Member personas
& segmentation
Understand who your members really are
Every member isn’t looking for the same thing.
Membership organisations often communicate with everyone in the same way, despite having audiences with very different motivations, expectations and behaviours.
We help membership organisations identify meaningful member segments and develop evidence-based personas that bring your audiences to life. The result is more relevant propositions, better communication, stronger engagement and improved retention.
Whether you’re redesigning your membership offering, improving marketing or developing a new strategy, segmentation provides the evidence to make confident decisions.
We help membership organisations
- Identify meaningful member segments
- Develop evidence-based member personas
- Understand differing motivations and needs
- Prioritise audience groups for growth
- Improve member communications and journeys
- Inform membership propositions and benefits
- Support targeted marketing and recruitment
- Increase engagement and long-term retention
When you might need this
- Your members have very different needs
- Engagement varies across different audiences
- Communications aren’t resonating with everyone
- You’re redesigning your membership proposition
- You want to personalise the member experience
- You’re planning a membership strategy review
- You need clearer audience insight for decision making
- You’re launching new products or services
Featured case study
European Hematology Association (EHA)
The European Hematology Association supports more than 12,000 professionals across Europe and beyond, representing clinicians, researchers, scientists and healthcare professionals at different stages of their careers.
EHA wanted to build a deeper understanding of its members by identifying meaningful audience segments, understanding their motivations and developing evidence-based member personas that could inform future strategy.
Membership Matters delivered a comprehensive programme of surveys, focus groups and interviews, analysing engagement, priorities and expectations across different member groups. We created a robust set of member personas highlighting how needs vary by career stage, geography and professional role, providing a practical framework for future decision making.
The project helped EHA to:
- Develop evidence-based member personas representing key audience segments
- Strengthen the membership value proposition using member insight
- Improve communication, accessibility and year-round engagement
- Tailor services and benefits around different member needs
- Grow membership from fewer than 7,000 members to over 12,000 within three years
- Increase Net Promoter Score from +39 to +53
Why Membership Matters?
Our segmentation work goes beyond simple demographics. We combine behavioural, attitudinal and motivational research to create practical personas that teams actually use when developing strategy, communications and membership propositions.
Every recommendation is grounded in evidence and designed to improve member experience and organisational performance.
Related services
Membership proposition development
Use segmentation insight to create compelling propositions for different audiences.
Membership strategy
Develop evidence-based membership strategies built around member needs and future growth.
Member research
Surveys, interviews and focus groups that uncover what members value most and where opportunities exist.
Let’s understand your members better
From audience segmentation and member personas to proposition development and engagement strategy, we help membership organisations build stronger relationships with every member.
Contact us → or call us on 0345 955 5155
