Speakers
Membership Strategy
In an era where member expectations are rapidly evolving, many associations are rethinking not just what they offer, but why and how they deliver it. Getting the benefits offer right is no longer about listing perks — it’s about building a coherent, credible, and commercial proposition that aligns with members’ real-world needs - for now and the future.
This session will explore how to design a membership offer that is both market-responsive and market-anticipative, balancing purpose with practical value. Drawing on first-hand experiences of reshaping propositions, we’ll look at how associations can modernise their offer and build long-term loyalty.
We will examine:
Understanding member motivations – using data, segmentation, and member insight to identify what truly drives renewal and recruitment.
Designing a modern value proposition – aligning benefits to professional, commercial, and regulatory needs, not just tradition.
Creating tiered and flexible models – how to structure membership to reflect value across different segments and organisations.
Monetising value – integrating training, CPD, and events into a coherent ecosystem that supports both income and impact.
Delivering benefits that land – ensuring operational systems, communications, and CRM platforms reinforce perceived value.
Participants will leave with practical means for assessing and reshaping their own membership offer — from concept to delivery — ensuring their association’s benefits resonate, retain, and generate sustainable growth.
He has worked across sectors representing engineering, consultancy, construction, manufacturing, and education – bringing a unique blend of policy understanding, commercial thinking and sector-wide perspective.
He has worked for: Association for Consultancy and Engineering (ACE), Environment Industries Commission (EIC), Build UK, CNBC Catalyst and the British Woodworking Federation, as well as other organisations.