Thought leaders in marketing like Seth Godin are advocating that organizations treat customers like members.  Both make a commitment of their time and/or money. But the implication is that members are more committed by definition. That’s kind of a false truism.

Does official commitment (ex. dues or subscriptions) solidify membership? Not necessarily. Members may not return. Members may return but not engage. Members may engage but not assimilate – or, worse yet, be repelled.

This blog exists to help you avoid the perpetual shopper syndrome that afflicts both customers and members. Your goal in reading this blog: to build a strong base of committed members.