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JT Forbes - Is Your Membership a Leaky Bucket? | Ep #37
Manage episode 292551640 series 2926194
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JT Forbes is the executive director of the Alumni Association at Indiana University. At the start of his tenure some referred to their membership as a "leaky bucket" -- retention rates were not what they expected them to be compared to the actual alumni population.
JT took on the challenge of going out and listening to alumni, trying to understand what wasn't working so the association could improve the member experience.
Doing some empathy research and design thinking exercises led to a new way of framing membership at Indiana University's Alumni Association. The result? Members now have a shared cause of making the university stronger and helping other alumni, and now the Alumni Association can focus on proud members, building those relationships and creating journeys for them.
Listen in as Mary talks with JT about how he led this initiative and the new membership model they created.
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