Why some people in your community do not participate in your campaign
Answers
Answer:
It’s impossible to get some audiences participating in communities. You need to test that your target audience might join the community before you invest heavily in the community.
Identify the problem; awareness, value, or costs
The rest aren’t joining your community because:
a) they don’t know you exist
b) they don’t see the value or benefits of joining the community
c) they see the benefits but this is outweighed by the perceived costs.
Each of these can be tackled. If you have an awareness problem (as most communities do), you tackle this through more promotional activities. For example, publishing community-created eBooks, hosting events with guest speakers, pitching stories to relevant trade media, organizing awards, launching a campaign etc