Most cults provide a tight-knit sense of fellowship. Their members know each other and support each other. Cults provide a sense of status. Because they are the one true church, members are generally not too concerned if they are not leaders in their communities. Cults provide opportunities for leadership not open in the regular churches, especially for women.
Some cults provide a more liberal climate.
Unitarian Universalists, for example, attract persons with an intense interest in social action and an aversion to doctrinal teaching or statements. Cults offer set answers to hard questions. While many wonder about these questions, some cultists have the answers. Some cults have demanding disciplines. The Moonie salesman sets a personal goal for raising funds for the church, and feels compelled to reach it daily.