A pan-European volunteer movement of 38,000+ members across 31+ countries had no shared member journey. Each chapter onboarded people its own way, so nobody could measure engagement or retention across the movement. The answer was one member lifecycle framework covering first contact, onboarding, engagement, retention and exit, with room for the legal differences between countries, plus the governance and CRM requirements needed to run it.
About the Project:
Volt Europa had no unified onboarding and engagement framework across its chapters, with 38,000+ members in 31+ countries. Onboarding, communication, and ownership varied by country, fragmenting the member experience and making engagement and retention hard to measure.
My Process:
Co-led the project's Coordination Team and structured two parallel workstreams: Acquisition & Onboarding and Retention & Engagement. Defined lifecycle ownership and governance structures, mapped member and supporter journey archetypes, and set technical and CRM (CiviCRM) requirements.
Deliverables:
- Unified acquisition and onboarding framework
- Long-term engagement and retention framework
- Lifecycle ownership and governance recommendations
- Journey archetype documentation
- Technical systems and CRM recommendations
- Member satisfaction and retention measurement framework
- Stakeholder and governance mapping
- Supporting documentation and implementation recommendations
- Formal board proposals, ready for approval
Results:
Chapters that each onboarded members their own way now share one framework, with room for the legal differences between countries. It covers first contact through onboarding, engagement, retention and offboarding, and it came with governance recommendations and formal proposals ready for the Board. This is the version of the work sized for a large multi-chapter movement. The same framework runs in a much lighter form for a handful of chapters.
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