1. Kevin Cahalane Membership GrowthE:
‘We will increase your Membership … and earn you more Revenue’

2. 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 …

3. 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 …

4. ‘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’

5. 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 …

6. 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 …

7. ‘We will increase your Membership … and earn you more Revenue’
Membership Acquisition Channels
Inbound contact – phone, www, , 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’

8. ‘We will increase your Membership … and earn you more Revenue’
Prospect Sales Funnel
Keep in Touch
Telephone
Social Media
Newsletter/reports
Facebook/LinkedIn/www
Events and Functions
Data Capture:
Prospects  Qualified Prospects  Members
‘We will increase your Membership … and earn you more Revenue’

9. 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
follow through
Planned, regular – not overkill
Social media integration
Facebook or ...
Become a Member 
‘We will increase your Membership … and earn you more Revenue’

10. 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 …

11. 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, , survey, social media, website (“members only”)
Membership Growth …

12. ‘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’

13. 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 …

14. 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 …

15. 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 …

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

17. 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 …

18. 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 …

19. 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

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

21. ‘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’

22. 10 Stages of Membership Growth
Thank you
Kevin Cahalane
Membership Growth E:
‘We will increase your Membership … and earn you more Revenue’