"AHC's experience and understanding of membership organisations allowed them to identify with our issues."

Sustaining Membership Growth & Improving Retention

Our experience of working with many membership organisations has enabled us to develop a range of services tailored to the specific needs of not-for-profit organisations and their members.

Our support is designed to help you:

  • Drive membership growth

  • Improve membership retention and loyalty

  • Get the most from your membership team

We help you achieve this through:

Feedback from your members


Speaking to current, lapsed and prospective members


Understanding the issues they are facing


Gaining feedback on the effectiveness of your products and services


Reviewing communication channels - website, publications, e-newsletters etc.


Understanding why members lapse

Speaking with your internal team


To gain an internal perspective to compare with that of the members


To learn from your experience and knowledge


To identify potential skills gaps


To review processes and identify improvement opportunities or potential IT systems shortcomings

Reviewing our findings with you

We then review our findings with you and help you develop a plan of action that considers areas such as:


The key issues being faced by your members


Aligning your benefits and services to these key issues


Identifying gaps where you can introduce new services or benefits


Segmenting your membership into groups sharing common challenges


Tailoring your marketing messages for these different groups

In this way, we help you to take the necessary steps to ensure that your members remain engaged, and fully recognise all that you do and the value they receive from their subscriptions. The aim is to ensure membership is something they cannot do without.

Implementing the plan

We can then support you in implementing the actions, considering how to get the most from your:

  • People - Ensuring a common focus for your team
  • Processes - Driving improvements to internal processes
  • Systems - Making effective use of technology

Click below to find out more about some of the support we offer to our not-for-profit clients:

Case Study

BVA logo

British Veterinary Association

Membership research to identify means of improving the value of BVA publications to members and address falling advertising revenues. Read more...

Case Study

CMI logo

Chartered Management Institute

Find out how AHC helped CMI to get to the root causes of its membership attrition and strengthen its value proposition.


Case Study

PCG logo


Facilitation of series of strategy workshops with the management and council members of the professional association for freelancers and contractors. Read more