Case Study: Helping a leading professional body increase their membership base

 

INDUSTRY – Professional Services
EXPERTISE – Customer Acquisition

 
 
 

The Challenge

 

Despite having many active members, the client’s membership base only constituted an estimated 20 per cent of all professionals in the sector. An acquisition strategy was required to expand the membership base and increase engagement with both current members and non-members.

The Solution

 

A large-scale piece of research covering both qualitative and quantitative components was designed to understand the attitudes, motivations and barriers of non-members (and members). Ergo developed this professional bodies’ offerings and communications in partnership with them, to deliver strong and sustainable member growth.

Services Provided

  • Qualitative

    In-depth interviews with stakeholders, employers, members and non-members

  • Quantitative

    Interviews with members and non-members

  • Segmentation

    Which sectors and career path levels to target for growth

  • CVP & Pricing

    Most appealing features in new offers to drive acquisition and optimal membership pricing

  • Modelling

    Structural equation path modelling to reveal hidden motivations, barriers and attitudes

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The Result

 

On track to achieve a significant increase in the paid membership base over the next five years.