“We’re always looking for ways to deliver more value to our members — and part of that is creating an experience they’ll remember,” explains Jo Stamp, Director of Content & Delivery at MemberWise.

“When you’re welcoming professionals from such a wide mix of sectors, roles, and backgrounds, it’s important to spark genuine connection across specialisms. We wanted something that felt fresh and current—something to signal a shift in the program’s energy and create a shared sense of momentum.”

The team also worried—as many first-time SongDivision clients do—that anything too high-pressure or unfamiliar could backfire.

“There’s always a bit of anxiety when you try something new. Will it land well? Will people feel awkward? Or will it create more work for us behind the scenes, or afterwards? But part of my role is to keep our approach fresh and relevant to changing times,” Jo explains.

With that in mind, MemberWise turned to SongDivision to help them create an experience that was warm, energizing, and — above all — inclusive.

The ask was clear: design a musical experience that would bring the audience together in a way that felt uplifting, natural, and emotionally resonant — while keeping everyone at ease and genuinely engaged.

“The goal was to celebrate our community and reinforce how much value there is in being part of something like this,” Jo explains. “We wanted people to head home feeling energized and like they’d spent time with others who understand their world — and ideally feeling more motivated to recommend membership to others.

“Like many associations (and our own members), retention is paramount. Our annual event must demonstrate membership value in a measurable, memorable way without being blunt about it,” explains Jo.

From the outset, the SongDivision team understood exactly what was needed. They worked closely with the MemberWise team to design a session that struck the right balance between engagement and accessibility, offering just the right amount of interaction and energy — without making anyone feel exposed or uncomfortable.

“SongDivision made it so easy,” Jo remembers. “They were incredibly professional, really responsive, and just seemed to get our audience. That made all the difference and gave me peace of mind from the offset.”

The team delivered a custom musical experience that:

• Created shared momentum across a diverse audience
• Kept interaction light and optional, but still impactful
• Reflected MemberWise’s values of support, collaboration, and professionalism
• Delivered strong emotional payoff while feeling completely on-brand

• Multiple attendees asked how to bring SongDivision to their own membership events
• The session was talked about long after it ended
• The original song stuck in people’s heads for days. This catchy, on-brand earworm proved hard to put aside
• The closing energy elevated perception of the event

“It was the perfect way to end the day,” Jo reflects. “People left smiling, chatting, still humming the tune. That’s exactly what we wanted — not just a performance, but a lasting impression.”

More than just entertainment, the session helped deepen the audience’s emotional connection to the MemberWise brand and gave delegates a shared moment they could take with them. It also gently encouraged them to spread the word in their own circles.

Long after the event, the ripple effects continue:

• Delegate feedback was unilaterally positive
• The team reports a stronger sense of delegate community across follow-up touchpoints
• Several delegates have booked, or plan to book, SongDivision for their own organizations

“I was still singing the song a week later,” Jo laughs. “And I know I wasn’t the only one. That’s what you want — something memorable, something people talk about, and something that adds value to the member or delegate experience.”

The success of the session has inspired MemberWise to explore new ways to integrate creative experiences into future events. It also provided comfort that it was indeed ‘safe to try’ something new.

“If you’re looking for a format and an experience that brings people together in a way that feels thoughtful, fun, and totally in tune with your values — you’ll be in very good hands with SongDivision,” remarks Jo.