Not All Members Are Equal—So Stop Treating Them That Way

Not All Members Are Equal

So stop treating them that way.

This might feel uncomfortable.
But it’s true.

Not all members are equal.

Some join and engage deeply.
They read every email. They show up. They do the work.
They tell their friends. They stay.

Others drift.
They sign up, poke around, disappear.
They might not even remember they’re still on the billing cycle.

And if you're running a membership or subscription model — and treating everyone exactly the same — you're doing your best people a disservice.

Because the truth is, some members are ready for more.
More value. More intimacy. More challenge.
And some… aren’t.

That’s okay.

But you need to know the difference — and serve accordingly.

The danger of the “one-size-fits-all” approach

If you pour all your energy into trying to "reactivate" disengaged members, you risk ignoring the ones who are already committed.

If you spend every week trying to entice the fence-sitters, you’re giving less to the people who’ve already said yes — fully.

That’s not sustainable.
And it’s not smart.

Because the members who are all-in?
They’re the ones who will renew, refer, and rise.

Serve them deeply, and your membership grows — with integrity, with momentum, and with less effort.

Here's what to do instead

Segment. Gently. Strategically. With care.

• Know who your most engaged members are.

• Track behavior, not just billing.

• Invite deeper connection with those who are showing up consistently.

• Create layers, tiers, or touchpoints that meet people where they are — not where you wish they were.

This doesn’t mean abandoning the quiet members.
It means offering an invitation to step in — without trying to force it.

Let people self-identify.
Let them rise when they’re ready.
Make space for every kind of journey — while still honoring your most active participants.

A quick reframe

Think of your membership like a community garden.

Some people show up weekly. They tend, plant, water, harvest.

Others pass through once a season.
Some just want to walk by and admire the flowers.

You wouldn’t give them all the same plot, tools, and expectations.

So don’t do that in your membership, either.

Final thought

Not all members are equal.
And that’s not a problem.

That’s an opportunity.

To pay attention.
To listen closely.
To serve the right people, in the right way, at the right time.

The ones who are ready will show you.
Meet them there.

They don’t need more content.
They need more you — the clear, generous, discerning version who knows how to lead a space that actually works.

Want help creating a member experience that’s layered, intentional, and designed for real retention?

Let’s build it.
So the people who are ready — stay, grow, and become your best proof. Not just members. But advocates. And allies. And friends.