Membership lifecycle

The membership lifecycle describes the ongoing journey of a member with an organization or service. It begins when someone expresses interest or joins (acquisition), then actively participates (engagement). Over time, they may deepen their involvement or enjoy exclusive benefits (retention). If they choose to leave, they exit (churn). Effective management involves nurturing positive experiences throughout this cycle, encouraging loyalty, and re-engaging former members when possible. Understanding this process helps organizations build lasting relationships, maximize value for members, and improve overall satisfaction.