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It feels like everyone has an app – and you're probably wondering whether your membership organisation should have one too. (Spoiler alert: the answer is very likely yes.)
Member expectations are changing fast, and mobile is now a core part of how people interact with the world around them. Recent data from the latest MemberWise Digital Excellence report shows that over 50% of UK membership bodies already offer a mobile app, and that number keeps growing.
And honestly, it makes perfect sense. Around 92% of all mobile time is spent in apps, compared to only 8% in browsers. So if your members are already choosing apps over mobile websites, meeting them where they are isn't just smart – it's strategic. Apps create a space where you can build community, offer a smoother experience, and deliver genuinely personalised content.
But what makes an app a game-changer for membership organisations? Beyond convenience, a well-executed app can transform member engagement, provide instant access to resources, and enable timely, targeted communication through push notifications that feel intuitive rather than intrusive. It's one of the most effective ways to keep pace with your members' digital-first expectations.
Data speaks volumes about the importance of going mobile – especially for membership organisations:
Attracting and retaining younger members is essential for long-term success, but it’s one of the biggest challenges membership organisations face. Members under 29 consistently report lower satisfaction, with a Net Promoter Score 22% below the average for other age groups.
It's not surprising. For this age group, their entire lives are on their phones. Members aged 15-24 spend the most time online of any group, with an incredible 87% of that time on mobile devices. They’ve grown up with app-driven experiences where information is immediate and intuitive – so an outdated desktop site from 2015 simply isn’t going to cut it.
For organisations looking to build loyalty and engagement with this demographic, a well-designed mobile app can become the cornerstone of a modern engagement strategy, giving younger members a digital experience that actually reflects their expectations.
Want to dive deeper? Explore our Guide to Recruiting and Retaining Gen Z Members.
With 92% of UK adults consuming content via mobile apps every day, most of us know exactly what a push notification is – unless you’re part of the dedicated 8% or still rocking a Siemens C35 (no judgement here).
Push notifications are those helpful little nudges that keep you up to date, but they're far more than simple reminders. They're one of the most effective engagement tools you can use. In fact:
With numbers like that, push notifications are a no-brainer for keeping members engaged and encouraging regular app use. They’re a simple but powerful way to keep your organisation top-of-mind in a way a website simply can’t.
Here's a real-world example – one of our clients sent a single push notification, resulting in a 193% increase in active users that very same day. The data speaks for itself.
Here’s a hint: it’s not other membership organisations.
Your real competition is the apps where your members already spend most of their screen time – LinkedIn, Facebook, BBC News, X (formerly Twitter), and everything else that's designed to pull them in and keep them coming back. These platforms have shaped user expectations around speed, convenience, and habit-forming engagement. Your members are already trained to interact with apps like these.
For your membership app to stand a chance, it has to meet – or at least echo – that level of experience. Think along the lines of a dynamic feed that blends news, community updates, and upcoming events into a single, seamless, scrollable space.
And the impact is real: 59% of membership organisations report that their mobile app increases member value. When the experience is right, your app isn’t just competing with popular platforms; it’s complementing them.
By now, hopefully the data (and maybe a little of our charm) has convinced you that a mobile app is no longer optional – it’s a necessity. So, what’s next? You might find yourself asking yourself questions like:
What's the value proposition for members?
Why would I download the app?
Why would I keep using it?
Lucky for you – this is exactly where our expertise comes in.
This is a pretty easy question to find an answer to (just show the big boss this article for a start):
A well-designed mobile app can:
It’s one of the few investments that can hit almost every strategic priority at once.
Once you’ve decided to launch an app, the next step is choosing the right approach. Generally, you have three main options:
Every organisation is different, and your app should reflect that. Whether it’s real-time event info, member-to-member messaging, personalised push notifications, in-app surveys, or all of the above, your app should deliver an experience tailored to the needs of your community.
Check out our Ultimate Guide to Member Apps for everything you need to know about building the perfect app for your organisation.
This article was originally published in February 2020 and has since been updated to ensure accuracy and relevance.
If you have any questions about your app journey, or just want to sense-check your thinking, reach out to us at [email protected]. We're always happy to chat about how we can help you bring your app vision to life.