The challenge was to increase volumes of Members whilst encouraging more Members to pay via Direct Debit. A programme of quantitative and qualitative research was developed. Initial discussion groups among Member prospects were conducted to understand joining barriers and to develop ideas for overcoming these barriers, including new Member benefits. Subsequent online surveys among both Members and prospects incorporated techniques to identify price elasticities for the range of Membership types available and appropriate levels of discount to offer those paying by Direct Debit, as well as developing an understanding of the current and prospective Member benefits considered to be of highest value.
“We chose to work with Decision House as they offered the most experience in terms of membership expertise and were competitively priced. It was a pleasure to work with Steve, who was very professional and helpful, providing a bespoke service to RMG, which has allowed us to develop our scheme in an impactful way. I’d have absolutely no hesitation in working with Decision House again.”
Kishani Taylor, Senior Membership Manager