Tips, insight, inspiration and enthusiasm – that’s what I came away with after attending the Membership Excellence 2019 conference yesterday.

With 700 delegates genuinely eager to learn – and a programme jam packed with speakers just as eager to share their knowledge and experience – the MemberWise event was an opportunity to take some time out and learn from forward-thinking membership organisations across many different sectors.

Organisations who face the same daily challenges as many of our clients, who are looking for solutions to the same problems and genuinely want to deliver value to their members.

Being on the agency side, the Membership Excellence conference really helped me think about things from our clients’ perspective. Enabling me to take a step back and appreciate the part our communications work plays in the overall member journey.

Building stronger relationships with members is key. But how do we do this? It’s all about understanding the motivations of our audience and communicating our value to different audiences in different ways. For some it’s about tangible benefits, while for others it’s the benefit to the overall cause they are supporting – capturing hearts and minds. Emma Day, Director of Membership at the British Horse Society illustrated this perfectly through some thought-provoking and powerful video.

It’s also about doing the right things at the right time in a member’s journey. Turning things up a notch and reinforcing member value at key points before renewals and saying thank you for member support at every opportunity.

Sian Hoggett, Head of membership and CRM at The British Museum and James Beardsworth-Shaw, Head of Commercial Services at the National Gallery brought this to life, sharing insights from each of their organisations through a fun and engaging joint presentation.

(MEMX highlights captured by Chapple Cartoons)

Another thing that resonated with me is how the enthusiasm of membership services teams has a direct impact on the members you’re trying to attract or retain. Success starts from the inside – get this right and you’re halfway there. If the team is empowered and enthused this shines through at member events, creating a buzz that gives members a more enjoyable experience.

Events like Membership Excellence really reinforce the value of knowledge sharing and networking with likeminded professionals. We’re all doing a lot of good stuff but through sharing our experiences, we can all do that little bit better.

So thank you MemberWise for an insightful day!

Thanks for reading,
Hayley.