Return on Emotion (ROE): The Secret to Building Communities That Stick

Associations measure ROI, but the real magic is in ROE: Return on Emotion. When members feel connected, included, and energized, they don’t just show up—they stay, they contribute, and they bring others with them. That’s the power Liz Lathan, CMP, Co-Founder and Head of Content & Community at Club Ichi, brings to every community and event: designing “fun with purpose” experiences that turn strangers into champions. What You’ll Learn: ✅ Why “Return on Emotion” drives more loyalty than ROI ever could ✅ The 3 types of engagement every association must balance ✅ The 5 S’s of community building (and how to apply them today) ✅ Liz’s 5 favorite ways to transform events into true connection hubs ✅ How to turn “fun” into a serious strategy for growth and retention Meet the Guest: Liz Lathan, CMP is the Co-Founder and Head of Content & Community at Club Ichi. Leveraging her corporate background, passion for revenue-driven event marketing, and desire to bring people together for shared experiences, Liz believes conversation can solve all the world’s problems. Through her connector and facilitator ethos, she helps associations and nonprofits design communities that thrive on purpose and play. Meet the Host: Farhad Khan, CEO of Member Lounge, brings his deep experience in association tech, community engagement, and AI implementation to guide the conversation. With a passion for practical innovation, Farhad helps associations cut through the noise and build future-ready strategies. ROI keeps the books balanced. ROE keeps your community alive. Are you measuring the right one? Special acknowledgement to our guests for providing powerful insights into member engagement.  Visit memberlounge.app to learn more about us.