How to build trust as a membership organization

Trust is the common thread that touches your members from the moment they first hear about your organization until they end their membership sometime in the future (way down the road). How can you strengthen that thread to make a membership as long and enjoyable as possible?

A little spoiler first: This article is about people and trust, not so much about technology.

But what does trust really mean? 

“Trust can be understood as an expectation that other people or institutions will act in a predictable, honest and well-intentioned manner” (SNL).

It's rare that we give complete trust to someone we don't know, and first impressions are often crucial. A clumsy bum who is supposed to give you a safety briefing before you zipline down Holmenkollen doesn't feel entirely safe. In other words, trust is the foundation of any membership organization. 

Communicate clearly and credibly to your target audience 

To build trust, you need to be clear about what you stand for, who you are for, and how you create value for your members. This is especially true for your website, which is often the place users expect to find additional information.

First impressions are crucial to avoiding churn, which is when potential members lose interest. The sum of visual design and language use helps to influence your credibility and relevance. If you have a strong brand where there is already a high level of awareness and knowledge among potential members, it becomes all the more important to quickly communicate why you are the right provider over alternatives. 

Use the front page to answer basic questions immediately: 

  • Who are you? 
  • What do you offer? 
  • What does becoming a member mean to me? 

Tips for editors

  • The first screen the user encounters is most important (above the fold) 
  • Resting parts of the front page should be a living showcase

Create multiple content universes on the website 

Over half of website visitors come directly to subpages via Google. This means that all parts of the website must be experienced as small, credible "universes" that build trust and help the user find what they are looking for. Whether they get answers to their questions where they land, or whether it is natural to navigate further. Good structure and internal linking of relevant content is essential to create interest and build trust.

Tips for editors:

  • Establish good "universes" and templates that can be easily maintained and updated.  
  • Using a modern CMS with taxonomies and automation 

Be consistent across all channels 

The membership journey often doesn’t start on the website at all. Many people may first discover you on Facebook or another social media site you’re active on, at a friend’s, or at a local event. So it’s not enough to have a good structure on the website itself. You also need to be aware of the interaction between the different channels you control, and what role they play.

If you act credible on Facebook, it doesn't help much if the experience isn't maintained when the user is sent to the website. This is something everyone knows, but yet many fail to do.

Tips for editors:

  • Describe a tone of voice that is easy for content producers to follow 
  • Produce, use and maintain a brand manual (Brand book)
  • Work long-term with vision, mission and values  

Make the sign-up form simple 

For visitors who are already convinced, it's about removing obstacles and making it as easy as possible to become a member. Don't fall into the trap of collecting too much data. It creates extra work and frustration for the user. If the form fields feel irrelevant or revealing, you're building distrust. Which is the opposite of what we want.

So think about how much information you really need to register a new member. For example, if you need a social security number, clearly explain why this is necessary. Transparency builds trust.

Tips for editors: 

  • Always ask the question: “What will I use this information for?” If the answer is “I don’t know” or “I might need it in the future,” skip it. 

Create and protect ambassadors 

Happy members are your organization’s best ambassadors. But it takes work. Maintain engagement by following up with newsletters, event invitations, and automated messages that keep members “warm.” 

Also take care of your elected representatives and employees by giving them good tools and visibility on the website. Their efforts are invaluable in building trust internally and externally.

Tips for editors:

  • Much can be arranged through automation and workflows in a CRM 
  • But nothing beats personal contact! 

7 concrete tips to finish: 

  1. Be clear about who you are and who you are for. 
  1. Show that you are relevant and work for the members' cause. 
  1. Share stories that provide insight into members' experiences. 
  1. Highlight unique membership benefits that can convince. 
  1. Make it easy and seamless to become a member. 
  1. Recognize and empower ambassadors and elected representatives. 
  1. Offer good digital tools for effective follow-up. 

By focusing on people and their experiences, member organizations can build trust and create lasting relationships. This strengthens the organization in the long term and provides fertile ground for growth.