I’m Kerrie Fuller, an independent consultant who has worked in the membership sector for over 15 years in a variety of membership organisations: professional bodies, private member’s clubs, sports bodies, and museums. I’m an Associate Director of the MemberWise Network, the professional body for membership professionals and a self-employed, freelance consultant to the membership sector.

As part of any digital strategy or transformation, it is vital that the business is clear on who it is in the market/sector it operates. I support organisations in the sector with the creation of a clear vision and mission statement as well as a comprehensive stakeholder analysis to ensure all audiences are identified and part of the change management programme from the start.

I am passionate about member value and believes that any digital or technology strategy needs to meet business objectives and align with organisational strategies – especially the membership strategy. I provide expert advice and guidance on the creation and clarification of the member value proposition and help organisations to deliver a positive member experience across all channels (digital and non-digital). This work is underpinned by segmenting the membership, member personas and member journey mapping.

I believe that all digital projects must deliver improved member engagement and supports organisation to define key KPIs, to measure member engagement/recruitment/retention against their strategies as well as an evaluation of the member experience including all touchpoints and communication channels across the organisation.