As National Geographic Society approached its 125th anniversary, leadership was coming to a sobering realization: the lifeblood of the non-profit society—membership—was in decline. We were brought in to help NGS sort through the issues involved with transitioning from “membership = magazine subscription” to “membership = a community.” Among the issues we tackled: with so many different things the brand could stand for, what exactly was a member joining?
We’ll be able to share more as the project unfolds.
- Membership value proposition and positioning
- Membership levels and benefits