For professional networks it has become a major challenge to manage their member relationships. The Gesellschaft Deutscher Chemiker (GDCh) – founded in 1946 – is a non-profit scientific society and has about 31,000 members. The scientific society promotes research and education as well as the exchange and dissemination of new scientific knowledge related to chemistry as the basis for innovation. Member of the GDCh are researchers working in industry, academics, chemists in public service and education. Among them are Nobel Prize winners but also interested layman. 50 full-time employees coordinate all services of the scientific society at the headquarter in Frankfurt am Main. These services include, among others, the editing of the monthly magazine "Nachrichten aus der Chemie", a biweekly newsletter, managing the social media channels and the GDCh app. As many professional networks, GDCh faces the challenge to engage its members to ensure that GDCh stays a living organism. Given the changing needs of its members, GDCh is asking how to improve its offerings for its members to maintain long-lasting member relationships. More specifically, they face the following two challenges:

• How to improve the value equity of GDCh to increase the number of members, member satisfaction, and loyalty?
• How to improve the brand equity of GDCh to increase the number of members, member satisfaction, and loyalty?