About Us


Hello! We are Membership Matters, the UK’s leading research consultancy for membership associations, providing strategic research and consultancy services to UK and global associations since 2010.

We exclusively work with associations and educational bodies, allowing us to develop sector-specific methodologies and design effective solutions that reflect the unique complexities and challenges faced by associations today.

Membership Matters understands membership better than most, and it shows. Our clients include some of the biggest brands and best-known membership associations in the UK and beyond, including:

  • The Royal Institute of British Architects (RIBA)
  • National Trust
  • European Hematology Association (EHA)
  • The Royal Society for the encouragement of Arts (RSA)
  • The Chartered Financial Analysts’ Association (CFA)
  • The Institute of the Motor Industry (IMI)
  • Quality Assurance Association (QAA)
  • Institute and Faculty of Actuaries IFOA
  • The Royal British Legion (RBL)
  • The Electrical Contractors Association (ECA)

We specialise in discovering the emotional triggers, awareness gaps, and value perceptions that turn insights into strategies, grow membership, develop propositions, and increase revenue.

We support our clients by complementing our membership expertise with top talent from wider sectors, including education, training, and finance. We incorporate the latest techniques and best practices from across the research industry to deliver comprehensive solutions.

Why not see what Membership Matters can do for you?


All this and a warm sense of humour

Complete focus on delivering the goals we have set and have helped us to achieve so much more than we thought we could. All this and a warm sense of humour too.

Claire Easterman, Operations Director

Helped us transform our organisation

From research to digital transformation, they ensured buy-in from all stakeholders throughout. If you have not worked with Membership Matters, you should be asking yourself why not.

Colin Jones, Chief Executive

Discuss shared challenges with likeminded peers in training

I enjoyed the interactive and collaborative nature of the training, and the chance to discuss shared challenges with likeminded peers and learn from their successes.

Lucy Brewer, Membership Recruitment and Engagement Manager

Engaging and enlightening training

The trainer was very knowledgable and the sessions were both engaging and enlightening. There was plenty of opportunity for questions and discussion, which was valuable and I came away with a lot of food for thought and some new ideas.

Jane Sankarayya, Corporate Communications Manager

Training provided framework and actionable steps

I not only have the framework for my new membership retention and recruitment strategies, but I also have clear actionable steps to make it a reality.

Helen Parker, Head of Community
EHA (European Hematology Association)

Thorough research and journey mapping sessions

Membership Matters have taken the time to really understand our organisation and the unique challenges we face. Their thorough research and subsequent journey mapping sessions were positive and supportive, and encouraged open and honest discussions. The project was a very positive experience for all and allowed us to challenge our traditional approaches to recruiting, engaging and retaining members.

Jane Galbraith, Head of Membership & Accreditation
Society for Education and Training

The most effective way forward

A forensic analysis of our business, presented in clear and bold terms - the most effective way forward.

Andrew Davis, Director,
ETA (The Environmental Transport Association)

Took the time to understand our organisation

We asked Membership Matters to provide members insight, to improve recruitment and retention levels, to great effect. They took the time to understand our organisation, matching recommendations to strategic objectives. Their professionalism and expertise in the membership sector sets them apart from other agencies.

Ben Devey, Development and Membership Manager
Society for the Protection of Ancient Buildings (SPAB)

Segmenting audiences and developing successful value propositions

Membership Matters investigated current, past and potential members, segmenting our audiences and developing successful value propositions for each. Their assistance in translating the findings into strategic planning was invaluable, while their recommendations have directly contributed to sustained member growth. Consistently effective and value for money.

David Veal, Executive Director
Speciality Coffee Association of Europe (SCAE)

Invaluable insight into understanding current and future membership needs

Membership Matters provided invaluable insight into understanding current and future membership needs. Their strategic outlook, enthusiasm, and excellent stakeholder management was invaluable. I wouldn’t hesitate to recommend Membership Matters.

Jennie Evans, Head of Business Strategy and Development
Quality Assurance Agency for Higher Education (QAA)

Changed our approach

Helped us completely change our approach to member retention.

Karoline Brzeska, Head of Membership
The Royal British Legion

An excellent training course which delivers what it promises

An excellent training course which delivers what it promises – genuine insights and practical solutions. It was worth coming all the way from Barcelona for.

Magda Navas, Membership Development Executive
International Council of Shopping Centres

Our membership increased by over 10%

By clearly segmenting our market and matching it to a refocused offer our membership increased by over 10%. I wouldn’t hesitate to recommend Membership Matters.

Matt Mallinder, Former Membership Development Manager
CTC (The National Cyclists' Organisation)

Training courses provide targeted strategies to maximise membership

For anyone working in membership organisations, the Membership Matters training courses provide targeted strategies to maximise your membership.

Mikael Angesjo, Membership Coordinator
Swedish Chamber of Commerce for the UK

Price testing lead to a record renewal rate

Thanks to Membership Matters' recommendations, we introduced a simplified two-tier membership structure and increased fees, leading to a record 96% renewal rate. Their thorough research and modelling truly grasped the value proposition. We continue to see year-on-year growth and forecasting, and anticipate reaching our membership goals one to two years early. Thank you for all your help Membership Matters.

Oliver Leeds, Head of Membership

One-stop training shop

If your job is to manage membership, this is your one-stop shop. You can't afford NOT to get a grip on these strategies.

Alison Howarth, Memberships & Engagement
Henley Business School

Enhanced our digital and data strategy

Membership Matters supported RSA in enhancing our digital and data strategy, providing invaluable expertise to develop a roadmap and plan to significantly improve how we use RSA digital platforms and data for automating processes, insights and decision making.

Sam Fletcher, Former Head of Fellowship Development & Services
The RSA (The royal society for arts, manufactures and commerce)

Shaping the proposition and demonstrating value to members

They have enabled us to better understand the needs and behaviours of current and potential members, helping us grow membership and take a new direction when shaping the proposition and demonstrating value to members.

Sarah Whiteside-Jones, Head of Membership and External Affairs
IMI (The Institute of the Motor Industry)

Very valuable course specifically tailored to the association industry

The training course was very valuable and specifically tailored to the association industry. It covered all areas of the syllabus in great detail, while allowing the group to openly discuss key points in an open and friendly forum. I left the course with a clear plan of how to implement all required changes to our association.

Victoria Deprez, Sales & Marketing Executive
ITM (The Institute of Travel & Meetings)

New approach to segmenting membership

Membership Matters has been key in helping us develop an exciting new approach to segmenting membership as we move towards digital transformation and CRM platform integration. They have enabled us to better understand the needs and behaviours of our current and potential new members and this has been vital in taking us in a new direction when engaging with the membership.

Sandra Fruish, Assistant Director of Membership
The Royal British Legion
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