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. 

This masterclass for associations combines valuable information, guidance and practical exercises with discussion. You will learn 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 leave with

You will come away from this masterclass enthused to review your processes for data acquisition, management, analysis and application, to help drive the efficiency and effectiveness of your member relations. You will have new trains of thought in addressing member management, acquisition, retention and growth

Who should attend?

  • Directors and Senior 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. 


09:00 Registration & Refreshments
09:30 Welcome, Introductions & Goals for the day
09:40 How easy are we to do business with?

Data acquisition & segmentation

What data do we need?

  • Relating processes to data requirement

Where does the data come from?

  • Capturing and organising data from touchpoints

Addressing data quality


  • Why segment your members and customers?
  • How can you segment your members and customers?
13:00 Networking Lunch
14:00 Applying the data
Profiling and clustering
Member relationship management
  • Engagement
  • Advocacy
  • Personalisation
  • Member Journey
17:00 Summary review & close

Delegate Fees

Early-booker (up to 31 December): GBP 445.00
Standard price: GBP 555.00
Prices are subject to VAT at 20%