Editor’s note: NCA is pleased to introduce a new series of articles on membership development in Club Director. This first article, which focuses on targeting prospects for membership, will share strategies for accessing potential candidates.
For many clubs, the combined impact of membership attrition, a struggling economy, shrinking capital reserves and increased competition has taken its toll in recent years. With the economic downturn, many clubs found themselves with a severe shortage of the very thing private clubs need most—members.
Now that the economy is slowly rebounding, private clubs have the opportunity to regroup, recoup their losses, and refocus their membership development efforts. However, unlike other industries, many private clubs cannot simply advertise for new members due to their private, tax-exempt status. Their selective and exclusive nature combined with a social or recreational purpose make private clubs just that—private.
When recruiting new members, it’s important to focus on those individuals who will fit well with the established culture at your club. Current members are the best source of new member prospects. Sometimes, just identifying those best suited for membership isn’t enough. They need to be courted and convinced that club membership will be right for them. Fortunately, there are some tried and true methods to help clubs reach out to those particular individuals best suited to future membership.
Within the membership development process, there are some clearly defined steps to make identifying prospects easier. Each club can tailor the process to suit their unique culture and fulfill particular needs. But, in general, the first step is to identify target groups. Finding those people who are best suited to club membership is the first step in being able to draw them in. When assessing the viability of a particular individual for club membership, certain key factors can indicate whether or not that person will make a good candidate:
Readiness to join the club
When looking at someone in terms of potential membership, first ask, “Do they want it?” Just because someone might be a member of a particular demographic category, doesn’t automatically mean that they see club membership as desirable. If the reason they haven’t joined a club is just a matter of determining which club is right for them, it’s worth the investment of time to begin courting.
Age, income, education and occupation
Of course, looking at potential members is also about looking at those who will fit well with other members. Will a new member in her early 30s find peers? Is the club family-oriented? Is it a traditional or modern club? Are there members of the club with whom the prospect would relate or already know? These are all things to consider when looking at what makes a particular individual or group a good candidate for membership. Knowing your club’s demographics and culture can help guide your candidate selections—or indicate ways to diversify your membership. For example, younger members may breathe new life into a club, or someone from a different profession may enjoy stimulating conversation with different perspectives. None of these are reasons to rule out a candidate group for membership, but they can help guide membership development efforts to those who are most likely to fit in well with the peer groups already present at the club.
Attitudes, interests, opinions and lifestyles
Once again, when looking for the best fit, the rule is usually “like with like.” It’s easiest if new members have similar perspectives and lifestyle elements to those who already enjoy membership. It makes finding common ground (and in reality, the entire membership development process) easier.
Proximity of residence and work place to club facilities
Regardless of how amazing your club is, people are more likely to do something that’s convenient for them. Targeting those who are local, who drive past the club on their way to work or live nearby, means that potential members will be more likely to see membership as something that they will use on a regular basis. Getting to the club shouldn’t be seen as a chore.
Past membership in clubs, especially former members and first-time members
As with job candidates, past performance is a good predictor of future action. When looking at potential members, understanding whether they were previously members of a club, and how that membership worked out for them, can help to smooth the way for membership in your club. Similarly, when welcoming former members of your club back into the fold, it’s important to understand why they terminated their membership the first time to prevent history from repeating itself.
Potential for loyalty to the club
Loyal members are incredible benefits to the club community. They involve themselves in club affairs, encourage participation in club activities, and, most importantly, are excellent sources of future members. Look to recruit those individuals who will be loyal to the club and assist in club development and growth, and can help to facilitate the membership development process in the future. After all, the best source of new members is your current ones.
Now that you can identify who makes a good member, stay tuned for the next installment in our new membership development series on setting goals.