Membership proposition · worked example
A members’ club for sustainability: what The Conduit teaches membership marketers
Most membership organisations sell access: to a network, a qualification, a building. A growing number sell a purpose instead.
The Conduit is the clearest London example: a private members’ club in Covent Garden that describes itself as “a purpose-driven community” set up to “convene, inspire and catalyse action to accelerate solutions to the world’s most urgent challenges”.
A purpose-led funnel
- JOINAcquisition
belonging before benefits
- STAYEngagement
the programme is the product
- RENEWRetention
a purpose specific enough to renew
01/ the example
What The Conduit actually is
It runs over four floors in Covent Garden, with two restaurants. Its members are sustainability professionals, social entrepreneurs, investors, philanthropists, business leaders, NGO staff, policymakers and creatives.
Its current membership page describes impact programming, member-led community groups, signature celebrations and days of action. It also describes an annual ConduitLive conference ticket and partner benefits. These are the club’s own programme and benefit descriptions, checked 10 October 2026.
Self-described, from The Conduit’s own website, checked 22 September 2026.
- Sustainability professionals
- Social entrepreneurs
- Investors
- Philanthropists
- Business leaders
- NGO staff
- Policymakers
- Creatives
- Climate
- Social equity
- Entrepreneurship
- Peace and security
- The arts
02/ the lesson
Why a purpose sells differently
A purpose-led proposition changes all three stages of the membership funnel. Acquisition becomes less about benefits and more about belonging.
The prospect has to recognise themselves in the mission before the price matters. That is why membership acquisition for a club like this looks more like community building than promotion.
Engagement is the programme. At The Conduit the events calendar is the product; the building is where it happens.
That is the lesson for any organisation that wants to sell purpose: members stay for what happens, not for what they were promised. See member engagement.
Research on museum members supports the belonging point. Bhattacharya, Rao and Glynn found that members’ identification with the organisation (“perceived oneness with or belongingness to” it) rose with perceived prestige, tenure, visiting frequency and whether the organisation met their expectations.
Identification fell the more they belonged to similar organisations (Journal of Marketing, 1995, peer-reviewed, US).
Retention then depends on whether the purpose stays specific. “Sustainability” alone is too broad to renew against.
A club, association or network that names the work (climate finance, circular design, sustainability reporting) gives members a reason to come back every month and a reason to renew each year. The membership retention rate is where a vague purpose shows up first.
Broad concern is not a market on its own. In the government’s tracker, 77% of UK adults said they were concerned about climate change in Winter 2025, but the share who were very concerned fell from 44% in Autumn 2021 to 33% (DESNZ Public Attitudes Tracker).
A named piece of work finds the people who care enough to join.
- 01Acquisition
Belonging before benefits
The prospect has to recognise themselves in the mission before the price matters.
- 02Engagement
The programme is the product
Members stay for what happens, not for what they were promised.
- 03Retention
A purpose specific enough to renew
“Sustainability” alone is too broad to renew against. Name the work.
UK adults very concerned about climate change
03/ the reporting angle
The sustainability-reporting angle
For many members of a club like this, sustainability is not a cause but a job, and increasingly a reporting job.
The UK’s new UK Sustainability Reporting Standards set out how companies disclose climate-related risks and emissions. Professional bodies and trade associations whose members are affected have an obvious content and events programme in front of them.
The reporting side is set out in sustainability reporting for membership organisations.
The standards are the government’s own. The Department for Business and Trade published UK SRS S1 and UK SRS S2 on 25 February 2026, built by endorsing the IFRS Sustainability Disclosure Standards; S2 sets out requirements on climate-related risks and opportunities, and both are available for voluntary use.
Some members already report by law: for financial years from 6 April 2022, certain large companies with more than 500 employees have had to include climate-related financial disclosures in their strategic report (SI 2022/31).
Not a cause…
For many members of a club like this, sustainability is not a cause but a job.
…but a job
And increasingly a reporting job.
Increasingly, a reporting job
How companies disclose climate-related risks and emissions, under the UK Sustainability Reporting Standards.
A content and events programme- April 202201
- February 202602
04/ green claims
Selling a green purpose inside the Green Claims Code
A purpose-led membership sells a claim about the world. When that claim is environmental, consumer protection law and the advertising codes apply to the membership pitch as much as to any product.
The CMA’s Green Claims Code covers claims that a product, service, “brand or business” is better for the environment, including trading names, colours, pictures and logos.
Its six principles: claims must be truthful and accurate, clear and unambiguous, must not omit or hide important information, must compare fairly, must consider the full life cycle, and must be substantiated.
The ASA applies the same thinking to the words purpose-led organisations reach for first. It advises avoiding unqualified “carbon neutral” and “net zero” claims, saying whether a claim rests on cutting emissions or on offsetting, and basing future net zero goals on “a verifiable strategy to deliver them” (ASA).
The discipline is the same one that sells a purpose: name the work precisely, and keep the evidence for it.
Test an environmental claim before it goes out
01Truthful and accurate?
02Clear and unambiguous?
03Nothing important left out?
04Any comparison fair and meaningful?
05The full life cycle considered?
06Evidence on file for it?
Answer the 6 questions to see where you stand.
The six principles of the CMA’s Green Claims Code. A check, not legal advice.
05/ launching one
Launching a purpose-led membership
Starting a club or network like this is a go-to-market problem as much as a membership one: who is the first cohort, what is the founding offer, which channels reach them.
We set out how that works in go-to-market for membership organisations. Organisations that need senior help without a full-time hire often bring in a fractional membership director for the launch.
Launch questions · 0/3 in place
Answer all three before the launch.
06/ takeaways
What to take from it
Name the purpose precisely. Make the programme the product. Measure renewal, not sign-ups.
If you would like help turning a purpose into a membership proposition, our membership consultants start with exactly that question, and our membership strategy work turns the answer into a plan.
Rule 01
Name the purpose precisely.
Climate finance, circular design, sustainability reporting — not “sustainability” alone.
Rule 02
Make the programme the product.
The events calendar is the product; the building is where it happens.
Rule 03
Measure renewal, not sign-ups.
The membership retention rate is where a vague purpose shows up first.
Facts about The Conduit are taken from its own website, checked 22 September 2026. Membership Quest has no connection with The Conduit.
07/ benefits and outcomes
Separate the programme from the impact claim.
A purpose-led membership can describe a useful programme without promising that paying a subscription produces a measurable environmental result. Our suggested evidence map keeps those claims distinct.
The first question is what a member can actually access. The Conduit’s current membership page describes impact programming, community groups, a ConduitLive conference ticket and partner benefits, with membership by application. This is the operator’s own description, checked on 10 October 2026; it is not independent evidence of social or environmental outcomes.
For your own club or network, write the offer at that same practical level. Say which events, introductions, working groups or resources are included, who can take part and how participation works. If the programme changes through the year, explain where current dates and availability are published. An environmental mission should not replace basic membership information.
Then separate activity from results. Holding a discussion, convening people and completing a project are different statements. Our suggested report records what happened and whose evidence supports it. If a participating organisation reports an outcome, identify that organisation and the measurement boundary; do not turn its result into an outcome caused by every member subscription.
Keep environmental assertions with their evidence and qualifications. The Green Claims Code section above sets out the regulator’s principles. Applying them to the proposition means distinguishing a programme about climate action from a claim that the club, its building or every membership is environmentally beneficial. State the subject of the claim before choosing the proof.
At renewal, give members a factual account of the programme delivered and a useful view of the next one. Participation, satisfaction and renewal are membership measures; emissions or other impact indicators answer different questions. Report each in its proper scope rather than presenting membership growth as environmental progress.
Our suggested evidence map. The Conduit source supports its described benefits only.
For example, a fictional circular-design network might include workshops and a member-led working group. It can report those activities from its programme records. A separate claim about reduced material use would need its own evidence and scope. This is a fictional planning example, not a result attributed to The Conduit.
Written by Dan Keegan
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- 0115 minutes, video or phone
- 02Your purpose, named precisely
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09/ sources
Every claim, and where it came from
The club’s own description, labelled as such; regulator, statutory, official and peer-reviewed sources labelled too. Membership Quest has no connection with The Conduit.
- The Conduit — theconduit.com — four floors, two restaurants, over 150 impact events a year, The Radical Realist (checked 22 Sep 2026)Organisation’s own website (self-described)
- Bhattacharya, Rao & Glynn — Understanding the bond of identification: an investigation of its correlates among art museum members, Journal of Marketing 59(4), 1995Peer-reviewed, US
- Department for Energy Security and Net Zero — Public Attitudes Tracker: net zero and climate change, Winter 2025 — concern 77%, very concerned 33% (44% in Autumn 2021)Official statistics, UK
- Department for Business and Trade — UK Sustainability Reporting Standards: UK SRS S1 and UK SRS S2, 25 February 2026Government, UK
- legislation.gov.uk — The Companies (Strategic Report) (Climate-related Financial Disclosure) Regulations 2022 (SI 2022/31)Statute, UK
- Competition and Markets Authority — Green Claims Code: making environmental claims on goods and servicesRegulator guidance, UK
- Advertising Standards Authority / CAP — Updated environment guidance: carbon neutral and net zero claims in advertisingSelf-regulatory body, UK
- The Conduit — MembershipOperator's own description