Attitudes to Institute membership renewals.
Business Challenge
Investigate reasons for members not renewing annual membership plus reasons why student members pay subscription fees but do not take exams for professional qualifications.
Solution
465 interviews were completed by telephone with lapsed members and student members at two different periods in time (before and after membership communications) using a questionnaire that took less than 5 minutes to complete.
Results
A strategy has been developed to improve membership renewals based on an understanding of reason for non renewals. A strategy has been developed to encourage student member to complete their professional qualifications.
