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From Passive to Passionate — Why You Need Transformational Members


Consider your organization’s dynamic with your members:

    • What is the difference between transactional and transformational members?
    • Are most of your members transactional or transformational?
    • Why are transformational members more engaged and loyal?

Do Your Members Join for the Benefits and Discounts?

The lifeblood of any member-based organization is its members. But in today’s competitive landscape, simply having a large membership base isn’t enough. You need members who are actively engaged and invested in your organization’s success. These are your transformational members.

Many members join for the transactional benefits: discounts, access to resources, education and networking opportunities, and increased visibility for them. While these benefits are valuable, they don’t necessarily develop a strong connection between members and your organization or drive long-term engagement.

You need to attract and engage transformational members who go beyond simply receiving benefits. These members are passionate about what you do and actively contribute their skills, knowledge, and energy. They volunteer their time, participate in leadership roles, and invest to help your organization grow and thrive. Transformational members want to curate collective success for greater impact.

Are you ready to move from transactional to transformational membership?


  • 1

    Determine why you are attracting transactional members.

  • 2

    Look at how to shift your focus away from transactional membership and start developing a passionate member community that fosters collaboration and collective success.

  • 3

    Explore strategies to recruit and engage transformational members.

Learn how to create a dynamic culture that attracts transformational members to your organization with Cathi Hight.

A Promoter of “Good Change”

Cathi Hight, is President of Hight Performance Group, an organizational development firm that helps develop healthy organizations to manage constant change, enhance customer loyalty and “work smarter, not harder.” Cathi facilitates strategic planning, develops investor models and strategies, and helps leaders navigate trends and prepare for the future.

She has over 30 years of experience in performance improvement, strategic planning, board development, and membership development within association, chamber, education, finance, healthcare, manufacturing, nonprofit, and technology sectors.

She is a certified Motorola University instructor for continuous improvement and Wiley Authorized Partner for Everything DiSC and The Five Behaviors of a Cohesive Team.

Cathi is recognized nationally for her work with associations and is the author of The Member Retention Kit and A New Approach to Tiered Membership, and developer of the Work Smarter, Not Harder program.  She provides resources to help associations stay relevant, effectively communicate the value of membership, increase their bottom line.

She has presented at many state and national conferences for associations and chambers of commerce and has been an instructor for Institute for Organization Management (IOM) since 2004.

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