Boosting Engagement: A Fresh Take on Membership Retention at
The British Horse Society

At the heart of the BHS is its membership, especially the Gold membership, favoured for its insurance benefits. However, a growing concern emerged as members began lapsing or not renewing their memberships – primarily due to members feeling they no longer needed the insurance benefits provided. This trend threatened a critical revenue stream and as such, addressing this issue was paramount, necessitating a strategic reevaluation of the membership journey to enhance retention and loyalty.

In response, we took a holistic look at our member communications, identifying key moments within the 12-month membership cycle where we could better engage and inform. By refreshing our communication approach, and the associated visuals, we aimed to make every interaction more engaging and informative, whether through direct mail, email, or SMS.

We initiated this by expressing heartfelt gratitude and highlighting policy benefits early on. Mid-year, we introduced updates celebrating the impact of our work, thanks to our members’ support, aiming to deepen their connection with the charity’s broader mission. As renewal approached, we focused on reinforcing the value of membership and introduced incentives for direct debit commitments to foster long-term relationships.