The Royal College of General Practitioners (RCGP) are the professional membership body for GPs in the UK. Although they are a charity, they needed to make sure that they are also drawing on income streams to increase their profitability. We entered into talks with RCGP to see how we could increase their income and agreed to a revenue share model. With this in mind we knew that the best way to ensure that this was profitable for both parties would be to guarantee that members are as engaged as possible.
We decided to take advantage of the annual conference, in order to engage more of their members. We knew that this would be a great opportunity to show members what RCGP Plus could do for them. We supported RCGP by providing prizes for the prize draw.
In order for delegates to enter the prize draw, they had to scan in their conference badge. This gave RCGP an opportunity to raise awareness of the scheme and all the benefits it has to offer members. As a result of this, around 400 delegates discussed the benefits of RCGP Plus and were able to enter the prize draw. Due to the high levels of foot traffic at the stand there was an increase in visits to the scheme site, which in turn led to an increase in revenue for the RCGP.
The scheme generated approximately £5,041.46 in commission for RCGP in the Q2 to Q3 2020 period, which shows how valuable increased member engagement can be.
RCGP Plus has also since won a Memcom award for Best Membership Engagement Strategy.