A leading organization in the legal services industry focuses on training and professional development for legal professionals across various sectors. In the past, they’ve encountered challenges with declining membership numbers, a situation that threatened their sustainability and growth. The complexity and exclusiveness of their membership categories further intensified this challenge, deterring potential members from joining. Without intervention, this could lead to current members reconsidering the organization’s value, as well as a decrease in revenue.
The organization needed to revamp their membership structure, making it more inclusive and accessible. MCI USA guided them through the restructuring, empowered by a long-standing relationship built on trust and a proven track record addressing membership challenges.
MCI USA’s approach was data-driven and multifaceted:
• Membership data analysis: A comprehensive analysis of membership distribution and the financial implications of different restructuring scenarios was conducted.
• Membership simplification: The recommendation was made to consolidate membership levels to two key types, enhancing inclusivity and simplification.
• Vendor membership introduction: Membership was opened to vendors for the first time, diversifying the member base and fostering new collaboration opportunities.
• Dynamic group discount strategy: The group discount approach was revamped to a percentage-based system, encouraging growth in membership dues.
• Personalized marketing: Tailored marketing efforts ensured messaging resonated with distinct member segments, enhancing engagement.
The restructuring led to impressive results, including a 22% increase in membership as well as a nearly 30% boost in membership dues revenue.
Through strategic changes and a partnership with MCI USA, the association not only navigated a critical period, but it also set a foundation for sustained growth and inclusivity. The collaborative efforts have positioned them for a prosperous future, reinforcing its relevance and value to the legal services community.
