Strategy development – BACP
The British Association for Counselling and Psychotherapy (BACP) is the UK’s leading professional body for counselling and psychotherapy. As their previous five-year strategy was coming to an end in 2022, BACP sought expert support to shape a new, evidence-based organisational strategy that would guide their work over the next five years.
Membership challenge
BACP recognised the need to embed strategic thinking more deeply within its governance structures and ensure its future direction was informed by evidence and member needs. With three research workstreams underway—exploring the external landscape, professional landscape, and membership trends—BACP required support in translating this insight into a focused and actionable strategic plan.
Strategy facilitation and development – what we did
We designed a multi-phase research programme combining workshops, surveys, and focus groups to explore the needs and perceptions of both members and non-members.
This work provided a clear view of how different audiences engage with EA, what drives value, and where barriers exist. We also reviewed existing data and communications to understand how membership fits within the broader supporter journey.
Building on these insights, we developed and modelled a range of future membership options, including more flexible and accessible approaches, and worked with EA to shape a clear, evidence-based membership strategy.
Impact
This work helped BACP to:
- Build a stronger understanding of strategic thinking within a membership context at Board level
- Align organisational values and research insights with long-term strategic direction
- Define clear strategic priorities and objectives for the future
- Strengthen confidence and alignment across the Board in decision-making
- Translate insight into a structured, actionable strategy ready for approval and implementation
With this work, BACP is now better equipped to move forward with a clear, aligned strategy that reflects its values and supports long-term organisational impact.
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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