RESEARCH AND EXPERIMENTS
Membership is a complex art - part science, part human connection.
Our research cuts through the noise to reveal the hidden challenges and untapped opportunities for professional associations, clubs, and membership organizations looking to grow, engage, and deliver real value.
Membership Growth
May 14, 2025
3 minutes
Winning Back Lapsed Members (a Fascinating Research Study)
What a study of 40,000 lapsted telco customers and 4 win-back offers can teach member-based organisations.
Membership Strategy
May 7, 2025
2 minutes
10 Essential Membership Questions: How Many Can You Answer?
These 10 questions get to the heart of what makes a membership organization thrive. Each one deserves a clear, intentional answer.
Member Experience
Apr 30, 2025
2 minutes
Can You Create a Lasting Impression for Less Than a Dollar?
You don't need a massive budget to make members feel seen and valued - you do need to be thoughtful.
Membership Growth
Apr 16, 2025
2 minutes
Membership Lessons from Starbucks' Near-Death Experience
The critical shift in what gets measured.
Member Experience
Apr 9, 2025
2 minutes
The Biggest Surprise When I Joined All 17 NRL Clubs
I joined every club to audit the member experience. No club did this.
Community Building
Apr 2, 2025
2 minutes
Why Runners Tape Their Nipples (A Membership Lesson)
Foster belonging by embracing your members’ quirks
Member Recruitment
Mar 26, 2025
2 minutes
Is Too Much Choice Hurting Your Membership Recruitment?
What the famous "jam study" means for membership growth
Member Retention
Mar 19, 2025
1 minute
The 30-Second Call Your Members Will Never Forget
A simple way to surprise and delight your members (no sales pitch required)
Member Communications
Mar 12, 2025
2 minutes
Stop Losing Members to the Unsubscribe Button
How one of Australia's largest football clubs keeps members reading their emails
Member Experience
Mar 4, 2025
1 minute
The AFL Member Responsiveness Experiment
Why AFL clubs' response times might explain their membership success
Member Communication
Feb 28, 2025
4 minutes
Benchmarking Social Media Engagement of 50 Professional Associations
Comprehensive analysis of 50 Australian professional associations reveals a surprising disconnect between follower counts and meaningful engagement.
Member Communication
Feb 27, 2025
1 minute
All Ways of Asking Aren’t Equal
The psychological difference between "Do you know anyone" and "Who do you know"
Member Research
Nov 5, 2024
10 minutes
8 Member Survey Mistakes NRL Clubs Make (And How to Avoid Them)
Member surveys are a double-edged sword - they offer invaluable insights into the member experience but can damage engagement when done poorly. Here are the most common mistakes NRL clubs make, and how to avoid them.
Member Communication
Sep 23, 2024
2 minutes
Empowering Members: NRL Clubs' Communication Preference Centres
Putting members in control of their communication experience is not only good for members, it's good for clubs, too.
Member Experience
Jul 26, 2024
12 minutes
The Membership Challenge: A Fan’s Journey Joining All 17 NRL Clubs
Imagine joining every club in the NRL. How easy is it to sign up? How do the clubs communicate throughout the season? Are you acknowledged and nurtured as a new member? This fan found out.
It's Not Valuable If It's Not Visible
The membership secret hidden in a petrol app
