Driving APAC growth and 70% retention through personalised member engagement

The Institute of Management Accountants (IMA) was seeking to unlock the untapped potential of its APAC region. With 16 diverse markets and shifting member needs post-Covid, the region presented an opportunity for renewed focus and tailored engagement. IMA aimed to elevate its presence, strengthen retention and reinvigorate value for members across the Asia-Pacific region. To do this, it needed a partner with deep local understanding, the ability to personalise outreach, and a strategy built on meaningful, market-specific connections. 

MCI Singapore embedded a highly localised approach, combining regional knowledge with a person-to-person strategy. Dedicated staffing was placed across key markets to drive meaningful interactions and revitalise chapter activities. 

MCI reactivated face-to-face engagement by supporting local chapters to deliver vibrant events, from sundowner cocktails and fun runs to participating in conferences with thought leadership tracks. A telemarketing team launched personal outreach to both active and expired members, helping tailor support and reconnect individuals to IMA’s value. 

A standout pilot initiative in one country targeted those whose membership had expired more than two years previously. With a simple but effective call campaign, the effort recovered USD 60,000 in membership fees within six months; a testament to the strength of personalised, human engagement. 

MCI’s strategy prioritised rapid feedback loops (testing, learning and scaling fast) and focused on improving perceived value through direct support and real-world interactions. Immense added value came from our experts on the ground and local expertise, which means we understand and are able to respond to market needs and habits. 

The APAC region experienced exceptional growth, achieving a 70% retention rate under MCI’s stewardship. The personal approach and focus on regional nuance enabled the team to systematically grow the member base and market contribution, transforming the region into a thriving example of strategic success. 

The project underscored the value of face-to-face connection, local insight, and tailored member journeys. This demonstrates how innovation, responsiveness and people-first thinking can revive community and drive tangible results. 

“MCI was able to quickly assess the situation, understand our opportunities, apply tested tactics relevant to the local market and deliver impressive results. We appreciated the team’s data-driven business case, desire to advocate for what local members most needed, and their ability to adapt as efforts unfolded. What is also valuable is MCI’s ability in scaling the success to additional countries, tailoring to local nuances while maintaining efficiency.” 
Dianna Steinbach, IMA Chief Growth and Marketing Officer