01373 867920
hello@chord-uk.co.uk
Facebook
Twitter
LinkedIn
  • Home
  • About us
    • Meet our Team
  • Services
    • Membership Telemarketing & Outbound Calls
    • Dialogue
      • Telemarketing and Email Marketing
      • Appointment-setting
      • Lead Generation & Nurturing
      • Event Support
    • Insight
      • Customer Intelligence
      • Research
    • Data
      • Data Sourcing
      • Data Cleansing
      • Data Enhancement
      • Data Quality Audit
      • Confirming Marketing Preferences
  • Membership Marketing
    • Member Acquisition
    • Member Engagement
    • Member Retention
  • Case studies
  • News
  • Contact

The Chartered Institution of Building Services Engineers: Member Renewal Campaign

Case StudiesSpencer Clarke
The Chartered Institution of Building Services Engineers (CIBSE) is the professional body that exists to support the Science, Art and Practice of building services engineering, by providing members and the public with first-class information and education services and promoting the spirit of fellowship which guides their work.

CIBSE promotes the career of building services engineers by accrediting courses of study in further and higher education, by approving work-based training programmes and providing routes to full professional Registration and Membership, including Chartered Engineer, Incorporated Engineer and Engineering Technician. Once qualified, CIBSE offers a range of services, all focused on maintaining and enhancing professional excellence throughout a career.

The Challenge

The CIBSE membership year runs from January to December.  Renewal reminders are sent via post and email to those members who have not renewed or resigned. CIBSE fully understood that the Coronavirus pandemic would be adversely affecting a significant proportion of members. So it was vital to ensure that as much as possible was done to make personal contact with members around renewal time.

CIBSE commissioned Chord to deliver a campaign with the following objectives to:

  • Engage with members to encourage them to renew by effectively communicating and reinforcing membership benefits and help answer questions.
  • Gain insight by capturing and reporting on valuable information about why members had decided not to renew.
  • Enhance data quality by updating member contact details, including email address, work or home address and alternative phone numbers (particularly mobiles).

The Solution

Building on a reviewed and improved previous campaign brief detailing CIBSE’s membership benefits and also taking into account the impact the Covid-19 pandemic may have had on members. Chord set to work.

Chord complemented the work of the CIBSE membership team, by mirroring several processes during the campaign to:

  • Optimise telephone reach to members via first and second calls up to 7.00 pm on weekdays and 10am to 4pm on Saturdays, to reinforce member benefits, including that support was still available during the Covid-19 pandemic.
  • Leave tailored voicemails for those members to whom we were unable to speak, with specific signposting and call to action.
  • Email links to campaign-specific landing pages to emphasise specific benefits, resources, content, events etc. and how to renew membership. Chord blind copied all member emails to a CIBSE CRM mailbox to ensure that all communications were linked to members’ records.
  • Process payments of renewals by credit/debit card directly via the CIBSE CRM.
  • Update member contact information in the CIBSE CRM.
  • Transfer calls to the CIBSE membership team if questions asked were outside the scope of the campaign.
  • Establish reasons for non-renewal for members who still did not want to renew, using a list of more than 10 common reasons and recording new ones.
  • Suppress member records from calling as and when instructed by CIBSE.
  • Provide monthly reporting on key performance indicators and statistics.
  • Ensure GDPR Compliance throughout the campaign.

0
Call attempts
0
Conversations with members
0
Renewals vs 450 target

The Outcomes

  • The campaign generated 557 renewals against the target of 450
  • 279 members expressed their intention to renew and were referred back to the CIBSE membership team to follow-up
  • Overall, members were pleased to receive the reminder. In comparison with previous CIBSE renewal campaigns, this resulted in a 60% year-on-year increase in the number of members renewing
  • 8% of member contact data records were updated by Chord directly in the CIBSE CRM, to save the client time and improve future communications

To achieve this, Chord:

  • completed 24.5 telemarketing days
  • made 3,012 calls
  • had 1,034 direct conversations with members
  • left 807 voicemails
  • sent 2,394 emails
Thank you very much for all your hard work on the campaign and the results! This has been a very successful project, especially given the current climate and the uncertainty about how well this campaign would be received by members. I really like the way you’ve produced the report too. We look forward to partnering closely again with Chord on vital campaigns.
Natassja van der KraanHead of Strategic Projects, CIBSE
Tags: Member Renewal, Membership Marketing, Member Retention, Membership Renewal

Related Articles

membership

Royal College of General Practitioners: Member Renewal Calls

Amanda Gilmer
5 Essentials for a Great Renewals Campaign

5 Essentials for a Great Renewals Campaign

Amanda Gilmer
Digital Excellence

Chord UK provides association and membership sector with exclusive discounted entry

Spencer Clarke

Contact Us

Please get in touch if you would like to talk through your requirements. We can then answer your questions, make sure that we fully understand your needs and can then consider how best we can help you.

Recent Posts

  • Chord UK – Official Exhibitor for Digital Excellence 2022
  • Cyber Essentials Certification for Chord UK
  • Chord UK – Official Exhibitor for Membership Excellence 2021
  • Royal Statistical Society: Unpaid Member Renewal Campaign

Tags

#DigitalX2018 #DigitalX2019 #MEMX2018 Appointment-setting C/TPS Chord UK Coronavirus Covid-19 cyber essentials Data Enhancement Data Sourcing Dialogue DigitalX2022 Email Marketing Event Support Free Data Audit Fundraising information security Insight Lead Generation & Nurturing Lead Generation and Nurturing Legal Compliance Member Acquisition Member Engagement Member Insight Member Insight & Satisfaction Member Intelligence Member Onboard & Welcome Member Renewal Member Research Member Retention Membership Excellence Membership Marketing Membership Renewal Member Welcome Calls Member Win Back MEMX2019 MEMX2021 Mystery Shopping People Against Poverty Profiling Research ROI Sponsorship Telemarketing

Categories

  • Case Studies
  • Blogs
  • Industry News
  • Chord News
  • Press Releases
  • Top Tips

Contact us

Chord UK Limited
23A Goose Street
Beckington, Frome
Somerset, BA11 6SS

01373 867920

hello@chord-uk.co.uk

Subscribe to our mailing list

Facebook
Twitter
LinkedIn
MemberWise Recognised Supplier 2022

  • Privacy Notice
  • Cookies
  • Terms of Use
© Copyright Chord UK. Site by Nudge Digital