Membership research and segmentation – Charities Institute Ireland
Charities Institute Ireland (Cii) is the representative body for Ireland’s charity sector, supporting organisations ranging from large national charities to small, volunteer-led groups. With membership growing by 50% over five years and retention at 98%, Cii wanted to ensure its offer continued to deliver meaningful value in a changing and increasingly complex sector.
Membership challenge
Cii was operating from a position of strength but recognised the need to futureproof its membership offer. As growth began to slow, the focus shifted towards enhancing the quality, accessibility, and perceived value of services.
At the same time, member needs varied significantly. Larger organisations looked for strategic advocacy and high-level networking, while smaller charities prioritised practical tools, affordable training, and operational support. There were also visibility gaps, with some members unaware of available benefits or finding them difficult to access.
Wider sector pressures including financial strain, recruitment challenges, regulatory complexity, and the need to build public trust, added to the expectation that Cii should provide timely, relevant, and practical support.
Member research and segmentation – what we did
We designed a mixed-methods research programme combining quantitative and qualitative approaches to explore member needs, perceptions, and priorities.
This included a large-scale survey of members, supported by focus groups and in-depth interviews to explore key themes such as training needs, networking, advocacy, and sector challenges. Alongside this, we worked closely with stakeholders to map existing services and identify opportunities for improvement.
Through this research, we developed a clear segmentation of Cii’s membership, identifying distinct groups with different drivers of value and engagement, and used these insights to shape practical, evidence-based recommendations.
Impact
This research helped Charities Institute Ireland to:
- Develop a clearer understanding of different member segments and their needs
- Strengthen and refine its value proposition across organisation types
- Identify opportunities to improve visibility, accessibility, and engagement
- Enhance training, networking, and support to better reflect member priorities
- Strengthen its role as a credible and influential voice for the sector
With these insights, Cii is now better equipped to enhance member value, strengthen its advocacy, and ensure its offer remains relevant and impactful across a diverse and evolving membership base.
“We found the Membership Matters team to be unbiased, practical, and a real pleasure to work with. Their breadth of experience across the membership sector meant they were exceptionally well placed to guide us through a significant process and add real value throughout.”
“They supported us in developing a business case for our board, managed the tender process, and sat in on supplier pitches. Overall, we really enjoyed working with them and would have no hesitation in recommending them.”
Mark Hughes
Director of Membership and Communications
Transform your membership experience
Want to understand your members better and boost engagement? Our research can help you unlock deeper insights and deliver a more personalised experience. Get in touch to see how we can support your membership strategy. Contact us today on 0345 955 5155 or email us at hello@membership-matters.co.uk
Don’t miss out on exclusive membership insights
Love this article? Sign up for our newsletter below for exclusive access to expert tools, research, and guidance on membership. No spam, we promise.
