Building a Member Pathway

0 0

Here is a simple truth that’s both powerful and most always forgotten… your members need a path to follow.  They are desperate for a path to follow.  And your leadership and stewardship demand you create a path to follow.  Yes, it’s that important.   

Big picture… you’re guiding people from having no idea who you are/what you offer to be deeply invested and an advocate of your vision.  

A Member Pathway is simple the journey they will follow as they engage in your community and what you offer them.  These are maps with intricate detail and nuanced side paths to make sure you capture and guide people well.  Let’s start with a few components of a Member Pathway and then talk about how you build and use this.

  • Visual - these are visual, not just a list of engagement points, but a visual map that charts the full engagement map from first exposure to your picture of thriving.

  • Spider Web - this map is going to be messy at first and look like a spider web of paths.  That’s good and normal… you’ll refine in time.  Embrace that it looks like a spider web of opportunities.  

  • Going Off Path - don’t just map the perfect journey… also capture where people are going to go off the path and leave your desired destination.  This is important to help prevent that and have tools there to bring them back on the path.  

  • Not Linear - while we often want to make these paths linear… they are not!  It’s good to have a general linear pathway, but be open to how messy and non-linear this might evolve.  

  • Access Anywhere - it’s also easy to want to see people walk a path from start to finish, but you have to take into consideration that people come in at various stages and maturities.  Build a path where people can come in at various stages.  

Always remember that it’s more important to think in steps for your members over programs and destinations… every engagement should be a next step.

I believe the best way to build a Member Pathway is to get a large sheet of poster board or a large whiteboard and start mapping out all the pathways, nuances, tributaries, off-ramps, etc.  Ask others to help you build this for where you are guiding your people.  

Once you’ve sketched your Member Pathway, then you’re ready to start putting this to action.  Here are a few ways to bring that to life in your organization.

  • Transfer to Software - now it’s time to move this from a sketch drawing to something a bit more professional.  There are various software systems to help with this.  I personally love Whimsical as a simple tool to build these types of flow charts.  

  • Refine with Others - take your newly designed pathway and hash it out with others on your team and your constituents to refine the concept and what might be missing.

  • Evaluate Your Process - take time to look at all of your member engagement processes and pathways to explore how you might refine and align to this newly crafter pathway.  

  • Evaluate Your Technology - review your technology solutions to see how they are helping and automating your Member Pathway.  They should be complimenting this and not working against your desired path.

Have fun building your Member Pathway and implementing it.  I’ve seen this done so many times and the excitement and clarity it brings has always been amazing.  Yes, there are going to be some pieces that are overwhelming about this… that’s normal.  Take a bite at a time and enjoy how you are better guiding people to success.


Cause Machine Solutions

The entire Cause Machine platform is designed around the concepts and goals of Member Pathways… working to guide members one step at a time to what’s next.  The platform helps you build pathways per membership tier and guide those members to better ways to connect and engage.  Guiding people through a path is part of the very framework of the platform and the vision we have for guiding people well.  Schedule a demo today!


Community tags

This content has 0 tags that match your profile.

Digital Engagement Foundations


To leave a comment, login or sign up.

Related Content

7 Digital Funnel Tools
So first off… what’s a digital funnel?  Basically, it’s the same concept of a marketing funnel just focusing on the context of digital resources.  This is how you are leveraging digital resources to guide people into a specific experience or towards a certain goal.   And yes… you need a digital funnel!  Digital funnels take time to map out and configure but these can work very hard for you as you engage more members and potential members.  Let’s spend some time talking about pieces of your digital funnel and then explore how to order these in a sequence that’s beneficial.     Goal #1 - Give more people exposure to you and the great things you are doing. Goal #2 - Guide people into a deeper relationship with your community.   DIGITAL FUNNEL POTENTIAL COMPONENTS Social Media - being present in the world of social media for people to learn about you and make some first steps of connections.   Paid Social Advertising - similar to general social media but this ads the dynamic of paying for ads so more people have visibility on your community. Website - your online storefront to help people get to know you and what you have to offer - a simple place to cast your vision. Lead Generators - key assets that people can explore, download, and get to know you better as they explore your unique value proposition. Calendaring Tools - means for people to schedule a time to meet with you and learn more about what you have to offer.   Webinars and Videos - events or evergreen content available for people to gain a better understanding of you and your community.   Drip Email Campaigns - automations that help guide new people into a better experience with you by slowly “dripping” them content and value.   Remember the most basic map for how you are guiding people: Public > Free > Paid.  This is your most basic funnel or pathway and digital assets are designed to help facilitate that at every step.  Digital tools help move this process forward and automate certain stages.  Of course, our end goal is always to bring people into relationships and personal connections with each other but these digital tools help us archive a greater scale of meaningful connections.     BUILDING YOUR DIGITAL FUNNEL Assessment - assess what you currently have and what you need Brainstorm - dream about what you could potentially do Research - explore the tools that can help you make this happen Recruit - find the right people to help make things happen Create - build your content and digital resources Configure - get things set up on the various tools Launch - press the “on” button and let things start working Review - track what’s happening, working, or not Adjust - refine your process as you learn about what’s working or not   You will be amazed at how well these simple ideas and steps will work for you.  The most difficult part is the discipline and time to get these created… but you’ll be thankful once it’s all done.  And don’t forget to have fun while you build all of this!   Cause Machine Solutions Cause Machine can be a critical part of your digital funnel - both in early introductions to new people and the place to hang out once they join your community.  Cause Machine has tools to help you build your website, create and host lead generators, customize sales landing pages, automate email sequences, welcome people well into a new community, and more.  Schedule a demo today!
Nurturing Leads
First, let’s quickly define these two words… Nurture: taking care of someone Leads: New people exploring what you have to offer My goal here is to unpack how you can better engage your leads and walk with them to see greater engagement in your community.  This all starts with an attitude, a perspective, and an approach.  And it all comes back to being a guide.  The most significant way you can nurture people in your community is to serve them well as their guide. When you think of parental nurturing you think of someone taking care of a child for many years, showing them the way, and helping them mature into adulthood.  That’s exactly what you’re doing here - guiding people, walking with them, and helping them mature to where they can be guiding others.   But let’s talk specifically about lead nurturing.  First, you need to have mechanisms to attract and capture leads.  Leads can come in many different forms - let’s unpack a few.  There are SO MANY ideas for lead generation so be creative and come up with your own unique idea.   eBook - a free short book that captures the attention of someone exploring what you have to offer (just make certain it actually provides value) Courses - similar to an ebook… make that content available in a free short e-course for someone to subscribe to.  Worksheets - create simple worksheets that help make workflow and life easier on your potential audience. Host a Webinar - host events that provide meaningful content and coaching for free as a means to generate interest.   Free Trials - offer a free trial to something to give someone a chance to come in and “kick the tires”. Discounts - offer discounts to one of your events or one of your resources to generate engagement.   Refer a Friend - ask people in your community to refer someone else who might fit well in your collective vision. Live Chat - offer live chat or a live chatbot that would capture someone’s email address to engage in the chat. Schedule a Meeting - leverage tools like Calendly to have the means to schedule a meeting with you Solve Problems - this is more philosophical, but focus your lead generators on solving the problems of your potential audience.     Now that you have a lead generator or two created, let’s talk about what to do with those leads and focus on the nurturing part.  Here are some general rules of engagement. Stay Value Focused - it might feel like it’s the time to pounce and “close the deal” but they are still checking you out.  Stay focused on the lead generator’s value, the problem it’s trying to solve for them, and additional thoughts on its content.   Automate - when possible… automate.  Leverage tools like MailChimp, HubSpot, or ActiveCampaign to spin up an email drip campaign to kick out a series of emails (4-6 is reasonable).   Text + Video - remember everyone is wired differently so consider leveraging both text and video when you create email drip campaigns. Make it Personal - while you are leveraging automations, also do what’s possible to make it personal.  Next Step - always have something that’s guiding the person to what their next step might be… a Lead Generator is just a step in the process so don’t miss the clarity on where you’re taking people next.      Don’t overthink all of this.  It’s enough work simply to put together your plan.  Here’s a quick checklist when getting started. Brainstorm Ideas Create a Lead Generator Make the Lead Generator look nice and branded Setup the Lead Generator Create a Drip Campaign Turn it all ON Tweak as needed   Cause Machine Solutions Nurturing members is part of our DNA at Cause Machine.  We believe each community has a responsibility to carefully guide their members to a better state and that often begins with how you nurture leads.  Cause Machine has various “trigger” tools to help nurture new leads in your community so you can have the technology working for you.  Explore more ways how Cause Machine can help you nurture your leads.  Schedule a demo today!