From a marketing perspective, membership organisations like sports and leisure clubs can collect some of the most valuable and usable data out there. After all, a person isn’t going to enquire at a sailing club if they aren’t interested in some aspect of sailing. It’s unlikely that someone would come along to a golf club if they don’t have at least a fleeting interest in the sport. So, for any membership organisation, the contact list of past members and people who have enquired is a goldmine for potential members. But, without effective communication, how do you find out more about them and encourage them to join? After all, the key to any local membership group is the members; you need to retain the old members and attract new ones to keep the community vibrant and active.
One of our team was chatting to a friend of theirs the other day who described how they had joined a local sports club just before the first Covid-19 lockdown hit. They had literally joined three months before and had been enthusiastic about learning a new sport and becoming active within the club. Unfortunately, lockdown hit, and they never heard from the club again; no email updates, no queries about renewing, nothing, aside from a WhatsApp group which contained no information about the club. The friend muted the group, assigned their newly purchased equipment to the loft, and moved on. Our team member asked, “would you go back now if they got in touch?”. The answer was “probably”.
So, how can membership organisations begin to retain existing members, entice back old members, and welcome new ones?
Here are a few tips for growing your membership.
Automate your communication
We understand that lots of membership organisations are run by dedicated members and volunteers, so time is always a factor. Creating automated emails is a great way of staying in touch with your mailing list and pulling in people who have made enquiries. Firstly, set up an email mailing list with a regular newsletter that goes out to existing and old members and people who have made enquiries. Include all the latest news and events, so if a sailing regatta is happening or there is a beginner’s course starting, let everyone know about it. Keeping people in the loop helps them to feel like they are a part of a valuable community.
Secondly, consider using a programme like Active Campaign to collect information about new enquiries. Imagine for a moment that your membership organisation receives an enquiry through its website. An automatic reply would let the enquirer know that you’ve received their message and provide the information they need. An automated follow-up email could then check if they are still interested and, if they aren’t, find out why. Knowing why people don’t want to join is sometimes more important than knowing why they do. The same could happen after a beginner’s taster session. The possibilities are endless.
Improve your communication
Thinking back to the experience of the sports club that went quiet. What would the outcome have been if they had stayed in touch? Would the person still be a member? Probably. A lack of communication costs them potentially years of membership income (and the income from social events). Over a span of years, that can really add up. Even if WhatsApp had been used for updates and had been moderated, that would have made a difference. Regular communication, no matter whether it’s through a social media group, emails, or WhatsApp, helps to build and create a community. It stops people from feeling marginalised and makes them feel less likely to leave. Another business contact who works with NAMA has previously said that the only reason they go to a particular networking event is because of the sense of community within it.
Attract new members
Ok, so we’ve talked about retaining existing members and tempting back past members, but how do you attract new members? Well, the sense of community will encourage existing members to recommend your organisation. There’s a lot to be said for word of mouth and personal recommendations. But you also need to utilise the tools that are available to you.
Social media is an excellent way of letting people know why your organisation or club is worth joining. This isn’t just about regularly sharing new content and updates (which are vital); it’s also about social listening. Social listening basically focuses on what is being said online and providing solutions. So, if a desperate parent is asking about summer activities for their children on a local Facebook group, wouldn’t it be great if the local sailing club popped up and said, “Oh, have you seen our summer sailing school?”.
Social listening shows that your membership organisation isn’t exclusive and is a valuable part of the community. It also lets people know you exist. Take a moment to think about the size of the town you are based in and then how many people from the town have passed through your doors. If they don’t know you are there, how will they ever come across you?
We can help your membership organisation.
NAMA understand the importance of membership organisations to communities and the services that they deliver. We also understand the term “use it or lose it”, so we are happy to provide advice and assistance to membership organisations of all sizes to help them maintain and grow their membership. If you would like to find out more, get in touch.