Compass has long been the champion for a more plural and open progressive politics. The organisation brings together politicians, party members and the non-aligned to usher in a new, progressive politics for a more equal, democratic and sustainable society.
In 2019, Compass was at a crossroads. It had a track record of insightful research, strategic leadership and an ability to unite grassroots activists to make real change.
Like many membership organisations, dwindling numbers and a small average gift were hampering their ability to build the organisation needed to match their ambition.
We took on the membership programme, end-to-end for 4 years with the goal of increasing the number and engagement of members with Compass’ work.
We knew we had to integrate the energy of the local Compass activists into the long-term vision. That meant creating a home for those dedicated supporters who want to help build a better politics, knowing that work would take years and not months. We called it a home for political rebels.
Membership is about more than fundraising. It’s about creating a community of people with a tangible commitment to the future of the organisation, and offering a supportive relationship that helps them see the value of their investment.
MEMBERSHIP OFFER
We started by building an attractive membership offer, including a membership print pack, and member-only calls with some of the leading lights of progressive politics.
The keystone of the membership offer is the Compass Podcast. While anyone can listen to the podcast, Compass members can attend the live recordings, and get the chance to post their own questions to guests, who have included MPs, journalists, academics and activists.
The calls and podcast recordings were a particularly important way of building community during Lockdown.
Members are also invited to input on Compass strategy and decision making, and to start and grow local groups, shaping the future together.
BRANDING AND DESIGN
We spent six months working with Compass staff, management committee members and associates to refresh the brand and redevelop the website so it became an open space for progressive people to explore ideas collaboratively.
Through a series of brand workshops, a full brand refresh and website refresh, we created an inclusive, emotive and fresh brand that could be applied across a variety of contexts, from research reports to podcast episode graphics.
SUSTAINABLE INFRASTRUCTURE
Membership is about culture, but it’s also about efficient processes and tools that can process donations and data.
We created processes that integrate different parts of the data system, simplifying the types of membership and payment types to get maximum benefit with minimum administrative load.
Regular and semi-templated recruitment and upgrade opportunities led to continued growth in membership. Regular upgrade asks have increased the average level of donation from £3 to £7.
As members became more and more invested in the culture and community, we created opportunities for members to recruit people from their own networks with regular member-get-member recruitment pushes.
The final step was to fully handover the membership work back to Compass. This had always been the intention. The increase in donations meant the Compass team was able to grow and increase its capacity, including employing a full time Membership and Fundraising Manager. Team members were trained on all aspects of member care, administration and strategy.
The key to all of this was the thought partnership and close collaboration between Small Axe and Compass, ensuring that the programme was integrated with other work at the organisation and built out in a sustainable way.
