Sandra Fruish, Assistant Director of Membership

Sandra Fruish is the Assistant Director of Membership for the Royal British Legion, the country’s largest Armed Forces charity where she is responsible for over 230,000 members.   Trying to keep membership of a long-established, traditional organisation relevant to a modern audience, her work is focussed on shaping the membership strategy and defining a new membership proposition to take the organisation into its next century whilst continuing to support and develop the customary services and structure.  Passionate about people, by focussing on engagement and dialogue with the membership leadership she has been successful in enabling and driving transformation with a very change-averse audience.  She has overseen significant changes and improvements to the membership journey which has resulted in a reversal of the historical decline in membership numbers. Before joining the Royal British Legion Sandra spent 16 years as an Air Traffic Control Officer in the Royal Air Force, serving in the UK and overseas.  Her time in the military has provided her with the skills needed to work in the membership sector: resilience, commitment, patience, tenacity and a good sense of humour.