Engaging members across the globe

A leading membership organisation for accountants, ACCA has a huge, thriving community across 178 countries.

And as they approached a new milestone – a quarter of a million members – they wanted to take the opportunity to engage their community, and build long-term loyalty.

As a longtime partner of ACCA, naturally, we were on hand to help.

We knew we couldn’t just showcase member benefits. We needed to build an authentic community so that members could feel genuinely connected to ACCA.

To do that, we recognised that people love to reflect on how far they’ve come – and to hear other peoples’ stories.

So we gave members a chance to do just that. We produced a bespoke microsite where they could upload their “then and now” photos and stories.

From there, we rolled out an integrated campaign – including email and social – to bring the stories out into the whole community.

And honestly, it couldn’t have gone better.

Members shared so many incredible, heartfelt stories. Stories of battling through difficult circumstances – all the way to becoming global business leaders.

Stories of commitment, perseverance and dedication.

Members absolutely loved it – and still do.

Because by giving them a chance to realise how ACCA has helped shape the person they’ve become – we made them feel a part of something important.

That means members feeling a powerful, genuine connection to ACCA – a connection that’ll keep them renewing their memberships for years to come.