The Engagement Series: Part 2
From Attendance to Belonging: The Real Measure of Engagement
Est. Read Time: 3 mins
The Engagement Series: Part 2
Attendance is easy to measure. Belonging is harder - but far more powerful.
Every club tracks attendance. Who signed up? Who showed up? Which events filled? These numbers are valuable, but they only tell part of the story. If engagement is the emotional connection between members and their club, then attendance is just the first layer. The deeper measure - the one that predicts satisfaction, loyalty, and retention - is belonging.
Why Attendance Is Not Enough
Attendance provides a snapshot. It shows participation rates and can highlight popular programs. But it cannot tell you why members attended, whether they enjoyed it, or if the experience made them feel more connected. A member might attend once and never return, or show up out of obligation. Without belonging, attendance does not convert into lasting engagement.
⫸ Attendance measures output (who came).
⫸ Belonging measures outcome (who connected).
⫸ Clubs that focus only on attendance risk missing what really drives member loyalty.[/bull]
What Belonging Looks Like
Belonging goes deeper than physical presence. It shows up when members:
⫸ Refer to groups as "my group" or "our team."
⫸ Build friendships that extend beyond the club.
⫸ Take initiative to create activities for others.
⫸ See the club as part of their identity, not just a place they visit.[/bull]
Belonging turns members into advocates. They stay longer, participate more widely, and encourage others to join in. It is the invisible glue of community life.
How Clubs Can Foster Belonging
Belonging cannot be forced, but it can be cultivated. Clubs that succeed at this create environments where members feel recognized, supported, and empowered. A few strategies include:
1. Empower Member-Led Groups
Clubs thrive when members form groups around shared interests - whether that's golf, pickleball, cards, or wine tasting. When members drive the activity, they feel ownership and pride. Staff support is still critical, but the energy comes from the members themselves.
2. Encourage Recurring Connections
One-off events can be fun, but they rarely create belonging. Recurring gatherings build rhythm and familiarity, where relationships grow naturally. Trivia nights, weekly golf groups, or book clubs give members repeated chances to bond.
3. Recognize Participation Publicly
Simple acknowledgments - celebrating new groups, highlighting active members, thanking volunteers - reinforce belonging. Recognition signals that contributions matter, encouraging others to step forward too.
4. Listen to Feedback
Belonging strengthens when members feel heard. Capturing regular feedback, not just annual surveys, shows members their input drives decisions. Feedback tools help clubs act on what members say, building trust and connection.
Belonging as the Engagement Multiplier
When belonging takes root, just like the deep roots in the image of the tree above, every other metric improves. Attendance grows organically, participation diversifies, and retention rises. Instead of pushing members to sign up, clubs pull members in through authentic connection. Belonging makes every program more effective because members feel invested.
Attendance is the gateway. Belonging is the destination.
Looking Ahead in the Engagement Series
This post is part of our Engagement Series leading up to the Club + Resort Business Engagement Summit in October. In the coming weeks, we'll explore the Engagement Flywheel, why programs fail without engagement, engagement as a retention strategy, and engagement at scale. Each builds on the same truth: engagement is not about keeping members busy - it's about helping them belong.