Featured Project

HELPING PEOPLE CREATE CHANGE

Our client, a worldwide leader in civic technology, wanted to better understand the motivation and goals of an active segment of their user population. Additionally, they wanted to identify opportunities to engage with this segment through membership.

Key Questions: What is the user’s awareness of, expectations for, and attitude towards paid membership? How can the organization convert them to paid members? How does membership augment their value proposition, if at all?

How: We conducted a series of 1:1 remote interviews with active signers. Using recall of specific moments/petitions, we gained insight into actual catalysts that trigger the signing of petitions, and what happened surrounding those moments. We also used a combination of a prototype and rating exercises to elicit discussion on membership and the organization’s value proposition. 

“Aha” Insights: We deepened how stakeholders think about “membership” by clarifying that, for people engaging with organizations that support their positive change-making goals, “membership” is more than financial support or a transaction. A particular relationship with the organizations to which they contribute money is expected. There are two key facets to this relationship: 1) An intimate understanding of who change.org is, and the people involved; 2) A feeling of a being part of something larger.

Outcome: Prompted an org-wide commitment to developing content with the goal of cultivating a deeper relationship between the organization and the people at each touch point on the journey to membership.