Attracting Engagement vs. Being Engaged

May 4, 2021

Engagement is not a foreign topic to most of us who are in the business of growing membership.  It’s likely that your organization talks about engagement quite often.

I recently did a search for “association engagement” jobs in the United States and came up with 7,025 results on

Just a few of the jobs posted were headlined as:

  • Strategic Communications & Community Engagement
  • Donor Engagement
  • Community Development, Outreach & Engagement
  • Global Community Engagement
  • Social Media Engagement
  • Corporate & Community Engagement
  • Government Relations & Engagement

We are clearly an industry that is hungry for engagement.  We recognize the importance.  We recruit countless positions around it.

And yet, many organizations still struggle to grow. They struggle to understand what their audience wants and how to deliver it.

I believe this is because there is a significant disconnect.  Despite our best intentions, we focus on *attracting* engagement, instead of *being* engaged.

Perhaps this seems like nuance or semantics?  Not at all.  It’s an entirely different way of thinking about and planning for recruitment and retention.

That was the topic on this week’s podcast – an episode where I was riding solo because my guest had an unexpected need to reschedule.  So, I flipped the microphone on myself and shared some thoughts on this very important topic.

Want to listen in?  You’ll find the episode here and I’d love to hear your thoughts about it after you have a chance to catch it.

A New Resource for You

Do you know what makes the difference between a member who stays and a member who goes?

It’s all the little things that happen along the way as they are on their journey with you!  

In a brand new resource that I’ve created just for you, I’ve taken the 8 stages of member experience that I’m always talking about and have broken that down even further into 25 specific touchpoints where WHAT you do and HOW you do it actually matters.

These 25 touchpoints give you a way of weaving value into the member’s experience with your organization. The really awesome part is that you don’t HAVE to do all 25. Even bumping up your approach on one or two can make a noticeable difference.

Want to get this new list?  Just go to to instantly download.  It’s totally free.

Like this article?

   I’ll bet you’re going to *LOVE* JourneyCARE…  what is JourneyCARE?

Hey there.  I’m Joy Duling, Founder and CEO of The Joy of Membership.

If you’re the type of person that is committed to providing an exceptional member experience and you’d like to attract, engage, and retain members more easily, you’ll want to check out the new software platform I’ve created to support you.

It’s called JourneyCARE,, and there’s a good chance that when you see it, you’ll realize that you’ve always wished for something exactly like it.

Come on over and check it out.  I’ll see you over there.