We try to get our members engaged all the time. Conferences, volunteer groups, communities, online learning, the occasional phone call or focus group, and lots of email, some targeted campaigns, and some email blasts.

Here's the premise of this Friday update, however... The organizations with the greatest loyalty are organizations where people FEEL something as a result of being involved. There's a passion for the organization. 

Patagonia... there's a strong connection between the consumer and the brand. It tells people you're an adventurer and you care about trees and mountains. But there's a connection and a passion, nonetheless. What do you think the average Patagonia consumer pays each year? I don't know either, but I'll bet it's equivalent to a membership fee.

Jeep... I have a Jeep Wrangler 4 door Sahara. The wheels are fatter than they need to be and I have a cool roof rack on it. Do you think my beautiful white jeep has ever touched dirt? Yes, when I am trying to get around the guy turning left and my right tires touch the side of the road. I have that jeep because of the way it makes me feel.

Orange Theory... What made me think of this was the group of people at a table in one of the sessions at the Membership, Marketing and Communications Conference in DC last week. They asked if other people in the room were members or Orange Theory. I had no idea what that was, but I'll tell you that if you're a member of Orange Theory, not only do you know what it is, but you feel totally connected to the organization, the brand and other members of this workout club.

So which email are you sending that creates this sense of passion?

How can you build an association brand that people are passionate about?...where they feel really connected?

Perhaps it starts by getting their voice in the mix. Ask them questions. Make it a two way dialog. Send them stuff and ask them stuff.