People join communities for benefits, not belonging.
They want to learn something new, to achieve a goal, to grow status, to be entertained, to have fun, etc.
They only find and value belonging after they've been a member and formed relationships.
David Spinkstwitter.comPeople join communities for benefits, not belonging. They want to learn something new, to achieve a goal, to grow status, to be entertained, to have fun, etc. They only find and value belonging after they've been a member and formed relationships.
Many people told our team that they join as members because they feel something fundamental in the world and/or in themselves is broken. In membership they seek a way to feel part of a solution.
Ariel Zirulnick • Membership Handbook
“Why should we invest in community over all of the other things we could be investing in?” And once you're ready to make that investment, how does a business build a legitimate community that creates authentic belonging for members, while also driving business outcomes? Can you measure it? How do you know it's working?
David Spinks • The Business of Belonging: How to Make Community your Competitive Advantage
Communities can provide three kinds of value to members:
1. Educational: Members teach each other.
2. Emotional: Members seek support and understanding from each other.
3. Aspirational: Members support each other and keep each other accountable to achieve a goal.
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