Winner: British Psychological Society

Recipients: Anne Pollard & Douglas Brown

Winner: TRADA

Recipient: Andrew Abbot (Rupert Scott was not able to attend)

Why?

•  The clarity and quality of the thinking that went into the recruitment campaign

•  The excellent understanding of the issues involved

• The well planned and executed market research

•  The campaign was simple, highly focused and very effective

• They achieved a 38% increase in student memberships alongside a 19% reduction in costs.

Why?

• Their retention activity got to the heart of what membership is all about

•  They focused on delivering real benefits that really mattered to its members – that made membership not a nice to have, but a “must have”

• They designed one single valuable and important benefit that solved a particular problem that each type of member group identified 

• This stands as an excellent role model and beacon for all UK Associations and the wider community to learn from.

Runner Up: Spice UK – Yorkshire

 Recipients: Dave Smith & Sandra Willis

Runner Up: Hire Association (Europe)

 Recipient: Madhu Patel

Why?

• From a difficult starting point of a plateau in membership Sandra managed to increase membership by 17%

•  The campaign was highly creative and involved lots of testing

• This generated several useful learning pointers

•  Sandra designed recruitment process around a series of activities that followed the ‘natural’ joining process.

Why?

•  They instigated a rich dialogue with members

•  They got honest about lapsing members

•  They sorted out issues in the renewal cycle

• They made a significant investment in training

•  This resulted in a 50% improvement in retention

Other Finalists

Hire Association (Europe)

Timber Research & Development Association

The UK Trades Confederation

Other Finalists

Chartered Insurance Institute &

The UK Trades Federation