The Psychology of Membership Engagement
Date postedOctober 8, 2024
📖This article originally appeared in the 2024 Summer edition of Impact magazine.
Engaging members is one of the top objectives that associations strive to accomplish. The goal makes a lot of sense. According to the 2024 edition of the Membership Marketing Benchmarking Report, lack of engagement remains the number-one reason members lapse.
So, why don’t members engage with an association, and how can engagement be improved? First, let’s look at the problem of new members. Statistically, once the heavy lifting of getting a prospect to join your association is accomplished, they immediately become the most likely candidate to discontinue membership.