Rick Whelan

To solve the deepest problems related to membership recruitment, renewal and retention, you need to take an integrated look at your membership program. The five major touch points that I use in discussing the life cycle for an association member are awareness, recruitment, engagement, interdependence and renewal. Here’s a look at the role each plays. 1. Awareness. Membership development starts with one very important question: Do prospective members know who you are? Awareness is the measure of how successful your branding efforts have been to gain share of mind in your target audience. Until people know your organization, they’re not likely to become members or