

The New Year often brings a surge of new members to your community center, driven by common resolutions like increasing physical activity. 60% U.S. adults plan to set resolutions in 2025, and health, fitness, or exercise is the most popular focus.
While many start with strong intentions, retaining them throughout the year can be challenging. Studies show that only 25% of people stay committed to their New Year’s resolutions after 30 days, and less than 10% actually complete their goal. This trend can significantly affect your organization’s ability to reliably engage members and impact your community if not addressed.
However, with an effective member engagement strategy, you can significantly improve retention rates post-January. With these strategies, you can connect with the right members, enhance retention efforts, and effectively re-engage those who have drifted away.
Keep reading to learn how to transform the initial enthusiasm of New Year’s resolutions into long-term commitment.
Understanding and Engaging Different Types of Members
Every member of your community center has unique needs, goals, and preferences that influence how they engage with your organization. These preferences can vary widely based on personality, age, and motivations, and understanding each target audience is key to building a stronger, more engaged community. Here are some (but not all) of the member types that may be a part of your organization.
Introverted Members
For introverted members, engagement often flourishes in quieter, more personal settings. They may prefer self-paced programs, such as virtual classes or individual fitness challenges, that allow them to participate on their own terms. Offering serene spaces within your facility, like wellness or meditation rooms, can also create an environment where they feel comfortable and valued. Digital communication tools, like email marketing and mobile app notifications, are excellent ways to keep them informed without overwhelming them with face-to-face interactions.
Younger Members
Teens and young adults tend to gravitate toward dynamic, interactive, and social experiences. They’re often most active on social media platforms like Instagram and TikTok, making these ideal spaces for outreach. Gamified features in your nonprofit mobile app, such as badges, leaderboards, or interactive challenges, can keep them motivated while fostering friendly competition. Highlighting opportunities for peer connection, such as sports leagues or volunteering events, can further deepen their involvement and help them build meaningful relationships within your community.
Older Members
Older Americans (55+) are more likely to prioritize health, fitness, and exercise than younger adults (75% vs. 57%). With that comes a focus on wellness, accessibility, and opportunities for social connection. Programs like yoga, water aerobics, or walking groups can address their fitness goals while accommodating their physical needs. At the same time, ensuring that your technology—whether a mobile app or website—is intuitive and straightforward helps eliminate potential barriers. Social events provide meaningful ways for older members to engage and connect with others in a relaxed setting.
Casual Drop-Ins
Casual drop-ins are those who engage sporadically, attending events or classes without committing to a long-term membership. These members may appreciate pay-as-you-go options or free trials that let them explore what your organization offers on their terms. By keeping in touch with them through tailored outreach, such as event reminders or program highlights, you can gently encourage them to take the next step toward deeper involvement. Casual drop-ins often need a little extra encouragement to see the long-term benefits of becoming a full member, so showcasing success stories on social media or offering limited-time discounts can be particularly effective.
Mission-Driven Supporters
Mission-driven supporters connect with your organization because they believe in its cause. These members value programs and activities that align closely with your nonprofit’s mission and seek opportunities to make an impact. They are often eager to participate in advocacy campaigns or volunteering initiatives that directly support your goals. Sharing updates about how their involvement contributes to the greater good, through newsletters or social media, reinforces their connection to your mission and encourages continued engagement.
Family-Oriented Members
Family-oriented members are often looking for activities that cater to the whole household. These members value family-friendly programming, such as parent-child fitness classes or youth activities with childcare support. Highlighting these offerings in your outreach can help families see the comprehensive value of their membership. Family packages that offer benefits for everyone in the household are another way to engage these members, while events like movie nights or seasonal festivals provide fun, shared experiences that strengthen their connection to your community center.
Seasonal Participants
Seasonal participants engage with your organization during specific times of the year, such as summer camp registrants, holiday volunteers, or seasonal athletes. One common subset of this group includes those who join with New Year’s resolutions. These individuals start with high motivation but may struggle to sustain it over time. To turn these seasonal participants into year-round members, focus on providing programs that emphasize goal setting and progress tracking.
88% of people prioritizing fitness consider access to fitness facilities to be important to achieving their 2025 goals. For New Year’s resolution members, early encouragement and consistent follow-ups can be pivotal in maintaining their commitment. Regularly communicating with seasonal participants, even during their off-seasons, ensures they feel connected and more likely to return when the time is right.
Currently Engaged Members
Your most dedicated members often act as champions of your community. These individuals thrive when their contributions are acknowledged and their voices are heard. Recognizing their efforts through personalized thank-you messages, exclusive events, or member spotlights on social media helps sustain their enthusiasm. Engaged members often make excellent ambassadors, so inviting them to provide mentorship for new members, volunteer at events, or participate in advisory groups can strengthen their connection to your organization while inspiring others.

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Connect With Members Through Your Brand Story
Part of creating a meaningful connection with members is ensuring your organization’s experience aligns with their expectations. To engage members year-round, you need to cultivate relationships that are aligned with your organization’s brand story.
A brand story is an embodiment of your mission and impact. It’s a form of storytelling that allows members to grasp the essence of your organization and trust in its promise. As potential members weigh their options, your brand story becomes a pivotal factor in their decision-making, guiding them to decide if your organization aligns with their goals.
Crafting a compelling brand story for a nonprofit community center involves:
- Showcasing personal connections
- Maintaining focus on community impact
- Representing your mission authentically
- Creating meaningful experiences
Your brand story should articulate how your organization addresses the individual needs of your community. Instead of simply promoting services, demonstrate how these services impact your members’ overall well-being and support their health goals in the New year. This approach ensures your message deeply resonates with members who share the same goal. It clearly illustrates how your organization aids members in achieving their aspirations, both personally and within the broader community context.
Creating an Engaging and Memorable Onboarding Experience
The onboarding process sets the tone for a member’s relationship with your organization. A thoughtful and engaging experience lays the groundwork for long-term commitment. By welcoming new members with a personalized and seamless onboarding journey, you can help them feel immediately connected to your mission and community.
Personalize the Welcome
Start by making each member feel seen and valued. Send a personalized welcome message, whether through email, text, or a push notification. Use their name and reference specific details, such as the program they joined or the goals they’ve shared. This simple step shows that your organization recognizes their individuality and is committed to supporting their journey.
Provide Clear Guidance
Navigating a new membership can be overwhelming, so offer clear and concise instructions to help new members get started. A mobile app is an excellent tool for providing step-by-step guidance on everything from booking their first class to exploring member benefits. Use visuals like video tutorials, walkthroughs, or infographics to simplify complex processes and ensure they feel confident using your services.
Highlight Key Offerings
Introduce new members to the programs, events, and features that best align with their interests. For example, if a member joins to focus on fitness, highlight your group exercise schedule, personal training options, or fitness challenges. If they’re mission-driven, emphasize volunteering opportunities or community initiatives. Tailoring this introduction helps new members see the value of their membership from the start.
Foster Early Connections
Encourage new members to build connections with others in your community. Pair them with a “welcome buddy” or invite them to a new-member event where they can meet peers and staff. Building relationships early on helps members feel part of a supportive network, increasing their likelihood of staying engaged.
Celebrate Their Start
Recognize the importance of their first steps by celebrating their decision to join. Send a small welcome gift, like a branded water bottle or exclusive discount for their first program. Publicly acknowledge new members (with their permission) in newsletters or on social media, showing that your organization values every individual who joins your mission.
Check In Regularly
Onboarding doesn’t end after the first interaction. Follow up during their first few weeks to see how they’re settling in, answer questions, and offer additional support. Use automated tools like Daxko Engage to send reminders, program recommendations, or progress check-ins tailored to their activities and goals. Regular touchpoints keep new members engaged and signal your ongoing commitment to their experience.
Engage Members With Targeted Outreach
As the New Year begins, members are filled with enthusiasm for their health and wellness goals. To sustain this momentum throughout the year, you need to be intentional about how you use each of your communication channels. Emails, text messages, push notifications, and digital marketing are four great ways to ensure members are receiving and engaging with your outreach.
Email Marketing
Email marketing, when done right, transforms a nonprofit marketing blast into a personal journey for each member. To make every email feel like it was crafted for the individual, it’s crucial to segment your contact list and adjust your copy accordingly. This way, every member receives information that’s relevant and appealing to their specific interests. By customizing offerings like new programs, meal plans, discounts for different member segments, and more, you demonstrate a deep understanding of your member’s unique needs.
For nonprofits, it’s also essential to optimize calls-to-action (CTAs) in emails to enhance conversion rates. Test different versions of your email CTAs to gather data on which resonate most with your audience. Use these insights to continually refine your email strategy. Remember, the goal is not just to inform but to inspire action that aligns with your organization’s mission and enhances community engagement.

Schedule text messages early to ensure they reach members at the right time, and pair with email outreach to maximize engagement.
Mobile App
With features designed to simplify processes and enhance personalization, nonprofit mobile apps offer unparalleled opportunities to boost member engagement.
Features like interactive challenges keep members connected and motivated by delivering timely updates and fostering friendly competition. Tools such as a program recommender and easy program registration personalize the member experience, making it effortless to discover and participate in activities that align with their goals.
Beyond member-focused benefits, mobile apps empower staff with functionalities like real-time schedule management and streamlined operations through staff-facing software. These capabilities ensure that your team can respond promptly to member needs, creating a seamless and supportive environment.

Text Messages
Text messaging stands out as a highly effective and immediate method for connecting with members. Its remarkable open rate of 98%, coupled with the fact that 83% of texts are read within the first three minutes, positions texting as an extraordinary channel for timely outreach. This makes it an excellent tool for sharing updates about upcoming events and encouraging members to participate in person.
When paired with member segmentation, text messaging can drive higher registrations rates for your youth programming, classes, and community events. For nonprofits, this means reaching out with purpose, ensuring every message sent contributes to building a stronger, more involved community.
Push Notifications
Much like text messaging, push notifications offer a direct line to engage members with content that’s tailored just for them. Utilize these notifications to send timely reminders about upcoming classes or to spark interest with useful resources and tips.
Regular, well-crafted push notifications help ensure that your community center remains a focal point in your members’ daily lives. These reminders not only keep them informed but also reinforce the sense of community and involvement your organization strives to build. By consistently providing value through these notifications, you’re not just reminding members of their commitments; you’re enriching their experience and deepening their connection to your mission. This strategy is especially effective in maintaining ongoing member engagement and fostering a strong, active community.
Digital Marketing
Digital marketing encompasses a broad range of online platforms, including social media, websites, and digital advertising. Integrating digital marketing strategies with traditional communication methods like emails, text messages, and push notifications creates a comprehensive outreach plan.
Strategically using social media can amplify the reach of your email campaigns, driving more engagement and participation. Utilize platforms like Facebook and Instagram to share engaging content and foster a strong online community. Tailor social media advertising to target specific member segments, highlighting programs and events that align with their interests. This approach increases visibility, encourages interactive engagement, and creates a more personal and responsive dialogue with your community.
58% of surveyed adults plan to maintain existing fitness memberships, while 23% aim to join a new fitness facility. Craft digital ads that showcase the unique benefits and experiences your organization offers to capture the attention of that 23%. By selecting the right keywords and leveraging retargeting techniques, you can intrigue those searching for membership options online. Digital advertising is also a great tool for re-engaging those who may have lost touch, bringing them back into the fold of your community’s activities and initiatives.
By strategically combining these digital tactics with your existing communication channels, your organization can create a more connected and vibrant community, keeping members engaged long after the New Year’s surge.
“Digital marketing is the channel that you can turn on as quickly as possible to have a high impact and a very cost-effective channel.”
Social Media
Social media is a powerful communication channel for connecting with your members in real-time. Platforms like Facebook, Instagram, and YouTube offer opportunities to engage with members where they already spend time. Use these platforms to share updates about upcoming events, spotlight member success stories, and post engaging content like polls or live streams.
Tailor your content to fit each platform’s strengths. For example, Instagram is ideal for visually-driven posts like event photos or behind-the-scenes glimpses of your programs, while Facebook allows for more detailed updates and event promotions. Short, creative videos shared to places like YouTube Shorts can highlight your community’s energy and encourage younger members to get involved.
To deepen engagement, respond promptly to comments and messages, creating a two-way dialogue that makes members feel heard and valued.
Re-Engage Lost Members With Win-Back Campaigns
Not every member will stay after the initial New Year’s rush. Preparing a win-back strategy will help you re-engage lost members and promote greater community impact.
Understand Why They Cancelled
To effectively re-engage members who have decided to leave, you first need to understand the reasons behind their decision to cancel their membership. Are there programs they felt were missing? Could there have been additional support or encouragement that might have persuaded them to stay?
Implementing a digital form during the cancellation process is a strategic way to gather and record their feedback. Collecting this data shows that you value their opinions but also provides essential insights into their motivations and experiences. With this data, you can tailor your approach to address their specific concerns, demonstrate your commitment to meeting their needs, and strategically plan your efforts to win them back. This process shows empathy and a willingness to evolve based on member feedback, reinforcing your dedication to community impact and member satisfaction.
Stay Connected
The end of a membership doesn’t have to mean the end of the relationship. After a cancellation, it’s important to continue to engage members with valuable content and incentives, reinforcing the ongoing nature of your connection. Rather than concentrating on sales-driven communication, focus on demonstrating that your organization still cares about their goals and well-being.
This approach creates an environment where former members feel valued and recognized, even outside the scope of active membership. By sharing content that is helpful and relevant to their interests, you leave the door open for them to return when they feel ready. It’s about nurturing a sense of community and belonging that transcends membership status. Show that your organization is more than just a service provider – it’s a supportive and enduring part of their journey.
Make It Easy to Return
A seamless and straightforward sign-up process is key in encouraging former members to rejoin. If the process is fraught with frustration or time-consuming steps, it can serve as a significant barrier to their return. To facilitate a smooth transition back, ensure that your registration process is quick, simple, and fully accessible online.
By making it easy for former members to restart their memberships, you greatly increase the likelihood of their return. This approach demonstrates your organization’s commitment to user-friendly experiences while showing an understanding of the modern member’s need for convenience and efficiency. An uncomplicated sign-up process speaks volumes about your organization’s focus on accessibility and member satisfaction, making it an inviting option for those considering a renewed commitment to their health and community involvement.
Create a Welcome Back Program
It’s essential to ensure that returning members feel just as valued and cared for as new ones. When they choose to rejoin, make it a priority to extend a warm and personalized welcome back. Recognize that their motivations and goals might have evolved during their time away. Collaborate with them to set new fitness objectives, gather any new feedback they have, and assist them in integrating back into the routines and activities of your community center.
Your New Year’s members are a vital part of your community, and it’s important not to let them drift away. By implementing a robust engagement and retention strategy, you can maintain their interest and involvement throughout the entire year. Use these strategies to reinforce the sense of belonging, ensuring that every member (whether new or returning) feels supported and connected to your organization.
Ready to Engage Members Online?
The way you speak to your members matters, especially when you’re communicating digitally. Learn more about how you can cut through the noise and engage members with your website and digital marketing.

The Nonprofit Marketer’s Guide to Community Outreach
Today’s community members are tech-savvy. Learn how to capture their attention online (and keep it).
- Instant insights
- Time-saving tools
- ChatGPT prompts
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