Lifecycle Framework
Membership Framework
Objective
To develop a clear, repeatable membership lifecycle framework that aligned marketing campaigns to member needs at every stage. From first awareness through long-term engagement and advocacy, marketing operates as a growth system rather than a series of disconnected campaigns.
Strategy
I developed a six-stage membership lifecycle framework tailored to a national, chapter-driven association, translating proven SaaS and community-growth models into an identity-based membership context. The framework defined audience mindset, marketing objectives, and content roles at each stage, enabling campaigns—such as the National Convention, membership drives, and fundraising—to activate multiple lifecycle stages simultaneously. This structure allowed marketing to shift from campaign execution to lifecycle orchestration, with particular emphasis on activation and engagement stages that are often overlooked.
Insight
ALPFA’s marketing efforts were strongest at moments of visibility and conversion, but less structured around what happened before and after those moments. As a membership association rooted in identity, belonging, and leadership development, ALPFA required a lifecycle approach that acknowledged emotional buy-in, first-value moments, and long-term relationship building. Campaigns needed to be designed around where members were in their journey.
Results
The lifecycle framework provided a shared strategic language for evaluating and designing marketing efforts across the organization. Campaigns could be mapped to specific stages, revealing gaps particularly around activation and post-event engagement and creating opportunities for more intentional content planning. The framework enabled clearer prioritization, improved alignment between campaigns and membership goals, and laid the foundation for marketing to function as a long-term growth and retention engine rather than a series of one-off launches.
