Membership Review

 

Background

Our client: A professional membership body working in the engineering sector.

The challenge: To conduct a membership review and development project designed to address the membership challenges facing the client, inform future strategy and planning, and launch a programme for change.

 

Project

The overall scope of the project encompassed:

  • A review of existing membership processes, practices, and ways of working.

  • Benchmarking and comparison of membership structures and performance.

  • Identifying opportunities for improvement and projecting the impact of change.

  • Establishing a fresh, clear picture of the membership journey.

  • Examining ways of expressing the value proposition and techniques for growing membership.

  • Enhancing member engagement and related processes to improve renewal and retention.

 

Outcome

We worked closely with the client, both remotely and onsite, to review their membership processes and identify improvements to ways of working as well as member engagement. We also profiled the entire membership population, to establish personas, patterns, and trends. In addition, we applied specialist benchmarking and analysis of processes, the membership offering and the overall value proposition.

To address the challenges facing our client, we reviewed the membership and organisational structure and the impacts of short-term and long-term change. We also focused on the membership journey and the vital engagement touchpoints. Telephone interviews with representative samples of current members enabled us to gain valuable feedback on their attitudes, opinions, and experience of the membership journey.

We liaised and reviewed progress with the client regularly throughout the project and provided an “early glimpses” report at the halfway stage to set out initial results, and then presented a full report including our findings, observations, and recommendations upon completion.

 
 
 
 

A key deliverable from the final report was to translate the project results into practical action plans and set out the business case to support them. The client implemented all of our recommendations and we continue to work with them to grow membership numbers and income.

 
Alex Knight