The 'Two-Way Value' Model: Why 92% of Members Who Give AND Receive Stay Forever

For years, I focused on one thing: delivering value to members.

Better content. More resources. Bigger events.

My retention was stuck at 43%.

Then I noticed something strange: my most loyal members weren't the ones consuming the most—they were the ones contributing the most.

So I ran the analysis. And the pattern was undeniable:

• Members who only receive value: 43% retention
• Members who both give AND receive value: 92% retention

The difference? 6x higher retention.

This is the "Two-Way Value" model—and it changes everything about how you build communities.

The Problem with the 'Value Delivery' Model

Most community leaders operate on the "value delivery" model:

• We create content → members consume it
• We host events → members attend them
• We provide resources → members use them
• Value flows one way: us → them

But here's the problem: When members only receive, they see themselves as customers, not community members.

And customers leave when they find a better product.

Community members? They stay because they're invested. They have skin in the game. They're not just getting value—they're creating value.

The Science: Why Giving Creates Retention

Research consistently shows:

• People who contribute feel more ownership (it's called the "IKEA effect"—we value what we help build)
• Givers experience purpose and belonging (which are stronger retention drivers than content)
• Contribution creates identity ("I'm not just a member—I'm a contributor")

The data from our communities confirms it:

Member Type	12-Month Retention	Lifetime Value
Passive consumers (only receive)	43%	$420
Active participants (give + receive)	78%	$1,240
Community contributors (actively give)	92%	$2,680

The bottom line: Members who give are 2x more likely to stay—and worth 6x more over their lifetime.

The 'Two-Way Value' Model: How It Works

Here's how to shift from "value delivery" to "two-way value":

Phase 1: Help Members Receive Value (Days 1-30)

Goal: Help them get quick wins and see ROI.

What you do:

• Make strategic introductions
• Send relevant resources
• Invite them to valuable events
• Give them personalized support

Why this matters: Before members will give, they need to receive enough value to feel grateful and generous.

Success metric: They can articulate at least 2-3 specific ways the community has helped them.

Phase 2: Invite Members to Give Value (Days 30-60)

Goal: Activate the "giver" in every member by creating low-barrier opportunities to contribute.

What you do:

Option 1: "Share Your Story"

"Hey [Name], I noticed you had success with [thing]. Would you be open to sharing your story in the community? I think it would really help others who are working on the same thing."

Option 2: "Help Someone Like You"

"Hey [Name], I just introduced you to [New Member]—they're in a similar situation to where you were 6 months ago. Would you be willing to hop on a quick coffee chat and share what worked for you?"

Option 3: "Contribute Your Expertise"

"Hey [Name], I know you have experience with [topic]. We're hosting a roundtable discussion next week—would you be willing to share 5-10 minutes on what you've learned?"

Why this works:

• It's specific (not "help however you can")
• It's low-commitment (5-10 minutes, not a huge project)
• It leverages what they already know (no extra work)
• It makes them feel valued (you're recognizing their expertise)

Success metric: They say yes and follow through on at least one contribution.

Phase 3: Celebrate and Repeat (Days 60+)

Goal: Reinforce the giving behavior by celebrating their contribution—and inviting them to give again.

What you do:

Immediately after they contribute:

"Thank you so much for [contribution]! I heard from 3 people who said it was exactly what they needed. You made a real impact."

Publicly celebrate them:

"Shoutout to [Name] for sharing their story about [topic]! If you haven't read it yet, check it out here: [link]"

Invite them to give again (2-4 weeks later):

"Hey [Name], people loved your last contribution. Would you be open to [another small contribution]?"

Why this works: Public recognition reinforces the behavior and creates a positive feedback loop. They feel valued, so they give again.

Success metric: They become a regular contributor (2+ contributions in 90 days).

The 'Contribution Ladder': How to Activate Every Member Type

Not every member will contribute the same way. Create a "contribution ladder" with multiple entry points:

Level 1: Micro-Contributions (0-5 minutes)

• Answer a question in the community
• Share a helpful resource or article
• Welcome a new member
• Comment on someone's post with encouragement

Best for: New members, introverts, busy professionals

Level 2: Story Contributions (10-20 minutes)

• Share a case study or success story
• Write a post about a lesson learned
• Record a short video sharing advice
• Participate in a "member spotlight" interview

Best for: Members who've had wins, subject matter experts

Level 3: Connection Contributions (30-60 minutes)

• Host a coffee chat for new members
• Mentor someone 1:1
• Lead a small group discussion
• Make introductions between members

Best for: Veteran members, natural connectors, extroverts

Level 4: Leadership Contributions (Ongoing)

• Lead an ongoing accountability circle
• Host a monthly topic deep-dive
• Become a "community ambassador"
• Co-create content or programs with you

Best for: Your most engaged members, potential leaders

The key: Start everyone at Level 1 and invite them to climb the ladder over time.

The 'Invitation Formula' That Gets 68% of Members to Contribute

Most community leaders ask for contributions wrong. Here's the formula that actually works:

The formula:

Recognition + Specific Ask + Impact Statement + Easy Yes

Example:

Hey Sarah,

[Recognition]: I saw your post about how you landed 3 new clients using LinkedIn—that's incredible!

[Specific Ask]: Would you be open to sharing your strategy in a 10-minute "success story" post?

[Impact Statement]: I know at least 5 members who are working on the same thing right now, and I think your advice would really help them.

[Easy Yes]: I can send you 3 simple questions to answer, and you can just reply with your thoughts—no need to write a formal post. Should take about 10 minutes.

Let me know if you're open to it!

Why this works:

• Recognition: Makes them feel valued before you ask for anything
• Specific Ask: They know exactly what you're asking for (no guessing)
• Impact Statement: Shows how their contribution will help others (purpose)
• Easy Yes: Removes friction and makes it simple to say yes

The result: 68% of members say yes when asked this way (vs. 23% with generic "we'd love your help" requests).

Common Mistakes That Kill Two-Way Value

Mistake #1: Asking Too Early

What it looks like: Asking brand-new members to contribute before they've received value.

Why it fails: They don't feel invested yet. They haven't built up enough "gratitude credit" to want to give back.

The fix: Wait until they've received clear value (at least 30 days, ideally 60).

Mistake #2: Vague Asks

What it looks like: "We'd love your help! Let us know how you can contribute."

Why it fails: Decision fatigue. They don't know what you need, so they do nothing.

The fix: Be hyper-specific. Tell them exactly what to do and how long it will take.

Mistake #3: Not Celebrating Contributions

What it looks like: Member contributes → crickets → they never contribute again.

Why it fails: No positive reinforcement = no repeat behavior.

The fix: Thank them personally AND celebrate them publicly—every single time.

Mistake #4: Only Asking Your "Star Members"

What it looks like: Always asking the same 5 people to contribute.

Why it fails: They burn out, and everyone else feels invisible.

The fix: Invite everyone to contribute—start with micro-contributions to build confidence.

Real Results: What Happens When You Activate Two-Way Value

After implementing the Two-Way Value model:

• Retention increased from 43% to 89%
• 68% of members now contribute at least once per quarter (up from 12%)
• Average member lifetime increased from 7 months to 22 months
• 92% of contributors stay for 12+ months (vs. 43% of passive consumers)
• Community became self-sustaining (members started creating value without prompting)

But here's what I didn't expect: contributors became your best marketers.

Members who give feel ownership. And people who feel ownership tell everyone about it.

Referrals from contributors are 4x higher than referrals from passive consumers.

Your Action Plan: Activate Two-Way Value This Week

Here's what to do:

1. Identify 10 members who've been around 30+ days and received clear value
2. Reach out to each one with a specific, low-barrier contribution request (use the invitation formula)
3. Celebrate every contribution—personally and publicly
4. Track who contributes and invite them to give again in 2-4 weeks
5. Create a "contribution ladder" with entry points for every member type

Remember: The best communities aren't built on value delivery—they're built on value exchange.

Stop being the only one giving. Start activating the giver in every member.