Use Tribal Concepts to Segment, Engage, and Retain Members

By: Patricia Kidd, Melissa Looney, and Kristen Yester

Examining groups of association members through the lens of cultural anthropology opens up new ideas about the attitudes, behaviors, and demographics of your members and offers new avenues for segmenting them.

In a busy and over scheduled world, all membership organizations struggle with attracting and engaging members and retaining their interest and involvement over time. While organizations often segment their members on a single dimension, be it behaviors (active/inactive, new/established, volunteer/non-volunteer), attitudes, or demographics, that approach doesn't take into account the complex web of forces that influence engagement. ...