As Jen explains, the annual planning season at IoIC now starts with data. Using insight from Layercake’s Engagement and Direct Debit Dashboards, the team can see exactly what’s driving retention — and where there’s room to grow. Instead of guessing what members want, they’re able to pinpoint which activities genuinely deliver value.
The data revealed some powerful findings. Members who take part in CPD are far more likely to renew. Those active in the IoIC online community see an almost 40% uplift in renewal rates. And when it comes to content, more isn’t necessarily better — clarity, relevance, and personalisation matter most.
These insights have led to practical changes: new communications that highlight CPD opportunities, “meet and greet” sessions for new members, and a sharper focus on serving up content that meets members where they are in their careers.
What stands out in the conversation is not just the numbers, but the mindset. IoIC is embedding data into every level of decision-making — from board dashboards to everyday member interactions — creating a culture where evidence, not assumption, guides the next step.
It’s a great example of how data, used thoughtfully, can strengthen connection, shape strategy, and create a member experience that truly delivers value.
This work forms part of Layercake’s ongoing collaboration with IoIC to build data-driven strategy and engagement across the organisation.
The data revealed some powerful findings. Members who take part in CPD are far more likely to renew. Those active in the IoIC online community see an almost 40% uplift in renewal rates. And when it comes to content, more isn’t necessarily better — clarity, relevance, and personalisation matter most.
These insights have led to practical changes: new communications that highlight CPD opportunities, “meet and greet” sessions for new members, and a sharper focus on serving up content that meets members where they are in their careers.
What stands out in the conversation is not just the numbers, but the mindset. IoIC is embedding data into every level of decision-making — from board dashboards to everyday member interactions — creating a culture where evidence, not assumption, guides the next step.
It’s a great example of how data, used thoughtfully, can strengthen connection, shape strategy, and create a member experience that truly delivers value.
This work forms part of Layercake’s ongoing collaboration with IoIC to build data-driven strategy and engagement across the organisation.
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