More recently (in our case that still means over 5 years!) we’ve found a fresh and exciting niche in the Membership sector - and what a sector! It’s hugely varied, but has a set of challenges that we don’t encounter in some of the other industry areas we cover.
They’re complex - and we’re into it
All of them share a common concern - they exist to service their membership body. Sounds simple, but those members could be businesses, individuals, groups, and other sub-memberships (think of federations).
In many membership organisations they’re dealing with multiple member needs - some need to learn or gain a certification, others need to enter competitions, attend events, others want to use legal services, lobby Government or buy insurance. Most also want information specific to an issue, problem or topic.
Joining up all the dots is a heady challenge for the membership organisation - oh and then they need to manage all this with often limited resources and budgets. Competing parts of the organisation clamour for the attention of the digital, comms, PR, IT and marketing teams.