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Why?
§
This was a focused campaign, with quality thinking that tackled
recruiting undergraduates, a traditionally difficult area for
membership associations.
§
They achieved excellent results, more than doubling
their initial target
§
The thrust of the campaign was to ask working
graduate members, to go back into their University and give
presentations to students. This generated both interest and empathy
§
The process incorporated internal-buy in, detailed
tracking, powerful recruitment messages, excellent promotional
materials and guidance notes and considered follow through
§
Also the ‘win-win’ was considered for all parties:
1.
It
counted towards the recruiters professional development
2.
It
raised the profile of the company they were currently working for
(who had released them from work)
3. It
helped the University educate students about a career in civil
engineering
§ The
approach is sustainable, so can be used in the future
§
Finally it is a campaign (and case history) that many
in the wider association field will find of interest
|
Why?
§
They introduced several simple yet highly effective changes to the
orientation and renewals areas of the retention process
§
The
result was they maintained their retention level against the
background of having a large influx of new members (who are most at
risk of leaving and lower retention rates)
§ They
identified and took steps to help those members most at risk,
including sending a caring and friendly ‘farewell’ mailing to
recently lapsed members with a comprehensive exit survey to get a
clearer understanding of why members leave
§ They
introduced a new member leaflet which helped point members with
different needs in the right direction
§ They
simplified the renewal process and inserted a visible and friendly
reminder or ‘nudge’ to renew within their magazine
§ They
continually reminded members of the value of membership with a clear
and powerful list of benefits and vulnerable points
§
This campaign was an excellent reminder that making simple changes
to existing processes can yield very powerful results.
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Runner Up:
BCS (British Computer Society)
Entered by: Kate Edwin-Scott, Membership Marketing Manager
 |
Runner Up: ideasUK
Mae Murphy & Steve Proctor, ideasUK
|
|
Why?
§
BCS
focused on increasing membership by broadening membership criteria
and making it easier to join by simplifying the application process
§
The
results were very impressive, culminating in a dramatic increase in
the number of professional new members
§
It
was multi-faceted, using advertising, PR, direct mail, email, events
and existing members to nominate potential new members
§ They
introduced a number of powerful recruitment messages and recruitment
from member nominations proved extremely successful
§
They have challenged and changed the traditional view internally
that membership will be static, regardless of marketing activity.
|
Why?
§
IdeasUK is a membership association of employers who have schemes in
place to collect ideas from their staff
§
Their entry focused on the launch of a self-assessment accreditation
process for members, so members can better understand the quality of
their suggestion schemes
§
This accreditation process enabled the association to guide members
through the core competencies required, with significant detail
behind how to achieve each competence to result in quality schemes
that delivered on business objectives
§
The
accreditation also gave professionalism and momentum to their
members’ work
§
It
was backed up by coaching and training, which served to increase
communication, understanding and build community relationships
§
Although it is still early days, the scheme has already been adopted
overseas by another quality organisation (the Dubai Quality Group)
§
Accreditation schemes have been identified as a key and unique
benefit that membership associations have to offer, so this
investment will help secure a robust future for IdeasUK.
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