How to build a solid membership journey

The membership journey is not a linear process, but a dynamic, flexible and ongoing experience that must be tailored to individual needs and expectations. Here's how to create a membership journey that not only attracts new members, but also retains and engages them over time.

Membership is not a transaction. It is not just about paying a fee and receiving some benefits. It is about identity, community and value creation. A modern membership journey must therefore accommodate both the emotional and the practical .

• Emotional connection: All people seek a sense of belonging. As an organization that does something that your target audience finds important, you are in a position to offer it to them. Except for a few individuals, you will never be the reason your members get up in the morning, but you can still help them identify with your organization’s values, vision, and culture. Emotional connection is not something that is created overnight, but through consistent and authentic communication and action.
  
  Read more : How to build trust among members?
  
  The emotional connection must also come through members recognizing your foundation for existence. This means you must have an engaging and inspiring vision and mission that is easy to rally around! Read here for tips on how to come up with a good vision and mission.
• Practical benefits: At the same time, membership must provide concrete tools and resources that make everyday life easier, better, or more meaningful for members. This can be anything from exclusive discounts to access to expert knowledge or networking opportunities.
  
  Read more: How to create great membership benefits that are actually used.

Communication: The right message to the right person at the right time

There was a time when mass-sending a single newsletter was enough, but today you need to personalize. That means each member (or potential member) receives communications tailored to who they are and where they are in their membership journey.

• The Engagement Ladder: Not all members are equally engaged. Some are new and unsure, while others are loyal ambassadors. By mapping the engagement level of each member, you can tailor your communications to their needs and interests.
  
  Read more: How to map engagement levels in your CRM
• Personalization: Even when you automate your communications, they need to feel personal. Use data to create relevant messages that resonate with the recipient. However, this requires high data quality and an understanding of how data can be used effectively (and ethically).
  
  Read more: How to personalize messages based on stage in the member journey

Flexibility: An evolving journey

A membership journey is not static. It must be able to change in line with the member's needs, the organization's goals, and external circumstances. This requires flexible tools and a culture that is open to change.

• Dynamic adaptation: Membership management tools (typically a CRM) must be able to handle rapid change, whether it’s a global event affecting members or a new insight requiring adjustments to strategy.
• Continuous improvement: A membership journey is never “finished.” It must be continuously evaluated and improved based on feedback and data.
  
  Read more: How do you define which tasks are most important for members to perform at your company?

Digitalization: Meet members where they are

In a digital world, members expect seamless and intuitive experiences. Digitalization is no longer a “nice-to-have,” but a necessity to create a member journey that meets the goals.

• Digital tools: From mobile apps to smartwatches – digital platforms can simplify processes, collect valuable data and create engaging experiences.
  
  Read more: Are you delivering content to many user interfaces? Then you might want to consider headless.
• Data-driven decision-making: Data is key to understanding your members’ needs and preferences. Use this information to simplify tasks, measure progress, and make informed decisions.
  
  Read more: What does making a data-driven decision mean for the member journey?

Value proposition: Why become a member?

One of the most important parts of the membership journey is to clearly communicate the value of membership. Potential members need to understand what they get out of it, and why it’s worth investing time and money. The benefits themselves are one thing, but then you’re only taking care of the practicalities. You also need to give potential members an emotional reason to join! For a union, for example, it could be playing on class or professional solidarity. (This is not cynical: unions are the reason why workers have such good conditions in Norway).

• Clear message: The value proposition must be easy to understand, yet deeply meaningful. What is unique about your membership that no one else can offer?
• Low barrier to entry: Make it easy to become a member. Avoid unnecessary barriers that could scare away potential members.
  
  Read more: Is the form getting in the way of the user experience? (Note: this article is aimed at donor services, but the points about forms are equally valuable for member organizations)

Engagement and community: building a vibrant organization

Ultimately, a membership journey is about engagement and community. Members who feel part of something bigger are more loyal and engaged.

• Gamification: Use elements like leaderboards, quizzes, and reward systems to make the experience more engaging.
• Community: Create platforms where members can meet, share experiences, and build relationships. This can be anything from physical events to digital forums.

What's next?

This article is just the beginning. In the coming weeks, we’ll dive deeper into every aspect of the member journey—from how to create an emotional connection to how to use data to personalize the experience. We’ll explore case studies, share best practices, and give you the tools you need to build a member journey that truly stands out.

For now, think about this: A membership journey is not a transaction, but an ongoing experience. And it’s your job to make it as valuable and memorable as possible.

Return to main page: Everything you need to know about member travel