When it comes to running a successful membership program, communication means everything. Imagine throwing an amazing party, but forgetting to send out invites. Or worse, sending the invites, but making them so dull that no one wants to show up. That’s a parallel to how a poor communication plan can undercut your overall membership strategy.
A solid communication plan helps members feel connected, valued, and engaged. But let’s be honest, most organizations aren’t exactly nailing it. If your emails feel like corporate memos or your event reminders get ignored like a gym membership notification, it's time for a refresh.
Here’s how to craft a communication plan that actually works, based on research, best practices, and a little common sense.
1. Know Your Members (No, Really Know Them)
Most membership programs think they know their audience. But “we serve museum lovers” or “we care about our alumni” are not real audience personas. People join for different reasons; some want exclusive content, some love networking, some don't want to be left out, and others just want early access to the gift shop sale.
A study in the International Journal of Applied Management Sciences and Engineering highlights the importance of communicating organizational changes and updates in a way that is specific to their personas. When organizations don’t take the time to understand their audience, they end up talking at them instead of to them.
Try running surveys, tracking engagement data, or (gasp!) actually talking to your members. Once you know why they joined, you can tailor messages that matter to them.
2. Ditch the One-Size-Fits-All Approach
Would you send the same message to a first-time visitor and a 10-year member? No? Then why send the same newsletter to all your members?
The International Association of Movers (IAM) successfully restructured its membership model by segmenting communications. They realized that new members needed hand-holding, while long-time members wanted deeper engagement.
Use segmentation to send the right message to the right people at the right time. Whether it’s exclusive content for top-tier members or an onboarding guide for newbies, personalized communication keeps people engaged.
3. Keep it Short (Time is off the Essence, right?)
Raise your hand if you’ve ever skimmed an email, ignored a long text, or completely forgotten a voicemail. Yep, everyone.
In a study on project communication, researchers found that poor messaging can lead to misunderstandings, delays, and general frustration. That applies to membership communications too. If your message is buried under paragraphs of fluff, members won’t read it.
Instead, follow the golden rule of modern communication: Get to the point. Whether it’s an email, text, or event invite, make it easy to digest in seconds.
4. Use the Right Channels (Email Isn’t Everything)
Email is great, but if it’s your only communication channel, you’re missing out. For example, more and more modern member-servinging organizations and associations are using a mix of social media, SMS, push notifications, webinars, and direct outreach to engage members.
Consider:
✅ SMS Texting for quick reminders (great for last-minute event updates)
✅ Social media for community building (because members actually hang out there)
✅ Member portals for exclusive content (like digital magazines or behind-the-scenes videos)
Different members prefer different platforms, so mix it up. Just don’t overdo it. No one wants to be that organization that spams people on every day of the week.
5. Automate Without Losing the Human Touch
Automation is great. No one has time to manually send renewal reminders or event invites. But ever gotten an email that felt like it was written by a robot? Not exactly engaging.
Certain member engagement and digital membership solutions help organizations automate communication while keeping it personal. Set up triggered emails that welcome new members, remind lapsed ones, and celebrate milestones. The trick? Use friendly, natural language. No one wants to receive “Your Membership Payment is Due” when they could get “Hey [Name], We Miss You at the Museum!”
6. Create a Membership Ladder (Give Them Somewhere to Go)
If members don’t see a reason to keep engaging, they’ll disappear. The best programs create a “ladder” of involvement, moving members from passive subscribers to active participants.
The Museum Planner blog, all the way back in 2013, talked about “laddering up” members; from reading blog posts to joining events to eventually becoming donors. Each step should feel natural, with communication nudging them along.
Instead of just pushing event invites, send updates that highlight other ways to engage:
➡ “Loved the last lecture? Here’s a members-only Q&A session.”
➡ “Attended a virtual tour? Check out our in-person VIP night.”
➡ “Been a member for 3 years? Let’s talk about leadership opportunities.”
7. Make Events Feel Like Can’t-Miss Moments
Nothing kills attendance like a boring invite. “Join us for a lecture” isn’t exciting, right?Whereas “Ever wondered what museum curators never tell visitors?” is sure to capture some attention
In 2024, The Campaign Workshop created a guide that emphasized using clear, actionable messaging that highlights the stakes. If members feel like they’ll miss out by not attending, they’re more likely to show up.
And don’t just announce events—build anticipation. Use countdowns, sneak peeks, and behind-the-scenes content to make it feel exclusive.
8. Let Members Be Part of the Conversation
A communication plan shouldn’t just be about talking to members—it should also be about listening.
A research guide from UdG (2023) highlights how feedback loops improve engagement. Organizations that actively seek member input (and act on it) build stronger loyalty.
Simple ways to do this:
✔ Member polls (What event should we plan next?)
✔ Live Q&A sessions (Got membership questions? Ask away.)
✔ Spotlight members in content (Showcase their experiences, artwork, or contributions.)
The more members feel heard, the more connected they’ll be.
9. Be Consistent (But Not Annoying)
One email every six months? Too little. A daily newsletter? Too much.
A study on project communication found that regular, predictable updates help keep people engaged without overwhelming them. Whether it's a monthly newsletter, bi-weekly text update, or quarterly event roundup, consistency builds trust.
A good rule of thumb: communicate just enough that members always know what’s happening, but not so much that they tune you out.
10. Track What’s Working (And What’s Not)
If you’re just sending messages into the void without checking what’s working, you’re missing half the picture.
A study on membership communication strategies. found that IAM used engagement scoring to tweak their outreach. They adjusted messaging for low-engagement members and doubled down on what worked for active ones.
Key things to track:
📊 Open rates (Are people even reading your emails?)
📊 Click-throughs (Are they taking action?)
📊 Event attendance (Are invites converting into real-world engagement?)
If something isn’t working, tweak it. The best communication plans aren’t set in stone—they evolve.
Make It About People, Not Just Messaging
At the end of the day, a good membership communication plan isn’t about sending more messages—it’s about making members feel connected.
✅ Make messaging personal and relevant.
✅ Use multiple channels, but don’t overdo it.
✅ Focus on engagement, not just information.
✅ Keep testing and improving.
Great communication is like constructing and sustaining an ongoing relationship. Want to make your membership program stronger? Cuseum’s Digital Membership tools help cultural institutions and member-serving organizations of all kinds improve their engagement, boost attendance, and create a thriving member community.
There you have it—10 tips to take your membership communication from “meh” to “amazing.” Now go forth and actually connect with your members. They’ll thank you for it.