The membership conundrum

The membership conundrumHow do you help people feel part of something they didn’t choose to join?

Jo Walters @jowalters

I am or have been a member of…

● two students’ unions● two

universities/departments/courses● a university society● a few choirs● a residents association● a veg box scheme● the National Trust● my local libraries● the Co-operative● Blockbuster● the Newsround Press Pack● a gym

I did feel like a member of some of these and not of others.

I did feel like some of these valued me and others didn’t.

I did feel like I could influence some of these and not others.

I did feel like some of these made an effort to make me feel welcome and part of what they did but not others.

I am or have been a member of…

● two students’ unions● two

universities/departments/courses● a university society● a few choirs● a residents association● a veg box scheme● the National Trust● my local libraries● the Co-operative● Blockbuster● the Newsround Press Pack● a gym

I did feel like a member of some of these and not of others.

I did feel like some of these valued me and others didn’t.

I did feel like I could influence some of these and not others.

I did feel like some of these made an effort to make me feel welcome and part of what they did but not others.

The Walters Hypothesis

Feeling like a member:Joining

BelongingEngaging

Joining

Process

Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements

Rituals

New uniform, equipment, initiation, recieving a membership card, attending the first session

Induction

Being the new person, being shown around, understanding how you fit in

Process

Filling in a form, paying, being processed, being accepted, passing a test, meeting the requirements

Rituals

New uniform, equipment, initiation, receiving a membership card, attending the first session

Induction

Being the new person, being shown around, understanding how you fit in

Belonging

What does it mean to belong?

Why is that important?

What does that mean for students’ unions?

Having something in common with the other members

Feeling part of something bigger than yourself

Having a shared purpose, set of beliefs, goal, way of looking at things

Gaining value from being a member, e.g. being able to borrow books from a library

What does it mean to belong?

Why is that important?

What does that mean for students’ unions?

Having something in common with the other members

Feeling part of something bigger than yourself

Having a shared purpose, set of beliefs, goal, way of looking at things

Gaining value from being a member, e.g. being able to borrow books from a library

How do we find and articulate

shared characteristics, goals and

ideas amongst our diverse

members?

Engaging

Actively, deliberately and willingly doing stuff to contribute

● Turning up● Responding to requests for help● Volunteering● Using a service● Renewing your membership● Opening emails● Acting as an advocate for the organisation● Mobilising● Taking on more responsibility● Recruiting others

Actively, deliberately and willingly doing stuff to contribute

● Turning up● Responding to requests for help● Volunteering● Using a service● Renewing your membership● Opening emails● Acting as an advocate for the organisation● Mobilising● Taking on more responsibility● Recruiting others

Actively. Willingly. Deliberately.

The dream!

But what about

students' unions?

Some of the challenges...

Students don't exactly choose us

Students don't have a wide range of alternative things to join instead.

In some ways we're more like your local council. Who loves their local council?!

Joining

Process

Can we help people understand that they have joined something?

Rituals

What can we do to greet them and acknowledge they have joined?

Induction & welcome

How do other people do it? Look at apps, digital tools and new staff - onboarding. It is about freshers week but not just about freshers week.

Belonging

Having something in common with the other members

This doesn't mean being the same as others - there is room for different viewpoints.

'Being a student' is something your members have in common.

Can people be part of groups within the wider membership?

Feeling part of something bigger than yourself & gaining value from membership

Emphasise collective benefits over individual benefits and showcase the breadth of what you do. Point out to groups how they have benefited and how they fit into the bigger picture of helping other students.

Engaging

Actively, deliberately and willingly doing stuff to contribute

The Walters Hypothesis suggests that working on joining and belonging will lead to our members engaging...

But they haven’t

chosen us

We’re the default.

We’re their local council.

We’re not their tribe.

What if they did have a

choice?

What would we do differently if students could pick from a few students' unions?

What would we do differently if membership became opt-in?

Why?

What would we do differently if students could pick from a few students' unions?

What would we do differently if membership became opt-in?

Why?

Look at what people in competitive markets do:● Talk about the benefits/features and the value of being a member● Focus on converting people into members● Worry about retaining members● Be better than the other options● Show your members you value them● 'Sell' membership

Shouldn’t we be doing most of that stuff anyway?

Has automatic membership made us focus elsewhere? This might be great or it might have made us lazy.

What do you think?

@jowaltersjo@joannawalters.co.

ukjoannawalters.co.uk