Just over 20 years ago, the book "He's Just Not That Into You" was published, and later turned into a movie (stick with me, I'm going somewhere with this). Per Wikipedia: "The premise of the book, as stated in the title, tells women readers that if a man in whom you are interested is not making the effort to pursue you, he is simply 'just not that into you.'"

So what does this have to do with your members? The simple fact is, the vast majority of your members are just not that into you. They actually don't really care about your association. They don't even think about you until they need something from you (e.g., registering for an event, earning credits for certification).

Why does this matter? Because the reality is, the onus is on you to ensure the data you have about them is accurate. When your member changes address, title, phone number or email, the last thing they are thinking is that they need to tell you about those changes. They'll tell you the next time they need you, and not a moment sooner. So you have to proactively collect data, whenever possible.

Of course, there are exceptions to this. Some of your members really DO care about you. But unfortunately, the "average" member is just not that into you.