Membership research and strategy – CWCT
The Centre for Window and Cladding Technology (CWCT) is a leading UK authority on façade and cladding standards, guidance, and training. As regulatory change, skills shortages, and sustainability pressures intensified across the sector, CWCT wanted to better understand its members and strengthen its role as a modern membership organisation.
Membership challenge
CWCT wanted a clearer picture of how members and potential members perceive the organisation, what they value most, and where they feel underserved. While CWCT is widely trusted for its technical standards and guidance, membership was often experienced as transactional and the wider benefits were not always visible or well understood.
The aim was to move beyond a purely technical identity and strengthen CWCT’s role as a membership organisation—one that supports competence and compliance through practical guidance and accessible training, builds stronger engagement and community across the sector, and more clearly communicates the value of joining.
Member research and strategy development – what we did
We designed a mixed-methods research programme combining surveys, focus groups, and stakeholder interviews to explore the needs and perceptions of both members and non-members.
This research enabled us to identify key member groups, understand what drives value and engagement, and pinpoint opportunities to evolve CWCT’s offer beyond technical provision.
By analysing the relationship between guidance, training, engagement, and advocacy, we developed clear, actionable recommendations to support CWCT’s transition into a more visible, connected, and value-driven membership organisation.
Impact
This research helped CWCT to:
- Clarify and strengthen its membership value proposition
- Prioritise updates to guidance and standards to improve real-world usability
- Shape a more practical, accessible training and competence pathway
- Identify new opportunities for engagement, networking, and knowledge sharing
- Position CWCT more clearly as an authoritative voice on regulation, safety, and sustainability
With these insights, CWCT is now better equipped to evolve from a primarily technical body into a more engaged and influential membership organisation.
“Working with Membership Matters was a fantastic experience. They really took the time to get to know us and understand what we wanted to achieve before putting together a comprehensive plan. The level of feedback and engagement with the research was excellent, and led to clear, actionable recommendations.
I thoroughly enjoyed the process and would highly recommend Membership Matters to anyone wanting to better understand their relationship with members.”
David Metcalfe
Director
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
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