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.
About Us
Hello! We are Membership Matters, the UK’s leading research consultancy for membership associations. Since 2010, we’ve helped associations grow, strengthen their propositions, and better understand their members.
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 leading organisations such as National Trust, The Royal Institute of British Architects, Royal British Legion, The Institute of the Motor Industry, The European Hematology Association, among many others.
We specialise in helping membership organisations to:
- Understand their members through insight and research
- Define stronger, clearer value propositions
- Grow membership through better segmentation, pricing, and strategy
- Turn insight into practical, deliverable action
Want to see what Membership Matters can do for your organisation? Get in touch.
Meet the team
Our team combines extensive membership expertise with research, strategy, and commercial experience.
David Douglas, Founder
Leads Membership Matters and provides strategic direction across major transformation projects.
David specialises in membership growth strategy, behavioural segmentation, and value proposition development, helping organisations sharpen their offer and unlock sustainable growth. He has worked with Royal Colleges, professional bodies, and international associations. Previously held senior roles at Make UK and Cycling UK.
Maria Fager, Head of research and projects
Leads research across strategic projects, ensuring every recommendation is evidence-led.
Maria specialises in mixed-method research, behavioural segmentation, and pricing and value modelling, turning complex data into clear, practical insight. With over a decade of global membership research experience, she designs programmes that enable confident decision-making.
Charles Veal, Senior Consultant
Senior membership strategy specialist with extensive experience across professional bodies and regulated organisations.
Charles works with clients to evolve membership models, from structures and pricing to governance and operating models. He has led major reviews for organisations including England Athletics, VODG, and the Institution of Mechanical Engineers.
Eloise Pepper, Consultant
Combines analytical insight and creative thinking to develop effective, engaging membership strategies.
Eloise works across segmentation, member journeys, and research analysis, translating complex data into clear, actionable outputs. She also supports operating model and process design to ensure strategies are practical and deliverable.
Testimonials
Price testing lead to a record renewal rate
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.
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.
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.
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.
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.
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.
