About

Problem
A professional membership organization has done well in recruiting and retaining members, but was concerned that with a large portion of their members soon to retire, that they were ill prepared to attract and serve younger people.

The team knew they needed to attracted members from the younger generations, but they couldn’t decide on the best way to get there. Market Strategies Group was asked to facilitate the development of a business plan that set clear strategies for increasing membership, especially from the younger generations.

Solution
Team members had plenty of good ideas and research, but couldn’t decide which ideas would provide the greatest value both internally and externally. Market Strategies Group determined that there was no overarching framework of facts available upon which to make these critical decisions that would affect the future of the entire organization.

As a result, Market Strategies Group worked with the organization’s personnel to develop a data-driven external market and internal assessment. The team then used the facts developed during the assessment to discuss alternative strategies for growing and serving membership. After debating the various scenarios, the team was able to choose amongst the various options and select the option they felt would deliver the greatest impact both in terms of recruiting younger generations and in terms of the strategic implications for the organization.

Market Strategies Group then helped the team to set priorities and determine the actions required to move the organization forward towards achieving their goals. Market Strategies Group led the team through the development of a well documented, comprehensive business plan which they would take to upper management for approval to move forward in the chosen direction.

Results
Instead of still talking about what they might do to grow membership, the team is now focused on what they are doing to grow membership. Having a clear roadmap enables the team to obtain the resources they need from top management and to know what to do and what not to do. They can now make the rubber hit the road and get busy actually growing membership, not just talking about growing it.