The brief
The Royal British Legion (RBL) is a UK charity that serves the armed forces community by championing Remembrance, supporting their welfare needs and campaigning for their rights.
Shift was commissioned by RBL in 2022 and 2024 to conduct comprehensive member surveys on member satisfaction, engagement, opportunities to personalise membership offers and ways to improve the membership journey.
The approach
In both waves of this research, Shift used a quantitative approach in the form of an online survey of members. In 2024, we received 8,596 responses.
The survey allowed us to compare key metrics between 2022 and 2024, conduct a segmentation analysis to understand key profiles of RBL members and complete a key drivers analysis to explore factors with the biggest influence on member satisfaction.
The value
In both 2022 and 2024, we delivered a comprehensive report and presentation to RBL detailing the results of our membership surveys. This included detailed analysis of membership satisfaction, engagement and likelihood to renew membership – and our segmentation analysis provided RBL with a suite of member personas which could be used to drive these. We also provided recommendations on the future of RBL membership offers, including proposed new membership types, communication channels and opportunities to use branches and clubs to drive member engagement.
