The Royal Statistical Society (RSS) is one of the world’s leading organisations promoting the importance of statistics and data. Founded in 1834, the RSS have around 8,500 individual members within the UK and across the globe.
The Challenge
Previous research by RSS indicated that the three most common reasons for members not renewing their membership were retirement, change of career and cost. Whilst nothing could be done about the first two of these reasons, RSS were keen to ensure that members were aware of the full value of membership benefits when considering costs.
The RSS annual membership renewal date is the 1st January each year. The membership renewal process starts early in October each year, with an email reinforcing membership benefits and to establish if contact details have changed. A renewal notice is then sent via email at the end of November. Further emails are sent throughout December and January, which is when the majority of members renew their membership. If a member has not renewed by the end of March, membership benefits are then suspended. Lapsed members then receive a grace period until end of June – during this period members retain the title of fellow but all services are suspended. Their membership is then defaulted if payment has not been received by the end of June.
RSS commissioned Chord to deliver a research campaign to find out:
- The reasons that members had decided not to renew their RSS membership.
- What RSS could have done to make members stay.
- If members would consider re-joining RSS.
The Solution
Chord were asked to contact 500 members who had lapsed over the last two years.
Prior to making telephone contact, all lapsed members received an email inviting them to complete an online survey. This included lapsed members whose telephone numbers were registered on the Corporate / Telephone Preference Service (C/TPS) registers, that could not be telephoned.
Chord combined telephone and online surveying to maximise reach and response rates. This was achieved by using SNAP professional survey software and Chord’s online telephone campaign management software to:
- Gather insight and feedback by collecting and reporting on valuable information about why members had lapsed, using a 25-question survey.
- Send tailored emails with a link to the online version of the survey to lapsed members who requested to complete the survey in their own time and those Chord were unable to speak with directly.
- Generate email opt-ins to provide consent for RSS to send quarterly communications.
- Leave tailored voicemails (private and mobile numbers only) for lapsed members to whom Chord were unable to speak with clear signposting and a call to action.
- Handle inbound calls by members to Chord using a dedicated phone line.
- Optimise reach via first, second and third calls to lapsed members and using evening calling when required.
- Refer lapsed members to the RSS membership team when questions were outside of the remit of the research.
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Personalised emails sent
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Completed surveys
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Surveys completed online
The Outcomes
Chord made 1,462 telephone calls in total:
- Chord reached 141 lapsed members directly by telephone, as well as leaving 164 voicemail messages.
- 2,297 personalised emails were sent to lapsed members containing the web-link to the survey.
- A total of 168 surveys were completed. Four of these were anonymously submitted by lapsed members.
- A survey completion rate of 38% was achieved (excluding invalid data records e.g. those with unobtainable telephone numbers and those registered with the C/TPS registers).
- 146 (87%) of surveys were completed online and 22 (13%) directly by telephone.
- A significant number of updates were made to contact data, which was expected given that the details related to lapsed members.
Chord prepared a detailed enhanced report to accompany the survey data. The colourful and informative report presented the results question by question. As well as quantitative results, the report included qualitative responses in the form of verbatim comments, to provide RSS with a clear commentary to support the statistics and tables.
The main reasons for not renewing membership included cost, value for money and changes in personal circumstances. Carefully worded follow up questioning drew out useful qualitative information for each of these reasons.
Qualitative questioning for what RSS could have done to make members stay also elicited open, honest and full responses offering RSS actionable insight. Lapsed members were grateful for the opportunity to give detailed feedback and opinions via the survey and around half said that they would consider re-joining now or in the future.
Chord also reported anecdotal trends that included:
- Membership fees were perceived to be expensive.
- A membership fee scale, to allow for different personal circumstances such as maternity leave, retirement or accessing benefits from overseas.
- A more flexible payment plan and the option for monthly Direct Debit payments.
- Whilst the ‘Significance’ magazine is well received and the content is appealing to members, an increase in learning resources would be well-received.
- A desire for an increase in the number of events and courses to be held across the country and fewer in or around London.
- Members felt the RSS is an important organisation and that it performs an essential role.
Chord impressed us with their membership sector knowledge and their eagerness to understand RSS and what we aim to achieve. Their team are very professional, which ensured that our members felt valued and gave their feedback freely, which is great. The results demonstrated clearly what we need to do and how to prioritise the changes that we need to make.Nicola Emmerson
