In my experience, clubs on chess.com fall into one of three categories as follows;
A) The Warriors - These clubs are interested in chess and only chess. Their goal is to attract the strongest players to their club and win win win. They tend to play in the most competitive leagues on chess.com like the World League, European League, USCL, etc. Their entire focus is to get to the top of the team rankings on chess.com. They may occasionally play VC or 960 but it isn't a big activity for them.
B) The Dabblers - These clubs are not nearly as competitive. If they play in a league at all,l it is a relatively minor one. They tend to play a lot of VC and 960 and competitions of various types within their own club. They may say they want highly rated players as members, but their ideal members are "friendly types" who are active but really enjoy chatting and contributing to club discussions in their forum section.
C) The Socialites - These clubs play all forms of chess, but really not with a competitive spirit. The social interactions of their members is the most important component of the group. The game is primarily just the focus to bring members together.
Of course all three categories are equally acceptable and there is a continuum (clubs can fall between A&B or B&C). To be successful, a club should know its own identity and try to attract players that fit best with it. So what is our identity?