Member Personas – Moving to Targeted Engagement


  • 1

    Identify steps to create member personas that represent different member segments.

  • 2

    Explore 8 unique member personas — who they are, why they belong, and what matters most.

  • 3

    Determine how to leverage personas to recruit, engage and retain more members.

When looking at creating greater engagement with your members:

    • What is the motivation for membership?
    • Who are the largest cohorts of members and how do they influence what you offer?
    • How do you provide meaningful engagement for diverse audiences?

The One-Size-Fits-All Membership is Passé.

Engagement is personal. People belong for different reasons. Some value your mission and want to influence future outcomes. Some seek market position and want alliances to achieve success in an area. For others, they are on a personal journey to lead or grow. How do you serve a diverse membership when their motivations are so different?

Member personas help you develop customer empathy to understand challenges, motivations to belong, how to communicate value, and encourage engagement that aligns with what really matters to your audiences.

Are you ready to create meaningful engagement?

Guest Speaker:

Shannon Reid is the President of the Montgomery Area Chamber of Commerce. She started her career as a high school teacher for dance and speech. In the early stages of her new found career, the city of Montgomery took note of the fresh vision and direction of the organization and Shannan was brought on board part time to aid the Montgomery Economic Development Corporation in their efforts to strategically grow the city. This partnership proved vital in the growth of the Chamber as well as the growth of the community. Both the Chamber and Economic Development matured into separate fully-staffed organizations and Shannan now devotes 100% of her time to the Montgomery Area Chamber.

Shannon also sits on the Montgomery ISD Education Foundation Board where she chairs the 100 Year Celebration of the school district in 2020-21. In her not so spare time, she is a proud mom of an Eagle Scout and still serves Boy Scout Troop 491 as the Life-To-Eagle Coach helping other young men to cross the finish line and earn their Eagle Scout Rank. She also serves in her church nursery every Sunday pulling babies in the train to keep them happy.

Shannan has an Associates Degree in Fine Arts/Dance from Tyler Junior College, Bachelor’s Degree in Speech Communications and a Masters Degree in Educational Leadership with a Secondary Principal Certification from Stephen F. Austin State University.

Shannon Reid | President of the Montgomery Area Chamber of Commerce

Shannon Reid, President of the Montgomery Area Chamber of Commerce

Cathi Hight | Hight Performance Group

Cathi Hight

Cathi Hight, thought-leader and author of The Member Retention Kit and A New Approach to Tiered Membership, helps you attract, engage and retain members. She teaches you how to evolve your organization to stay relevant, deliver benefits your members value and effectively communicate the value of membership. Cathi shares proven strategies that will save you time and increase your bottom line.

Explore with Cathi Hight and guest speaker Shannon Reid, President of the Montgomery Area Chamber of Commerce, how to create member personas to enhance the member experience.

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Cathi offers monthly Deep Dive webinars which are available individually, via subscription, as well as part of the Accelerate and Fast Track packages of her Member Retention Kit.

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