Developing a Membership Proposition to support regional growth and influence
The context
The Black United Representation Network (BURN) was established to increase representation, influence and opportunity for Black professionals and leaders.
Having built a strong foundation in Manchester, the organisation had a clear ambition to expand its reach across the North West. To do this effectively, it needed a membership proposition that could support growth, attract the right people and organisations, and clearly articulate the value of being involved.
The challenge was not just to create an offer, but to design something that would resonate with different audiences while maintaining a strong, coherent identity.
We were commissioned to develop that proposition and provide a clear framework for growth.
Our approach
We designed a structured process to move from early ideas to a tested and credible membership offer.
We began by exploring BURN’s ambitions, values and existing activity, alongside the wider landscape of networks and membership organisations. This helped to identify where BURN could differentiate itself and where there were gaps it was well placed to fill.
From there, we developed a number of draft propositions, each taking a slightly different approach to audience, structure and offer.
These were then tested through a series of conversations with key stakeholders across the region, including business leaders, anchor institutions and networks such as the Growth Company, Greater Manchester Chamber, pro-manchester, KPMG and universities.
This stage was critical in understanding what would genuinely resonate, what organisations would be willing to engage with, and how the offer could support both individual and organisational needs.
What we delivered
The project resulted in a clear, structured membership proposition designed to support BURN’s growth across the North West.
We developed an offer built around three distinct but connected membership groups:
Black business leaders
Black professionals
Organisational allies
For each group, we defined:
a clear value proposition
the benefits of membership
expectations of involvement
how each group would contribute to and benefit from the wider network
Alongside this, we provided recommendations on:
how the proposition could be positioned and communicated
how to engage early adopters and build momentum
how the model could scale over time
Crucially, we also supported BURN to move beyond strategy into delivery. This included securing investment from key regional stakeholders, including the Growth Company and the University of Manchester, and identifying relevant funding opportunities for BURN to pursue.
This ensured that the proposition was not only well-designed, but backed by the relationships and resources needed to begin implementation.
What made it work
A key strength of the work was the emphasis on testing and iteration.
Rather than developing a proposition in isolation, the approach was grounded in real conversations with the people and organisations BURN wanted to engage.
This ensured that the final offer was not only aligned with BURN’s ambitions, but also credible and attractive to its target audiences.
Taking the work a step further into investment and funding was also critical. It helped to build early momentum and demonstrated confidence in the proposition from influential regional partners.
The impact
The outcome was a clear and compelling membership proposition, combined with early investment and funding pathways to support delivery.
It provided:
a strong foundation for expanding beyond Manchester
a clearer articulation of BURN’s purpose and value
a structured way for individuals and organisations to engage
secured backing from key regional stakeholders
identified routes to additional funding and sustainability
Importantly, it gave BURN a practical route to scaling its work, moving from an informal network to a more established and sustainable model.
Why it matters
For organisations looking to grow their reach and influence, having a clear proposition is critical, but it is rarely enough on its own.
This work combined strategy with action, ensuring that BURN not only had a strong offer, but also the support, relationships and resources needed to bring it to life.
Interested in doing something similar?
If you are thinking about how to grow your network, strengthen your offer, or develop a membership or community proposition, this is exactly the kind of work we do.
We help organisations define what they stand for, design offers that resonate, and build the partnerships and funding needed to make them happen. If you would like to explore what that could look like in your context, we would be very happy to have a conversation.
