Kevin Cahalane
Membership Growth
E: [email protected]
www.membershipgrowth.com.au
‘We will increase your Membership
… and earn you more Revenue’
10 Stages of Membership Growth
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Grow your membership ...
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Retain your members...
•
Earn more revenue
•
Recession-proof YOUR Club
‘We cannot become what we need to be
By remaining what we are.’
Max Dupree
Membership Growth … www.membershipgrowth.com.au
1. Resonance
Create a ‘sonic boom’ effect in your Club
•
Marketing – promotion – publicity
•
•
Reach out to your members, your Community,
Community groups, Schools ... Who else?
•
Create ‘top of mind’ with your BRAND
[for members/prospective members]
•
Website, Social Media, Members,
Advocacy, Volunteer Army ...
Membership Growth … www.membershipgrowth.com.au
Work on Effective Marketing and
Promotion Strategies
 How are you positioned in the
of your members?
 What is your USP … and how do you promote it?
 How is your membership segmented …
and how do you promote to these segments?
 Have you created a unique recruitment/retention/
renewal theme?
‘We will increase your Membership … and earn you more Revenue’
2. Rational vs Emotional
Every member has a “hot button”
•
•
•
Gain/Make
Save
Improve/Increase
•
Reduce/Protect
Rational or Emotional
Their “HOT BUTTON” – Your USP
Membership Growth … www.membershipgrowth.com.au
3. Recruitment
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SMART objectives
•
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Research [why did your current
members join – why are they staying?]
Create Member Acquisition Channels (MAC)
•
•
Build and manage a prospect ‘sales funnel’
Develop a recruitment system & strategy
•
Recruit more members – keep renewals steady
Membership Growth … www.membershipgrowth.com.au
Membership Acquisition Channels
 Inbound contact – phone, www, email, facebook, LI
 Events and Functions; Social vs Sailing
 Other Members (WOMM); ‘Member Get Member’
 Proactive Community engagement
 Marketing – Publicity and Promotion, Members
 Social Media and Website Marketing
Create Qualified Prospects
‘We will increase your Membership … and earn you more Revenue’
Prospect Sales Funnel
Keep in Touch
 Telephone
 Social Media
 Email
 Newsletter/reports
 Facebook/LinkedIn/www
 Events and Functions
Data Capture:
 Prospects  Qualified Prospects  Members
‘We will increase your Membership … and earn you more Revenue’
Sales Funnel ‘Keep in Touch’
Possibilities
Membership Pack
Good quality PDF or flyer
Subscribe to Reports
Happenings, items of interest, news
Telephone follow through
‘reading from the same page’
Send additional information
(Have a Plan B)
Invite to event or function
Mentor – introduce, look after, follow through
Introduce to Members
Events and Functions
Email follow through
Planned, regular – not overkill
Social media integration
Facebook or ...
Become a Member

‘We will increase your Membership … and earn you more Revenue’
4. Rapport
•
First year member engagement
•
Keep in touch strategy [mentor,
sailing events, functions, offers, survey]
•
Track their progress – check their interaction
•
Turn ‘first year’ into lifelong advocacy
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Gain referrals – build revenue
Membership Growth … www.membershipgrowth.com.au
5. Retention
•
Review engagement channels and
communication strategies
•
What do different member
segments want/need?
•
Offer innovation, value and member benefits
•
Member service excellence = member advocacy
•
‘Keep in Touch’ via phone, email, survey,
social media, website (“members only”)
Membership Growth … www.membershipgrowth.com.au
Stay Relevant – Involve everyone …
ENGAGE
What you do to influence members to commit
to your sailing club, how much effort they put
into their membership and how long they stay
as a result of their commitment.
 Rational Commitment
 Emotional Commitment
 Discretionary Commitment
 Limited Commitment
‘We will increase your Membership … and earn you more Revenue’
6. Review – gain member feedback
•
Encourage member dialogue/feedback
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Use member surveys to ...

determine satisfaction or
non-satisfaction areas

market and promote your
organisation

commit to changes
•
Consider a first year member review
Membership Growth … www.membershipgrowth.com.au
7. Renewals
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Calendar ... Is it the right time?
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Commence early - make it easy
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Employ multi-media approaches
•
•
Involve the whole club in renewals
Where we’ve been – where we’re going
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Reward early renewals
Membership Growth … www.membershipgrowth.com.au
8. Reactivation – ‘Win Back’ Strategy
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Segment and target chronic late renewals
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Multi-media ... Bring in the heavy ammo!
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Renew them or obtain non-renewal feedback
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‘Keep in touch’ with non renewals
Membership Growth … www.membershipgrowth.com.au
Never forget your members ...
and they won’t forget you!
9. Raise the Standards
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Make membership memorable all year
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Seek continuous improvement across the board
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Embrace innovation

eliminate

reduce

improve

create
•
Develop a long term engagement strategy
Membership Growth … www.membershipgrowth.com.au
10. Revenue
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Develop revenue targets/design a
sales strategy – Law of Leverage
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Sponsorship

Relationship vs Donation

‘Give to Get’

You are selling sponsorships
•
Seek Corporate Partners

“WIIFM”?

Take it to the next level
Membership Growth … www.membershipgrowth.com.au
Corporate Partners
•Tailored offers
•Website logo
•Rotating
banner
•Social media
•ESB Comp
•Inner Sanctum
•Promotion
•Events comp
•Directory
•Banner
•Best location
ground sign
•Plaque
BONUS: Recession-proof Your
Sailing Club in 2017 … and beyond
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•
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Innovation
Value
Benefits
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Everyone working together as a team
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Satisfaction
•
•
Communication
Inclusiveness and engagement
Create a Team of Club Champions
Champions are made from something
they have deep inside them – a
desire, a dream, a vision.
They have to have last minute stamina,
they have to be a little faster, they have
to have the skill and the will.
But the will must be stronger
than the skill.’
Muhammad Ali
‘We will increase your Membership … and earn you more Revenue’
10 Stages of Membership Growth
Thank you
Kevin Cahalane
Membership Growth
E: [email protected]
www.membershipgrowth.com.au
‘We will increase your Membership
… and earn you more Revenue’