Why Members Engage—And Why They Don’t

If you’ve ever watched engagement start to slip in your member organization, chances are your first instinct was to add more value. Maybe you launched a new program, bundled more resources, or revamped your benefits. But what if value isn’t the problem?

We often approach our members as logical, rational decision-makers. We lead with data, benefits, and features. But neuroscience shows us something different. People make decisions emotionally first, then rationally. That is especially true for the decision to engage.

So, if emotions drive decisions, what drives emotions?

Experiences!

Whether it's a webinar, an event, a newsletter, or a benefit, how your members experience the value matters as much as the value itself.

That’s why I use a simple formula:

Good Value + Positive Experiences = Engagement

Ready to start creating positive experiences for your members? This mini-keynote will tell you how.

👉 Watch now and borrow a few of these ideas for your member organization!