Mensa International

Problem
Mensa International wanted help on a number of fronts. Membership numbers were stagnant, and the level of membership was worrisome — only a small fraction of the world’s population with an IQ high enough to qualify for Mensa membership actually joined. Few people really knew much about the organization and, as a result, it was often perceived as being closed, distant and disconnected.

LMCA’s licensing program objectives were clear: to raise top-of-mind awareness for Mensa; to make the organization and its work more accessible and relevant; and to create revenues that would help keep dues low and provide funding for Mensa’s own research into the functioning of the human mind.

Solution
Four key licensees form the mainstay of the program. Sterling Publishing, a global publisher, has brought a wide array of products to the market, ranging from Mensa crossword puzzles to recreational reading, such as The Mensa Guide to Winning at the Race Track. The Mensa licensed catalog of products for gifted and talented children is targeted to educators as well as parents and features products and toys useful for all children. The licensed Mensa seal of approval, Mensa Select, puts Mensa brainpower to work in helping average consumers make a smart choice in their household product selections. The fourth, and perhaps smartest idea, was to create a consulting firm — Mensa Process® — which leverages the bright minds of Mensa to help companies and nonprofits solve difficult business problems.

Results
Revenues from the program have helped Mensa keep its dues affordable and fund more of its research interests. In tandem with a professional public relations program, licensing has helped prompt new membership growth, both in North America and worldwide. Member interest and involvement in Mensa Process has been very strong, with enrollment growing at more than150 members per month from more than 20 countries. In certain cases, former members have rejoined the organization just to take part in Mensa Process projects. Mensa Process clients include companies like P&G, Bayer and Nestle.