New Book Release: The Seven Deadly Sins of Membership Marketing

I wanted to share the news: my latest book, The Seven Deadly Sins of Membership Marketing, is now available on Amazon!

Over three decades of working with professional and trade associations, I’ve been invited to countless meetings with one recurring question:

“How do we turn around our declining or stagnant membership numbers?”

While working with nearly 100 associations, I’ve observed a familiar pattern: the challenge isn’t due to a lack of effort. Association leaders and membership teams tirelessly listen to member feedback, manage chapters, deliver board reports, send renewals, and much more. Yet, despite their dedication, the results often don’t match the effort.

As one association staff member put it:

"Our biggest impediment to growth is telling our own story. We get so bogged down in day-to-day operations that we forget not everyone knows what we do, how we benefit them, and why they need to be a part of it."

This frustration is like the child in the classic story who frantically plugs leaks in a dam, only to have new ones appear.

Why The Seven Deadly Sins of Membership Marketing?

In my consulting experience, I’ve found that a better solution exists. It’s not about fixing every leak. It’s about pausing to identify what’s causing the leaks in the first place. Once the root causes—or barriers to growth—are clear, you can create a strategy to address them and achieve sustainable membership growth.

My previous book, Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission, provided a comprehensive framework for building membership programs. However, many associations struggle with specific challenges that weren’t covered in depth.

That’s why this new book focuses on identifying and solving the core obstacles preventing membership growth. These obstacles, or “deadly sins,” are the recurring issues I’ve seen over decades of consulting and supported by over 16 years of research with data from thousands of participating associations from Marketing General Incorporated’s Membership Marketing Benchmarking Report.

What Are the Seven Deadly Sins?

Remarkably, the barriers to membership growth have remained consistent over time. Many associations fall into the trap of quick fixes, such as:

·       Rushing to send emails to boost short-term membership numbers.

·       Resigning themselves to believe that “we’ve tried everything, and it didn’t work.”

Instead of applying temporary solutions, associations must address the systemic roadblocks holding back their programs. This concept, drawn from systems thinking, focuses on identifying high-leverage points in the membership system where targeted action can unlock meaningful growth.

In the book, I identify and explore seven core barriers to membership success, including:

·       Failing to define a compelling value proposition.

·       Neglecting consistent recruitment efforts.

·       Overlooking the power of omnichannel marketing.

·       Underfunding critical membership initiatives.

Each chapter includes practical strategies and actionable takeaways to help associations overcome these obstacles. Real-world examples and bulleted steps will guide you and your team to focus on solutions that deliver results.

A Roadmap to Sustainable Growth

The membership model remains one of the most effective ways to build a thriving, engaged community. However, common “deadly sins” often prevent organizations from realizing their full potential.

Focusing on the root causes of membership challenges—not just their symptoms—can help create a strategy that drives meaningful and lasting growth.

Order your copy of The Seven Deadly Sins of Membership Marketing today and take a step toward transforming your membership program.

Order Now on Amazon.