We were lucky to catch up with Cheyenne Dominguez recently and have shared our conversation below.

Alright, Cheyenne thanks for taking the time to share your stories and insights with us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

I help to develop and build membership groups. Interestingly, there is very little data available about the membership space. You might even say it’s niche of niche. One of my specialties is helping nonprofit organizations launch a young professionals group — to help raise more money. I also help business associations that want to increase their memberships – like a small business association, realtors group, and other business networking clubs.

Much of my insights are drawn from talking with people who are offering memberships as part of their business model. I like to ask, “How long has your membership been running? How big is your support team? What was your motivation for starting the membership? What software and tech are you using to manage your membership?” There’s also a group called, Membership Geeks, that I enjoy following. In 2022, the company produced a report that I believe was first of its kind. It surveyed more than 2,300 online membership business owners with the goal of better understanding how their businesses were performing, as well as the challenges they faced.

Like other industries, sales and customer retention are key. But in the case of the membership business, every customer is also a member, which brings with it an additional set of expectations. Members want to feel a sense of belonging, connection, and a sense of community. So, understanding how to bring people together around a shared interest is really at the heart of every successful membership group, club, or association.

Most recently, the biggest trend in the industry is the emergence of Artificial Intelligence. Memberships can rely heavily on administrative support. So learning how to leverage AI for example, to streamline the member onboarding process with personalized welcome messages and offering guidance to help new members find their way – can help reduce the burden on staff.

Additionally, there’s great potential in AI for member behavior analysis – identifying patterns and preferences of members, thereby enabling much more targeted and nuanced marketing campaigns for prospective members.

In any membership group, even if it’s one that is predominantly an online community – I recommend making time for in-person connection amongst members. Right now I’m working on bringing several groups together, including a networking event for business investors in Washington D.C., a weekend retreat for an alumni group in Indianapolis, and a wellness retreat for a small group of female entrepreneurs.

Time spent together with like-minded individuals to engage in learning and connection can be invaluable to business people in nearly all industries.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I like to think of myself as a professional community-builder who has unique expertise in bringing people together around common interests and shared goals.

That expertise comes from launching and growing countless membership groups over the years. I spent ten years in senior leadership roles for an international membership club designed for female entrepreneurs. During my time, we grew to nearly 100 local chapters throughout the US and Canada with 20,000 members and a robust social media community. We also hosted live events, masterclasses, and retreats in places like Miami, Aruba, and Greece.

Prior to that I built a successful career in philanthropy and was responsible for fundraising for the nation’s largest mentoring network. Much of my success was by forming groups within the organization. For example, we created a highly philanthropic young professionals group — which has continued to grow and provide financial resources to the charity long after my departure. I also launched a volunteer alumni network to bring together all our “former” volunteers. Their shared experiences and insights were valuable to the organization, and at the same time, the volunteers found value in reconnecting with others like themselves. A win-win!

In 2013 I was approached (and honored!) to help manage the first-ever US-based private fundraising event for the American Friends of The Royal Foundation of The Duke and Duchess of Cambridge and Prince Harry. So much of my success in business can be attributed to what I learned in the philanthropy space. It’s where I mastered how to develop and work through small and influential groups like volunteer committees, executive boards, private donor circles — interesting and talented people all brought together by a shared cause or goal.

You could say that I’ve built a career out of building relationships and bringing like-minded people together around a shared mission or idea. I’m also guilty of overcommitting myself to personally participate in local boards and associations (I’m the volunteer president of our community association). That’s because I like doing whatever I can to create a stronger, more connected community — whether it’s for an outside group or right in my own backyard.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

I tell every friend who is considering an entrepreneurial endeavor to read, “Never Eat Aone” by Keith Ferrazzi. Ferrazzi is a master networker yet he does it in a very natural way that is totally doable for anyone! He sets out the specific methods he uses to connect with anyone and everyone. He teaches how to use the power of relationship and relationship-building in a way that makes it feel so easy. Relationships a key to business success!

Can you share a story from your journey that illustrates your resilience?

Moving to a new city can be daunting, especially when you’re balancing professional aspirations with family responsibilities. That was the case for me when our family relocated to the suburbs of Philadelphia. It was around 2010 and I felt a bit lost without any local support network. I longed to connect with like-minded women who understood the unique challenges and ambitions I faced trying to grow my career in a new city. However, as I scoured the city for networking opportunities, none of the groups in existence at that time felt like the right fit.

So, I decided I would launch my own membership group. But I immediately encountered skepticism and resistance from locals who doubted the viability of a newcomer establishing herself in the community.
“People don’t do business with outsiders around here,” I was told. But I refused to let their discouragement dampen my determination. I knew there were women like me out there—ambitious, driven, and craving connection—and if I couldn’t find a networking group that resonated with me, perhaps others were experiencing the same frustration.

Armed with pretty much nothing but resilience, a vision, a my knack for building relationships, I embarked on the journey of creating a women’s networking group from scratch. Despite initially knowing no one in the city, I reached out to fellow newcomers, professionals, and mothers, sharing my vision of a supportive community where women could thrive both personally and professionally. One that wouldn’t feel like a chore to attend, but one that we would all look forward to on a monthly basis.

The response was overwhelmingly positive, confirming my belief that there was indeed a need for such a group. Women from diverse backgrounds and industries came together, eager to connect, share experiences, and empower one another. Our networking group flourished to over 1,000 members at its peak. Our monthly luncheons became anticipated gatherings, each one marked by engaging discussions, and genuine connections. Word-of-mouth spread, and quickly our events were consistently sold out.

One of the most rewarding moments came when a regional magazine recognized me, our group and its impact on the community. Being named one of the region’s “Power Women” was not just a validation of our efforts but a testament to the resilience of every woman who had walked through our doors, seeking support and inspiration.
In the face of skepticism and doubt, I chose resilience. I turned a personal need into a thriving community, proving that with determination and a supportive network, anything is possible.

Contact Info:

• Instagram: https://www.instagram.com/cheyennepalma
• Facebook: https://www.facebook.com/cheyennepalma
• Linkedin: https://www.linkedin.com/in/cheyennepalma
• Twitter: https://twitter.com/cheyennepalma

Image Credits
BeauMonde Originals AMC Photography Studios Betsy Barron Photography