Chris O’Neill, CIPFA Head of Member Engagement and Support
As the Chartered Institute of Public Finance and Accountancy (CIPFA) approaches its 140th anniversary, this milestone offers an opportunity to reassess our membership strategies and ensure we continue delivering value to all generations.
Professional bodies today face unprecedented challenges. Alongside keeping pace with rapid technological change, they must meet evolving member expectations. With Gen Z entering the workforce and Gen Alpha on the horizon, the question is clear: how can membership organisations remain relevant to these younger generations?
In my first 12 months as Head of Member Engagement and Support at CIPFA, having previously been the Head of Business Development at the Institute, my focus has been on how we evolve our membership programmes to stay ahead of the curve. Younger professionals engage differently — Gen Z, in particular, places less value on traditional memberships, and Gen Alpha is likely to follow suit. To adapt, we need a fresh approach.
One immediate priority is refining how we gather feedback. While CIPFA regularly surveys members, respondents tend to be over 45. If we want to truly engage younger generations, we need to understand their needs more directly.
“Tech it or leave it”: the digital future of memberships
Technology offers enormous potential to enhance how we support our members. While maintaining the human, professional advice, connections and support that our members value, CIPFA is exploring how these tools can transform membership services.
AI-powered insights could allow us to recommend events, training, and content based on individual interests and engagement history. AI-powered learning platforms could dynamically adapt training content, making professional development more interactive and personalised. These platforms could also translate resources into multiple languages, helping us expand into international markets.
Data analytics will also play a crucial role in strengthening engagement. By understanding renewal trends and identifying potential drop-off points, we can refine our services and improve member retention. Ultimately, AI allows us to move beyond a "one-size-fits-all" approach, providing personalised experiences at scale — something Gen Z expects.
Beyond perks: making memberships matter
But technology alone isn’t enough. No amount of automation can replace a strong value proposition, and that’s why reviewing our membership benefits is a top priority.
We want to ensure that our content, tone, and voice resonate across sectors, including health, central government, policing, and the third sector. As we expand internationally, our offerings must provide relevant support for public sector professionals in different markets.
At the same time, we need to help members get the most out of existing benefits. That means improving our website for easier navigation, strengthening links to regional networks for those looking to volunteer or connect with peers, and refining our communications to better reach the right audiences. Strengthening our LinkedIn engagement is also key to meeting members where they are.
We’re also investing in flagship initiatives that foster engagement and professional development. Public Finance Live remains a key space for thought leadership and networking, while the CIPFA Student Network provides an essential platform for the next generation of public finance professionals to connect, share experiences, and shape the future of the profession.
CIPFA’s reach has long been strong in the UK, particularly within local government, health and policing. Now, we’re committed to expanding our international presence through policy initiatives, global events, and thought leadership aimed at public service practitioners worldwide.
140 years young: future-proofing for the next generation
As CIPFA approaches its 140th anniversary in 2025, this moment offers both a chance to reflect and an opportunity to look ahead. To remain relevant, we must reassess what truly matters to our members and develop strategies that engage future generations. By embracing technology, strengthening our membership offerings, and fostering deeper connections, we can ensure CIPFA remains a valued professional body for years to come.