A few weeks ago, I ran out of popcorn salt at home, so I ran to the supermarket to buy some.

Popcorn salt comes in teeny-tiny grains so that it dusts the popcorn and gets in all the little nooks and crannies, rather than simply falling off and ending up in the bottom of the bowl. If you’ve never used popcorn salt, it will change your at-home popcorn-popping experience. My family is now spoiled and I can’t imagine salting popcorn any other way.

At the supermarket, I was blown away by how many different types of salt were available.

  • Table Salt
  • Sea Salt
  • Himalayan Pink Salt
  • Kosher Salt
  • Lava Salt
  • Garlic Salt
  • Low Sodium Salt
  • And More

The variety was amazing, but what I really needed was popcorn salt.

I see membership organizations trying to meet member needs in the same way that the grocery store tried to meet mine, by providing lots of options and hoping that something among those options would fit.

Imagine how different my experience had been if I had been able to tell someone when I walked into the store that I needed salt for my popcorn and they had walked with me to the correct aisle, grabbed it off the shelf and put it in my hands. That would have gotten me to the desired outcome far more quickly.

Ultimately, the popcorn salt wasn’t even with the other salts. It was in a completely different aisle with the popcorn which probably makes perfect sense to some people. It’s just not where I thought to look.

I could have left the store disappointed, thinking that they didn’t have any – just like members may think that you aren’t able to help if they are thinking about their needs in a different way than you are.

This is what makes the work around member experience design so important and worthwhile. You'll be more easily able to articulate benefits and create progress pathways will naturally lead members to get the results that they want.


Putting This Into Practice:

When you’re ready to deep-dive into member experience design (or redesign), you can work with me in 3 ways:

1) One-on-one where we create your plan and my team helps you implement;
2) Do-it-yourself where we create your plan and you implement on your own; or
3) Group where we create your plan and you implement alongside other organization leaders who are working on the same thing.

The best way to get started is by scheduling a quick call.


Joy Duling is Founder and CEO of The Joy of Membership.  Since 2005, Joy and her team have helped associations, trade groups and membership-based nonprofits run their programs more easily and deliver exceptional member care.

You can find FREE tools, tips and training to help you run and grow your membership organization in The Joy of Membership Help Hub.