Memberships That Matter: Building Programs People Actually Want to Join

Memberships That Matter: Building Programs People Actually Want to Join

Most membership programs are dead on arrival.

Why?

Because they’re designed to trap people—not to serve them.

The result? Members drop off faster than you can say "automatic renewal."

If you want to build a membership that people actually stick with, you’ve got to rethink the whole game.

The Problem

Too many memberships feel like a bad deal.

They promise value but deliver fluff. They focus on what the business wants, not what the members need.

If your membership program feels like just another recurring bill, guess what? Your members will cancel it like one.

The Solution

Flip the script. Build a membership for them, not for you.

Think community, value, and personalization—not contracts, fees, and fine print.

Here’s how:

Step 1: Start With the Why

Ask yourself:

• Why would someone join this?
• What problem does it solve?
• What experience does it create?

If you don’t know why your membership matters, no one else will either.

Step 2: Offer Real Value

No, not the perceived kind. The kind people feel.

• Exclusive access (to knowledge, resources, or experiences).
• Tangible benefits (discounts, tools, or opportunities).
• A sense of belonging (a community where they feel seen).

If your membership doesn’t make life easier, better, or more exciting, it’s just noise.

Step 3: Make Joining Easy

No one wants a 12-step application process or a ton of upfront costs.

• Lower the barrier to entry.
• Give them a quick win right after signing up.
• Show them it’s worth it immediately.

Step 4: Keep Them Engaged

Retention isn’t about locking people in. It’s about giving them reasons to stay.

• Create consistent touchpoints: Emails, updates, events.
• Deliver fresh value regularly: New perks, new content, new opportunities.
• Pay attention to feedback: If they’re unhappy, listen.

Step 5: Build Community

The secret sauce? Community.

People don’t just join memberships for benefits—they join to feel connected.

• Foster member-to-member interaction.
• Create a space where people can share wins, ask questions, and feel supported.
• Celebrate their successes—it makes the whole thing feel alive.

Why This Works

Because memberships aren’t transactions—they’re relationships.

When you build with intention and value, people stick around because they want to, not because they have to.

And that? That’s how you create something that lasts.

Final Thought

A great membership isn’t about making money—it’s about making impact.

Serve first, sell second. Build something people love, and they’ll love you for it.

Until next time,

Riley

P.S. A membership isn’t just a program—it’s a promise. Make it one worth keeping.