We find many of our membership clients have been comfortable operating offline databases and systems that have run smoothly for many years. However, the pandemic forced many in the membership sector to reassess how member information was stored and indeed how prospect members were targeted. Offline databases no longer had a place in a predominantly remote working, cashless world.
Online membership systems with integrated payment gateways are able to transform the customer experience, as well as allow for better self service. Members of the public can then sign up, manage and renew their subscriptions with minimal effort required from the member organisation’s central team.
Exploring a live case with Cadw
The Welsh Government’s historic environment service, Cadw, is responsible for protecting more than 100 historic properties across Wales — from medieval castles to Roman forts and Victorian follies. The word ‘Cadw’ literally means ‘to protect’ or ‘to keep’ — and that’s exactly what Cadw does, as part of its commitment to the accessible and well-protected historic environment for Wales. As part of this, members of the public are encouraged to sign up for a membership package so they can enjoy unlimited access to the historical monuments under Cadw’s care and in doing so, help support the ongoing protection of Welsh heritage.
Cadw had previously been using an offline database application to manage its memberships. However, the application was outdated and was no longer fit for purpose. That’s when Cadw decided to look into a new membership management system and applications they could potentially adopt. Cadw wanted to switch to an online membership system that integrated with payment gateways, but most importantly, gave the option to self-service online so that the public could sign up, manage their subscription and renew their membership through the application. The system also had to be able to take various payment methods for membership, including card, direct debit and Tesco Club Card Vouchers, as well as accommodating their traditional offline sign up process managed by their custodians at their staffed sites.
Creating bespoke systems for membership organisations
When thinking about the switch to digital as a membership organisation it’s a good idea to weigh up off-the-shelf options with something more bespoke. Sometimes the restrictions of an off the shelf option can overshadow the fact that off the shelf can sometimes, initially, be less expensive. Building bespoke systems for member organisations involves a first phase of identifying and establishing the different sign-up journeys and the many exceptions and rules that members would encounter and that the system needed to recognise these.
In Cadw’s case, the system would be used by the public, which meant it needed to capture the right data. It also needed to live up to existing Cadw members’ expectations and support the membership team. The previous system didn’t have any system-based rules. The database had free text and it was heavily reliant on the membership team to manage the operations and understand how to use it, which would no longer work if Cadw were to allow end-users to sign up themselves online.
A bespoke digital system allows for the mapping out and implementation of business rules for the membership sign-up process. The prospect of handling new payments processes can be daunting and it was with this digital revamp that for the first time, Welsh Government had handled online direct debits for its offerings. It is vital with digital payments that systems are safe, secure, and efficient. Alongside new payment mechanisms, it is essential when making the digital switch to consider the migration of existing members and transfer their payment data across to the new system without complications.
For Cadw, the application was successfully rolled out to existing members to use and the new membership system has played an important part in helping Cadw continue to grow its loyal member base through the difficult months of the pandemic. Cadw can now boast 45,596 live members to date and 87% year-to-year retention rate.
Further info: The project with Spindogs was commissioned by Equinox on behalf of Cadw. Equinox is an award-winning integrated comms agency in Cardiff that won the contract to run the PR, marketing and membership programme for Cadw, the Welsh Government’s historic environment service. As part of this contract, Spindogs was appointed to update Cadw’s membership management system.
Spindogs are a full service digital agency based in Cardiff, London and Oxford specialising in digital marketing and Website design and development, working with a range of organisations in the membership sector for over 15 years. @spindogsdigital [email protected]
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