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Disclaimer: Blog posts are the opinion of the individual involved, do not constitute professional advice and may not reflect the position of Cantarus.
Recently, a membership professional asked me, “Why do membership bodies need an app?” The answer was clear: “Because Mark Zuckerberg has taught your members what to expect.”
Platforms like Facebook, Instagram, and WhatsApp have redefined how we connect and interact. These social apps have set a high bar for digital engagement, and members now expect the same level of seamless, personalised interaction from membership organisations.
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Apps: Where Engagement Happens Today
Websites often play a passive role in engagement—users need to go there and possibly log in to find content. But mobile apps flip this model by actively bringing fresh, relevant content straight in the user’s pocket.
Mobile apps are more than just a convenience; they’re the modern hub for human connection. Notifications and red badge alerts instantly capture attention, creating a sense of immediacy. Whether it’s a message from a friend, a quick update from work, or your darts mates telling you the match is at a different pub (hits close to home for me!), these alerts are the digital equivalent of someone knocking on your door—impossible to ignore.
Why Mobile Matters for Your Members
People in the UK spend an average of 3.81 hours daily on mobile devices, and 92% of that time is within apps instead of browsers. If membership bodies want to meet members where they are, apps are the way to go.
Membership bodies thrive on connection, and apps provide a direct line to members. They’re the natural next step for organisations that want to foster interaction, encourage engagement, and remain relevant.
Today, membership is about more than just information—it’s about delivering personalised, relevant updates that matter to each member. Apps allow users to define their interests, making it easy to serve custom updates on events, services, and opportunities. The data backs this up: app notifications have a 3.2x higher click-through rate and a 12x greater subscription rate than email.
People like Zuckerberg have shown your members what technology can offer, and those shaping membership strategies should take note. To remain relevant, membership bodies need to make apps a central part of their digital toolkit.
Check out our Ultimate Guide to Member Apps for more!
