The Engagement Ladder: Moving Members Up

A Framework for Advancing Member Involvement

Moving individuals from passive interest to active leadership requires a structured approach. The engagement ladder provides this structure, offering a clear pathway for members to take progressively larger, well-timed actions. This framework transforms sporadic participation into sustained, meaningful involvement by aligning your asks with a member's current commitment level.

Map Your Distinct Pathway

Begin by defining the specific stages of involvement within your organization. Map the member journey into four to six distinct rungs, moving from the lowest to the highest level of commitment. These levels should be based on observable behaviors, not merely the passage of time. A member advances by what they do.

Common progression patterns include:

• Aware / New → Interested → Interacting → Engaged → Advocate / Leader
• Inactives → Spectators → Joiners → Collectors → Critics → Creators

Name each rung in a way that resonates with your community's culture. The critical step is to move from a vague concept of "engagement" to a concrete, behavior-based model you can measure and influence.

Clarify Actions and Advancement Goals

For every rung on your ladder, you must answer two core questions: what does a member at this level typically do, and what is the single "next action" that will move them up? This creates a clear roadmap for both your team and your members.

Use this example structure as a template, adapting the behaviors and asks to your context:

Level (Rung)	Typical Behaviors	Primary Goal	Example "Next Asks"
1. Aware / New	Recently joined, visited website, read one piece of content	Cultivate interest	Complete a member profile, watch a short welcome video, download a starter resource
2. Curious / Following	Opens some emails, browses content quietly, follows on social media	Encourage initial interaction	Subscribe to a newsletter, RSVP to a free event, leave a single comment, answer a one-question poll
3. Participating / Engaged	Attends events regularly, posts in forums, actively uses member benefits	Deepen habit of participation	Join a special interest group, complete a short course, fill out a detailed survey, take on a small volunteer task
4. Supportive / Advocating	Recommends the organization to others, provides testimonials, shares content	Reward and grow advocacy	Bring a friend to an event, write a review, share a post with a personal note, make a modest donation
5. Leader / Champion	Organizes initiatives, leads committees, mentors others, contributes strategically	Deepen involvement and ownership	Lead a project committee, host a local meetup, speak at a conference, join a major giving circle

Apply the Principle of Gradual Escalation

The core mechanism of the engagement ladder is asking for something easy first, then gradually increasing the commitment as trust and familiarity grow. Members rarely jump from the bottom rung to the top in one leap; they move one step at a time.

• Early Rungs: Focus on low effort, high reward actions. These are simple tasks that provide immediate value, like downloading a useful guide or answering a quick poll.
• Middle Rungs: Introduce medium-effort actions that require more investment, such as completing a profile, attending a paid event, or signing a petition.
• Top Rungs: Reserve high-commitment asks for your most involved members. These include leadership roles, organizing events, mentoring, and major philanthropic support.

Members say they want to be asked for their input. Surveys and feedback requests are not just data collection tools; they are engagement tactics that make members feel valued.

Segment Your Outreach by Current Level

To move members up the ladder effectively, you must communicate with them based on their current rung. Segment your member database by their engagement level to ensure you are sending the right ask to the right person at the right time.

Useful dimensions for segmentation include:

• Journey stage: New member, growing participant, supportive advocate.
• Behavioral history: Emails opened, events attended, forum posts, volunteer history, donation records.
• Demographics and interests: Professional role, geographic location, topic preferences.

Leverage your CRM, AMS, or community platform to:

• Tag each member with their current engagement rung.
• Set up automated communication sequences that trigger based on completed actions. For example, a welcome series for new members that advances to event invitations once a profile is completed.

Implement Targeted Tactics for Each Stage

Design concrete programs and communications tailored to each rung. Here are practical tactics for different levels of the engagement ladder:

For Rung 1 – Aware / New Members (Cultivate Interest)

• Deploy a short, high-value email welcome series highlighting key benefits.
• Provide a simple "get started" checklist with 3-5 easy tasks.
• Create a one-click preference center so new members can select their interests immediately.

For Rung 2 – Curious Members (Build Interaction)

• Prompt email newsletter opt-in or profile completion.
• Encourage commenting on a social post or sharing content with a specific hashtag.
• Offer a simple benefit to redeem, like a discount code for their first event.

For Rung 3 – Engaged Members (Develop Habit & Value)

• Invite them to regular, recurring events like monthly webinars or local chapter meetings.
• Encourage joining a topic-specific discussion group or online community.
• Ask for their input through surveys on programs and future direction.

For Rung 4 – Advocates (Reward and Scale Sharing)

• Create "bring a friend" events with special perks for the referring member.
• Systematically ask for testimonials, case studies, or video reviews.
• Launch a peer ambassador program with formal recognition and rewards.

For Rung 5 – Leaders (Foster Ownership)

• Offer clear pathways to committee roles, board service, or event planning teams.
• Invite them to mentor new members or speak on panels.
• Provide exclusive access to leadership development sessions or strategy previews.

Strengthen the Framework with Community

The ladder is a structural tool, but it is powered by human connection. Progression is sustained by relationships, not just transactions.

• Online communities serve as a central hub for interaction, making ongoing engagement easy and visible.
• Structured networking and mentorship programs create the deep, personal ties that prevent member attrition.

"Activities attract, relationships retain." Strong personal connections are the fundamental force that moves members up to higher levels of commitment.

Track Progress and Refine Your Approach

Define simple, clear metrics for each rung to measure the effectiveness of your engagement ladder.

Key metrics to track include:

• The percentage of your total membership at each level.
• The conversion rate of members moving from one rung to the next.
• The average time it takes for a member to advance one step.

Use this data diagnostically to:

• Identify bottlenecks where large numbers of members stall (e.g., many join but never take a first interactive step).
• A/B test different "next asks" and messaging to see what drives more advancements.
• Continuously refine your ladder definitions, segmentation rules, and automated workflows.

By implementing this behavioral framework, you create a predictable, scalable system for nurturing member involvement. It replaces guesswork with strategy, ensuring every member receives the appropriate invitation to deepen their role within your community.