British Mensa

Bridging Minds: How British Mensa Revamped Community Engagement

Background

British Mensa, established in 1946, is the leading organisation for individuals possessing exceptional intelligence and high IQs. With over 17,500 members across the UK and Ireland, British Mensa provides a space for like-minded individuals to engage in intellectual activities and conversations.

Historically, British Mensa members were regionally defined. However, in response to evolving member needs and the restrictions on in-person events brought about by the global pandemic, British Mensa wanted to adapt and modernise their digital engagement strategy.

The Challenge

British Mensa faced the unique challenge of leveraging traditional in-person interactions to facilitating a more dynamic, inclusive, global online community that transcended geographical barriers. This transition required moving members from interacting in social media groups on Facebook, to a space where British Mensa staff could interact, while maintaining strict compliance standards.

The project goals were clear:

Modernise member communication
Implement an online community platform that met strict data protection standards
Foster a space for member engagement
Build a flexible and responsive community environment

After extensive market research, British Mensa selected Cantarus for their expertise in online community management within the membership sector. Cath Hill, who joined British Mensa as CEO in 2021 during a period of significant transition, emphasised the importance of this collaboration.

We saw Cantarus as the gold standard for community, in terms of platform sure, but also for services to ensure the community's success. After investing so much in a digital transformation that largely eased staff functions, we wanted to ensure the member-facing engagement centre gave the members something really powerful and reflected a true modernisation of our digital offering. From the perspective of what we've seen in the market, Cantarus are definitely experts in this field. They gave us the confidence to launch our online community, bringing forward their experience and really empowering us in adopting this new platform.

Cath Hill CEO at British Mensa

GDPR Compliance

GDPR compliance was a critical aspect of the project, and the new platform enables members to interact in a secure manner, ensuring data protection standards are met. Kayleigh Mapstone, Head of Membership and Projects, led the digital transformation amidst this comprehensive transition of the digital estate.

We were observing, but intentionally not engaging in the Facebook groups our members self-started and managed. We saw staff interactions there as setting a precedent we didn’t want to set. So, compliance with regulations and data governance best practices were clearly goals for the community platform. As much as robust member engagement, establishment of a robust channel in which staff could also engage with members was important for us.

Kayleigh Mapstone Head of Membership and Projects at British Mensa

Implementation

The platform selected for British Mensa's online community was Discourse Forums, due to its flexibility, ease of use, and configurable open-source nature. The implementation project involved several steps to ensure a seamless and impactful launch, including member data integration, single sign on using OAuth 2.0, style/branding adoption, and establishment of UK data residency. A multi-part content and launch strategy was then co-developed and executed over multiple smaller launches.

The Cantarus/British Mensa implementation project was deeply collaborative, beginning with interactive training and sharing about membership culture. The ‘seeding and sprouting’ phase then allowed key volunteers to populate the platform with initial content of value and cultural consistency. A soft launch to a select group of early adopters allowed for early concerns to be addressed prior to the wider rollout. The result was an explosion of activity and positive feedback at launch.

Results and Impact

Since its launch, the British Mensa community has witnessed a surge in member engagement, as evidenced by the statistics.

15% of Total Members Posting: Over 2,000 members actively use the platform and participate in conversations.
Increasing Active Users: Consistent rise in daily and monthly active users.
New Contributors: A steady influx of new users posting daily. Average of over 10 members joining every day even six months post-launch (October 2024).

The feedback from members has been overwhelmingly positive, with many transitioning from unofficial Facebook groups to the new platform. British Mensa staff have also been able to engage more effectively with members, posting reports and official content for discussion. This has not only increased the visibility of staff within the community, but also improved the quality of discussions.

Back

Kayleigh notes the organic advocacy within the community; "Members in the Facebook groups are now our advocates, posting in these groups telling people to join, come to the online community, and get involved. The more we are able to respond and engage with our members, the more we see engagement ramp up. Volunteers talking to us and the members, that's exactly what we wanted."

Cantarus Chief Product Officer Mark Eichler agrees. "We're really excited by what we have been able to accomplish together with British Mensa. I think of them as the 'Usain Bolt of online community' – super healthy, world-class pace, and gold medal results."

Members have embraced the platform, resulting in diverse discussions on a wide range of topics, from limericks to current affairs to games like Wordle. Special Interest Groups (SIGs) are also thriving, offering members specialised spaces to connect and share. On the whole, the community has brought British Mensa members together from all walks of life, regardless of location, and become a universally available tool for all.

I'm delighted to see so many members already enjoying this new benefit of membership. It's fantastic to see such enthusiastic engagement, with many members actively participating, sharing insights, and forming connections. To witness the platform serving its purpose of bringing our community together in meaningful ways is incredibly rewarding, and we look forward to continuing to support and grow this vibrant community for our members.

Jenny Gill Chairman at British Mensa

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Reach out to our Chief Product Officer, Mark Eichler, to talk about how our online community services can enhance your member experience and facilitate invaluable member-to-member interactions.

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Bridging Minds: How British Mensa Revamped Community Engagement

The Challenge

GDPR Compliance

Implementation

Results and Impact

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