Kevin Cahalane Membership Growth E: kevin@membershipgrowth.com.au www.membershipgrowth.com.au ‘We will increase your Membership … and earn you more Revenue’

Membership Growth … www.membershipgrowth.com.au 10 Stages of Membership Growth Grow your membership ... 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

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

‘We will increase your Membership … and earn you more Revenue’ 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? Community engagement Churches, schools, community services 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

Membership Growth … www.membershipgrowth.com.au 3. Recruitment SMART objectives 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

‘We will increase your Membership … and earn you more Revenue’ 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’

‘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’

Membership Growth … www.membershipgrowth.com.au 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 Gain referrals – build revenue Membership Growth … www.membershipgrowth.com.au

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

‘We will increase your Membership … and earn you more Revenue’ Stay Relevant – Involve everyone … 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. ENGAGE Rational Commitment Emotional Commitment Discretionary Commitment Limited Commitment ‘We will increase your Membership … and earn you more Revenue’

Membership Growth … www.membershipgrowth.com.au 6. Review – gain member feedback Encourage member dialogue/feedback 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

Membership Growth … www.membershipgrowth.com.au 7. Renewals Calendar ... Is it the right time? Commence early - make it easy Employ multi-media approaches Involve the whole club in renewals Where we’ve been – where we’re going Reward early renewals Membership Growth … www.membershipgrowth.com.au

Membership Growth … www.membershipgrowth.com.au 8. Reactivation – ‘Win Back’ Strategy Segment and target chronic late renewals Multi-media ... Bring in the heavy ammo! Renew them or obtain non-renewal feedback ‘Keep in touch’ with non renewals Membership Growth … www.membershipgrowth.com.au

Never forget your members ... and they won’t forget you!

Membership Growth … www.membershipgrowth.com.au 9. Raise the Standards Make membership memorable all year Seek continuous improvement across the board Embrace innovation eliminate reduce improve create Develop a long term engagement strategy Membership Growth … www.membershipgrowth.com.au

Membership Growth … www.membershipgrowth.com.au 10. Revenue Develop revenue targets/design a sales strategy – Law of Leverage 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 Promotion Tailored offers Events comp Website logo Directory Banner Best location ground sign Plaque Tailored offers Website logo Rotating banner Social media ESB Comp Inner Sanctum

BONUS: Recession-proof Your Sailing Club in 2017 … and beyond Innovation Value Benefits Everyone working together as a team Satisfaction Communication Inclusiveness and engagement

‘We will increase your Membership … and earn you more Revenue’ 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: kevin@membershipgrowth.com.au www.membershipgrowth.com.au ‘We will increase your Membership … and earn you more Revenue’