Member Experience & Growth Strategy for United Refuah HealthShare
The Challenge
A community-based, nonprofit health cost–sharing organization serving over 10,000 members wanted answers to 3 core questions:
What drives member loyalty and referrals?
Where does friction erode trust?
What improvements would yield the greatest membership growth?
To answer these questions, Mispar designed and executed a large-scale member experience study, balancing statistical rigor with cultural sensitivity. Respondents (n=1,177) were primarily Orthodox Jewish families in the tri-state area. We used advanced analytics including NPS analysis and regression modeling to identify true drivers of advocacy and member retention.
Key Findings
Experience friction quietly limited referrals
Members whose onboarding expectations were completely met were 7.5× more likely to recommend the organization than those whose expectations were not at all met.
Referral Likelihood Increases with How Well Expectations Are Met
Key onboarding challenges:
- ► Complex and unclear coverage expectations
- ► Onboarding confusion around self-pay and billing
Small early fixes in onboarding created massive downstream gains
Regression analysis revealed that onboarding is the single most powerful driver of advocacy. Improving the onboarding experience alone is projected to double growth over five years.
Strategic Impact
Mispar provided a clear, prioritized growth playbook based on member feedback that clearly outlined how to improve the onboarding experience. The organization was able to find a solution to Increased member satisfaction and increase the rate of referrals, without increasing ad spend.
Why This Matters for Nonprofits
This case demonstrates how rigorous member research can:
- ► Translate insight into practical, high-ROI operational changes
- ► Quantify trust and loyalty in values-driven organizations
- ► Identify hidden friction that limits growth