There is no doubt that member organisations are having to evolve rapidly at the moment. More than ever we are having to get to grips with understanding new challenges and finding solutions. And whilst determining how we retain and even grow our membership base when some of our perceived value by members may have been lost might not in itself be a new challenge, grappling with the impacts of lockdown and its longer term effects upon this, are. Building around a values model and research, we discuss the importance of blending physical and digital communications and exploringnot just the functional benefits of this, but the emotional and social ones too, and in particular how making it physical and making it personal, plays an important part in keeping us all connected and differentiating your offer.