IPA Revived and Personalised Member Engagement with Higher Logic Thrive Platform

Before the start of the COVID19 pandemic, the Institute of Public Accountants (IPA), like many other bodies, relied heavily on physical presence, with around 80% of their events and meetings held in person. They used these events to create regular check-ins with their members and to help members and their industry build professional relationships.

In a post-COVID world, with less emphasis on physical spaces and events, IPA saw it become harder for members to share experiences and create lasting connections. Having fewer opportunities for spontaneous, informal conversations at events was impeding knowledge sharing and community-building. This challenge was particularly acute for members who were small business owners or sole practitioners.

To get back to fostering of a strong sense of community and identity within the organisation, the Institute of Public Accountants (IPA) decided to use Higher Logic Thrive Platform to create a tangible place for knowledge sharing and a virtual community mirroring the engagement and connectivity of a physical space.

Using the easily customisable design of the platform, they’ve been able to create communities that look like a true extension of their brand, while also tailoring tailored different subcommunity environments to different member groups. The robust discussion forums and content-sharing capabilities help them facilitate vibrant member dialogue and knowledge exchange and improve the overall member experience.

IPA used a variety of member communications, including eDMs, external webpages, and externally created video content, to drive a successful community launch. Their dedication to creating an impactful and lasting community onboarding strategy has led to impressive engagement results in a short period of time, and continued high usage of their community.

“Our Higher Logic account manager played a crucial role in providing strategic insights and ideas,” said Alexandra Andrews, Group Executive of Marketing for IPA. “Her extensive knowledge of the platform and exceptional skills greatly contributed to our efforts and the success of our community. Especially with a small team, her expertise and collaboration were highly appreciated and enjoyable.”

Using Higher Logic Thrive for their online community and marketing, IPA has significantly enhanced member value, increased member engagement and improved member retention.

The platform helps them support their primary organisational goals, creating valuable and relevant experiences and creating ongoing opportunities for members to make connections and get involved. Higher Logic Thrive Platform’s built-in tools for collecting and acting on member data have also helped them better personalise communication and support, utilising feedback and data insights to address member needs effectively.

In the future, they plan to continue using the platform as an extension of their member services, leveraging features like Higher Logic Thrive Jobs to provide a career centre to support members.

The Institute of Public Accountants (IPA) is one of Australia’s three legally recognised professional accounting bodies. Established in 1923, the IPA represents and supports accountants who work predominantly in small to medium enterprises (SMEs). With a focus on practical, hands-on experience, the IPA provides its members with access to continuing professional development, resources, and networking opportunities.

The institute advocates for policies supporting the accounting profession and the broader business community, ensuring its members can effectively contribute to economic growth and innovation.