A membership organisation asked us to review how well they were engaging with their members. The research objectives were to gain a clearer understanding of the reader base and members' reasons for belonging and for engaging with their newsletter.
We designed and conducted a survey for them with members, newsletter subscribers and Facebook followers. One really interesting finding was that the newsletter was a window in to the wider industry for its readers - but only half the membership read it. Members connected with the newsletter primarily as a source of information.