Hall Associates

The Client

• 30,000 strong membership organisation
• Steadily ageing membership population
• Beginning to see a decline in retention levels
• Concentrating on recruitment to stem flow, just offsetting membership losses, but not attracting younger age groups
• Resource stretched to maintain status quo

The Analysis

• Lengthy, reminder-based renewal cycle
• Reactive processes and culture
• Lack of engagement with the membership
• No concept of “CRM” towards members
• No prioritisation of recruitment opportunities
• “One size fits all” approach
• Recruitment focus disguising member churn

Outcomes

• Streamlined renewal processes
• 70% renewal within 60 days versus 25%
• Retention increased from 85% to 93%
• Measurement of causal analysis
• Improved engagement with members
• Intelligence to inform strategic direction
• Sustainable platform for growth

The Project

We were rapidly able to demonstrate that our client was locked into a reactive cycle of response and process. Chasing members who should have renewed months ago was placing strain on limited resources and the emphasis on recruitment to maintain membership levels was stretching them even further. In addition, the intake of new members disguised the fact that even better performance could be achieved if retention performance was improved in parallel. We implemented a programme designed to improve member related processes, accelerate renewal, increase retention performance and provide the drivers for future membership growth. Acting as part of the client team, we also undertook a contact exercise via telephone and email targeted at both unpaid and lapsed members.

The Key Deliverables

• Segmentation and prioritisation of the membership database
• Streamlined and effective renewal processes
• A Compressed and efficient renewal cycle
• A member contact exercise to

  • reinstate lapsed members
  • stimulate unpaid member renewal
  • gain intelligence on member attitudes and behaviour
• Enhanced member engagement and understanding
• Alignment of benefits with member needs
• Performance measurement and dashboard reporting

In just 3 months, the programme increased retention by 8% (rising to 10% over the following six month period), with an improvement of 100% in members renewing within 60 days of due date.

Equally important, the intelligence gained on member attitudes and behaviour, provided the essential detail to inform future product development, recruitment, retention and growth product strategies.

Having established a sustainable platform to support growth objectives, we then continued our partnership with this client into a recruitment and growth programme.