Why Purpose is the Foundation of Successful Networks

Purpose is what inspires people to show up and what keeps them engaged.

In networks, attracting the right members isn’t just about good marketing or slick onboarding processes (though these are critical). It starts with one simple but powerful question: “Why does this network exist?”

A clear and compelling purpose is the foundation for everything else. It defines the network’s identity, sets expectations, and helps potential members see how they can contribute and benefit. Without purpose, networks either fail to attract the right people—or attract lots of people, only for everyone to wonder what to do next.

I’ve seen this happen time and time again. Networks with a broad purpose attract a flood of members quickly, but this initial success is often ultimately their downfall. Without a precise purpose to guide actions, these networks falter, eventually becoming inactive spaces with little or no meaningful engagement. Picture Facebook groups with hundreds of 'members' but no one posting or interacting. Disheartening to see the initial momentum die! A colleague once described these spaces as 'holding pens where nothing happens'—brutal but fair assessment.

So, what’s the cure? ??

Precision of purpose. Working hard to hone the purpose and answer the question: Why does this network exist?

Be comfortable that this approach won’t attract everyone, but it will attract the right people for that network. As I often say: “I’d rather have 40 members with >90% engagement than 500 members with 5% engagement.”

Why Purpose Matters for Attraction

1?? It Inspires Action

Purpose is a call to action ??. It resonates with personal and professional goals and motivates people to get involved.

“A network’s purpose should be ambitious enough to inspire, clear enough to identify who to convene, and specific enough to focus the energy of the participants.” (Impact Networks)

For example:

• Broad purpose: “Connecting maths teachers.”
• Precise purpose: “Connecting maths teachers who teach in schools with higher-than-average % of pupil premium.”

2?? It Provides Clarity

Purpose answers critical questions for potential members:

• Who is this network for?
• What will I gain from joining?
• How can I contribute?

When the purpose is precise, the network feels relevant and accessible. This clarity builds trust and helps people decide whether to join.?

Take the example above: it is easy to be clear that all content, conversations, and events will be through the lense of teaching maths in schools with higher than average % pupil premium, and to be absolutely unapologetic about this.? Do not be tempted to dilute the purpose to attract more people - this is a slippery slope to generalism and disengagement.?The Art of Gathering reminds us that inclusion doesn’t mean trying to serve everyone. “Thoughtful exclusion” can sharpen a network’s focus and strengthen its impact.

3?? It Aligns Members

Purpose is a magnet—it attracts like-minded individuals who share values and goals. This alignment creates a sense of belonging from the outset, which is critical for retention and long-term engagement. "Oh you teach in a school in the same context as me.? I see you. I understand you. Let's learn together."

How to Put Purpose Into Action

1?? Define the Why: Be clear about the network’s purpose and impact.

2?? Tell Stories That Inspire: Showcase real-world success stories and testimonials.

3?? Be Specific, Not Generic: Focus on tangible outcomes that matter.

4?? Create a Compelling Invitation: Make people feel they’re joining something meaningful and exclusive.

I firmly believe:

• Attracting members to a network isn’t about reaching as many people as possible; it’s about reaching the right people for that network and giving them the opportunity to opt in.
• Trying to serve everyone is actually serving nobody.
• A precise purpose is the key to unlocking deep connections and engagement.
• When purpose is clear, members see their place in the bigger picture, and the network becomes more than a group—it becomes a community. ??.

#NetworksMatter #PurposeDriven #CommunityBuilding #Leadership #MemberExperience