Sample: c100 UK-based Membership Organisations, April 2019
The Pulse Business’ latest Trade Association Pulse suggests that emotional engagement with your membership is very important with another one in five saying it is quite important.
As one Director observed, “Members may join for rational reasons but they stay because they gain an emotional interest or attachment to what the organisation does. So it’s important for retention.”
Although 20% say it is quite important, one membership leader noted, “Being engaged emotionally means member are passionate about what they and we do, are more likely to pass that on and deliver a better service.”
Another Director added, “What we do can take long term commitment, which requires engagement and energy that needs to be sustained over time, if you have not bought in emotionally then this will not happen.”