After years of declining membership, and in the wake of a general election in which it recorded its lowest share of the popular vote since 1983, the Labour party is trying to increase the number of its members. This is not, of course, the first time that Labour has attempted to re-create a mass-membership. New Labour deployed many of the same techniques between 1994 and 1997. This article both assesses the extent of the current membership crisis and explores that earlier experience. In doing so, it considers the lessons for the party today both of New Labour’s initial success in attracting new members and of its ultimate failure to retain them.