The RCN has three main membership categories Nurses, Students and Health Practitioners. The Health Practitioner (HP) category includes Health Care Assistants and Assistant Practitioners. Since membership to RCN was made available to Health Practitioners in 2001, this audience has shown the highest rate of growth.
Research was undertaken by the RCN to gain a better understanding of the reasons why some HPs were not renewing after the first year of membership. The results indicated:
To reduce membership attrition and increase engagement, RCN decided to integrate more outbound calling with existing RCN marketing activity during the first 12 months of HP membership. Initially, Chord would make welcome and engagement calls to 50% of new members. The in-house RCN team would deal with the other 50% of new members, so that retention rates could be compared.
Chord developed a telephone-led, series communication campaign to contact 1,950 new members in Northern Ireland, Scotland, Wales and England (East Midlands, Northern and South East regions). A detailed schedule ensured that calls were made at the right time to:
Members received a welcome call the month after joining, followed by three additional ‘re-engagement’ calls to reinforce the membership benefits at month four, month six and month twelve at the point of renewal.
Seamless integration with the RCN membership team was achieved by Chord daily using:
Chord made in excess of 9,000 call attempts over the initial 12 month period:
Key recommendations from the campaign included:
RCN analysis clearly shows a significant uplift in the number of HP members renewing from the group Chord called throughout their first year of membership, in comparison to those that weren’t.
As a direct result of the success of the campaign, the RCN has commissioned Chord to call all HP first year members, across all 12 regions for the next 12 months.