IAP2A case study
IAP2A case study (2)

IAP2 Australasia Member Renewal and Engagement Email Campaign

About the Client

IAP2 Australasia (IAP2A) is the peak body for the community and ​​stakeholder engagement sector. As a not-for-profit organisation, ​​IAP2A’s aim is to champion engagement that improves ​environmental, social and governance outcomes and increases ​trust in the democratic process. IAP2A is a member association ​​incorporating individuals, governments, institutions and other ​​entities, uniting more than 16,000 professionals in the sector.

Client: IAP2 Australasia

Category: Digital Marketing, Member ​Engagement, Content Plan, Marketing ​Automation

Date: May 2024

The Brief

IAP2 Australasia sought to revamp its membership renewal ​process to improve experience and personalise messages ​for their diverse member base, and optimise the renewal ​process.

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How MemberBoat Assisted

We collaborated closely with the IAP2A team to devise a ​comprehensive framework for member engagement and ​renewal. Our approach involved developing detailed ​member personas and identifying their Member Value ​Proposition (MVP). We then provided recommendations ​on how to streamline the content on the membership ​website pages and optimise email campaigns to improve ​engagement and simplify the understanding of member ​benefits and available resources. We also developed the ​content for the automated email engagement and renewal ​sequence, making it more efficient and keeping members ​engaged by regularly showcasing the value of their ​membership. Additionally, we personalised member ​communications by tailoring content to better suit each ​segment’s interest, making IAP2A’s messages more ​relevant and engaging to all members.

“MemberBoat were so easy to work with and as they understand associations their insights and knowledge were invaluable to ​us ​as we embarked on a more targeted member renewals campaign.”

Erin Bray, Head of Marketing and Sales, International Association for Public Participation Australasia (IAP2A)