Do you run a membership organisation in the UK?

Many such organisations sometimes struggle to retain and attract new members. But from a marketing perspective, membership organisations, including sports and leisure clubs, have access to some of the most valuable and usable data available. However, if they are not communicating effectively by using that data, it is going to be harder to find out more about potential members and, therefore, encourage them to join. 

We have heard people say that after they joined a membership club, they didn’t have any communications from the club afterwards. This can breed resentment, and the customer may then decide to leave. 

To ensure that you retain and grow your membership, here are some tips for you to implement: 

• Automation is vital: Look at what parts of your communication you can automate. There’s plenty of automation software out there, such as Active Campaign, which can easily send automated emails to potential members. 
• Up your comms: Make sure your communications go out to your audience regularly, whether that’s via emails, social media or other forms of marketing. Try to build a community within your membership – your members will be less likely to leave your organisation if they feel like they belong. 
• Bring in new members: Make use of social media posts to inform people why your club is worth joining and open to new applications. Provide potential members with links to web pages that outline your offer. 

 At NAMA, we understand how important membership organisations and clubs are to local communities. We are able to give advice and assistance to membership organisations of all sizes to help them maintain and grow their membership. Get in touch with us to find out more.