BEST MEMBERSHIP ENGAGEMENT
AXREM – AXREM Future Leaders Council
In 2023, AXREM launched the AXREM Future Leaders Council-AFLC a bold and progressive initiative designed to amplify the voices of early-career professionals within our industry and equip the next generation of leaders with the tools, network, and visibility needed to drive healthcare technology forward.
The concept was clear: to complement AXREM’s Executive Committee, made up of highly experienced senior leaders with fresh insight, diverse perspectives, and future-focused thinking from emerging talent across our member base. This initiative aims to strengthen the strategic governance of AXREM by creating a space where innovation, diversity of thought, and new energy can thrive.
The initiative has not only empowered 20 individuals it has reinvigorated our entire association. It has created a pipeline of leaders who are not only ready to step into future roles but are actively shaping what those roles will look like. Engaging with leaders of the future and them seeing the positive impact that AXREM can make will also help with member retention for the association as a whole. We have recruited new members and had a lot of interest from potential members solely because of this initiative.
British Pest Control Association – Transforming volunteer engagement to drive strategy and culture at BPCA
In 2024, BPCA overhauled the way it engages its volunteer committees, moving from a passive, staff-led model to one rooted in collaboration, co-creation, and empowerment. Historically, meetings centred around updates and feedback. But we knew our members could offer much more. Our goal was simple: unlock their full potential and make them true partners in BPCA’s strategic direction.
We introduced an engagement model, assigning each committee a strategic project to lead over the course of a year. An annual activity cycle, pre-meeting reports, open agenda questions and structured workshops created space for creativity and ownership.
The headline initiative was our first-ever Volunteer Days: a two-day in-person event filled with strategic workshops, social time and genuine energy.
The results have been outstanding. Committees pitched projects directly to our Executive Board for the first time. Collaboration outside meetings has grown, and volunteer satisfaction has risen by 46%. The initiative has already shaped key strategic areas like sustainability and training.
For a modest investment of £14,400, this transformation has delivered a step-change in volunteer engagement and strategic output. BPCA’s volunteers are no longer just contributors – they’re co-creators. And our organisation is stronger for it.
Builders Merchants Federation – “Make a Material Difference” – the rallying call of the Building Materials Careers programme
The Builders Merchants Federation’s (BMF) ‘Make a Material Difference’ campaign, under the Building Materials Careers (BMCareers) programme, powerfully addressed the sector’s critical skills shortage by uniting over 1,000 member companies in a coordinated, high-impact talent recruitment initiative. Developed over two years and backed by substantial research and investment (£433K), the campaign successfully engaged members through an innovative digital-first strategy, compelling branding, and provided practical tools to support recruitment and employer branding.
Targeting young people, career changers, and influencers, the programme achieved significant results: 335 businesses registered in just six months, 190 employer profiles launched on BMcareers.com, and over 17,000 site visits. Member satisfaction rose to 94%, membership increased by 16%, and retention hit 98%. The campaign also delivered measurable ROI, with potential member recruitment savings of £714,000.
By empowering members to tackle recruitment challenges, the BMF not only raised awareness of building materials careers but also equipped members with lasting resources. With national media coverage and a growing talent pool, BMCareers demonstrates exceptional member engagement and long-term strategic vision. The programme stands as a model of how trade associations can lead industry-wide change and is a strong contender for the AEA Best Membership Engagement Award 2025.
Energy Industries Council – EIC Survive & Thrive
EIC’s Survive & Thrive insight report is a standout membership engagement initiative that transforms passive membership into active, high-value participation. Launched in 2016, it invites energy supply chain companies to share their growth strategies through an accessible, interview-based process—removing barriers to involvement while delivering recognition, visibility, and strategic impact.
Each member is supported through a consultative interview, with EIC doing the heavy lifting to craft polished case studies aligned with one or more of 15 strategic themes. These stories are published in a high-profile report distributed globally, offering fantastic exposure and insights on market trends.
Critically, Survive & Thrive is a powerful engagement engine. It boosts three-year member retention to over 95%—compared to under 85% for non-participants—and generates over £1 million annually in additional revenue through improved retention and service uptake. It also enables senior-level engagement, helping EIC tailor support to members’ needs while showcasing their success to policymakers and global stakeholders.
Participants are automatically entered into EIC’s World Energy Supply Chain Awards, the world’s largest award program of its kind. With digital developments, featured podcast opportunities, and a growing readership, Survive & Thrive is more than a report—it’s a trusted platform for recognition and long-term member engagement tool.
English Heritage – Creating new connections with England’s history
English Heritage has revitalised its magazine to align with its refreshed brand vision, “Creating New Connections.” The reimagined publication adopts an audience-centric approach, placing greater emphasis on emotional storytelling rather than transactional content. This shift is designed to build deeper relationships with members and enhance overall reader engagement.
Editorially, the magazine now focuses more on inclusivity. It features a broader range of human stories, amplifies diverse voices, and incorporates member contributions. The content is also structured to reflect contemporary publishing trends, using episodic narratives and offering multiple entry points to accommodate different reader preferences.
Visually, the magazine has a modern identity that harmoniously merges traditional heritage aesthetics with bold typography, conceptual illustrations, and contemporary layouts. This refreshed design enhances visual appeal while remaining true to the brand’s historical roots.
The recent magazine relaunch was both cost-effective and environmentally conscious. It delivered an 18% saving on postage and adopted sustainable production methods, including carbon-balanced paper and recyclable wraps.
Early feedback has been overwhelmingly positive. Strategic use of resources and thoughtful planning have laid a strong foundation for future growth and audience engagement.
The Chartered Institute for Securities and Investment – The Review: transforming membership engagement
Sunday led a bold, strategic transformation of The Review, the Chartered Institute for Securities & Investment’s flagship content platform, evolving it from a print publication into a dynamic multichannel digital programme. The shift was driven by a need to boost engagement, modernise delivery, and extend reach to all 55,000 CISI members worldwide—far beyond the 10% previously reached by print.
The transformation occurred in three phases, ultimately achieving full digital conversion a year ahead of schedule. By reducing print output and prioritising bespoke, platform-specific digital content, Sunday significantly improved cost efficiency and engagement. Monthly visits to The Review content increased by 45% in the first year alone, and LinkedIn engagement rose markedly across all metrics, including a 45.58% jump in impressions.
Content now includes themed monthly hubs, topical campaigns like COP28, and impactful video series—tailored for regional relevance and professional value. Sunday’s collaborative approach across editorial, digital, and design functions ensured agile workflows and stakeholder buy-in.
The result is a data-led, member-centric content programme that enhances the CISI’s visibility, strategic communications, and ROI. By reallocating budget from print to digital, the Institute now delivers more meaningful, real-time engagement and demonstrates thought leadership in a competitive professional landscape.
The Royal Institution of Chartered Surveyors – Modus
The refresh of Modus, the Royal Institution of Chartered Surveyors’ global publication, exemplifies member-first communication. Driven by direct feedback, the project successfully reintroduced a print edition while enhancing digital content across web, email, and social platforms. The result: an integrated, high-impact content strategy that balances tradition with innovation.
A quality-over-quantity mindset shaped Modus’s transformation. The team focused on producing fewer, richer features tailored for maximum engagement. Regionally segmented emails, bespoke social assets, and strategic scheduling significantly improved reach and resonance. Smart content planning led to a 29.1% rise in unique visitors, 28% higher social media engagement, and email open rates peaking at 59%.
Print made a strong comeback in January 2025, with 80% of surveyed members expressing satisfaction, validating its role as a valuable complement to digital. Meanwhile, content crafted for searchability delivered a 32% boost in organic traffic and broader academic recognition.
By delivering more with less, Modus proved that impactful member communication isn’t about volume – it’s about strategy, relevance, and execution. The project showcases how meaningful engagement can be achieved through intelligent cross-channel integration, offering long-term value to members and the RICS alike.
The Wildfowl & Wetlands Trust – Waterlife Magazine
The relaunch of Waterlife, the Wildfowl & Wetlands Trust’s flagship publication, marked a pivotal step in aligning communications with WWT’s bold new brand and strategic direction. With a mission to deepen member engagement and drive meaningful action for wetlands, the refreshed magazine became a central storytelling tool that reflects the organisation’s evolving identity.
The redesign introduced a confident visual style, featuring bold imagery, clear structure, and accessible editorial to bring WWT’s conservation efforts vividly to life. Member stories and interactive features not only humanised the mission but also encouraged a stronger sense of community among supporters.
Strategic changes, including reducing the magazine’s frequency and eliminating advertising, helped cut costs by £18,000 per issue. The use of eco-conscious materials ensured that the relaunch supported WWT’s sustainability values in both message and practice.
Beyond its print form, Waterlife’s new direction set the foundation for broader multi-platform membership communication. It successfully extended WWT’s reach, driving increased traffic to digital channels and encouraging visits to WWT sites. The result is a more engaging, cost-effective, and mission-driven publication that strengthens member relationships while supporting the organisation’s long-term strategic goals.
