Membership 201

This program helps newsrooms with existing membership programs expand and further develop their membership offerings. Membership 201 will build on key concepts covered in Membership 101, which was offered last fall.

Membership 201 is designed for individuals or for teams of 2-4 people per organization. 

In order to facilitate an interactive learning experience, this course will be limited to participants from 20-25 organizations. 

The course will be led by RevLab at The Texas Tribune, in coordination with Ariel Zirulnick of the Membership Puzzle Project, and will feature guest speakers on the cutting edge of membership globally. 

The course will meet weekly from Thursday March 25, 2021 to Thursday April 22, 2021 at 1pm EDT. The course will meet weekly for 60-90 minute sessions. Optional office hours will be available for those who want additional help and feedback.

The five-week program will cover the following topics:

  • Adopting a product mindset and implementing test-and-learn strategies to optimize your membership offerings and processes 
  • How to staff a cross-functional membership team
  • Making the business case for membership
  • Developing and assessing key membership metrics
  • Marketing and growing a membership program
  • Strategies for member retention and deepening relationships with members

RevLab is a grant-funded resource center that helps publishers expand revenue-generating capabilities. RevLab is based within The Texas Tribune and funded in part by the Facebook Journalism Project.  

You can start your application by clicking here or by accessing the form below.

The deadline to apply is Monday March 1, 2021 at 11:59 p.m. EST

Frequently Asked Questions

Who is eligible to participate in Membership 201?

Membership 201 is open to any news organization with an existing membership program.

In The Membership Guide, MPP defines a membership program as:

A membership program is the product your reader interacts with in becoming a member. It’s a container for managing the individuals who contribute to your organization. When people talk about membership, this is often what they refer to. It includes the page you land at when you click on, “become a member.”

Do I need to have taken Membership 101 to participate in Membership 201?

No. Any news organization with an existing membership program is invited to apply to Membership 201 regardless of whether they have participated in previous trainings.

However, you can catch up on recordings of Membership 101 sessions from Fall 2020 here.

What’s this about the course being open to teams of 2-4 people?

Applications should be submitted on behalf of a news organization, and up to four people from a selected organization are invited to attend. (Membership is a cross-discipline effort, and we encourage more than one person from your team to participate.) If you’re a single-person organization or the only person from your outlet that can attend, that’s fine, too!

I have a question that’s not addressed here

Please email Lenfest Institute Communication & Editorial Director Joseph Lichterman with any other questions or concerns.