Building a successful membership scheme is not one-size-fits-all

Members, both current and potential, are not a homogenous mass. They’ll have different motivations to join, want different levels of reward, and seek different benefits to meet different needs. Understanding these motivations is essential to designing a successful membership scheme. With MHM’s extensive experience helping our clients around the world enhance their membership offers, we can help you foster greater emotional connections with your organisation and deepen affinity with your cause, which will in turn inspire new growth and increase retention.

The London Library membership strategy

The London Library needed to reverse its declining membership - but the risks of getting it wrong were great. MHM’s membership research gave actionable insight on how the Library could  attract new members without cannibalising existing support.

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Bridging the membership gap for Glyndebourne

Members of Glyndebourne Opera’s discounted Under 30s scheme weren’t graduating to the full scheme. They asked us to find out how best they could engage with 30 to 45-year-olds, win them as Associate Members and establish a life-long relationship.

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Building connections – Must-see Museums free membership

We’ve really embraced Culture Segments...The insights and framework they provide for communicating with audiences has been invaluable in the success of our Must-see Museums membership scheme.

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Supporter research

A targeted approach to build the supporter journey.

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Audience development plans

Who to target, how to reach them, and how to evaluate success.

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    Ready to chat?

    Whether you’re interested in developing a new membership scheme or revitalising an existing one, we’d love to chat it through with you and see how we can help. Get in touch with one of our consultants for an obligation-free consultation.