Best Membership Initiative by an Association

Association of British HealthTech Industries – ABHI: The Next Chapter

ABHI, the UK’s leading HealthTech trade association, took the decision to rebrand this year. The move was informed by the need to be a stronger voice for current members and to attract new members within a rapidly changing health environment. The change has seen ABHI transition, with a modern, braver image, that is bold and professional. It has also afforded ABHI to position itself as a thought leader within the digital space, whilst providing a better service to existing members. Feedback has been unanimously positive and membership has reached a record high.

International Federation for Equestrian Sports – Tradition and Modernity – Building a 21st Century Commercial Strategy for the FEI

The FEI (International Federation for Equestrian Sports) governs not just one type of horse sport, but seven – all with a very distinct personality and type of fan.

In 2017, in order to adapt to an ever-changing marketplace and consumer behavioral trends, the FEI decided to overhaul its commercial strategy and modernize the brand for the 21st century, while ensuring that its proud heritage and traditions remained at the heart of this new approach.

An innovative commercial and content strategy was developed across a number of key areas, focused on championing the seven equestrian disciplines as individual entities, each with their own identity and fanbase, but united by equestrianism’s core values.

The redefinition of the commercial model over the past 12 months has seen five new multi-million-pound deals secured, while critically the strategy has been supported on all fronts by existing partners such as Longines, IMG and Athletia, who now have greater opportunities and assets to help communicate with a captive audience.

With commercial interest peaking combined with a 400% uplift in engagement across owned/social channels, the FEI is now perfectly placed to embrace the future with confidence and elevate equestrian sport to new heights.

Institution of Lighting Professionals – Subscription Renewal Poems

The Institution of Lighting Professionals
From baby boomers to young millennials
We have around two thousand loyal supporters
Improving the world for our sons and our daughters
We charge a reasonable membership fee
To fund our ambitions, our reason to be
Every twelve months, they must pay us again
And this once was a source of considerable pain
Our membership year starts each New Year’s Day
Such a horrible time to ask people to pay
With post-Christmas bills and the January blues
It’s an unwelcome time to ask for our dues
So staff put their minds to it and came up with a plan
Which has been a success ever since we began
We can’t alter the date so we try to be funny
When we send requests for our dear members’ money
Our simple concept garners heaps of goodwill:
We send out a poem along with their bill
You might think it’s simple or frightfully crass
But we think the difference it makes is top class
Our stats show clearly this is time well spent
Lapses decreased by thirty one percent
Best Member Comms of the 21st century?
We’ll keep fingers firmly crossed for our entry!

Major Projects Association – Improvement of Gender Balance

The Major Projects Association Gender Balance Initiative has held up a mirror to its members – most of which are extremely male dominated – and has asked some tough questions of them. “Gender Balance” would have been a phrase that was unheard within major projects. Now it is on the agenda of all of our member organisations.

Because of the long term commitment to this cause the Major Projects Association is now seen as a source of expert support – evidenced by the invitation by the Infrastructure Client Group (ICG) for Manon Bradley to Chair their working Equality, Diversity and Inclusion group, as well as the large number of invitations to speak on this topic.

By framing the issue of Gender Balance as a challenge for the whole sector rather than finger pointing at individual companies we believe that we have been able to engage a very male-dominated group of business leaders in a a tough conversation, enabling them to take ownership of their own responses. Manon’s work with the ICG, the Goverment Equality Office and the Institute for Public Policy Research should see some great improvements in the years to come.

Research Quality Association – The RQA Volunteer Programme

Volunteers often play a huge and vital role in an association; they can be integral to the association’s success. Additionally, any involvement in association activity can increase the value of membership and encourage new members. Through various communications with RQA members we realised that there were very few opportunities for members to get involved with the Association.

In November 2016, RQA announced a pilot scheme to engage with enthusiastic volunteers who weren’t involved in RQA Committee activity; the immediate reaction was overwhelming. Due to the overwhelming interest we moved from the pilot scheme to a full Volunteer Programme ahead of schedule.

The RQA Volunteer Programme continues to go from strength to strength, occasionally surpassing our expectations. To-date RQA has published 14 new products, and numerous support services, via the Programme.

From an Association perspective, the launch of the Volunteer Programme surpassed our expectations; it allows us to engage with high motivated members anywhere in the world and, in return, they create innovative new products in a timely manner. The Programme allows the Association to continue to develop its portfolio of products for the benefit of members and thus meet our strategic aims.

Royal Pharmaceutical Society – Driving Value Through Revalidation

The Royal Pharmaceutical Society (RPS) is the professional membership body for pharmacists and pharmacy in Great Britain. Capitalising on a regulatory change, we took the opportunity to enhance our member offer. To deliver this we challenged ourselves to work differently – to work together as a single cross functional team for the benefit of our members. As a result of this new way of working and a new product offer to support the regulatory change we increased membership engagement, membership renewal rates and new member acquisition compared to the previous year. We did this via our revalidation product offer ‘RPS MyCPD’ and supporting services. From a standing start we implemented a comprehensive communication and engagement plan and launched RPS MyCPD within 4 months. We have helped members understand this important regulatory change and we have provided tools and support to help them confidently breeze through revalidation.

The Association of Accounting Technicians – Apprenticeships: Getting Ahead for Accelerated Ambitions

2017 was a period of change in education and apprenticeships, with the introduction of an apprenticeship levy as a new way of funding apprenticeships and trailblazer apprenticeship standards as a new way of designing them. AAT is the UK’s leading qualification and membership body for vocational accounting and finance skills, offering qualifications including an accounting apprenticeship where apprentices are trained to work in finance departments and accountancy firms. We believe that apprenticeships can increase social mobility by helping to train people who may otherwise not be able to access certain careers. One of our business objectives is to develop our role in driving access and diversity in the accountancy profession, and promoting apprenticeships is one way in which we do this. We created this campaign to promote increased knowledge of the importance of apprenticeships, to multiple audiences who could be most affected by and benefit from them.

The Meetings Industry Association – A novel approach to delivering true ROI through a partnership networking programme

The Meeting Industry Association’s Agents’ Day at Robinson College is an ideal example of how a trade body recognised the needs of its members and delivered an innovative networking event that met its aims and exceeded expectations.

Building on the association’s core aims of offering more commercial opportunities and a tangible return on their membership, the two key groups involved, agents and venues, benefited equally by coming together to discuss mutual challenges, best practice and develop cohesive relationships for the future.

The clever and innovative format seamlessly blended an insightful panel debate where the delegates’ burning questions were answered using cutting-edge technology, with fun and relaxed networking sessions.

The event not only enabled delegates unrivalled access to key contacts but also provided a forum to establish and develop commercial relationships of benefit to all those involved. By working with third-parties the association was able to utilise key data to analyse the success of the event and also showcase the advances in technology available to the events industry.

The success of the Agents’ Day at Robinson College is not only evident from the favourable feedback from attendees but also the continued success of subsequent Agents’ Days run by the association.