Maximizing community retention for sustainable growth

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selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..." data-ghost-search/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/community-based-marketing">Community-Based Marketing</a> <a href="/tag/community-led-growth">Community-Led Growth</a> <a href="/tag/community-management">Community Management</a> <a href="/tag/community-operations">Community Operations</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/community-led-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/ComLedAlliance" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"><g><path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"></path></g></svg></a> <a href="https://www.facebook.com/Community-Led-Growth-103192158877141" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 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c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.tiktok.com/@communityledalliance " target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a 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70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-community-led-growth "> <section class="post-full-content Community-Led Growth"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-12-14">14 December 2023</time> <span class="reading-time">6 min read</span> </section> <h1 class="post-full-title">Maximizing community retention for sustainable growth</h1> <section class="post-full-meta"> <a href="/tag/community-led-growth/">Community-Led Growth</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/hannah-wesson/"> <img class="author-profile-image" src="https://www.gravatar.com/avatar/1f8da91a8a1f9cb2e465d9dc6c8e3339?s=250&r=x&d=mp" alt="Hannah Wesson" /> <section class="author-card-content"> <h4 class="author-card-name">Hannah Wesson</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/07/CLA_Framework_Tiles_sustainability.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>Creating a successful community is a significant achievement, but the real challenge lies in retaining this community over time. </p><p>Community members are the lifeblood of any community, and if you don’t keep them engaged and active, the community will eventually dwindle and die. Fortunately, there are plenty of ways you can maximize membership retention.</p><p>In this article, we’ll explore various strategies and insights to help maintain and grow your community, ensuring long-term engagement and success.</p><h2 id="understanding-churn-rate">Understanding churn rate</h2><p>Churn rate is a vital metric in community management. It represents the percentage of members who leave your community within a given period. Ideally you want your churn rate as low as possible, as a lower churn rate suggests a healthy, engaged community. </p><p>The formula to calculate churn rate is straightforward:</p><p><strong>Churn rate = Number of customers lost during a time period / Number of customers at the start of the period.</strong></p><p>For instance, if you start with 100 members and lose five over a month, your monthly churn rate is 5%.</p><p>Understanding your churn rate helps identify retention issues within your community. Although average churn rates can vary (for example, 3-8% per month in a SaaS company), knowing your specific rate is crucial. </p><p>Predictive analytics tools, such as Google Cloud ML Engine and BigML, can forecast potential churn, enabling proactive measures for retention.</p><hr><p><em>Check out this article from our sister community, Customer Success Collective, to learn more about </em><a href="https://www.customersuccesscollective.com/a-complete-guide-on-how-to-calculate-and-reduce-customer-churn/?ref=communityledgrowth.com"><em><u>churn rates</u></em></a><em> (and take advantage of the built-in churn calculator).</em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customersuccesscollective.com/a-complete-guide-on-how-to-calculate-and-reduce-customer-churn/?ref=communityledgrowth.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Churn calculator: how to calculate customer churn</div><div class="kg-bookmark-description">In today’s highly competitive business landscape, understanding and managing customer churn is crucial to a company’s long-term success. But calculating churn isn’t a case of highlighting what’s wrong with a company. It’s not all doom and gloom – far from it.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customersuccesscollective.com/content/images/size/w256h256/2023/05/Customer_Success_Collective-Icon.png" alt=""><span class="kg-bookmark-author">Customer Success Collective</span><span class="kg-bookmark-publisher">Grace Gupta</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customersuccesscollective.com/content/images/2023/04/photo-1635070041078-e363dbe005cb.jpeg" alt=""></div></a></figure><p></p><hr><h2 id="the-power-of-content-in-retaining-community-members">The power of content in retaining community members</h2><p>Content is a cornerstone of community engagement. The right content can keep your audience engaged, providing continuous value. An effective content strategy involves:</p><ul><li><strong>Understanding your members</strong>: Know who your community members are. Utilize personas to understand their content preferences.</li><li><strong>Reviewing past content</strong>: Analyze which types of content have previously resonated with your community.</li><li><strong>Content frequency and quality</strong>: Strike a balance between the frequency of posts and the quality of content.</li><li><strong>Diverse content formats</strong>: Experiment with various content formats to cater to different preferences.</li><li><strong>Personalization</strong>: Use member data to personalize content, enhancing relevance and engagement.</li><li><strong>Content timing</strong>: Schedule content release strategically to maintain ongoing engagement.</li></ul><p>Encourage user-generated content to foster a sense of belonging and participation. This approach not only enriches your content but also builds a stronger community bond.</p><h2 id="utilizing-personas-for-targeted-engagement">Utilizing personas for targeted engagement</h2><p>Personas are fictional characters representing various segments of your community. They should be based on comprehensive qualitative and quantitative research, not assumptions. A typical persona includes attributes, goals, typical day, and pain points of a specific market segment. Aim to create several different personas to cover the breadth of your audience.</p><p>It’s likely that product marketing, marketing, community and customer success teams will play the biggest role in creating the personas. In order to create accurate personas, these teams should analyze the data from existing members. It’s also important to ask your members directly for the information you need by giving them the chance to take part in polls and complete surveys and interviews through tools such as Google forms and Survey Monkey. </p><p>Here’s an example of what a persona could look like:</p><figure class="kg-card kg-image-card"><img src="https://lh7-us.googleusercontent.com/PQWTUpSS3HgE4CwEp5RsntEBz-0_7ot_bC-3GY7qn55lb1e5mGL8iJb-FVbr_qCeJAI8XzzNpkuFqeWOZWXwe0mRKbPo1dVkGhV8xkOGV-lnGqznLUGoehgsjt1rCwa6MYiBaCRAi2I7qIs64XHaqds" class="kg-image" alt="" loading="lazy" width="960" height="540"></figure><p>Personas are invaluable for content tailoring, ensuring that what you offer resonates with different community segments. They also ensure that your offerings are inclusive and accessible to all, regardless of income, technology access, or other factors.</p><p>Regularly update your personas based on ongoing interactions and feedback from community members. This dynamic approach ensures that your community strategies remain relevant and effective.</p><h2 id="optimizing-membership-packages-for-enhanced-retention">Optimizing membership packages for enhanced retention</h2><p>Another way to improve retention rates in your community is to reconsider your membership structure. Membership structures should be flexible and responsive to the changing needs of your community. </p><p>Options like subscription pauses or different membership levels can cater to varying member needs. Regular feedback from both current and former members can guide adjustments to your membership packages.</p><p>For example, you might discover a segment that prefers access to a library of resources at a lower price point, while another desires more in-depth, premium content and is willing to pay more. Continuously refining your membership offerings based on such insights can significantly reduce churn.</p><p>It’s also very important to ask former members why they left the community. You may find they leave because the membership was too expensive, or because they didn’t actually know about everything they were entitled to.</p><p>If the latter is the case then you should invest some time to make sure each benefit within the membership package is highlighted during the onboarding process. Members should be prompted, by pop-ups or emails, to start using the different features available to them as soon as possible. </p><p>Be sure to keep checking in with your community, listen to what they’re saying to you and each other and keep refining your personas.</p><hr><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.communityledgrowth.com/how-do-personality-differences-relate-to-your-community/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How do personality differences relate to your community?</div><div class="kg-bookmark-description">Humans are at the heart of every community, so it stands to reason that their personalities would be just as important. After all, personality differences can play a key role in the dynamics and health of a community.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.communityledgrowth.com/content/images/size/w256h256/2021/12/CLA-logo.png" alt=""><span class="kg-bookmark-author">Community-Led Alliance</span><span class="kg-bookmark-publisher">Teresa Garanhel</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.communityledgrowth.com/content/images/size/w1200/2023/11/markus-winkler-Sc7TjNWUo6E-unsplash.jpeg" alt=""></div></a></figure><p></p><hr><h2 id="key-strategies-for-community-retention">Key strategies for community retention</h2><p>Let’s go over the key strategies you’ll need to remember to keep your community intact and growing:</p><ul><li><strong>Monitor churn rate</strong>: Keep a close watch on your churn rate to gauge the health of your community.</li><li><strong>Predictive analytics</strong>: Utilize tools like Google Cloud ML Engine to anticipate and prevent potential churn.</li><li><strong>Content strategy</strong>: Develop a rich, diverse content strategy that caters to the interests and needs of your members.</li><li><strong>Engage with personalization</strong>: Use personalization to make members feel valued and understood.</li><li><strong>Empower user-generated content</strong>: Encourage members to contribute content, fostering a sense of ownership and community spirit.</li><li><strong>Leverage personas</strong>: Use personas to tailor your interactions and offerings, ensuring relevance and inclusivity.</li><li><strong>Flexible membership options</strong>: Be open to modifying membership structures based on member feedback and changing circumstances.</li><li><strong>Continual feedback and adjustment</strong>: Regularly seek feedback and be willing to adjust strategies in response to community dynamics.</li></ul><h2 id="final-thoughts">Final thoughts</h2><p>Community retention is an ongoing journey of learning, adapting, and evolving. By understanding your churn rate, crafting a compelling content strategy, utilizing personas effectively, and being flexible with membership structures, you can foster a vibrant and engaged community.</p><p>The ultimate goal is to create a community that is not just large in numbers, but also rich in engagement and connections. By applying these strategies, you can ensure the longevity and success of your community, turning it into a thriving ecosystem of engaged members.</p><p>This comprehensive approach to community management underscores the importance of not just attracting members, but more importantly, retaining them through continuous engagement, understanding, and adaptation.</p><p>The journey of nurturing and retaining your community is a testament to your dedication to growth, relevance, and excellence in the ever-evolving realm of community building.</p><hr><p><em>Join our </em><a href="https://www.communityledgrowth.com/join-the-community-led-alliance-community/"><em>Slack community</em></a><em> to connect with other community folks like yourself and get answers to all your questions!</em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.communityledgrowth.com/join-the-community-led-alliance-community/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Join the Community-Led Alliance</div><div class="kg-bookmark-description">Sign up to our community for discussions, networking, and ideas. 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