Associations have served up membership models built around familiar structures, i.e., Special Interest Groups (SIGs), chapters, and online communities to drive engagement. Yes, these components have served as the backbone of engagement, but we’re seeing signs of wear and tear, e.g., dwindling volunteerism, quiet communities. What if the way we organize and measure these components is limiting their potential?
We often define members by what they do or the products they consume. But what if the real question isn’t what do they do? but why do they connect? When we shift the lens from “membership as a product” to “community as an experience,” everything changes:
→ Membership Models Under Pressure: Traditional models assume geography and hierarchy matter most. But in a digital-first world, does a ZIP code define belonging? Or do shared goals and identities matter more?
**Bonus reads – Why Location Alone Doesn’t Define Community (Mariner) and A Community-Based Approach to the Membership Lifecycle (The Innovative Association)
→ Communities as Dynamic Networks: Instead of static groups, imagine communities as fluid ecosystems where members move in and out based on interests, projects, and outcomes and not rigid structures.
**Bonus read – Rethinking Volunteer Systems for Associations: A Chat with Higher Logic (Featuring Peggy Hoffman)
→ Impact Beyond Engagement Metrics: When we rethink community, we also rethink how we measure success. It’s not just about attendance or clicks; it’s about influence, collaboration, and value creation.
**Bonus read – Overcoming Common Challenges in Association Communities (ASAE Community Management Series-Part 6)
This shift has significant implications for how we organize components, design membership tiers, and even define what “member” means. The question isn’t whether SIGs or chapters are obsolete—it’s whether we’re asking the right questions about why they exist and how they serve evolving member needs.
UPDATE 12/10: The 2025 Chapter Performance & Benchmarking Report is out! The study explores the shift in how members view community and how associations can help chapter members find their people.