Your association has been measuring the wrong thing.
ROI keeps the books balanced. But ROE (Return on Emotion) is what keeps your members coming back. When members feel connected, included, and energized, they don’t just show up. They stay, they contribute, and they bring others with them.
In this episode of The Member Lounge Podcast, we sit down with Liz Lathan, CMP, Co-Founder and Head of Content & Community at Club Ichi, to explore the art and science of designing “fun with purpose” experiences that turn passive members into passionate champions.
If your events feel transactional, your engagement feels forced, or your retention numbers aren’t telling the story you want. This conversation will change how you think about community building.
What You Will Learn in This Episode
- Return on Emotion vs. Return on Investment: Why ROE drives deeper loyalty than any metric on your spreadsheet, and how to start designing for it.
- The 3 Types of Engagement: Every association must balance three distinct engagement modes. Learn what they are and how to activate each one.
- The 5 S’s of Community Building: Liz’s proven framework for building communities that thrive, and how to apply it starting today.
- Events as Connection Hubs: Discover Liz’s 5 favorite strategies for transforming your events from information sessions into genuine human connection experiences.
- Fun as a Growth Strategy: Stop treating fun like a nice-to-have. Learn how to turn it into a serious, measurable driver of retention and growth.
Meet the Guest: Liz Lathan
Liz Lathan is the Co-Founder and Head of Content & Community at Club Ichi. Drawing on a corporate background rooted in revenue-driven event marketing, Liz is on a mission to bring people together for shared experiences that actually matter. A natural connector and skilled facilitator, she believes conversation is one of the most powerful tools we have, and she’s built her career proving it. She helps associations and nonprofits design communities that thrive on purpose, play, and genuine human connection.
About Your Host: Farhad Khan
Farhad Khan is the CEO of Member Lounge, an AI-powered engagement platform for associations. A former engineer turned entrepreneur, he’s spent over a decade helping associations across North America boost member engagement, retention, and growth. Farhad is also the host of The Member Lounge Podcast and a frequent speaker at association conferences.