Two linked masterclasses that cover initially the acquisition and then the application of member data to drive effective member engagement and relationships.


Knowing how, when and why members engage with your organisation and combining this with an understanding of their profile can help drive individual journeys that will increase engagement and help to pre-empt churn and demonstrate the value of membership. But success relies on the collection of the right data, its management and use. 

Many organisations are spending considerable sums on new CRM technology but fail to give due consideration to how to match their data management and analysis to help deliver the greatest benefit from the investment. In fact, research has shown that around 60% of all CRM projects that fail globally do so because of management’s lack of confidence in the data and once confidence goes, the team will abandon the strategy. 

These masterclasses for associations combine valuable information and guidance with practical exercises you can do in the sessions and repeat in the workplace, to show how your engagement strategy and communications will benefit from leveraging two major assets of your organisation – your member data and your investment in CRM.

What you will learn

Through discussion and practical exercises, you will be taken through proven approaches for identifying data requirements and specifically how to manage data acquisition, management, analysis and application with the objective of improving the efficiency and effectiveness of your member relationships. 

You will be introduced to the uses of data for segmentation, clustering and personalisation, with methods for analysing the data, that you can introduce immediately into your organisation, in order to understand your relationships with members and how to plan the member journey, to drive retention and advocacy and address churn. 

You will be encouraged to consider new trains of thought in addressing member management, acquisition, retention and growth and will learn how to leverage your data, to become more efficient and effective in your membership management and communications

Who should attend?

  • Managers of Communications, Marketing, and Membership wishing to transform their association's effectiveness.
  • The Masterclass is equally applicable to individual member organisations / professional bodies and trade associations / business member organisations. 


10:00 Welcome, Introductions & Objectives for the day

The approach to data acquisition: 

  • Determining the data that you need
  • Reviewing where the data comes from
  • The importance of capturing and organising data from all touchpoints

Data quality: 

  • Determining the quality of your data – how to assess your data
  • Approaches to governance
  • Setting rules to protect data quality and integrity

The blueprint for CRM:

  • The CRM strategy
  • The member management framework

Introduction to member relationship management: 

  • Engagement
  • Advocacy
  • Churn 

Summary review & Close

10:00 Welcome, Introductions & Objectives for the day including a quick recap of Part One

The application of the data for engagement and relationship management: 


  • Segmenting your members and customers
  • How and why you segment your members and customers?

Profiling and clustering:

  • Introducing the RFV model
  • Profiling, psychographics and data fusion
  • Market Basket Analysis for an engagement model
  • Personalisation - the ‘intelligent’ approach

Creating the Member Journey

13:00 Summary review & Close

The Masterclass includes:

  • Course workbook 
  • Practical examples
  • Case studies
  • Group work
  • Tutor's slides (after the session)

Delegate Fees

Early-booker (up to 1 June): GBP 395.00
Standard price: GBP 495.00
Prices are subject to VAT at 20%