The challenge

MoveOn had millions of members interacting across email, SMS, social media, fundraising, petitions, and campaigns. Years of channel-by-channel optimization had created a fragmented member experience, while the organization’s email audience declined and retention became an increasingly urgent concern.

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Understanding the full member journey created a different way to approach growth. Someone signing a petition for the first time needed something different from a longtime member ready to organize, donate, or take repeated action. Treating both as members of the same list left little room to build those relationships intentionally.

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I developed a lifecycle growth strategy organized around six stages: Acquire, Educate, Motivate, Activate, Retain, and Sustain. Each stage defined the audience, objective, ownership, measurement, and conditions for moving someone toward deeper engagement.

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The framework connected audience segmentation, digital engagement, experimentation, and retention strategy across teams and channels. It gave MoveOn a shared system for understanding how individual communications contribute to a longer member relationship and where that relationship is growing, stalling, or breaking down.