We are incredibly excited to release our next episode of the Learn with Purpose Podcast, in which we’re joined by Rich Gott, Chair of the MemberWise Network. Before founding Memberwise, Rich had an extensive background working with Membership organisations, including the British Dental Association and the Royal College of GPs. As part of his work with Memberwise, Rich brings invaluable insights into how membership organisations are evolving, particularly in the world of digital learning and revenue generation.
In this episode, Seb and Rich delve into the financial challenges facing membership organisations, how they can combat this by shifting towards online learning, and how membership organisations can successfully monetise learning while ensuring high engagement levels. Whether you work in L&D, or membership management, or are simply interested in the digital transformation of membership organisations, this episode is packed with key insights.
Highlights from the Episode
Here are a few key moments to revisit in the podcast:
00:40 – Rich introduces himself, his background in membership organisations, and the founding story of MemberWise.
02:30 – The financial reality of membership organisations: why subscriptions alone only cover 50% of operating costs and where additional revenue must come from.
09:15 – The increasing importance of online learning as a revenue stream and how membership organisations are making this shift.
18:45 – The move towards industry-standard platforms over bespoke solutions and what this means for learning strategies.
27:10 – Rich shares his thoughts on the future of digital learning and membership engagement, including the role of AI and personalised learning experiences.
5 Key Takeaways You Can Apply from This Episode
"Last year, the 100 biggest membership bodies in the UK spent a combined £500 million on tech."
1. Membership Organisations Need Diverse Revenue Streams
Research about membership organisations has found that traditional revenue methods, such as member fees, struggle to cover operational costs. The most successful organisations are adopting a portfolio approach, leveraging digital learning, sponsorship opportunities, and commercial partnerships to drive revenue..
2. Online Learning is Becoming a Critical Asset
Professional bodies and trade associations are investing more in e-learning to engage members and generate income. Moving beyond face-to-face training, organisations are focusing on bite-sized learning and integrated assessment models.
3. Industry-Standard Platforms Are Outpacing Bespoke Solutions
Membership bodies are moving away from in-house software solutions and towards established industry platforms that provide better user experiences, improved analytics, and ongoing technological investment..
4. The Shift from Inputs to Outcomes
Learning within membership organisations has evolved from being measured by hours and attendance to focusing on measurable outcomes. The future of CPD and digital learning lies in demonstrating real-world impact for learners and businesses alike.
5. AI and Personalisation Will Define the Next Phase
Rich discusses how AI is beginning to reshape learning delivery—helping organisations repurpose existing content, personalise learning journeys, and better understand member engagement through advanced analytics.
With the dynamic landscape of membership organisations, Rich’s insights offer a roadmap for adapting to new challenges and opportunities in the digital era. Be sure to check out the full episode to understand better how membership bodies are transforming their approach to learning, engagement, and revenue generation.
