value they bring goes far beyond financial contributions.
Engaged members:
- Advocate for your organisation and bring in referrals
- Contribute to discussions, working groups, or volunteer roles
- Attend events, participate in research, and shape your industry
A true membership specialist recognises and nurtures these contributions, ensuring members feel valued not just as customers, but as integral parts of the community.
Navigating Emotional and Professional Buy-In
In certain professions and industries, membership isn’t just a transaction—it’s part of a person’s identity, career, or professional standing. Whether it’s a professional association, an industry body, or a cause-based membership, people often join because they want to contribute to something bigger than themselves.
This emotional connection is what makes membership so powerful—but it also means your approach needs to be different from traditional customer marketing. Members aren’t just buying a service; they’re investing in their professional development, networking, and sense of belonging.
The Balancing Act: Community vs. Commercial Goals
Many organisations struggle with the tension between building a strong member community and hitting financial targets. A good membership professional knows how to strike the right balance, ensuring that revenue goals are met without compromising trust, engagement, or the member experience.
It’s about seeing the bigger picture:
- How do you drive revenue without making members feel like they’re constantly being sold to?
- How do you create a strong sense of community and member value, while maintaining financial sustainability
- How do you communicate the value of membership without relying on discounts and perks alone?
Membership Expertise Matters
The best membership professionals don’t just think about executing the next event or campaign. They understand member behaviour, take a strategic long-term view to designing engagement programs and touchpoints, and ensure that every interaction delivers ongoing value that keeps members invested.
And those members? They don’t just renew—they become champions for your association.
Raving fans, if you will. 😉
Photo by Jason Goodman on Unsplash
Donna South 