Membership is more than just belonging to an organisation - it is an expression of personal convictions, interests and commitment. At a time when people have little time, do not want to make commitments and do not recognise the benefits of membership, the targeted and individual approach to members in organisations such as trade unions, sports and cultural clubs, church associations, federations and chambers plays a decisive role in attracting new members.

Source: KPMG, Germany, 2024

In our digital and fast-moving world, customer centricity and customer experience are key success factors for companies. This approach can also be applied in many places to membership organisations and their members. However, instead of the customers, the focus of strategies and operational processes is on the members.

As with the customer experience, the aim is to design and continuously optimise the member experience in a targeted manner. A target group-specific approach and long-term member loyalty require a deep understanding of their needs, wishes and motivations. This is the key to not only attracting members, but also to inspiring them in the long term.

Source: KPMG, Germany, 2024

However, it is important to note that a membership is even more emotional and characterised by a different bond compared to a customer relationship. Personal contact, activation and involvement of members are therefore even more decisive for their commitment and loyalty. This is an important factor when designing the "member experience" and member-centred orientation.