Royal British Legion Member Value
Royal British Legion Member Value
Royal British Legion Member Value

Client: Royal British Legion

The Royal British Legion are the country’s largest Armed Forces charity, with 180,000 members, 110,000 volunteers and a network of partners and charities. Members are involved in community support, remembrance, getting together, raising awareness and funds. They play a vital role but their role is changing, as the nature of the armed forces community and their needs change.

CMDi has been engaged to conduct a deep review of the future of membership, including the development of a powerful value proposition to attract and retain members and recommendations for the role of a new digital member experience.

This project has been commissioned to:

  • Redefine the purpose of membership and the role of members
  • Identify how to improve the membership offer
  • Develop a new membership value proposition
  • Create an alternative digital route into membership
  • Improve the consistency of member engagement and experience

The whole programme has been carefully underpinned by mixed methodology research to provide insights inside and outside of the current membership base, military and non military consumer audiences. As well as research at each stage, CMDi has built in a robust approach to ensuring involvement, socialisation and inputs have been included from members, the leadership team and Board of Trustees.

As the programme develops our integrated research, strategy, and creative team, will use its extensive experience of solving similar, complex strategic challenges, to support the Legion to strengthen the role of members in delivering its important charitable aims.

Strengthening the purpose and role of membership to be more modern, relevant, personalised, accessible and appealing to the nation.

Membership review • Qualitative and quantitative research • Purpose development • Value proposition and offer development • Communication strategy • Digital channel review • Membership experience

The 1-2 year programme is now at value proposition testing stage, before being rolled-out in a planned phased approach.
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Having just celebrated our centenary, we are now setting out our thinking for the next 100 years, to ensure we have a membership offer attractive and relevant to future generations. CMDi are helping us navigate through the difficult questions and complex issues we need to tackle. They aren’t afraid to challenge senior leadership thinking and with their strategic input we have recently secured Board approval to the purpose of membership and the role of members within the Royal British Legion. We are now starting to develop the membership value proposition and we look forward to working with CMDi as we move into the next stage of the project.

Janet Talman, Director of Membership, Royal British Legion
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