Membership is not going away, and nor, necessarily, should it, but it should not define how associations build relationships with stakeholders who could potentially add value to their organisation. So says Jeff De Cagna who thinks the way associations either define people as 'members' or 'customers' doesn't befit forward-thinking, inclusive organisations in the 21st Century. Instead they should be looking to involve as wide a variety of individuals and organisations as possible who can help them fulfil their missions and help make the world a better place in which to live.