Every club manager has heard the phrase “I didn’t know anything about that” and “Oh, I never read the newsletter” multiple times in their career. Even more disconcerting is the rumor mill that is disseminating the mistruths about a variety of things around the club. Therefore the most important thing club leadership can do is have a well thought-out communication strategy—especially when the communication is pertaining to a new club policy or board decision.
Any high performing private club should have a strategic communication plan. Many clubs do an amazing job of offering programs and serving their members, but struggle to effectively or consistently communicate with them in a structured way. More often than not, club 
leaders avoid this type of planning due to a lack of resources or time; however, it doesn’t need to be a daunting task. These plans do not have to be formal written documents. They can simply involve taking the time to think about a communication problem or issue and determining the best approach for communicating the message or information.
While the official definition of a club is a group of “like-minded individuals,” we all know they definitely all don’t think alike. So in order to communicate important information from the board, every club’s leadership needs to select the content that would best fit the listener’s needs, understanding and expectations. The audience will also dictate the media/ method of communication. Each situation will also determine the amount of time and the amount of information that needs to be given.
Normally when an important policy/ decision needs to be communicated, club leadership and management turn to the club newsletter first. This is not surprising, because the club newsletter has traditionally been the primary means for reaching and educating all members of the club. However, in an increasingly technological world, there are even more opportunities for boards to communicate with its membership.
Most clubs are already using their website, e-blasts and electronic message boards to deliver their messages. However, clubs need to be taking it a step further and leveraging additional multi-media to connect with its membership. This is especially true when it pertains to changes or updates to club policy/decisions.
Live and Recorded Webinars/Meeting
Recently, during a new capital campaign, my club used webinars and GoToMeeting sessions to educate members about upcoming projects. Based on session participation and member feedback, these were highly successful and well-received by those members who were unable to find the time to attend an information session at the club. These sessions were also recorded and posted to our website, giving any member the opportunity to access this important information at their convenience.
At Farmington Country Club, we are exploring the idea of using video messages on the club website as an effective means of getting a new policy/decision out to our membership. The most important thing about video messaging, as opposed to written communication, is that a club’s leadership can deliver their message to the membership with more emotion, increasing the chance of it being remembered for a longer time and by more people. A good example of this is TV advertisements and how they make their ads more appealing by adding emotions to sell their product. Clubs can use the same formula for getting important information out to its membership.
While technology adds increasingly more opportunity, the most effective and preferred style of communication is still verbal in a social setting like a private club. Therefore, every club board needs to find ways to verbally publicize these key decisions or policy changes.
The Role of Committees
Committees are one of the key communication tools a board has at its disposal. Typically, at least 10 percent of a club’s membership serves on some type of committee. Assuming that each committee member talks to at least two or three friends at the club, it is safe to say 20 to 30 percent of the club’s membership is aware of what transpires in club governance. Every private club board should use this to its advantage regularly: the board should have a set of specific talking points that are discussed at every meeting and every committee meeting agenda should include a board update where these points are discussed.
Keep Staff in the Loop
It is also imperative that the staff be fully educated about the new policy/ decision. Too often the communication is aimed at the primary audience (club member) and there is an assumption that the staff fully understands the reason for the new policy/decision. The proper amount of time and education needs to be focused on all levels of staff. After all, the staff has more interactions daily with the general membership than the average committee/board member. This way the staff member can help clarify any confusion or direct any questions to the correct person. The same talking points shared with each committee should also be shared with the club’s staff.
Key Influencers
Just like any government organization, the board (government organization) is often viewed as the entity of power that is detached from the general membership (citizens). Acknowledging this perception, the board must find ways to establish instant credibility when delivering the message. So when a new policy/decision is being introduced it can be very effective to have key influencers deliver the message. These influencers are generally outside the club governance and have instant credibility with their peers. If the membership holds the communicator in high regard and respects the information given, there is a greater chance of the new policy/decision being accepted.
Every club manager knows member feedback is the cornerstone of how a club can improve service, but this is also how club leadership can effectively communicate a new policy/decision. The club’s leadership needs to be willing to accept candid, timely, honest and constructive feedback once any new decision/policy is announced. Once that feedback is received, a FAQ document can be created and distributed. This practice can be helpful when the “anti-email chain” starts to circulate at the club. Rather than address the individuals directly, the FAQ document can help clarify the policy/decision in a non-challenging way.
Lastly, the complexity and degree of controversy of the new board decision/ policy will determine the amount of time that needs to be expended and the amount of information that needs to be provided. For example, a policy/decision change regarding dress code may require less time and information than a policy/ decision that affects the financial health of the club such as long-term borrowing.
Communication is ultimately about member engagement. It is the responsibility of club leadership and management to be continuously finding ways to engage its membership with impactful communication. Effective communication also helps to ensure trust in the organization, so the club can continue to build towards a successful future. Unfortunately, and even after using all the above techniques, you are not guaranteed to never hear the ever-so-famous, “I didn’t know anything about that!”
As George Bernard Shaw said, “The single biggest problem in communication is the illusion that it has taken place.”
Joe Krenn, CCM is COO/General Manager of Farmington Country Club in Charlottesville, Va. He can be reached at [email protected].
Every club manager has heard the phrase “I didn’t know anything about that” and “Oh, I never read the newsletter” multiple times in their career. Even more disconcerting is the rumor mill that is disseminating the mistruths about a variety of things around the club. Therefore the most important thing club leadership can do is have a well thought-out communication strategy—especially when the communication is pertaining to a new club policy or board decision.
Any high performing private club should have a strategic communication plan. Many clubs do an amazing job of offering programs and serving their members, but struggle to effectively or consistently communicate with them in a structured way. More often than not, club leaders avoid this type of planning due to a lack of resources or time; however, it doesn’t need to be a daunting task. These plans do not have to be formal written documents. They can simply involve taking the time to think about a communication problem or issue and determining the best approach for communicating the message or information.
While the official definition of a club is a group of “like-minded individuals,” we all know they definitely all don’t think alike. So in order to communicate important information from the board, every club’s leadership needs to select the content that would best fit the listener’s needs, understanding and expectations. The audience will also dictate the media/ method of communication. Each situation will also determine the amount of time and the amount of information that needs to be given.
Normally when an important policy/ decision needs to be communicated, club leadership and management turn to the club newsletter first. This is not surprising, because the club newsletter has traditionally been the primary means for reaching and educating all members of the club. However, in an increasingly technological world, there are even more opportunities for boards to communicate with its membership.
Most clubs are already using their website, e-blasts and electronic message boards to deliver their messages. However, clubs need to be taking it a step further and leveraging additional multi-media to connect with its membership. This is especially true when it pertains to changes or updates to club policy/decisions.
Live and Recorded Webinars/Meeting
Recently, during a new capital campaign, my club used webinars and GoToMeeting sessions to educate members about upcoming projects. Based on session participation and member feedback, these were highly successful and well-received by those members who were unable to find the time to attend an information session at the club. These sessions were also recorded and posted to our website, giving any member the opportunity to access this important information at their convenience.
At Farmington Country Club, we are exploring the idea of using video messages on the club website as an effective means of getting a new policy/decision out to our membership. The most important thing about video messaging, as opposed to written communication, is that a club’s leadership can deliver their message to the membership with more emotion, increasing the chance of it being remembered for a longer time and by more people. A good example of this is TV advertisements and how they make their ads more appealing by adding emotions to sell their product. Clubs can use the same formula for getting important information out to its membership.
While technology adds increasingly more opportunity, the most effective and preferred style of communication is still verbal in a social setting like a private club. Therefore, every club board needs to find ways to verbally publicize these key decisions or policy changes.
The Role of Committees
Committees are one of the key communication tools a board has at its disposal. Typically, at least 10 percent of a club’s membership serves on some type of committee. Assuming that each committee member talks to at least two or three friends at the club, it is safe to say 20 to 30 percent of the club’s membership is aware of what transpires in club governance. Every private club board should use this to its advantage regularly: the board should have a set of specific talking points that are discussed at every meeting and every committee meeting agenda should include a board update where these points are discussed.
Keep Staff in the Loop
It is also imperative that the staff be fully educated about the new policy/ decision. Too often the communication is aimed at the primary audience (club member) and there is an assumption that the staff fully understands the reason for the new policy/decision. The proper amount of time and education needs to be focused on all levels of staff. After all, the staff has more interactions daily with the general membership than the average committee/board member. This way the staff member can help clarify any confusion or direct any questions to the correct person. The same talking points shared with each committee should also be shared with the club’s staff.
Key Influencers
Just like any government organization, the board (government organization) is often viewed as the entity of power that is detached from the general membership (citizens). Acknowledging this perception, the board must find ways to establish instant credibility when delivering the message. So when a new policy/decision is being introduced it can be very effective to have key influencers deliver the message. These influencers are generally outside the club governance and have instant credibility with their peers. If the membership holds the communicator in high regard and respects the information given, there is a greater chance of the new policy/decision being accepted.
Every club manager knows member feedback is the cornerstone of how a club can improve service, but this is also how club leadership can effectively communicate a new policy/decision. The club’s leadership needs to be willing to accept candid, timely, honest and constructive feedback once any new decision/policy is announced. Once that feedback is received, a FAQ document can be created and distributed. This practice can be helpful when the “anti-email chain” starts to circulate at the club. Rather than address the individuals directly, the FAQ document can help clarify the policy/decision in a non-challenging way.
Lastly, the complexity and degree of controversy of the new board decision/ policy will determine the amount of time that needs to be expended and the amount of information that needs to be provided. For example, a policy/decision change regarding dress code may require less time and information than a policy/ decision that affects the financial health of the club such as long-term borrowing.
Communication is ultimately about member engagement. It is the responsibility of club leadership and management to be continuously finding ways to engage its membership with impactful communication. Effective communication also helps to ensure trust in the organization, so the club can continue to build towards a successful future. Unfortunately, and even after using all the above techniques, you are not guaranteed to never hear the ever-so-famous, “I didn’t know anything about that!”
As George Bernard Shaw said, “The single biggest problem in communication is the illusion that it has taken place.”
Joe Krenn, CCM is COO/General Manager of Farmington Country Club in Charlottesville, Va. He can be reached at [email protected].