The Institute of Physics is a leading scientific society, a charitable organisation with a worldwide membership of more than 50,000, working together to advance physics education, research and application.
The Challenge of Cost Effective Renewal
For many years the IOP had a typically reactive and protracted reminder-based renewal process, with income trickling in throughout the year after an initial surge from the good payers and direct debits.
They understood that in order to enjoy cash-flow from improved subscriptions they had to do something. However, they were not certain that a project of this size could be carried out in-house cost-effectively or with acceptable risk.
So, IOP made the decision to outsource the project, but due to the nature of their business, they needed to work with a firm that had extensive experience and a growing reputation within the third sector and so chose to work with us.
After a short but intensive process review, we set in hand a twin-track approach: a member contact process aimed at reclaiming those members who had lapsed in the preceding year and, in parallel, a segmentation of the IoP's database to facilitate a more structured and proactive renewal process for the following year.
The lapsed member campaign saw some 1200 members return to the fold with £75k going to the bottom line which otherwise would have been lost - not to mention the long-term benefits of membership retention.
Equally important was the intelligence gained on member attitudes and opinions which enabled us to be even better at the member contact business the next time around.