Membership Strategy

It’s more important than ever for membership organisations to provide real value for money to their paying subscribers – and brand partnerships are key to achieving this. Forming brand partnerships – where you team up with complementary brands to provide access to products or services beyond the core offering of your organisation – is [...]

Understanding your members is essential. Knowing why they choose to join and renew, what they value, what challenges they face and support they may require, and how they would like to see their organisation progress and improve can lead to better levels of member engagement, satisfaction, and improved retention rates. This insight can be [...]

It’s a new year, and a great time to assess your membership recruitment strategies, and the role of your marketing function in growing AND retaining your members. It is crucial for association leaders to be proactive in understanding and harnessing emerging and strengthening trends to effectively recruit and engage with a shifting membership base. [...]

Take stock of 2022 and succeed in 2023! So we’re heading towards the end of January – and how many of us are still sticking to our New Year’s resolutions? Have you had a successful Veganuary? Or perhaps you were bold enough to go with a Dry January? I can’t say I have committed [...]

Whatever the size of your membership organisation, or the sector in which you operate, communication is essential for any organisation. The good news is that it’s never been easier for companies to reach out to their audiences and prospective clients. What you need, with so much opportunity, is a plan. What is a brand [...]

As is true of all brands, but especially those in the membership space, personalised, data- connected experiences are about understanding your audience. This intelligence is typically gathered through Customer Relationship Management (CRM) software that records and manages interactions with members and other stakeholders. A CRM enables you to align your commercial and member strategies [...]

The global pandemic, which continues to wreak havoc, has had a dramatic impact on the way marketing is consumed, and therefore strategized. The evolution of online behaviours and how consumers interact with content has been supercharged, forcing marketers to respond quickly.  With in-person events still in question, budgets up for debate and an insurmountable [...]

The coronavirus pandemic gave us a sharp lesson in change dynamics, proving how inadequate deliberate, planned strategy is in the face of unpredictable circumstances. According to MemberWise’s Digital Exellence Report 2021/22, 68% of membership organisations have no digital strategy, 61% have no digital road map/plan and an astonishing 75% have no data strategy. So [...]