UK Member Organisations growing in 2024
The highly anticipated Memberwise report for 2024 landed in January, unveiling the powerhouses of the UK membership landscape. Once again, the report sheds light on the organisations that captivate millions and shape the member experience across various fields. While the top 20 haven’t seen a dramatic reshuffling compared to last year, with some organisations experiencing membership growth (and a few facing a slight decline), there’s a notable new contender in the mix. A hearty congratulations goes out to British Gymnastics for their impressive growth moving into the top 20 in 2024! This movement underscores the constant potential dynamism within the membership sector, where organisations adapt, innovate, and constantly strive to better engage their members. Let’s dive deeper and explore the secrets behind these membership giants and the strategies they employ to keep millions engaged and loyal.
What do successful member organisations have in common?
Have you ever wondered how the UK’s biggest membership organisations manage to keep millions of members engaged and satisfied? Well, wonder no more! Here, we’ll delve into some of the key strategies these giants employ to foster a thriving membership experience:
Building a Sense of Member Community:
The largest membership organisations understand the power of belonging. They create online communities, forums, or social media groups where members can connect, share experiences, and build relationships. This fosters a sense of camaraderie and keeps members feeling valued and involved.
- Strength in Numbers: Foster a sense of belonging by creating online communities, forums, or social media groups. This allows members to connect, share experiences, build relationships, and feel valued.
- Enhanced Engagement: A thriving community keeps members feeling involved and motivated to participate in the organisation’s activities.
Prioritising Member Value:
These organisations go beyond simply offering a membership card. They provide tangible benefits that directly address their members’ needs. This could include exclusive discounts, access to educational resources, or professional development opportunities. Additionally, they conduct surveys and gather feedback to ensure their offerings remain relevant and valuable.
- Go Beyond the Membership Card: Offer tangible benefits that directly address your members’ needs. This could include:
- Exclusive Discounts: Provide members with access to special deals and savings.
- Educational Resources: Offer valuable courses, tutorials, or webinars relevant to your members’ fields.
- Professional Development Opportunities: Host workshops, conferences, or networking events to help members advance their careers.
- Member-Centric Approach: Regularly gather feedback through surveys to ensure your offerings remain relevant and deliver ongoing value.
Mastering the Art of Communication:
Effective communication is crucial. These organisations tailor their communication based on member segments, ensuring information is relevant and engaging. They leverage a mix of channels, from email newsletters and social media updates to targeted campaigns and personalised member portals.
- Targeted Communication: Tailor your communication based on member segments. This ensures information is relevant and engaging, avoiding a “one-size-fits-all” approach.
- Multi-Channel Engagement: Leverage a mix of channels to reach your audience – email newsletters, social media updates, targeted campaigns, and personalised member portals.
Harnessing the Power of Digital Solutions:
Technology plays a central role. The biggest membership organisations utilise online tools to streamline processes, offer on-demand resources, and personalise the member experience. This could include member portals, online learning platforms, or event management tools to facilitate registration and engagement.
- Streamlined Processes: Utilise online tools to streamline processes such as membership registration, event registration, and payment options.
- On-Demand Resources: Offer educational content, webinars, or resources accessible anytime, anywhere.
- Personalised Member Experience: Implement member portals to provide members with a central hub for accessing exclusive content, managing profiles, and tracking benefits.
Fostering Member Recognition:
Recognition goes a long way. These organisations acknowledge member achievements through awards programs, shout-outs in publications, or member spotlights. This motivates members to stay involved and contribute to the community.
- Motivation & Appreciation: Recognise member achievements through awards programs, shout-outs in publications, or member spotlights. This publicly acknowledges their contributions and motivates them to stay involved.
- Stronger Community Bonds: Highlighting member successes strengthens the overall community spirit and fosters a sense of pride among all members.
Cultivating Continuous Improvement:
The best membership organisations never stand still. They understand the need to adapt and evolve. They utilise member feedback and data analytics to identify areas for improvement and iterate their offerings to stay relevant and meet the ever-changing needs of their members.
- Data-Driven Decisions: Utilise member feedback and data analytics to identify areas for improvement. This allows you to adapt and evolve your offerings to meet the ever-changing needs of your members.
- Staying Relevant: The best organisations never stand still. Continuous improvement ensures your membership remains strong and competitive in a dynamic environment.
Unlocking Growth in Your Organisation:
While these strategies may seem daunting, they can be implemented by any membership organisation, regardless of size. By focusing on building a strong community, delivering value, and utilising technology effectively, you can create a compelling membership experience that fosters loyalty and drives growth.
Do you have any other strategies you’ve seen successful membership organisations utilise? Share your thoughts in the comments below.
