Some years ago, I came across an article that described community engagement as a numbers game: 90-9-1. It sounds promising at first, but don’t be fooled. It means 90% of users are “lurkers” who don’t actively contribute, 9% pitch in here and there, and only 1% are “power users” or superfans who drive almost all the activity. Knowing this was a bit of relief for me; it clarified that not everyone will engage deeply—and that’s completely okay. When you consider that people are balancing multiple communities—friends, work, hobbies, family, neighborhood—it makes sense that not everyone can commit to each community as much as we might hope. There’s no one-size-fits-all solution, but with the right segmentation and framework, engagement can be encouraged.

This is where the Community Commitment Curve comes in. I discovered it while preparing a session for Circle Captains at Factory Berlin to help them boost engagement in their Circles (Circles are a community program at Factory Berlin, consisting of sub-communities led by the most active members, known as Circle Captains). Created by Douglas Atkin (former Head of Community at Airbnb), this framework has been used by companies like Cisco and Meetup for years. I’ve used it multiple times myself because it helps visualize the journey of member engagement, from discovery all the way up to leadership.

In short, it’s a visualization of the journey members take—from the initial discovery phase to leadership roles. The concept is simple: over time, as members invest more, they become more committed. Early on, they’ll start with low-effort actions (small asks), then gradually take on more as they move up the curve. Almost like dating—you don’t move in together on the second date, right?

One of the benefits of using the Commitment Curve is that it lets you meet members where they are and gradually guide them to a deeper commitment level, rather than expecting instant, high-level engagement. This approach helps nurture stronger connections, more consistent engagement, and a sense of ownership among the most committed members, who are key to the community’s success.

The Community Commitment Curve (source: made by Carrie Melissa Jones, inspired by Marshall Ganz, Douglas Atkin & Ayelet Baron)

The journey has four main phases: discovering, onboarding, engaging, and leading.

Discovering is about how members first hear about the community—the moment they become aware of its existence.
Onboarding marks the start of active participation. This is when members take their first steps and actively engage for the first time.
Engaging is where most of the work happens. Here, the focus is on gradually increasing participation, fostering a sense of belonging, and finding creative ways to keep members involved bit by bit.
Finally, in the leading phase, the most active members are recognized and given opportunities to take on greater responsibilities and leadership roles.

Mapping out this journey is essential, but don’t just look at it from your own perspective—step into your members’ shoes. Better yet, draft the journey together with them. This exercise will help you see whether the actions you’re asking them to take are clear and doable, or if they’re likely to leave members feeling confused or overwhelmed. Think about how they’ll feel. Is introducing themselves on Slack intimidating? Maybe there’s a smaller step that would make it easier, like offering conversation starters or a friendly welcome message.

Atkin also offers a few practical tips:

Just ask: If you need members to take an action, simply ask them.
Lower entry barriers: Don’t make joining complicated if you want people to show up.
Raise expectations gradually: As members become more involved, they’re ready for more responsibility—and ideally, more rewards.

It’s also useful to know what not to do. Some communities try to push members up the curve too quickly, which can actually drive them away. Make sure each ask feels natural and appropriate based on where the member is in their journey. Don’t skip steps, and let them move up the curve at a pace that feels right for them.

Here’s how this could look with a real example: Circles (a sub-community program at Factory Berlin).

Actions:

Read about a Circle
Check the Slack channel
Join the Slack channel
Introduce yourself
React to a message
Reply to a message
Give advice or share an opinion
Invite a colleague to join
Attend a Circle event
Share feedback
Post regularly
Join Circle events consistently
Start welcoming and mentoring newcomers
Host a Circle event
Grow into a leadership role Step into a leadership role

The Community Commitment Curve on the example of Factory Berlin’s Circles (sub-community program)

It’s not overly complex, but it brings clarity on how members can gradually commit more. This exercise can also lead to new ideas for improving engagement. Remember, the Commitment Curve is a flexible framework—don’t forget to adjust it to fit the unique needs and behaviors of your community as it grows.

Have fun! And if you have any questions or need help, you know where to find me.

P.S. Some segments of your community may need their own curves based on their specific engagement styles—there’s no one-size-fits-all.

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The Community Commitment Curve: How to Turn Passive Members into Active Participants

Why Member Intentions Matter for Creating Community Experiences

Crafting Community: The Power of Sub-Communities