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BELGRADE KARIZMA
Optimise efficiency and value by outsourcing your delegate sales
INDUSTRY ASSOCIATION
Enhancing a membership community at scale
How we helped a professional association re-engage a passive membership base and drive record attendance to their flagship annual summit.
THE CHALLENGE
A large membership, a quiet room.
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The association had over 4,000 members but historically struggled to convert more than 15% to event attendance. Many members had joined years ago and gone silent. The board needed a step-change in summit attendance to demonstrate membership value and justify their events programme to sponsors and committee members alike.
OUR APPROACH
Segmented re-engagement and personal outreach.
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Membership Segmentation - We worked with the association to segment the membership database by engagement level, tenure, sector, and last interaction, creating distinct outreach tracks for each group..
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Re-engagement Calling - Lapsed members received personalised calls from our team, focused on understanding their current priorities and reconnecting them to the value of membership — not just the event.
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Peer-to-Peer Social Selling - Our team used LinkedIn to connect with members who hadn't responded to email or phone, using content and conversation to warm them before the event ask.
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Post-Event Pipeline - Non-attendees were added to a follow-up sequence delivering event highlights and next-year early-bird access, maintaining engagement throughout the year.
THE OUTCOME
Record attendance. Stronger community.
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The summit achieved a 40% member attendance rate - more than double the previous number. Over 350 lapsed members were reactivated during the campaign and over 200 new members were registered during the outreach. There was also a large increase in membership subscriptions throughout the time we were working, meaning that many of those we spoke with also referred peers to sign-up.
KEY RESULTS
350+
Lapsed members successfully re-engaged.
200+
New members registered
35%
Increase in new members
40%
Attendance rate - up from 15% previous year
CEO, Professional Industry Association
"Belgrade Karizma delivered measurable results. They cleaned and enriched our membership data, re-engaged lapsed members, backfilled departures and retirements with new registrants, and ultimately grew both our membership rate and total numbers."