Members to Fans: The Way to Sustainable Success!

Fan members make associations, chambers, clubs, political parties, foundations and NPOs more successful – in more than one way:

  • they are particularly loyal
  • they remain members, even if they do not (or no longer) need services
  • they like to participate and are willing to contribute voluntary work
  • they willingly pay higher membership fees
  • they quickly forgive mistakes
  • they recommend the organization and help to recruit new members.

But how do you turn your members into fans? We can show you! Scientifically sound, successfully implemented for more than 20 years!

FanScan for associations

FanScan® – Opportunity for associations in the corona crisis

Measure member relationship quality and more in real-time

With Fan Scan® we have developed a modern, intuitive tool that allows us to measure relationship quality and more in real time.

Simple. Fast. Scientifically sound.

1. How high is the fan quota among your members?

In the status analysis we measure the central control parameters: Fan Indicator, Fan Quota and member satisfaction. And we analyze what we need to implement the Fan Principle: The value drivers of the members, their satisfaction at the relevant touchpoints of the members’ journey, the contact frequency and contact quality and the “Life Blood factor” of your staff in full-time and honorary office.

Our most important instruments:

Fan Indicator


Perceived fit between the needs of the members and what the organization stands for

Perception of uniqueness

The member organization is in the subjective perception of the members the most attractive organization

Fan Portfolio

2. On the way to success: With more fans into a secure future!

Turn your already satisfied members into more and more emotionally connected fan members! Don’t just fall in the expensive trap of working only on member’s satisfaction. Instead, focus on the central needs of your members and make them tangible at every point of contact. We can support you in doing so!

Demand-oriented offers and optimal prices

Emotional member loyalty arises when members identify with your organization. This involves the right positioning and a consistent focus and orchestration in service delivery and communication.

Emotional loyalty is created through the constant repetition of identity-generating experiences – in other words, through frequent and excellent contacts at all relevant touchpoints along the members’ journey.

Target audience specific address

Emotional loyalty increases when the address is tailored to the needs of the individual target audiences in the fan portfolio. A great opportunity for all member-related processes along the member journey.

Optimal member services & dues

Emotional loyalty is created through precisely tailored services that are in line with the needs of the target audiences. The optimal strategy in terms of contribution levels and contribution structures is an important basis for success.


Emotional member loyalty is developed through the “Life Blood factor” employee: Only staff in the main and honorary office, who are fans themselves, can act as fan makers toward members. Because only they create the necessary feeling of uniqueness among the members in contact.

Stefan Eser, Studienleiter und Leiter Emotionale Mitgliederbindung


Stefan Eser | Head of Emotional Member Loyalty



The best customers in the world

2HMforum. For best Relations. We have…




member organisations

with increased success


inspired by the Fan Principle



Why fans are so valuable!


Fan Customers…

…are the guarantee for a company’s success. They buy more, they buy more often, they are less price-sensitive, they evaluate conditions more positively, they have the highest contribution margin and are loyal even in bad times. Additionally fan customers are the best ambassadors.



Fan Employees…

…are a company’s greatest capital. They are faithful and loyal, they are more motivated and less at risk of burnout, they identify with the goals of the company and are happy to recommend their employers and products. Fan employees are passionate about their company.



Fan Members…

…make member organizations and associations successful: they remain loyal, even if competitors try to poach them or an organisation’s services are no longer interesting. They are happy to pay higher fees, they volunteer their time, they are quicker to forgive – and they are the most valuable referrers.