The Royal Academy of Dance membership scheme

The Royal Academy of Dance membership scheme

The Royal Academy of Dance (RAD) is an international dance education and training organisation. At its core the Royal Academy of Dance is a membership organisation and its members are at the heart of the RAD’s operations. This article considers what ‘membership’ means in the wider context and for the Royal Academy of Dance. This article was first published in JAM (issue 42 / April 2011).

Article snippet

Making the marriage work
Like many membership organisations the RAD has experienced difficulties in sustaining membership over the last five to ten years, where the trend more often than not has been one of decline. More recently, however, we have begun to arrest that decline and last year achieved a 2% increase on the global membership base which looks set to continue this year.
We have achieved this by going back to basics and developing a very simple strategy based around four Rs:

  • Retention
  • Recruitment
  • Research
  • Responsiveness

Underpinning those four principles is a commitment to improved communication with all members in terms of frequency, quality and direction, i.e. a consistent, two-way dialogue with members delivered in different ways across different channels.

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