How to Segment Members vs. Non-Members

Last updated: July 6, 2026

Summary

A core use of the integration is telling members apart from non-members — for renewal campaigns, member-only offers, or converting program participants into members. This article shows the reliable way to do it in HubSpot's Lists and Workflows tools.

Use the membership status field, not dates

The dependable signal for membership is the contact's active-membership property, which the integration keeps in sync from SGA. Filter on that property rather than trying to infer membership from join dates or other fields — date-based inference is fragile and can misclassify lapsed or never-joined members.

Build the two audiences

Members:

  1. CRM → Lists → Create list → Contact-based → Active list.

  2. Filter: Has Active Membership is equal to Yes (the active-membership property).

  3. Save as "Members – Active."

📸 Screenshot: List filter with Has Active Membership = Yes.

Non-members / program participants:

  1. Create another Contact-based active list.

  2. Filter: Has Active Membership is equal to No (or is unset).

  3. Optionally add a filter for people with a program registration, to target engaged non-members. See How to Build a Program-Based List.

  4. Save as "Non-Members – Program Participants."

When they belong on the same list

If you're emailing everyone in a program — members and non-members alike — you don't need two lists. A program list naturally includes both. To send each group different content, use a Workflow if/then branch on the membership property instead of splitting the audience:

  1. Enroll the program list into a Workflow.

  2. Add an if/then branch: Has Active Membership is equal to Yes.

  3. Send members one email (e.g., "renew / continue") and non-members another (e.g., "become a member and save").

📸 Screenshot: Workflow if/then branch splitting on Has Active Membership.

Common pitfalls

  • Inferring membership from dates. Use the active-membership property instead.

  • Forgetting lapsed members. Someone who was a member but isn't now should read as a non-member on the active-membership property — verify with a spot check if a record looks surprising. See Placeholder dates and record quality.

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