Over the last decade I have had the pleasure of working with some of the leading membership organisations in the UK. I love collating and feeding back on the data we collect on behalf of our clients, some with upwards of 20,000 members.
In the quieter work spell over the Christmas period (whilst relaxing on a family trip to the mountains in the Czech Republic (!), I took some time out to review all the presentations and the consultancy we have provided to these organisations and posed the question:
What are the top 10 tips for running a successful membership organisation?
Please find below a summary – I’d love to know if you agree and/or if you can add more?
- Clearly define the value proposition for membership: What benefits will members receive that they cannot get elsewhere?
- Communicate the value proposition effectively to potential members: Use clear, compelling language and visuals to demonstrate the benefits of membership.
- Build a sense of community: Create opportunities for members to connect with each other, whether through in-person events or online forums.
- Personalise the experience: Tailor communication and benefits to individual members based on their interests and needs.
- Provide exclusive access: Offer members exclusive access to resources, information, or networking opportunities that are not available to non-members.
- Listen to feedback: Regularly solicit feedback from members and act on it to improve the membership experience.
- Continuously improve the service offering: Stay up to date with industry trends and incorporate new technologies and services to keep members engaged and satisfied.
- Make it easy to join and renew: Simplify the process of joining and renewing membership to minimise friction.
- Use data and analytics: Collect and analyse data on membership engagement and satisfaction to inform decision-making.
- Foster a sense of belonging: Create a sense of belonging among members by communicating the organisation’s mission and values and recognising members for their contributions.
If you run a Member Organisation or are Head of Membership, please do get in touch to talk about how you currently measure and manage member engagement and demonstrate value to new and existing members. I’d love to hear your challenges and share stories.